Jordan's touting deferred payments, prices in latest ads
By Clint Engel -- Furniture Today, March 9, 2003
Avon, Mass. — Metro Boston retail powerhouse Jordan's Furniture is offering deferred payments for the first time, and is advertising price for the first time in over a decade.
In TV and radio spots that began running in February, the retailer touted its first 12-month no-payment, no-interest offer.
And in a series of TV commercials, also airing for the first time in February, Jordan's shows prices for specific pieces: a Kincaid Chateau Royale queen bed for $697, a Brownstone queen bed for $997 and a Klaussner leather bomber jacket sofa for $1,998.
Both moves are fairly subtle — noted at the end of the spots — but they clearly reflect a new strategy for the Berkshire Hathaway-owned furniture retailer.
Jordan's long has disclosed all kinds of product information, including price, on fact tags in its four stores.
But it has shied away from price advertising, leaning toward entertaining, institutional spots starring its zany, popular leaders, Barry and Eliot Tatelman.
After internal discussions, Jordan's decided to make its advertising more product driven, said Heather Copelas, Jordan's spokeswoman.
The Tatelmans continue to star in the spots, but ads now focus more on product, highlighting features such as hardware or carvings. Noting the price made sense, she said.
The deferred payment promotion is less an aggressive step in a tough business climate than it is a reaction to consumer needs in trying times, Copelas said. But she cited the competitive landscape in furniture retailing and said, "We felt it was time to go down that road."
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