Time to get up to date with changing business
Jerry Epperson -- Furniture Today, February 1, 2010
This recession has brought about some very obvious changes to the way we sell furniture.
Just a few years ago, furniture stores promoting truck sales of premium designer lines would have been out of the question. What about a full living room set for under $1,500 including a 42-inch HD television? Would you ever have expected to see BIG LOTS selling some of the leading brands of furniture or some of the single-branded stores openly advertising that they sell many additional lines of furniture?
Leading department stores are now selling $499 leather sofas and $299 queen mattress sets and rent-to-own stores are aggressively promoting major brands.
Newspapers and magazines are shrinking or failing, and local television is fighting the hundreds of cable networks, so how do you advertise? Even if the television is on, it might be turned to HBO or tuned to a DVD or a commercial-free DVR. Of course, many now prefer shows and news on their computers. If drivers listen to CDs, audio books and satellite radio, is local radio still effective?
Unless you are really good with Web sites, e-mails, Twitter and Facebook, we may be returning to the Stone Age with direct mail (you don't have to lick the stamps these days!), telephone (at least they have buttons, not dials), door-to-door salespersons, roadside billboards, and clowns in front of the store wearing sandwich boards promoting today's sales. Even then, most of us screen our phone calls, don't open our doors to strangers, try not to look at billboards unless they say “South of the Border,” and direct mail goes unopened and trashed.
Think of your own lifestyle. Do you spend more time with your iPod, computer, and smart phone than you do with your television, radio and newspaper? Don't feel alone — everyone in retailing has the same problem.
In my humble everyday opinion, your physical presence is becoming more important. Who cares how creative and fantastic your retail floor displays are if the outside of the store discourages people from coming in?
What about your window displays? Stopped in front of your store, would I see my reflection, a dirty window, glass so dark I cannot see inside, the backs of furniture — or a fashionable, enticing display?
Does your store location relate to the consumer you want? If not, either change your mix or your location.
And there are your people. Would you let them visit your home or hang out with your son or daughter? Can they relate to these consumers you are serving?
We honestly expect an improvement in business later this year but you need to prepare for it today.
Spring clean your store, your product mix and your mindset.
-
Ronald J. Logan, retailer in Ontario for 40 years
Jan 18, 2011 -
Furniture stores take business outside
Apr 17, 2010 -
The time is right for consignment stores
Feb 6, 2012
Specialty retailer LoveSac introduces new store design
Kincaid Furniture honors Jimmy and Rosalynn Carter for Habitat work
Omnia Furniture ends relationship with Kathy Ireland Worldwide
Belfort Furniture, Lawrance Furniture are NHFA Retailers of Year
Singapore furniture show expecting increased turnout
VIEW ALL GALLERIES
