Survey results help you sell
Ray Allegrezza, Editor in Chief -- Furniture Today, April 20, 2008
An alliance between two strong partners can take the phrase "competitive advantage" to an entirely new level.
For importers,this means forging relationships with the best factories in order to get the best quality, the best pricing and reliable delivery. Similarly, retailers opting not to go direct, need to buy from the best importers in order to get those same benefits.
The same holds true in business-to-business publishing. As the industry's leading B2B newspaper, Furniture/Today has worked hard to earn a reputation as the bible of the industry.
With that in mind, when we wanted to better understand the shopping habits of today's consumer, we partnered with another "bible," cable television's HGTV.
Earlier this year, with the help of HGTV's weekly Ideas Newsletter, we fielded a survey to determine the furniture shopping habits of the newsletter's readers and were inundated with responses from more than 12,000 consumers.
The fact that HGTV's newsletter goes to an audience made up of consumers highly interested in home improvement and home decorating made this the perfect vehicle for this survey.
For our first report, FT and HGTV focused on the sofa buying experience, including the type of store where the consumer would first shop, the reasons she chooses one retailer over another, and sofa-specific issues such as quality and durability.
We were also able to provide powerful information including insights into the value she places on the reputation of the store.
Considering that almost two-thirds of the consumers said they pick a retailer based on the store's reputation, that's certainly something to sleep on.
And speaking of sleep, the July 21 issue of Furniture/Today will feature a similar survey conducted with our partner that will focus on bedding.
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