Series. Interrupted.

So sorry. I will return to  my internet series soon, but I felt compelled to share these ideas with you considering what is happening right now.

For the past two months, I have been shopping for furniture-diligently. Online and offline. Minneapolis has a wonderful selection of big box stores, independents and quirky “one store destinations” that are fun to shop. I had three criteria in mind:

1. Design and style. Had to be clean and modern, but not too much so.

2. Price. I wasn’t going to invest more than a certain amount no matter how much I liked something.

3. It had to be available within seven days. That was my limit.

Here is where I shopped: IKEA, TARGET, HOM, CRATE AND BARREL, RESTORATION HARDWARE, GABBERTS, BED, BATH and BEYOND, PIER I IMPORTS and several small independents.

Here is what I found out for myself:

1. TARGET, IKEA, CRATE AND BARREL AND RESTORATION HARDWARE have clearly identified color palettes and all of their merchandise coordinates so I COULD NOT MAKE A MISTAKE.

2. The above stores have GREAT websites so I could go in to the store and then go online later to shop further to make sure Id seen their whole selection. And, especially in the case of TARGET, their online selection was MUCH, MUCH deeper than their in-store selection-to my surprise. AND, Target did something wonderful to save me time!  They told me which one of their items was only available online and which ones were also available in the store! Not only that, they then gave me a way to find the  store closest to me that had that item. Brilliant. What a time saver.

3. Each of the above stores in point #1 has extremely liberal NO QUESTIONS ASKED return and exchange policies so I never had to feel guilty for purchasing and either exchanging and/or returning-which I did several times. It was extremely easy and efficient and, overall, I spent more on the second go around.

4. I got to remain anonymous. I felt a little foolish trying out so many different things so I was glad I didn’t have a salesperson who was working on commission or else I would’ve felt too guilty to buy as I would not wanted to face them if I had to return things.

The takeaways:

1. Make sure your buyers are extremely aware of the color palettes being used by the lifestyle chains. I wanted to buy something different from an independent, but I couldn’t because the shades of green were too far off. If the independent had been aware of what shade of sage green Target was carrying for fall, they would have had my business. Women CARE about color and blending/matching.

In addition, the merchandising at the independents was so individualistic that it just took TOO MUCH TIME for me to sort through the options. Unfortunately, many of today’s consumers don’t have time for expert design help or just don’t want a stranger delving into their personal desires.

HOWEVER, I do think a lot of consumers will part with this information online because it is anonymous-to them(but not to you on the back end.) Set up your systems for wish lists and individualized design inspiration folders online. For a look at this technology, go to www.dominomag.com and look across the top links to “My Deco File.” This is an amazing application and it is a social networking application, as well.

2. The good lifestyle chains are teaching consumers what to expect from the online shopping experience.This is critically important for all of you to realize. It doesn’t matter whether you’re large or small, when the consumer goes to your website they are EXPECTING A SIMILAR EXPERIENCE to what the lifestyle retailers are giving them and when they don’t get it, their perception of your brand is forever changed-and not always for the best.

To test this, shop for yourself for an hour at www.target.com, www.restorationhardware.com, www.crateandbarrel.com or www.ikea.com. Play around- you will see what the customer is experiencing. Now, go to your website and ask yourself whether you are anywhere close in terms of product content, information, ease of navigation, design.

If the answer is no, well… you know the answer. Call in the troops for help! With 78% of furniture consumers researching furniture online first, you can’t afford NOT to do this.

To the consumer, your website IS YOUR STORE.

So, to all of you struggling a bit, don’t fight the tide of the lifestyle chains, complement them. learn from them and add your special touch. But as you know- many consumers are scared and edgy. Simplicity wins big. Reduce the friction, don’t make customers learn something new-don’t make them form a relationship they’re not ready to form.

Serve up comfort furniture, art and accessories that engage all five senses in the easiest way possible and put in place technology tools that empower your customers to shop when and where they want to and to connect with you and with each other anonymously-until they CHOOSE otherwise. When they choose(convert)-they’re yours forever if you treat them right.