FURNITURE WORLD MAGAZINE Since 1870 FOUNDED 1870 • Visit the Industry’S Most Extensive Furniture Site

Home , GEMBA (studio)

CONTENTS FURNITURE WORLD MAGAZINE Since 1870 FOUNDED 1870 • Visit www.furninfo.com The Industry’s Most Extensive Furniture Site

Pictured are accessories from Surya exhibiting crisp neutrals andCover burnished :metallic accents that bring a sense of understated sophistica- tion to living spaces. Shown is the Aberdine rug, Nitro pillow, Solid Pleated pillow, Olivia pillow, Quilted pillow, Tucker throw, a Mirror, and Art. For more information, see page one and seven in this issue or visit www.surya.com.

08 Retail Technology: Human2 Use mobile marketing and post-click engagement so shoppers use phones for something other than showrooming. 19 Anticipation: It’s Making You Money! Anticipate these common but often ignored needs that can hinder the pathway to completing a sale. 24 Welcome Mat Marketing Use “welcome mat marketing” to help new customers realize you’re different, and to make them feel special. 30 Lean Techniques Part 2: Lean Sales force Every furniture store needs a strategy for implementing LEAN and applying it to sales force management. 36 Best Selling Design Editors’ picks of best selling furniture and accessory designs. See also Made In America Design on page 116. 46 Retail Enterprise Thinking Enterprise thinking is your key to superlative leadership many retail home furnishings stores lack 56 Better Bedding & Mattress Sales: Qualifying Questions Part 6 of our Steps-Of-The-Sale series. Qualifying questions RSAs need to know to complete more mattress sales. 70 Retail Success: Furniture Mall of Kansas New 150,000 square foot store has four separate store brands, and innovative design without a big box feel. 86 Furniture Trends: Design & Designer - Part 1 Three generations of furniture designers at Otto & Moore reﬂect on furniture design’s past and future. 110 The Other 98% Chase potential customers your competition neglects, and watch sales climb! 120 The Decision To Buy New Furniture This article is for those of you in traditional relationships who are running things in the retail furniture business.

FURNITURE WORLD: (ISSN0738-890X) - Published every other month by Towse Publishing Co., 1333-A North Avenue, #437 New Rochelle, NY 10804. Subscription: $19 per year; $39.00 for 3 years, $29 Canada, $4/copy; Foreign $119 (USD only). Periodical postage paid at New Rochelle, NY and addition- Member BPA al mailing ofﬁces. US POSTMASTER: Send address changes to Furniture World, PO Box 16044, St. Louis, MO 63105. Publications Mail Agreement Number 41659018. Return undeliverable Canadian addresses to: PO Box 875, STN A, Windsor ON N9A 6P2. Copyright 2014 Towse Publishing Company, all rights Furniture World Magazine reserved. Reproduction in whole or in part is strictly prohibited. 1333A North Ave. #437 New Rochelle, NY 10804 US POSTMASTER: Send address changes to: Furniture World Magazine, PO Box 16044, St. Louis, MO 63105. Tel: 914-235-3095 2 FURNITURE WORLD September/ October 2015

Editor`s Corner You want a tiny... what?

y daughter and her husband recently decided to buy a tiny house. Theirs will be on wheels; all told about 215 square feet. For those of you who haven’t heard, there’s a (big) tiny Mhome movement brewing. To ﬁ nd out more, just google “Tiny House” or tune into A&E’s series Tiny House Nation. The interest in homes under 500 sq. ft. isn’t surprising. The ones I’ve seen typically run $35,000 to $100,000, are cheap to heat, environmentally friendly, mobile to varying degrees, and low maintenance. Tiny homes make it impossible to collect a lot of personal stuff. They can accommodate a queen or king mattress, a few accessory items and perhaps some outdoor furniture. Everything else is multi-functional and built in. It’s enough to give furniture retailers nightmares! Even worse, this movement is part of a larger consumer trend to spend more on experiences, technology, sporting goods and items that support lifestyles. It is not good news for our industry. Not every millennial will aspire to live in shoe- box size accommodations, but the trend is worth noting. What will it do to your business if 10 years from now the average new home is substantially smaller? Will you be able to meet the needs of customers looking for smaller scale products and multi functional designs? Please let me know your thoughts.

Russell Bienenstock Editorial Director

EXECUTIVE CONTACTS Editorial Director, CEO Publisher Russell Bienenstock Barton Bienenstock [email protected] [email protected] Art/ Design Editor Vice President Barbara Bienenstock Thelma Mason Davis Associate Editor [email protected] S.T. Bienenstock Advertising Sales Director Retail Feature Editor Gary Siegel Janet Holt-Johnstone [email protected] Comptroller Sales Manager Eastern Region Gifford Dorival Mark Testa [email protected] [email protected]

HUMAN 2 How mobile marketing and post-click engagement can modernize your retail furniture stores.

by John Lim

onsumers have changed and devices. it’s not just due to economics With this challenge comes a huge or demographics. The rise opportunity for furniture retailers “Retailers Cof the smartphone, mobility because they are well suited to take and always-on accessibility have made advantage of and maximize the power should engage them more aggressive and less patient. of Human2. They demand quick and easy access to information, deals, and content and activate along with the ability to react to it in an instant. Most of all, consumers want Mobilizing The Store consumers to do to understand the value a product or service will bring to their lives. When shoppers visit your store to something (other With this consumer evolution comes check out the features, service and a new way to think about how to pricing of your bedroom and dining engage them online and off. We call it furniture, they concurrently use mobile 2 than showrooming) Human , the theory is that as consum- devices to try to learn more about ers spend more time on their devices, products, ﬁnd better prices at other they actually become two selves -- one retail stores or share their in store with mobile devices physical and one digital. This notion suggests that each of us exists in the while visiting real world and the digital world at the same time. their stores.” This duality has become a real “Are you willing to challenge for furniture retailers that previously delved into mobile mar- empower salespeople to keting by focusing solely on the type and functionality of devices. But today, text or email in-store only using the theory of Human2, it is clear that marketers must do more. They deals and coupons, check must market to both the physical self that interacts with the environment, as inventory and conduct well as the digital self that is connected to the Internet at all times via multiple price comparisons?” 8 FURNITURE WORLD September/ October 2015

“A unique way to connect is by offering free wiﬁ. This allows you to not only provide a great value added service, but also to directly deliver in-store promos and coupons.”

experiences with friends and family. their own, corporate mobile devices The popular term for this is “show- so they can text or email in-store only rooming” which many retailers fear is deals and coupons, check inventory driving business away from their retail and conduct price comparisons. Even locations. more important, that device should But this doesn’t have to be the case. serve as a “register” where shoppers Furniture retailers should engage and can purchase their furniture. In today’s activate consumers to do something digital age, a shopper should never else with their mobile devices while have to visit a sales counter. The time visiting their stores. This means mobi- a shopper spends walking to the sales lizing the entire store by doing some of counter is more time they have to think the following: about not making that purchase. As your sales teams become more • Add QR codes to every furniture “Mobilized” and engaged in the show- hang tag to direct shoppers’ atten- rooming process, it’s equally import- tion to information you WANT them ant that furniture retailers be as trans- to see. parent as possible when it comes to • Post “text-in” codes on select piec- pricing. We know consumers check es for exclusive content or deals. their mobile devices for better prices while in your store, so why not control that process. Offer them the price comparison, show them your price Control the Message and tell them why buying from your store is their best option. Make the By mobilizing the store, you can decision for them. control the message and information.

Salespeople are probably the most This Garnier "Race to Retail" program important asset in retail furniture envi- focused on driving consumers to retail by ronments and are key to mastering the “Mobilize” Your Marketing delivering a mobile coupon that had to be theory of Human2. That’s because they redeemed within a certain amount of time. can see what shoppers are looking at As you are “Mobilizing” your store, in real time. They can talk to shoppers also consider how you will take advan- about what they like, and most impor- tage of Human2 to get more trafﬁc in But this data is limited in its ability to tantly, see when consumers are using the door. help retailers maximize and optimize their mobile devices in-store. Most retailers already learn a lot the ROI of their ad spends. This is the point of contact where about their customers from digital met- In a Human2 world, the action taken you can empower your salespeople to rics, including information about who by a consumer and the data provided increase sales. To do this, however, you is activating ads (when, where and to a retailer following clicking on an must be willing to provide them with how often) in a pre-click environment. ad or link is the difference between 10 FURNITURE WORLD September/ October 2015 gallery programs. Ask aboutour latestpromotions,retail incentivesand Design haveneverbeen easier. Expand yourretailboundaries. PersonalizedComfort& satisfy allofyourclients’ tastes,budgetsandlifestyles. the freedomtocreatelooksandlevelsofcomfort thatwill With over400fineleathersandfabrics,Omnia gives you cross-section ofconsumers. stationary andmotionupholsteryappealstoadiverse Made inAmerica,Omnia’sdiverselineofhand-crafted Omnia hasallthedesigner looks! High Point Showroom: IHFC Building - D1141 www.omnialeather.com • (909) 393-4400 FRISCO introducing The

AMERICAN MADE HUMAN 2 marketing success and failure. For Location, Location, Location tion to anticipate where he or she will furniture retailers, taking advantage of go or to direct them to a particular this post-click world means leveraging First you must engage a location retail location. A unique way to con- a new strategy called post-engage- based service or application to ensure nect with an in-store consumer is by ment conversion optimization. you know as much about the consum- offering free wiﬁ. This allows you to er's’ environment as possible as you provide a great value added service, attempt to engage. These services give and directly deliver in-store promos Post-Engagement a view where a person is, as well as and coupons. what’s happening where they are, with Conversion Optimization one relevant aspect being the weather. This can be important for retailers who Time of Day Post-engagement conversion opti- service large trading areas. To know if mization is the process of tailoring it’s raining, snowing or unseasonably Next, always consider the time of the post-click user path a consumer cold can help you deliver the most day. Sounds obvious, but you can’t takes after an initial click on an ad relevant and impactful message in real control when a consumer will click or marketing link. This customized time. This is essentially the same tactic on an ad, but you can control the journey needs to be based on what’s as a store leaving its doors open on a experience based on the time of day affecting a shopper at the moment of hot day to allow the cold air out onto when they do. Provide in-store cou- engagement, taking into account their the street or Cinnabon strategically pons and deals during the times when environment as well as factoring in infor- placing all their locations so the sweet consumers are most likely to visit mation about how that consumer has smell of sticky buns permeates an interacted with your brand in the past.” entire mall. So how does a retailer optimize their Better yet, you can use location for advertising and marketing campaigns more than the weather. Understanding “This customized post- to maximize the post engagement con- where a consumer is at any given version opportunity? moment allows you to use that loca- click journey needs to be based on what’s affecting a consumer at the moment of engagement, taking into account their environment and factoring in information about how that consumer has previously interacted with your brand.” 12 FURNITURE WORLD September/ October 2015

“Don’t force a consumer to visit six different landing pages or take six steps to access a coupon, deal, product information or store information.”

your store. It may make more sense or store information. The less clicks consumer - the Human2 - no matter to deliver an email with a $100 off and the more rapidly a shopper can where they are. coupon at 11pm on a Sunday night in engage with your brand, the better. order to drive foot-traffic on a typically About John Lim: John Lim, Founder & slow Monday, rather than 11am on a CEO of Life in Mobile. John assumes Saturday, as the weekend will likely be Conclusion many roles as CEO of Life in Mobile; busy anyway. but of all the tasks that he may face In the end, furniture retailers and in a single day, the number one chal- brands need to recognize that con- lenge on Lim’s mind, is how to empow- Relevant & Immediate sumers are smarter than ever before er others, and make great ideas come and more digital than any of us could to life. Finally, make sure your message is have imagined. This means in order He left college at 19 to found his first relevant and immediate. Don’t force to not just compete, but to win the company, Global Telcom, which rap- a consumer to visit six different land- battle for consumer mindshare and idly rose to be the fifth-largest mobile ing pages or take six steps to access dollars, we must factor in everything phone distributor in New York City. At a coupon, deal, product information that makes up the physical and digital 24, Lim created On Site Marketing, a full-service marketing agency which pioneered the use of Short Message Service (SMS) to drive engagement in marketing campaigns for clients including Anheuser-Busch. After experiencing the possibilities of the mobile market, Lim launched Life in Mobile, a dedicated mobile agency that developed and launched Mobile Real Estate and Win Local®, two plat- forms that help realtors earn new business and compete with emerging online real estate mega-sites. Lim attributes his success to his Human2 theory – recognizing the human behind the device, and not the device itself – and applies this thinking to all of his work. LifeInMobile’s soon to be released linknexus™ solution will take the Human2 theory to a new level by giving companies the ability to create one-on-one experiences on a massive scale. Following his passion for empow- ering others, Lim, an accomplished speaker, has presented at over 50 events and travels the world inspiring audiences on how to best embrace the future of mobile. Questions about post click conversion optimization can be directed to him at info@lifeinmobile. com or call 914.909.6701. 14 FURNITURE WORLD September/ October 2015

The Retail Observer

Anticipation IT’S MAKING YOU MONEY! by Gordon Hecht

ith apologies to Carly SERVICE. “Many enter your Simon who sang the Think about the shoppers who visit theme song to “The your store. Many enter your store with store with common WSpy Who Loved Me”, common needs, which may hinder the Anticipation doesn’t have to make me pathway to completing a sale. Ignore wait. Work it right and Anticipation those needs and you will lose the needs, which may can make you MONEY! shopper and the sale. Figure a way I recently saw a photo from inside to solve those needs and you have hinder the pathway an Uber Driver’s car. You’ve heard of cleared the pathway. Uber, the online service for ride-shar- ing that cuts out the worst part of to completing a sale. taking taxis. Like waiting, unknown cost, and tipping. Uber Drivers are Some common issues that Ignore those needs self-employed and use their own cars you may have encountered and gas. The passenger of this Uber car posted a picture showing both and you will lose Android and iPhone charging cords One-Leggers. That’s what they call connected in the back seat of his shoppers in the North East who share the shopper and driver’s car, ready to recharge mobile a home with a partner, but only devices. one partner comes into your store to the sale!” It wasn’t really hard for the driver to shop. How often have you lost a sale ﬁgure out that Uber passengers use when you hear “I have to bring in my mobile devices all of the time. Mobile (spouse/partner) before I buy.” devices need to be charged. Cars Anticipate that need. How about have plugs available for recharging. creating a “missing persons report”; a Different devises need different cords. short questionnaire for your shopper. This was a lesson in anticipating the For mattress shoppers, include simple customer’s need and satisfy it BEFORE questions like what side of the bed the customer asks. does your partner use, what position Anticipating shoppers’ needs, do they sleep in, any health/snoring rather than simply reacting to those issues, and ask if they are larger or needs, is the hallmark of LEGENDARY smaller than the shopper. The bottom 16 FURNITURE WORLD September/ October 2015

line question has to be, “What would ipate disappointing a shopper. Be a you change about your partner’s real HERO and let your shopper take sleeping habits”. the blanket home when they make a For sofa shoppers, questions could purchase! include what is your partner’s favor- ite color, do they like to take a nap The Time-Space Continuum. I on the couch, are they more likely to heard that term once on The Big sit on a sofa or a chair. Bang Theory. Since I only went to UNLV, I am not quite sure what it When you review those questions, means. But, I am very sure that you you will have the answers needed to lose sales every week because “Be select items that would satisfy both Back” shoppers don’t want to drive partners. back to your store because of time or distance. Or, your store hours don’t Mini-Skirts are BACK! I am not a match their free time hours. Imagine fashion expert, so don’t ask me what having your store open 24/7 and hemline is in fashion. But I do know located no further than the distance that some shoppers will enter your from your shoppers’ kitchen to their store wearing clothes that render living room. them unprepared to comfortably test rest mattresses or recliners. The cool As they used to say on the TV show thing is that most people sleep with a the 6 Million Dollar Man, “We have blanket of some sort. Why not have the Technology”. It’s called your a TEST REST BLANKET on hand for ONLINE STORE, and if you have a those occasions when your shopper website, it’s easy to convert it to an comes up short. Hand it to them, just online store. While you may picture like a test pillow. I suggest a light that online store being an option for washable neutral colored “throw”, out-of-towners, it really is an option kept in a plastic bag or wrap for for your local shoppers to place their cleanliness. Those run $10-14 on orders ANYTIME-after they shop sale, so invest in a half dozen, and your store. wash them often. Be sure that they Anticipate that shopper who has to don’t “leave pills” or you can antic- talk or think it over, or wants to shop “For One Leggers... How about creating a missing persons report. It’s is a short questionnaire for your shopper who comes in without their partner.”

18 FURNITURE WORLD September/ October 2015 See What’s New Chromcraft, Peters-Revington & Douglas Styled Right. Priced Right.

Chromcraft: The Leader in Caster Dining Is Back!

Custom swivel-tilt caster dining with 50 fabrics and choice of two finishes.

Set shown is from the Briarwood Collection, one of 12 occasional table collections offered by Peters-Revington.

Centralized warehouse distribution center in Senatobia, MS

Over 10 styles of chairs, many in a choice of two finishes and matching family friendly high pressure laminate table tops.

See Chromcraft, Peters-Revington & Douglas at High Point Market IHFC Hamilton Wing H147 Chromcraft Revington Douglas Industries, Inc. 1 Quality Lane, Senatobia, MS 38668 • Tel: 662-562-8203 Anticipation IT’S MAKING YOU MONEY! every store from here to Tucumcari. order form to ensure they get paid for dry ﬂoor mat in your store, and on Simply create an ONLINE ORDER the presentation they make. your truck. Your shopper will appre- form to be ﬁlled out in the store and ciate the chance to wipe their shoes, given to the shopper. Print your web We have weather today. It seems and will love the fact that your delivery address, brief instructions on how to that weather is unavoidable. Make it team is concerned about their home. place an order online, and a list of the work to your advantage. For COLD Have a large gold umbrella at your items they want. Let them know that WEATHER-have a coat rack in your store door to walk your shopper to they can place their order securely store. Shoppers may want to test rest their car free from rain drops. online with any major bankcard. a bed wearing heavy coats. That adds For HOT WEATHER-anticipate Along with that, anticipate that your 1-2” of padding and give a false feel thirsty shoppers with a cool bottle of sales staff may have an ego issue with to the mattress. Offer to hang their water, or a spring water dispenser at online orders, so devise a system, like coat and hat. the front door. Anticipate the outcome prospect cards-or copies of the online For WET WEATHER-keep a clean of water drinking with a clean well

20 FURNITURE WORLD September/ October 2015

“Some shoppers will enter your store wearing clothes that render them unprepared to comfortably test recliners and mattresses.” stocked restroom! power and offer to charge their phones served as Store Manager, Multi-unit while they shop. They’ll love the offer, manager and National Director of No Charge for Charging. Remember even if they don’t take advantage. Sales. With his first-hand knowledge of that Uber Driver? Your shoppers also You’ll love the fact that they are check- our industry’s front line, Gordon has carry mobile devices. Anticipate that ing your beds and not their phones. devoted his career to guiding others to they may be a little low on battery And since most phones need 20-30 exceed their goals. minutes to charge, you may even keep He joined National Bedding them in the store a little longer! Company in 2014, and works with I am anticipating that you may want the Serta Retail Concepts Group to to get started today. If you are not tech grow America’s Mattress stores’ market savvy, get an outside supplier to help share you set up your website. You’ll find Co-author of the “Better Bedding some fine companies advertising in Selling Tips” featured on Furniture this month’s issue. Get your team to World Online, Gordon has been a create the “Missing Person’s Report,” frequent contributor to company news- and then rehearse it a few times. You’ll letters, and is a frequent contributing find that rehearsing is less frightening writer for industry magazines. Gordon to your staff compared to Role Playing! is based in Columbus, OH and is mar- Get ready for next season’s weather, ried with one adult son. Questions and it’s coming soon. Invest a few bucks in comments can be directed to him at a universal charger, and locate it in a [email protected]. secure area. After that, look for the next service that you can offer to give your shopper a richer buying experience, offer it, and anticipate your success! About Gordon Hecht: Gordon Hecht is a Growth and Development “Your staff Manager for National Bedding Company’s America’s Mattress stores, may have an ego issue over 400 mostly locally owned and operated bedding stores across the with online orders, so country selling Serta-branded and America’s Mattress-branded mattress- devise a system, like es. He started his 30+ years experi-

an extraordinary experience visits, events & design work ence in the Home Furnishings industry prospect cards or copies in Las Vegas, NV as a delivery helper 5000 Volumes on Furniture & and driver. of the online order form Design, Sculpture Garden, He has been recognized for out- Media & Seminar Rooms. standing sales and management to ensure they get paid Open For Study, Events & achievement with several organizations Collaborations. High Point, NC including Ashley Furniture HomeStores, for the presentation Call 336-883-4011 Drexel-Heritage, RB Furniture, Reliable [email protected] Stores, and Sofa Express. He has they make.”

22 FURNITURE WORLD September/ October 2015

WELCOME MAT Marketing by Jeff Giagnocavo

It’s just like having a welcome mat Acura. Long gone are the days where orward that greets visitors to your home. In all you had was a speedometer, this age where every new customer is gas gauge and push button radio. thinking extremely valuable to your business, Today’s new cars seem to require a nobody can afford to be compla- Ph.D to figure out how to use them, furniture cent when it comes to marketing. and the Acura MDX is no different. That’s especially true when it comes Acura realizes few new customers to extending a “welcome mat” to will read the owner’s manual, so they & mattress new customers. It’s been said that created a 30 day campaign where my most stores get a customer to make a wife received a short written tutorial F sale, but the store owner or salesman right on her navigation system that stores should makes a sale to get a customer! It’s appeared when she turned the car on. a saying that emphasizes the lifetime She could either take 20 seconds to use “welcome value, in terms of retention, incre- read it, or save for future reading. This mental sales and referrals, of a good is smart for several reasons. Acura mat marketing” customer. Your welcome mat market- takes the most important features for ing is the beginning of this important new car owners, chunks them into process. short concise tutorials, and “feeds” to help new A welcome mat marketing cam- them this information right when they paign is a focused MULTI-STEP, NEW know customers are most likely to be customers CUSTOMER campaign designed with attentive. specific goals in mind. It should con- The furniture business is no differ- realize you’re sist of both online and offline com- ent. I challenge you to develop a well munications for maximum results. I thought out welcome mat for new cus- different, and to estimate that 95% of store owners tomers. The goal is to make them feel don’t even think about welcome mat welcomed, appreciated, and address marketing. That’s a mistake since it any new customer questions. It will make them feel confers a HUGE competitive advan- also show them that your business is tage. different from all the other competi- special. tive choices simply because you care 100% about helping them with your Example of a Smart policies and store services. Welcome Mat Campaign One big benefit of using a welcome mat campaign is consistency Recently my wife purchased a new and compliance. When you set up a

24 FURNITURE WORLD September/ October 2015

by creating a well-thought out wel- ing important after purchase care “If all this come mat campaign that reassures and maintenance, comfort or use and validates their investment in your issues, etc. is new to you, company. • Day 10 – Create a personalized, this framework “just checking in” email. Consider Step 3 including other product and service is a great start! information and benefits. Create a specific time-frame where • Day 15 – Personalized direct mail new customers will hear from you on The best thing to with unexpected gift (food product, a scheduled basis over a period of something fun, etc.). Thank them time. Consider a 30 day campaign do is map out again for their business and remind with multiple online and offline touch- them about the importance of refer- the campaign points. The use of an automated marketing solution will greatly enhance rals for your business. and figure out this process. • Day 20 – Personalized email – your goal at each “Hope you like the gift I sent.” Step 4 • Day 25 - Personalized email – contact point.” “Do you have any questions I can Figure out the number of touch- answer for you?” points and what media you will use during the welcome mat campaign. I • Day 30 – Personal “just checking in” phone call from store owner or system like the six-step system outlined suggest you consider this welcome mat salesman. below, you don’t have to worry about architecture for your store: whether you told Mr. Jones the same • Day 0 – New customer start. thing you told Mrs. Smith. The system is consistent with every new custom- • Day 1 – Personalized thank you Step 5 er and, if the need ever arose, you email with photo of you and your have evidence of what information staff holding up a thank you sign or Get your campaign in place with was shared with the customer. As you possibly a link to a generic video some type of automated marketing begin to craft your campaign, keep from you thanking them for their platform. For optimum results, your these important steps in mind: business. Introduce the rest of your welcome mat marketing should be sys- staff and how they can be of ser- tematized and automated, which gives vice. you peace-of-mind, knowing every- Step 1 thing is happening 100% of the time • Day 2 – Send a personalized, you get a new customer. Your first goal is to figure out why handwritten thank you card to your you want to create this campaign. new customer. Consider including What do you want to convey? What “how to refer” information in this Step 6 do you want to have happen? What mailing. information is important for a new • Day 5 – Personalized email outlin- Set it and forget it (for the time customer to have?

Step 2

The second goal is to reduce any buyer’s remorse and create customers-for-life. You can go a long way WELCOME MAT Marketing 26 FURNITURE WORLD September/ October 2015

WELCOME MAT Marketing

being). I’m never a fan of simply map out the campaign and figure how they can benefit from it. forgetting about a campaign after it out your goal at each contact point. has been loaded into your automated Graphically lay out the campaign on • If you have a customer newsletter, marketing platform. All owners should paper or in some type of layout pro- send them a first issue. revisit ALL their marketing from time gram so you can see everything you • Give them an unexpected gift. to time to see if tweaks are necessary. want to do and need to create. If this were my business, I would Here are a few touchpoint ideas • Allow them to self-identify as a cus- have an even more complex, behavior- you can include in your welcome mat tomer wanting more from you (e.g. al-based campaign in place that works campaign: other products, higher levels of ser- based on each individual’s interaction vice, etc.). with your campaign, but if all this is • Thank them for becoming a cus- new to you, the above framework is tomer and reaffirm their wise deci- If all the above has made you go a great start. The best thing to do is sion to become a customer. cross-eyed, don’t fret. You can still reap the benefits of welcome mat mar- • Spell out ways they can contact you keting by sending out a few personal- with questions/concerns/support ized direct mail letters and getting on issues. the phone. The point is to treat every “Day 5: Personalized • Introduce your staff and their areas new customer like they’re a beloved of specialty. grandmother. Thank them, appreciate email outlining them, help them, wow them and watch • Offer other product/service oppor- your business soar! tunities and give them a “new cus- important after About Jeff Giagnocvo: Jeff is the Chief tomer reason” to take action now. purchase care and Sales Officer of Infotail Systems, Inc., a • Share customer success stories profit automation company empower- maintenance, comfort (and invite them to be your next ing retailers to get 100% of the profits one). they deserve, 100% of the time, auto- matically! For more information visit or use issues, etc.” • Discuss your referral program and www.Infotail.com

28 FURNITURE WORLD September/ October 2015

Salesforce LEANby David McMahon, CMA, EA Consider two stores: Store A and Store well as building upon strengths. That n the last issue, B. They are in the same region and is why Store B outperforms Store A. belong to the same corporation. They Store B has a sales force that is better the concept have the same store layout, share the at Engaging, Communicating, and same marketing program, and have Delivering what their customers need. the same number of salespeople. They are more professional. of LEAN was They are separated by 15 miles on the Even though Store B is LEANER than outer ring road of a mid-sized US city. Store A, there may be competitive introduced. You would think their performance stores in the same trading area that would be similar, right? are even leaner. That’s why Store B I Store B however, always, without can’t rest on its laurels. A LEAN sales This time we fail, outperforms Store A in terms of force continues to improve itself. If it revenue and gross margin percent. doesn’t, it will stop growing sales. start to look at Furthermore, Store B always has fewer Every furniture store needs a strate- customer service issues. How is this gy for implementing LEAN and apply- how to use possible? ing it to their sales teams. Here are the Could it be that Store B is just get- steps to take to implement LEAN sales ting better customer traffic and Store LEAN techniques A is getting a bunch of “tire-kickers”? Not likely. Maybe Store B is located in to empower a better market area? Not in this case. The likely answer for the perfor- various areas of mance difference is basic: Store B is “80/20 thinking is at the LEANER than Store A. your business; In the case of Store A vs. Store B, B core of implementing a is LEANER because it is more efficient. LEAN is the process of continually LEAN sales force. It says starting with your improving efficiency and effectiveness. It is not about making broad cuts. If the majority of results are sales force. that were the case, Store B would be leaner because it had less expenses produced by the minority or fewer people. LEAN is about identifying and trimming weakness, as of sources.” 30 FURNITURE WORLD September/ October 2015

“Sales Volume produced... is a critical metric to track, but doesn’t tell the story about how you got there.”

force management: you have good systems in place to the metric. Consider the results shown track your numbers. With RPG, you in the chart below for sales associates • Establish benchmarks based on divide sales revenue by the number in one store over a 3-month period: performance metrics of customers. You should do this • Measure performance using for each salesperson. This will allow Salesperson RPG 80/20 thinking you to know your average and set a benchmark for improvement. John $620 • Find solutions Judy $600 • Execute to conclusion Measure Performance Fred $450 Jane $300 • Continue improving Using 80/20 Thinking Jack $275

Sales metrics rate a salesperson’s After you have a core metric in In this example, John and Judy effectiveness. Sales volume produced place, it is time to use it to improve. produce the majority of results for this is a crucial metric to track, but it does There is no value in just tracking a performance metric. Fred is average, not tell the story about how you got metric without taking further action. and Jane and Jack are pulling the there. Sales metrics should be estab- The first action to take is measurement team down. John and Judy together lished around the sales production using the 80/20 principle. 80/20 would in fact produce over 100% equation: Average sale x close rate x thinking is at the core of implementing more sales dollars than Jane and number of customers. a LEAN sales force. It says the majority Jack for every customer they deal with. I recommend picking a primary of results are produced by the minority Knowing this, you can learn from what metric that your sales force will focus of sources. So, in the example of the John and Judy are doing better than on improving. For this article, I’ll sug- metric RPG, the principle dictates that the rest of the team. gest you choose Revenue per Guest the minority of salespeople are proba- (RPG). This is the value of each cus- bly producing the majority of revenue Making small improvements in the tomer visit in terms of sales dollars. per guest. You may find that in our right areas can have sizable impact. RPG is easy to calculate providing operation the number isn’t exactly For example, from this information 20% of the people producing 80% of you may set an overall strategy on sales per guest. The important thing improving the minimum RPG standard is to know who is producing a consis- to $400. From there, specific tactical tently high RPG and who is pulling the actions can be put into play. averages down. Once you have this Suppose you have Examples include: information, you have the power to achieved your strategy develop a plan to improve. Re-train in the custom-order sell- of reaching a minimum 1 ing process Find Solutions RPU of $400, now what? Improve the customer qualifying Now that you have your metric 2 process (RPG in this case) established and you are tracking results, you implement Work on the customer solution LEAN by defining solutions to improve 3 close 32 FURNITURE WORLD September/ October 2015

Salesforce LEAN Execute to Conclusion dollars/ sale. Groups for PROFITsystems, a HighJump Product. He can be reached • Percent of house calls or at [email protected]. Once you put your LEAN strategy design sales. in motion, follow through. Consistent action gets results. Repetition of the • Average sale. right actions leads to the right results. • Close rate on new customers. Managers should demonstrate proven best practices over and over again • Percent of repeat customer until they are adopted by the sales visits (be-backs). force. If positive results are not realized in a speciﬁc time frame, the • Percent of sales with add-ons. actions taken, the manager’s ability to • Warranty as a percent of total execute, or the salespersons ability to sales. progress should be questioned. More often than not, a solid plan combined • Percent of sales with with people who have the right atti- customer issues. tudes and commitment will produce results. • Sales to goal achievement. • Quotes converted/ quotes “A minority written/ month. Continue Improving of factors pull up Caution: these metrics are all good Congratulations! You’ve improved in their own right, but don’t focus on your metric and your business. You them all equally at the same time. your performance have become more competitive in Focus your LEAN strategy on one, or your marketplace. This is not the at the most three metrics at a time. averages and a end of the LEAN process, however, There will be less distraction and con- because LEAN never ends. It is contin- fusion, and you will have a greater majority of factors uous. From a sales force perspective, chance of success. suppose you have achieved your strat- Whatever you decide to do, the pull you down.” egy of reaching a minimum RPU of path to success is to keep your focus $400 - now what? The answer is simon what matters. Keep tweaking the ple, keep on improving that metric, or strategy and follow the never-ending look for a new metric to improve. road toward maximizing sales using Here are 10 other examples of wor- LEAN. thy sales metrics to focus on to begin a LEAN strategy: About David McMahon: David McMahon, CMA, is a Management • Average gross margin Consultant and VP of Performance

34 FURNITURE WORLD September/ October 2015

elling Best S DESIGN

Jaipur Rugs

Nourison

Contact information on page 128.

Flash Furniture

Contact information on page 128. Donco

Contact information on page 128.

Kas Rugs

Contact information on page 128. Four Hands

Contact information on page 128.

Fashion Bed

Contact information on page 128.

September/ October 2015 37

elling Best S DESIGN

Feizy Rugs

Pelican Reef

Contact information on page 128.

Craft + Main

Contact information on page 128. Christopher Guy

Contact information on page 128. Capel

Contact information on page 128. Elran

Contact information on page 128.

September/October 2015 41 lling est Se DESIGNB

Twin Star Loloi

Contact information on page 128. Contact information on page 128

Tayse Rugs

Contact information on page 128. Manhattan Comfort

Chromcraft Contact information on page 128.

Contact information on page 128.

Furniture of America Surya

Contact information on page 128.

September/October 2015 43 elling Best S DESIGN

Ashley

Contact information on page 128.

Rizzy Home Horizon Home

Contact information on page 128. Contact information on page 128.

Maxwood Furniture

Contact information on page 128.

Retail ENTERPRISE THINKING The key to superlative leadership!

by Larry Mullins

ach week I have the privi- and solve our everyday problems. In “Many retail lege of talking with one or his 700 page opus, “Paid to Think”, two furniture entrepreneurs. David Goldsmith states that too many What I admire most about decision makers are still trying to drive decision makers these accomplished individu- their companies at 200 mph using Eals is how they manage to wear so the skills, knowledge and tools of a are still trying many hats. They are required to be 65 mph driver. In Paid to Think… visionaries as well as pragmatists. A Leader’s Toolkit for Deﬁning Your They must be managers, buyers, dis- Future, Goldsmith explains what you to drive their play experts, sales managers, public need to do to become a world-class relations experts, marketing geniuses, thinker, and suggests the tools needed companies psychologists, operations experts, and to achieve this goal. That is, if you are on and on. interested in playing chess instead of at 200 mph checkers. Jay Abraham (who wrote the foreword to Goldsmith’s book) says Not all home furnishings of it: “What Peter Drucker did for cur- using the skills, rent management theory and practice, entrepreneurs are equal. David Goldsmith has done for mod- knowledge and ern-day leadership in Paid to Think.” Very few furniture retailers are play- Thinking is the key to superlative tools of a 65 ing chess, while the vast majority are leadership. I probably would not be playing checkers. It is not due to a writing this article if Goldsmith was lack of intelligence. Many brilliant not a man of action as well as a think- mph driver.” merchants run stores that are performer. When David’s book arrived from ing well below their potentials. Nor Amazon I realized it would be chal- are these performance issues related lenging to review in depth. After sev- to the size of their businesses. Big Box eral hours of reading, I did recognize franchises usually operate in corporate the book’s profundity and value, so I silos and are leaving a great deal on gave it a brief but laudatory review. To the table. So, what is missing? my surprise I got an immediate “Thank We all learned many things in You” email from David. This inspired school and in life, but the vast majority me to engage the book with greater of business owners were never taught thoroughness and write a more com- HOW to think. Most of us, therefore, prehensive, but admittedly still incom- lack a “kit of tools” to easily manage plete, review of Paid to Think. A few 46 FURNITURE WORLD March/ April 2015

“David Goldsmith deﬁnes the many hats an entrepreneur must wear... and provides the basic tools retail leaders need to use to achieve superlative performance.”

days later I got a telephone call from customers? Treat them as though they give up on this article, please read David! It was an engaging, if brief, are valued as clients. Call them per- the following true story. I have told it conversation. I became a fan. sonally to see if they are pleased with before, but it is worth retelling. Lifetime Want prospects who become lifetime their purchase. Impossible? Before you customers are worth their weight in gold. This story tells how one furniture entrepreneur acquires a few lifetime customers each week.

Hello Mrs. Smith

A year or so ago I entered into the ofﬁce of the owner of one of the more successful furniture franchises in America. Paul requested that I sit down. He had a couple of calls to make before he could spend time with me planning a furniture promotion. I had worked with Paul Barbaro for several years, but I was about to learn about the secret sauce that, more than any other factor, had lifted him to world class franchise status. What I heard in his phone conversation in those brief moments astounded me: “Hello, Mrs. Smith. My name is Paul Barbaro. I am the owner of the Slumberland store here in Willmar. Is this a good time for you? I am calling because I see you made a purchase of a living room group at our store. I want to check to see if you were pleased with your shopping experience with us ... Good, I am delighted that you love your new furnishings ... I have just one more question. On a scale of

48 FURNITURE WORLD September/ October 2015

Retail THINKING

Never let a prospect leave your store empty-handed. An effective hand-out is a “silent salesperson” who will tell your story in the most compelling way possible.

one to ten, how likely would you be mouth from a trusted friend. The basic exhibit above.) The idea is to create to recommend Slumberland to your principles of marketing are still valid, a best-selling story about your store; friends and neighbors?” but capturing the attention of pros- commit it to print and make sure each That is about the gist of Paul’s pects is becoming more and more dif- prospect leaves the store with your message to his clients. Do not under- ficult. The internet, social media, rela- “silent sales consultant” in their hand. estimate the power of this message to tionship selling, and word of mouth Operations Manager Steve Lent (who add value to the shopping experience. recommendations are all part of the works the floor when needed) says: Britt Beemer has made the point that media mix now. Ignore these activities “Our first task is to show sincere inter- people are honored when the owner at your own peril. est in the customer. Relationship is a of a store engages them in a mean- key ingredient to serving effectively. ingful conversation. And the worth of When we moved to our new location, a customer over a lifetime cannot be Something to hold many old customers dropped in just to exaggerated. In addition, Paul asks say ‘hello’ and congratulate us on our indirectly but clearly for the likelihood success. These friendships and con- Turning prospects into customers nections are precious.” of a testimonial. There is absolutely no on the first visit has never been more more powerful marketing than word of difficult. Prospects are more educated, web and social media savvy, and We need thinkers, cautious. This is especially true of better stores. Jeff Cohen noticed in innovators and doers “The GPP, or Godsmith his higher end leather furniture store in St. Augustine that, contrary to con- The furniture industry needs mature, Productivity Principle ventional wisdom, prospects bought thinking leaders today as never before. on the first visit only 15% or 20% of The demands on retail leaders are states that, 80% of an the time. However, it is not uncom- more stressful than they have ever mon for his prospects to return three been. David Goldsmith tells us that organization’s ability to or four times (or even more) before his ET system (Enterprise Thinking) will they buy. Jeff discovered early on that transform your entire organization into compete and perform is giving a prospect something to carry an “unsiloed,” smooth-operating real- out of the store would greatly increase ity. Unsiloed is the operative word. Just driven by its systems and the likelihood of a return visit. At first as I.T. pros use technology to integrate he relied upon a leather sample or all the activities of an organization to structures, and only 20% a factory brochure. Then he discov- achieve better outcomes, Enterprise ered that a custom three-fold handout Thinking uses a new mental arsenal by its people.” was much more effective. (See the to achieve the same thing. This is

50 FURNITURE WORLD September/ October 2015

“Many Leaders have substandard organizational systems and structures that inhibit the creativity of good people and put a lid on their motivation and achievement.“

Innovative ideas are born from isolat- idea of the importance of systems and ed thinking time without interruption. structures immediately and start seeing As Goldsmith noted, Henry Ford once GPP everywhere… “at work, at home, said: “Thinking is the hardest work during civic and religious services, at there is, which is probably the rea- social events” etc. David’s point is that son so few engage in it.” Over the great associates emerge from good years I have developed my own sys- systems, and could be repressed by possible because all four activities of tem of daily planning, and very likely weak ones. you have too. But David has added ET and their companion tools make Goldsmith also reminds us of an important ingredients to planning. for better outcomes. (See exhibit on often neglected supplement to the page 48.) For example, you know the tradi- planning process that has helped me If this appears complicated, remem- tional drill… set your to-do list, time- considerably: Plan your day the night ber you are already wearing all four frame activities, set priorities, and go before. It only takes 20 minutes or hats now. You are already a Learner, for it! Priorities are critically important. so at first, and later half that. And, a Strategist, a Forecaster and a You are also aware of the Pareto as David says, “every second is worth Performer. But you are most likely still Principle: “80% of output comes from it.” Even so, for maximum benefit do playing checkers. David will show you 20% of input, not only in the business this at the end of the day, and in a how to play chess. Enterprise Thinking world, but also in virtually every aspect place where you can have complete, is a turbo-charged way of getting your of life.” [Richard Koch] In retail we uninterrupted privacy. You will actually organization up to speed fast. The learn that 80% of the sales come from sleep better and be prepared to hit the exhibit in this article shows how the 20% of the sales people. 80% of the ground running in the morning with four essential hats break down into profit comes from 20% of the floor. increasing clarity and confidence. twelve activities. Of course, the retail And on and on. Goldsmith buys into mind does not work in a linear, insu- the Pareto idea. lated way. It swirls like a cyclone and But, it is not surprising that David darts from activity to activity. David Goldsmith would have a new spin Rethink your assumptions recognizes this, and incorporates this on this idea. He calls it the GPP, core creative chaos as part of his ET or Goldsmith Productivity Principle: Goldsmith will challenge many process. Unfortunately, too often fur- “80% of an organization’s ability to assumptions that you may have accept- niture entrepreneurs zap around from compete and perform is driven by its ed, and he suggests that you revisit. If decision to decision, with too little time systems and structures, and only 20% you are willing to learn, his book will, spent on thinking about the decision by its people.” You may wonder what without question, make you a more before committing to it. happened to the concept that our effective leader and manager. Stop most valuable asset is our people. right there and consider a key assump- Setting aside the exact hypothetical tion as to whether your role is mostly Don’t have time to just percentage, David persuasively sug- leading or managing. In these modern gests that many leaders have sub- times, if you are a key decision maker, think? Here is how to do it standard organizational systems and you are most likely both a manager structures that inhibit the creativity of and a leader. But even the smartest As a specialist in marketing, I have good people and put a lid on their person in the room sometimes has a simpler set of tasks than you. But I motivation and achievement. Potential assumptions about these roles that also need time to think, and to learn. chess playing entrepreneurs get the encumber his or her performance. 52 FURNITURE WORLD September/ October 2015

Retail THINKING You will elevate your game when you observe your decisions, but they are ed purely to thinking. In a year that will appropriately combine the best fea- not usually privy to how you arrived equal over three solid 40-hour weeks tures of leading and managing. at them. Sometimes what appeared to of uninterrupted thinking. “Now is the For example, many modern exec- be a snap decision was really one that time to build your tomorrow,” says utives consider themselves purely took weeks, if not months, perhaps David. And he follows through with leaders, and imagine that they are years of consideration. If you fail to game-changing advice. exclusively responsible for corporate explain the rationale behind what you About Larry Mullins: Larry Mullins, a strategy. Once a strategy is decid- do, the future generation of leaders contributing editor for Furniture World ed upon, they retire to their offices will come to the mistaken conclusion has acquired 30+ years of experience and leave the execution to managers. that leadership is mastering the art of on the front lines of furniture marketing. This lack of direct involvement and making quick spontaneous decisions. Larry’s mainstream executive experi- follow-through can be fatal to the In reality, good executive decisions are ence, his creative work with promotion effectiveness of a business. Consider if born of patient thinking. specialists, and mastery of timeless a modern professional football coach Before you decide that there is no advertising principles have established operated this way. The great coaches adequate training material available him as one of the foremost experts in the NFL develop a strategic game for leadership, consider the military. in furniture marketing. Larry’s turn- plan, and then follow-through in the Years ago the late Peter Drucker, key Mega-Impact programs produce game with hands-on tactical execution the father of modern management, results for everything from cash raising in concert with their middle managers. and Jack Welch, the notable CEO of events to profitable exit strategies. His They know the ultimate game plan GE, agreed the United States Military newest, innovative Internet Leverage can go out the window if the quar- did the best job of training leaders. Strategies have produced exceptional terback or another key player is hurt. Even today, a weakened military has increases in sales and profits in recent Emergencies come up constantly and performed virtual miracles in the past months. Larry is founder and CEO must be handled. So, they both lead few years. They do it by the consistent, of UltraSales, Inc. Call for a free, and manage. You must do this as patient efforts of the collective leader- no-obligation consultation. He can be well. The Japanese call this “Gemba” ship in uniform. The military still has a reached directly at 904.794.9212. or workplace management. Go to colossal job. The ranks of the military http://furninfo.com/Authors/Larry%20 come from volunteers. Leaders must See more articles by Larry at www. Mullins/9 and check out the three- be developed from within. The mili- furninfo.com part series, “Management by Walking tary can’t hire a headhunter to find a Around Revisited.” new General. For more information on how they take ordinary volunteers and teach them leadership, go to Teach others to THINK http://furninfo.com/Authors/Larry%20 “Teaching Mullins/9 and check out the three-part Without question, America is in dire series, “Every Associate A Leader”. by example is need of new leaders. For most furni- The take home message from David ture stores, most leaders are created Goldsmith’s book embraces a way to important, but consider through on the job training. You likely empower yourself to live your best life. believe you are getting fewer and fewer David does not insist that you need to that instructing how applicants who are qualified for lead- master all the hats you have to wear to ership. Goldsmith suggests that teach- see important changes for your orga- you think is of even ing by example is important, but con- nization and your life. Just remember sider that instructing how you think is you are paid to think. Try to rope out greater importance.” of even greater importance. Associates 30 uninterrupted minutes a day devot-

54 FURNITURE WORLD September/ October 2015

Bedding Sales ADVANCED TRAINING

Part 6: Steps Of The Sale - Qualifying Questions To Ask

by David Benbow

n the July/August issue, we dis- ally every furniture store RSA is called “RSAs should never cussed the Qualifying Step of the upon to serve bedding shoppers, try Sale. This time our discussion con- as they might to avoid them. run out of qualifying Itinues with a close look at ways the Again, to repeat my constant theme Retail Sales Associate (RSA) can use from every article, we strongly recom- questions. They are Qualifying to discover the needs and mend that the RSA be fully versed and wants of an UP (“UP” being defined fluent in all of his store’s (1) products as a would-be customer.) (2) inventory (3) policies (4) advertis- the keys that unlock One more point before we pro- ing and (5) financing options. Fluency ceed. A very important function of in all of these topics will make the the door to the sale.” qualifying questions, beyond probing qualifying step more spontaneous, the customer’s needs and wants, is to useful and fun, for both RSA and UP. keep the conversation flowing. Silence As we discussed previously, the is deadly in a sales presentation. Long term “qualifying”, means asking and pauses lose the customer’s attention, probing to find out what is on pros- lose control and lose the sale. pects’ minds. Why did they come You might ask, “How many qual- in to the store? What is their home ifying questions can there be?” I’ve furnishings problem? What goals do never counted them, but there are an they have for their home, short-term awful lot. This article and the next will and long-term? The UP will not usu- discuss many of the common ones, ally volunteer this information. Quite but a thorough, skilled RSA should often, they would prefer to be left not have a problem developing new, alone. Unfortunately, leaving them unique qualifying questions on the fly, alone does not solve their problem, depending on the situation. nor does it advance the prospect of Even though our discussion will making a sale. The RSA has to get center on qualifying questions for involved in the process, and I mean mattress and bedding shoppers, this deeply involved. Otherwise, the UP article should be of interest to all will walk in the front door “looking for furniture RSAs. That’s because virtu- ideas,” and will probably walk out the

56 FURNITURE WORLD September/ October 2015

QUALIFYINGRSA

front door a few minutes later, more in all my years of selling bedding, I ally is because the RSA reminds them confused, still “looking for ideas”. cannot remember a single time that of something they had not previously In the following paragraphs we will I stopped before posing a question, thought about. That being said, how- list and discuss a series of questions and asked myself, “Am I asking an ever, the RSA must know the size they that should start right after the Meet open question or a closed question?” are thinking about. and Greet. We will talk about the right A Closed question normally requires time to ask them, what to do with the a very short answer, and gives brief # Will this be for the answers, and present some follow-up and specific information. An exam- 2master bedroom or questions. ple of this is, “What size bed are for a guest room? you looking for?” An Open question Notice the wording here. I phrase it invites a more lengthy, conversational this way on purpose. The RSA should type answer. An example of this might Open And Closed Questions never assume the shopper or shop- be, “How did you find out about our pers will be using the bed, either sin- store?” If you like to dissect your qual- In a lot of training manuals, authors gly or together. I’ve seen RSAs offend ifying questions in this way, no prob- like to talk about Open Questions a shopping couple by asking, “Is this lem, go right ahead. Just don’t forget, and Closed Questions. To me, this for y’all to sleep on?” drifts off a bit into the theoretical, and the purpose of qualifying questions, open or closed, is to get answers, Their indignant response, “No, this whether specific or general, that will is my aunt!,” and they huffily turn to help solve the customer’s problems the other person and say, “Let’s look and get the sale. somewhere else!” The phrasing I use is tactful and inoffensive. It shouldn’t anger anyone. I often get a response something like; “I guess it’s for the Questions For The master, we don’t even have a guest “Four basic Bedding Customer room.” Sometimes, the customer will tell qualifying questions that There are four basic qualifying you “guest room” when he really questions that MUST be asked of means “master bed room.” Why do MUST be asked of every every bedding UP. They may be asked they do this? They probably don’t in any order, but these questions are want to spend much money, but they bedding up. They are not not optional. They should be asked don’t want to look cheap, either. One very shortly AFTER the greeting, and hint to look for is when the customer is optional.” BEFORE showing any beds. VERY interested in how the guest room mattress feels. The smart RSA will suggest, “Have you thought about retiring What size are you your old master mattress to the guest # looking for? 1 room and buying a new mattress for Now, they don’t always buy the the master bedroom?” This tactic same size they came in to see. avoids embarrassing the customer Sometimes, they change their mind, when it becomes apparent that he was and if they change their mind, it usu- attempting to deceive the RSA. 58 FURNITURE WORLD September/ October 2015

STEPS OF THE RSA SALE # Do you prefer a harder the bedding business is the impor- decide to answer your questions 3feel or a softer feel? tance of urgency in bed buyers. Some deceptively or even dishonestly. Why buyers are willing to wait, but some would they do this? I don’t know why, Instead of asking question number must have a bed tonight, or right now. but some will. Some may just not three, a lot of sales trainers and pro- These are the ones that look for the answer your questions at all, remain- fessional sales associates prefer to headline in your ad, “Buy it today and ing silent while the RSA chatters on. show the customer two top-of-the-line sleep on it tonight!!” When this happens, the perceptive beds with significantly different feels, RSA must pay greater attention to one being hard and one being soft. The customer walking in your store other signals, such as body language, The customer frequently does not may not tell you, unless you ask, facial expressions, eye contact, and know what he wants, and sometimes that he absolutely must have the bed especially, interactions between cou- does not know what a soft bed should tonight. That is why you ask the ques- ples, if two people are shopping. This feel like. Testing the first two beds also tion. If he or she brought their pickup is really subject matter for a separate provides an easy opportunity to “start truck with the intention of taking home article, but must be an integral part at the top”, as so many mattress reps a mattress, then the RSA better show of any qualifying procedure. Learn to suggest. This technique is pretty much them ONLY what he has in stock. read and interpret all signals from the the same as asking question number There is nothing quite as frustrating for customer. three, and the RSA should explain to buyer and seller than to spend thirty the new UP why he is showing these minutes on a great presentation, and two beds right at the get-go. It is to then inform the would-be buyer that be hoped that this demo will settle the he’ll only have to wait seven to ten question of hard or soft for the RSA days for his new bed, and the would- and the customer be buyer suddenly blurts out, “I can’t wait! I need this bed tonight!” “The RSA I prefer to use the word “hard” instead of “firm.” All premium beds Ask the question, save yourself and should give firm support. Even soft your customer some grief. If he needs must have a ready beds have interior firmness to provide it tonight, only show what you KNOW proper spinal alignment and back you have in stock. arsenal of qualifying support. When we say hard or soft, we mean the exterior, surface feel. questions.” The problem with the two-bed trial, Interpreting The Answers instead of asking question 3 is that not every customer is interested in being Now that we have listed the first educated about hard and soft. A lot four of what will be many qualifying More Qualifying Questions of customers, especially single men, questions, lets pause a moment and are in a hurry; they want to take it with discuss the many ways customers can There are a lot more questions than them, and they don’t really care all answer qualifying questions. just the first four. This does not mean that much how it feels, which brings that the RSA poses every one of these First, we hope the customers will us to our next question. other questions to every customer. give clear, intelligent and honest There is a correct time and place for answers to the RSAs questions; ques- each question, and sometimes it takes How soon will you tions that are easily interpreted and years of experience to know when and # need your new mattress? 4 followed up on by a skillful RSA. how to ask them, and on the flip side, One of the hardcore principles of But, unfortunately, customers may when not to ask them. 60 FURNITURE WORLD September/ October 2015 VISIT US AT HIGH POINT MARKET M510 - IHFC Main 5th Floor • October 17-22

“Why should the RSA ask health-related questions, if he is not going to diagnose and make a recommendation?”

The following paragraphs list a the customer make a sensible buying selected the bed she wants them to number of qualifying questions orga- decision, and in doing so, show to the buy, all the RSA has to do is find it on nized by subject matter, such as med- buyer that you are a professional sales the showroom floor. ical issues, comfort issues, etc. No person who cares about the custom- Other health-related questions can narrative or sales situation where vari- er’s well being. include: ous questions can be used will accom- pany them since there are so many # Do you have any # Does your back ever different paths any given sale can 1back problems? 5hurt (morning backache) take. Consider this a smorgasbord when you get out of bed? of qualifying questions for the RSA It is a rare individual that does not to pick and choose from as needed. have an occasional back problem. This is also a “sleep and comfort Until the RSA is intimately familiar with Back problems vary in severity, as question.” If the shopper gives you a a vast arsenal of multi-faceted quali- everyone knows. “yes,” a good response by the RSA is, fying question, and has them ready for Note: I have heard RSAs ask the “Some studies have shown that morn- all occasions, I might suggest that this follow-up question, “Is it skeletal or is ing backache is frequently caused by list be carried while working on the it muscular?” There is nothing wrong a mattress that is not giving proper showroom floor. with the question as it is, as long as back support and spinal alignment. you don’t use the answer to make a Do you think it is possible that your mattress recommendation. mattress might be causing your morn- Health & Medical ing backache?” This, of course, leads # Are your back problems to a discussion of their old mattress, Related Questions 2severe, chronic or sporadic? involving a different series of questions. Before we start, remember that RSAs You ask this mostly as a lead-in to question #3. are not health professionals. I have Are you aware of the seen RSAs ask a few health-related importance of R.E.M. Are you currently being 6 questions, then based on the answers # (rapid eye movement) sleep? they receive, recommend which mat- 3treated by a physician or a tress a shopper should buy. DON’T chiropractor for back problems? There are volumes of information DO THIS! The average RSA is not The answer to this question can be qualified to make recommendations, very helpful to the RSA. You now can especially health-related ones. Even have a clear pathway to making the “The real heart of selling chiropractors and M.D.s should prob- sale by asking the next question. ably stay out of the bed-recommend- bedding is to find out ing business. Has your physician made So, why should the RSA ask why they aren’t sleeping # a recommendation for a health-related questions, if he is not 4 type of mattress? going to diagnose and make a rec- well, and to find them ommendation? The answer is, you If the physician has made a rec- ask the questions for the same reason ommendation or even written a pre- a bed that will improve you ask all other qualifying questions; scription, show beds that meet that to search out everything that will help recommendation. If the doctor has their sleep and comfort.”

64 FURNITURE WORLD September/ October 2015

QUALIFYINGRSA

regarding the sleep cycle and the dif- ding may be for them. give the RSA useful information, but ferent levels of sleep. I suggest that the will also prompt even more comfort RSA go online and find out as much questions. as possible about the phenomenon Sleep & Comfort Questions of sleep. R.E.M. sleep is essential to How well are you sleeping your customers’ health and well-be- There are so many possible com- 3 now on your old bed? ing, and mattress comfort has a great fort-related qualifying questions, that effect on sleep quality. While you do Usually not well. That’s why they are I probably don’t have enough space in your store. not want to use this to make a rec- left to discuss them all. Why should ommendation to the buyer, imparting the RSA ask comfort-related ques- this information makes you look more tions? Because that is what we are Do you have trouble going to professional and will alert the buyer selling! Comfort and sleep, via better 4 sleep and staying asleep? to the need to buy a better mattress. bedding, are our products. Of course, there are many causes of poor sleep, unrelated to bedding, Do you have any Do you prefer a hard or but while the RSA needs to know these 7 allergy problems? 1 soft feel? (One of the first things, our concern is good quality four, already discussed.) Medical science, according to what bedding. I read, is only beginning to scratch the What do you NOT surface on the study of allergic reac- like about your old bed? tions and conditions. As far as the RSA 2 is concerned, however, the old bed, The real heart of selling bedding is old sheets and the old pillow may to find out why they aren’t sleeping be virulent sources of nasty allergens well, and to find them a bed that will such as dead skin, dust mite waste, improve their sleep and comfort. It and body fluids. This is why you ask helps to find out what they don’t like. the allergy question. Keep reminding This question will probably prompt a the customer how bad their old bed- series of answers which will not only

Free Weekly eNews “Comfort From Furniture World and sleep, via better Subscribe Today! It’s easy. Just visit... bedding are our http://furninfo.com/Subscriptions products. That’s why Keep up to date with the latest industry news, retail tips, pre-market information RSAs ask comfort and articles from the editors at Furniture World Magazine. Renew or add a new related questions.” print subscription at the same time!

66 FURNITURE WORLD September/ October 2015

STEPSRSA OF THE SALE

Do you sleep better or worse prefer harder beds, while side sleepers 5 now than you did one year more often prefer softer beds. Only ago? use this information to show beds for their consideration. Do not rec- If worse, their old mattress is dete- “Be Careful ommend a bed. Let them make the riorating. decision. with the customer who How long have you been 6 sleeping uncomfortably? Do you sleep better in a says he wants a hard 9 recliner than in your own bed? Amazing as it seems, a lot of people bed.” will put up with an old, bad mattress If yes, this might be a hint to show for five years before finally straggling the benefits of adjustable beds. Of in to look at a new mattress, (and course, you should show adjustable even longer with pillows!) beds to every customer, if the opportunity presents itself. an amusing story on this subject, go If you have a morning Is a hard bed more to page 94 in my book, How to Win 7 back-ache, does it go away the Battle for Mattress Sales, the Bed after you’ve been up for a while? 10 comfortable; or is it that you’ve heard a hard bed is better Seller’s Manual. If so, this is usually the sign of an for your back? old mattress. Make their life better. Does your arm, leg, hip, Sell them a new, better mattress. They Be careful with the customer who 11 shoulder, etc. “go to sleep” will thank you. says he wants a hard bed. There are during the night? some people who like hard beds, but some customers come in with the idea This is a sign of excessive pressure Do you sleep on your that the hard bed will improve their points in the mattress. back, side, or stomach? 8 back conditions. I have years of anec- I hate to generalize, but I have dotal evidence to suggest that hard Do you toss and turn noticed that stomach sleepers usually beds are not better for your back. For 12 while sleeping?

68 FURNITURE WORLD September/ October 2015 Again, this is a sign of pressure can be purchased on-line at http:// and on-line classes that can be down- points causing discomfort. www.bedsellersmanual.com or www. loaded from the websites mentioned mattressretailtraining.com. above. David can be contacted via When was the last time He offers hands-on training classes e-mail at dave@bedsellersmanual. 13 you awoke fully refreshed for retailers on a variety of subjects com or in person at 361-648-3775. and rested? This question should build on the already growing dissatisfaction with the old mattress (and maybe pillow.)

To Summarize

This article has just begun to scratch the surface of qualifying questions. We covered two general topics. In our next Better Bedding Sales article, we will cover the next installment on the same subject; more qualifying questions. The RSA should never run out of qualifying questions. They are the keys that unlock the door to the sale!

About David Benbow: David Benbow, a twenty-three year veteran of the mattress and bedding industry, is owner of Mattress Retail Training Company offering retailers retail guid- ance; from small store management to training retail sales associates. His years of hands-on experience as a retail sales associate, store manager, sales manager/trainer and store owner in six different metropolitan areas qualiﬁes him as an expert in selling bedding. David is the author of the recently published book, “How to Win the Battle for Mattress Sales, the Bed Seller’s Manual”, a complete, text book for mattress and bedding retail sales associates, beginner and experienced professional alike. The book Retail Success

FURNITUREThe dreams you dare to dream. MALL

OF KANSAS by Janet Holt-Johnstone

In 1900, Frank Baum’s whimsy Mattress Headquarters and Abbey t’s true discovered the Land of Oz. It was thir- Flooring Headquarters. ty-three years later that Ben and Eva Imagine you are a guest, just that dreams Winter envisioned their own magic at arrived, and as design Wizard-in- Emporia, Kansas. “A furniture store, Chief Martin Roberts exclaims, “The along with a gas station, a dog ken- stage is set for performance! First, the really can nel and a restaurant called Howdy Café creates a social grouping area Come In,” their son, Jeff, told us. where the customer can linger longer and do come “They pretty much did whatever they and discuss their purchases (or pro- could to make ends meet during the spective purchases) in the company I Depression. Furniture was the only of other family members with plenty true if you look thing that lasted past the Depression. of natural light to encourage them to Except for the home-made frozen cus- stop for refreshments.” (and work!) hard tard they served which became a part of almost every family or work family enough and long gathering I can remember!” Curved Walkways Now, take a lion’s leap to the enough. But summer of 2015, an over-the-rain- Within the Mall, “The (enticing- bow sighting of the Furniture Mall of ly!) curved walkways are intended to Kansas, 150,000 square feet of fan- direct customers to high traffic areas maybe it happens tasy in the city of Olathe, once long in the back of the store. As guests ago, a stop on the Oregon Trail. It’s walk down them, their eyes travel from a bit more often within shouting distance of Topeka, side to side, seeing the furniture dis- the capital city and center of govern- plays along the way. Bedrooms need ment, seven universities, commerce higher wall space so they work well in Kansas. and bustling industry. Noted, too, in in the rear of the store. Dining rooms song and story, for its railway, the are usually located in the center so the Atchison, Topeka and the Santa Fe! customer will walk past them on their Inside the more than three-football- way to strong destination areas like field space of the Mall there are five bedrooms and recliners. The custom- individual stores, Discovery Furniture, er service area needs to be centrally RoomMakers, Marling’s Furniture, located but also within view of the 70 FURNITURE WORLD September/ October 2015

RETAIL SUCCESS

front door so customers can easily get the home furnishings industry, last year to build on it.” the help they need.” alone was responsible for the “look” Martin Roberts is a veteran of more of more than a million square feet than five decades of diverse high pro- of home and appliance stores in six file design. A student of the interna- countries. “I’ve designed everything Easy Navigation tionally renowned Sir Terence Conran, from potato peelers to cars to global their association eventually led to a airport terminals and duty-free luxury But back to your tour! Large, col- Habitat Retail Stores partnership. His shops as well as creating the iconic or-coded rings hang above various award winning team, now focused on look and feel of Barnes & Nobles sections of the Mall, “They identify (Martin inspired the place- the furnishings under them and create ment of coffee outlets in destinations for the customer to travel book stores!) and the pop- to while experiencing the other furnish- ular Sheetz café-grocery- ings along the way,” continues Martin. gas stations. I’ve worked on “It also makes it less confusing to nav- every continent of the world, igate the complex geometric mazes in and my work is definitely the store. The ring colors coordinate influenced by my past travels with the color flags outside, repre- and experiences. I continue senting both the multiple offerings in

Congratulation Station A fascinating display of vintage photos that reﬂect the Winter’s family foundation of history, security and trust. The Station was designed to congratulate the customer for making their purchase.

Marlings Ring The Marlings Ring invites customers to the Marlings department and is just one example of the ﬁve store brands found at the Furniture Mall of Kansas. The others are RoomMakers Furniture, Discovery Furniture, Abbey Flooring Headquarters and the Mattress Headquarters.

Amish Headquarters The Amish Headquarters features the framework of an authentic Amish barn built by Amish furniture makers along with Amish bedroom and dining furniture.

the store and the color square in the Impressions’, by Fusion Designs.) “The can’t be boring, or people can just corporate logo.” barn also makes the area easily seen shop on the Internet!” You’re suddenly aware of a structure from across the store.” within the structure. Martin explains, Jeff added, “We have no actual “Sixty percent of Americans prefer Amish connection other than a pas- Use of Technology solid wood furniture that’s well con- sion for well made furniture. And what structed like the Amish make. So we better way to showcase Amish made More surprises ahead! You’ve named one area ‘Amish Barn’ and furniture than feature an Amish made entered a realm of enveloping sereni- actually constructed a barn with posts solid cherry timber barn?! We are ty, surrounded by many mattresses and and planks and with the help of always looking for ways to add interest anchored by... an enormous, two-story Amish artisans, created the ‘theater’ and excitement to our stores that, in fish tank! Said Martin, “I originally to display our solid wood line of furni- turn, add fun and excitement to the came up with the idea of placing a ture.” (Featured furniture line is ‘Amish shopping experience. The experience fish tank in the mattress department to create a calming, restful environment and to add a source of entertainment. Since an actual fish tank with real water and real fish wouldn’t work, Jamie Winter (an electrical engineer and brother to Jeff) came up with the virtual tank idea. He designed three curved plexiglas projection screens with a projector on the inside. It can show colorful Caribbean fish or be changed to show sharks. It entertains the kids while Mom and Dad are shopping for mattresses! “Retail is all about providing a rewarding emotional experience for the customer, so it’s like setting the stage for a performance. An example, the recliner department in the Mall is deliberately set up like an amphithe-

74 FURNITURE WORLD September/ October 2015 RETAIL SUCCESS

The newest Furniture Mall of Kansas store in Olathe, Kansas is housed in the former Benchmark Home Furnishings building encompasses 150,000 square feet and ﬁve individual store brands.

ater with wall projectors to show and family foundation of history, security grocery store building in Lawrence, educate the customer about the 75 and trust. Martin said, “The Station Kansas, that they needed revamped recliners on display. The same can be was designed to congratulate the cus- into a furniture store. We created said for the virtual aquarium.” tomer for making their purchase. And three door fronts for their Mattress, An additional enhancement, there it’s also surrounded by impulse-buy Discovery and Ashley brands that all are four different “music zones” within items to increase the sale.” Clever! led to a central location and the first the Mall, one each for RoomMakers, Congratulations Station check out. Discovery, Marling’s and Mattress “Then, several years later, they con- Headquarters, each chosen for the Managed Growth tacted me to work on another location guests most likely to be shopping in for them. This was an old, two-story those stores. The interactive Winter’s/Roberts Macy’s store space that anchored Also marked by a hanging color connection was a happening of a a mall. The 150,000 square foot coded ring near the front of the store decade ago when they met through space with five entrances was a huge is the Congratulation Station. Here Furniture First, the national buying undertaking with more than its share there is a fascinating display of vin- group. “I began working with the of challenges, but after six months tage photos that reflect the Winter’s Winters on an old 35,000 square foot of hard work it all came together. “The recliner department in the Mall is deliberately set up like an amphitheater with wall projectors to show and educate the customer about the 75 recliners on display.” Pictured above, The Mattress Headquarters German ancestry. It’s reasonably safe verted dairy barn. Our folks, Bob has a stunning, two-story-tall, virtual aquar- to say they all carried a potent mix and Joyce, bought out our grand- ium that sits in the center of the Mattress of determination, persistence, prac- department in the center of the store. Requiring 10 computers and 10 projectors, ticality, optimism and love of life the aquarium was designed by co-owner in their portmanteau...along with, in “We believe our guests Jamie Winter, an electrical engineer by the Winter’s case, their secret family trade. Fully interactive, customers can actual- weapon!) ly “feed” the fish. The design of the mattress want big selection, but department allows for tremendous selections The Winters settled first in Iowa, (there are some 100 beds), as well as then in western Kansas. “But this is a not the big box feel, so privacy. The gentle movement of the fish and family business, not a dynasty!” insists the beautiful projections of fish on the digital Jeff. Right now, circa 2015, ”Both our by dividing a big space screens makes the space incredibly effective. mother and father as well as our wives are involved, my wife, June, full time. into three furniture stores, After two stores under our belt, they When you have a passion for what approached me about the third one.” you do, it creeps into almost every a mattress store and a A natural progression. area of your life, so even though our Flashing back, the Winter’s quintes- kids are not actively involved in the flooring store, we’d make sential American dream began in the business... they have been involved late 1870s with Jeff and Jamie’s great all their lives! it easier for them to shop great grandparents. (The Winter’s and “The furniture store opened by the Baum family, by the way, share our grandfather in 1933 was called and keep some of the an affinity with the philosophy of the Winter Furniture. I don’t know how Brothers Grimm through their Saxon/ big it was, only that it was in a con- small store feel.”

76 FURNITURE WORLD September/ October 2015

Recliner Ring The Recliner Ring is approximately 50 ft. wide x 6 ft. high and acts as a giant signpost inviting customers to the recliner department.

small store feel our guests have come to appreciate. The addition of Flooring Headquarters was to further help our guests to find more of what they need to have, an exceptionally beautiful and comfortable home, all in one conve- nient store.” In 2013, the Winters established decided that the best way to do that their first mall in Topeka, 193,000 in the Topeka market was to open a square feet. “Although the concept competing store with a different model. was the same... Big Selection~Local So, in 2003, we opened RoomMakers Connection, one destination bro- as an all Ashley store. As the mattress ken into five smaller, easier to shop category remained strong after 2007, stores... obviously the layout is differ- “We are always looking it became more important to our ent. The Topeka Mall is on two floors business. Stand alone mattress stores and the new Olathe Mall, all on one for ways to add were stealing market share, so we floor. And I hope we improved the developed our own mattress concept look and flow from what we’ve learned interest and excitement called Mattress Headquarters with the as there is always a better way! Martin help of Knorr Marketing. Doug Knorr is one of the best retail thinkers I know to our stores that, in has become a friend and continues to and we have had a great partnership, be instrumental in shaping our strat- using him for the design of both the turn, add fun and egy of how to market our changing Topeka and Olathe Furniture Malls. and somewhat complicated five store We always come away from a meet- excitement to the brand. ing with new ideas and thoughts to shopping experience. improve. The Mall Concept “It was in Lawrence that we structured The experience can’t our first version of our Mall concept in “As we were planning our Topeka about 45,000 square feet that includ- be boring, or people Mall concept in 2011-2012, Marling’s ed Discovery Furniture, RoomMakers Furniture, one of the long standing (75 and Mattress Headquarters. This loca- can just shop on the years) furniture stores in Topeka, was tion was not large enough to include looking to sell their building and close. Marling’s Furniture and Flooring Internet!” Marling’s had an excellent reputation Headquarters stores, and is located and a higher market share in the good about halfway between the Topeka to upper end than we did, so it just Mall and the Olathe Mall. It just made made sense to keep their name alive sense to close this location which as well as extend our offerings in better we did at the end of March. Our goods. So, our Mall concept would Lawrence work family became the first include three furniture brands covering members of our Olathe family. We father’s partner in 1967 and ran three distinct price ranges from good opened the Olathe Mall in June with Winter Furniture with our uncle until to better and best. 109 employees.” they sold to him in 1995. And, when “We believe our guests want big The configuration now includes the we opened in 2000, the name of the selections, but not the big box feel, Topeka Furniture Mall of Kansas and store changed to Discovery Furniture. so by dividing a big space into three the Olathe Furniture Mall of Kansas “After that opening in Topeka, furniture stores, a mattress store and a retail locations, and the Distribution we were all talking about how flooring store, we’d make it easier for Center and Clearance Center in to speed up our growth, and we them to shop and keep some of the Topeka that serve both locations.

78 FURNITURE WORLD September/ October 2015

“Our simpliﬁed business philosophy of ‘Happy Family. Happy Guests. Happy Business’ done in that order, drives the right decisions and behaviors that can make a positive difference in peoples’ lives.”

Good, Better, Best MicroD with direction from our team retailer believes they have the ‘best’ and our marketing partner Knorr customer service in their area of exper- The “good, better, best” concept Marketing. We may sell online as a tise. However, if you ask shoppers to came about “When we were develop- convenience to our guests. However, give you specific examples of when ing our Topeka Mall in 2011-2012. our main focus is on providing an they received what they felt was great It was really driven by trying to find a exciting in-store shopping experience customer experience... you won’t get solution for the paradox of our guests. because we believe guests that have very many examples. It’s easy to make They want a big selection to choose this in-store experience are much hap- the list of what needs to happen, but from, but they don’t want to spend pier with their selection.” a very different thing to consistently a lot of time narrowing down their deliver on it. We spend a lot of time selection. That’s what we like about as most retailers do, focusing on the Internet, it takes almost unlimited Customer Service Cliché developing and growing our people. selections and allows us to sort it down Because the business we are really in is the people business. to what we really want to look at very And the Winter’s Customer Service quickly.” ethos? “We believe our simplified The Winter’s enormous buying business philosophy of ‘Happy Family. Howdy Come In power of “more than $1 billion annu- Happy Guests. Happy Business,’ done ally” has to do with their membership in that order, drives the right decisions in “Furniture First, a great group of and behaviors that can make a posi- “Our strategy? First, we have to progressive retailers that work together tive difference in peoples’ lives, be it believe the right things, do the hard to bring the best product values and family or guest. work of earning trust by doing the right retail experience to our customers. We things, and keep our focus on serving “Customer service is such an over- others. We have the opportunity of have developed great friendships and used cliché, it isn’t a list of things you are always learning from many of these turning the ordinary into something do or don’t do, it is more how you do special. savvy furniture retailers. Being part of what you do and why you do it in the a Furniture First performance group is first place. Or more important, how “We do a few unique things for a one of our most valuable investments we make a guest feel. Who wouldn’t furniture store, like our fully furnished in time outside our business.” agree that in retail, guest experience is café called the Howdy Come In, a The Furniture Malls of Kansas share one of the most sought after differen- direct salute to our grandparents, that an innovative website, “Designed by tiators? The funny part is almost every makes home-made frozen custard, cookies, coffee, etc., that we mostly give away to our family and guests. “And we operate our own delivery service so we can continue to own the experience of our guests, and because

Ceiling Rings Martin Roberts designed the new Furniture Mall of Kansas with a series of large information ceiling rings, like this welcome ring, that are visible throughout the store, easily guiding the customers to the various shopping departments. Upholstery Flooring “Martin thinks differently from most designers,” says Jeff Winter, co-owner. “To him, it’s not just about aesthetics and how things look, but how things ﬂow and how they will be received by guests in the store.” Shown below are selections leading to the ﬂooring department.

Retail Intimacy The solution to achieving a sense of intimacy in a retail format of this size was to have no straight lines. Everything is curved and the walkways ﬂow through the store in a way that allows customers to actually see all the furniture because everywhere they turn they encounter another focal point.

we believe they will be happier with mom and I are thinking about opening working with. I had the great fortune our service. a furniture store in Topeka.’ Surprised, to learn and grow in a lot of differ- “Both our Malls have an in-home I asked, ‘Why do you want to do that?’ ent manufacturing and engineering design team that help our guests He replied, ‘Because we think we can roles. I’d invested 16 years there, and with space planning, selection and do it better. I’ll send you an article.’ considered it my home.” (Jeff has projects. We have been doing design A few days later I received a package a degree in mechanical engineering classes for several years and have that had a Wall Street Journal in it with from Kansas State.) around 150 to 200 women attending an article that basically said something “But the idea of starting a business each class day in Topeka. We’ve not like, ’Whatever You Do, Don’t Invest from scratch was exciting. Being closer started these events in Olathe yet, but in Retail’ because it’s done so poorly’. to family was appealing. Going into are planning to roll out a new format I called him and said I got the article, business with my dad, well, I would in the fall. We have several design but it didn’t seem to be supporting his probably never have that opportunity areas in each Mall with fabrics and position. He said, ‘If it’s being done so again. After a few weeks of thinking large screen TVs that we use to show poorly, it should be pretty easy for us and praying about this with June, product as well as space planning.” to shine above the rest!’ we decided to go for it. We moved “All of us kids tried to talk them out our family to Topeka and opened of it but soon switched gears to sup- Many Interesting Stories port them when it became clear that they were passionate about doing it. A Over the years, as might be expect- few weeks later, we were all at Jamie What about those ﬁsh ed, many “interesting stories” have and Jeanne’s house in New Braunfels, evolved. The brothers, Jeff and Jamie, Texas, for Thanksgiving, and the main tanks? “We have found “Had no clue we would ever end up topic of conversation was helping our working in furniture, even though we folks with ideas and plans for the new the most important grew up in it. Our folks have always store. On the way home, I told my loved this business, most all of our dad that it was exciting that he was aspect of any mattress family vacations I can remember as a doing this. He quickly said, ‘Well, kid had at least one stop at a furniture what would make it exciting for you?’ department is to ensure store that they wanted to learn from. To which I replied, ‘You know I like And they were not the most popular making things, not necessarily selling it draws guests into the stops on the trip from the kids’ per- things’, and that was all that was said spective!” at that time. You have to understand department. The tank Came a time when, “Our folks had that I had never given any thought to been without a store for almost ﬁve ever being in the furniture business. draws guests from clear years. They were 65 and we thought I loved what I was doing at Maytag, they were retiring. I received a ‘phone I went to work there straight out of across the store.” call from my dad and he said, ‘Your college, and I loved the people I was

September/ October 2015 FURNITURE WORLD 81 Discovery Furniture in 2000. What fun me out and ensure nobody lowered be close to family. Running a small it continues to be! the elevator on me which was com- business is challenging and a blast!” “Jamie’s story follows a similar path. forting, I guess. Yes, there was trash to What about those fish tanks? “We He went to work for Motorola out of clean up in the pit, but the job really have found the most important aspect college with an electrical engineering involved shoveling black slop more of any mattress department is to ensure degree and an MBA. Jamie had many than anything. I finished the job and it draws guests into the department. We fun roles in auto electronics manufac- was ready to crawl out of the pit when spent considerable time brainstorming turing, including moving his family to I had my real introduction to retail! on creating some type of attraction to China to start a plant from scratch. In Customers always come first, and Dad draw guests into the department. We 2009, after 16 years in manufactur- was nowhere to be found! wanted something unique and fun, ing, he felt the call to come join us in “From the time I was a kid, I’ve the furniture business. Our mom likes always enjoyed figuring out how things to call this one of the most exciting work. Electricity was fascinating to “Our customers surprises we’ve ever had, and I agree!” me as it ran practically everything, We asked Jamie for his input! “I but I had no idea how it worked. I appreciate our removal grew up in the furniture business and could take apart electronics and put spent much time as a teenager deliv- them back together to see them work service more than ering furniture and doing whatever again, but I had no understanding odd jobs my dad could come up with. of how they worked. The only way anything else. We find My first job at the store, assigned by to understand electricity was to go to my Dad, was to clean out the bottom school. I enjoyed college (Kansas State that by offering to take of the freight elevator pit in the base- University) and had a great time in the ment. Dad was nice enough to raise engineering field. away the old furniture the elevator up a foot so I could slip “I came back to the business in between the elevator and the floor to 2009 after enjoying 16 years with we lift a lot of stress get to the bottom of the pit and he told Motorola in electronics manufactur- me he would stay there to help pull ing. I was thrilled to come home and from the customer.”

“The Best Overall Visit Resource For Mattress Furninfo.com Sales Professionals!” Hundreds of articles by David Benbow. on furniture retailing, industry news, 291 pages of sales job opportunities, boosting power. events and http://www.bedsellersmanual.com much more.

82 FURNITURE WORLD September/ October 2015 “We have the opportunity of turning the ordinary into something special.”

yet calming for a sleep department. family secret weapon, their home- A digital fish tank was the result. The made frozen custard. Jeff recounts tank draws guests from clear across the legend. “At almost every Winter the store. family gathering, there was home- “The first digital fish tank was imple- made frozen custard from a recipe that mented in Topeka. That tank is 14’ in Grandma Kate brought with her from diameter, 10’ tall and consists of four Germany. It used to be the kids’ job projectors to create the tank. The tank to take turns cranking the handle on also has an interactive feature where the freezer unless you were too small, you can use arm movements that are then it was your job to sit on top of the captured by a camera to ‘feed’ the bucket to help hold it in place. This fish. Once the food is dropped, the fish tradition carried on to gatherings with will eat just like in a real tank. our work family and, when we opened “We improved on the first version our Olathe Mall, we thought it was with the new Olathe store. The new time to share the tradition with all our tank is 16’ in diameter, 16’ tall and guests. So now we make and serve consists of 10 projectors to create the Grandma’s Frozen Custard to all our tank. An additional four projectors guests. I think we can safely say we are round out the department to create the the only furniture store in the world that total environment.” Just a touch of Oz! makes and serves home-made frozen custard. I think our guests like it... we As you might expect, the Winters and make about 30 gallons a week. their work family are very active in their local communities. Jeff especially talk- “My folks found a story about our ed about the Topeka Rescue Mission great great grandmother Kate, then and also the City Union Mission in living in western Kansas. Kate used Kansas City. “We’ve also worked with to cut blocks of ice from the Pawnee (celebrity designer) Angelo Surmelis River during the winter, kept it frozen Above, Angelo Surmelis presenting a room makeover for a Habitat for Humanity family on a room makeover for a Habitat for underground covered with straw and dirt, and used it in the summer to in Kansas City. Also, the fully furnished café Humanity family in Kansas City.” called the “Howdy Come In”. make her special recipe. People would We wondered if the Mall’s winding come from miles around to have a “yellow brick roads” had ever wel- bowl of her ‘famous’ frozen custard.” comed a spectral Toto, but were told Tradition! “no”. Although maybe occasionally more exciting product presentations the resident Wizards permit Jamie’s from almost unlimited selection, mak- boxer, Hammer, and Jeff’s German Future of Furniture ing products uniquely fitting the style shorthair, Abbey, to stroll the precincts! and look of our guests’ homes, and to deliver faster. However, I’m pretty sure Jeff sees, “The future of furniture as our future success will still be depen- Family Secret Weapon filled with change and opportunities to dent on people... the quality of each better use technology for customizing individual that serves, and the quality We talked before about the Winter’s the shopping experience, delivering of their leaders.” Design & DESIGNER Three generations of furniture designers at Otto & Moore reflect on where furniture design has been, and where it is going.

by Russell Bienenstock

Many Furniture World readers follies.” ow we remember seeing furniture styles like At a basic level it’s the profession- Chippendale, Sheraton and Early al furniture designer’s job to create think American on retail selling floors. furniture that meets certain criteria Empire and it’s various new and old specified by manufacturers. But the as a world incarnations were there too. finished products must do more than No longer do legions of consumers that. They must address the furniture shop for formal Queen Ann dining buyer’s beliefs, physical needs, style society rooms with their signature cabriole sensibilities and budget. As Golag legs, wide flaring seats, high polish, noted, furniture must reflect intimate, H and cockle shell motifs, crafted in habits, postures, manners, fashions about furniture solid Cherry. and follies. design has Some things, however, haven’t This issue contains the first in a changed all that much. There is still series of articles that discuss the a lot of sameness at retail, and some social, artistic and economic forces shifted along say a lack of imagination. At the same that have propelled furniture design time, possibilities have opened up for to its present state. We will ask what with the ways in furniture retailers to be more creative furniture says about our society today, in choosing furniture designs that dif- and how it might look in the future. which designs are ferentiate their brands. To do this, Furniture World will John Gloag in his excellent book, speak to leading furniture designers conceptualized, A Social History of Furniture Design who will share their views about fur- from B.C. 1300 to A.D. 1960, noted niture design, it’s form, function, and that, “Furniture reveals many confi- purpose. merchandised dential things about the social life of the past and present; like architecture, and executed. it illuminates the story of civilization Three Generations in nearly every country, and provides an intimate, personal record of hab- What follows are the thoughts its, postures, manners, fashions and of three generations in the same

84 FURNITURE WORLD September/ October 2015

“Stores like Jordan’s, RC Willey, Mathis Brothers, City Furniture and Baer’s have to compete with this new generation of retail style leaders. It is an interesting game for them to play.” family of furniture designers at the located in the mountains of North who designed furniture back in the High Point-based, multiple Pinnacle Carolina along with two of his three 1930s,’40s and ‘50s approached me award-winning furniture design firm sons. The company was sold to about coming to work with him and Otto and Moore. The generations are Burlington industries in the early ‘70s. another designer Walter Otto. We represented by William Dudley Moore, There wasn’t a job in the business for established an office, called Rockwell, Sr., Chairman of the Board/ CEO; my father, the youngest son.” Otto, and Moore. Walter Otto and I his son William Dudley Moore, Jr., “I went to NC State for two years,” did design work for everybody in the President of Otto and Moore; daugh- Dudley Moore, Sr., continues. “When business. Of course, some of these ter Carolyn Shaw, furniture designer the Korean War came along, I went manufacturers are long gone. These and Vice President; and grandchildren into the Air Force, for five and a half were mostly manufacturers we called Liz Moore, and William (Will) Dudley years serving as an Aircraft Observer ‘car-load Charleys’, mid and low Moore, III, also furniture designers. Bombardier. After that, I worked priced, such as Bassett and Kemp. We for furniture designer J. Gordon had very little exposure to the upper Perlmutter of Plainfield New Jersey. end at that time, but over the years, The History He was quite a famous designer at our business has grown and Dudley the time. Jr. has been responsible for our suc- The Moore’s, have deep roots in “Other well-known designers cess at the high end.” the furniture industry. “Around the who worked for Perlmutter early on “In the early ‘70s, Mr. Moore left turn of the 20th century,” Says, Dudley were Dick Barrow, Irving Sabo, and the business,” adds Dudley Jr., “and Moore, Jr., “my great grandfather Marty Lyman. Leonard Eisen was a the firm became Otto and Moore. owned a successful chair manufactur- competitor of ours at that point in We purchased Walter’s interest in the ing business, Home Chair Company, time. In 1960, Mr. Hubert Rockwell, business in the 1980s but kept the

Designers

The three generations at Otto and Moore represented by William Dudley Moore, Sr., Chairman of the Board/ CEO (center); his son, William Dudley Moore, Jr., President of Otto and Moore (top left); daughter Carolyn Shaw, furniture designer and Vice President (bottom left); and grandchildren Liz Moore (bottom right), and William (Will) Dudley Moore, III (top right), also furniture designers.

“Our generation wants furniture that’s, organic and comfortable. We don’t see as much separation between formal dining and casual dining. It’s every day dining, and that casual trend applies throughout the house as well.”

name because it was well-known in school but wanted to get a broad- the industry by that time.” er education so I attended North He notes that he, like many second Carolina State University in Raleigh, generation members of family furni- that at that time had a curriculum ture businesses started working early, called Furniture Manufacturing and “as the janitor when I was 12 years Management. I’ve found what I old, working my way up to do draft- learned there to be useful for my Design ing, studied engineering, then came design work because I know what to work here in 1981. can be manufactured efﬁciently, and “I did consider going to design how to take advantage of machinery & DESIGNER

88 FURNITURE WORLD September/ October 2015 Salon (above) and Jet Set (right), designed by Dudley Moore, Jr., Lenny Chapman and Laura Niece of Otto & Moore for Bernhardt in October 2013 and October 2014, respectfully. Ushered in a new trend of glamorous, tasteful modern design.

that our various clients are using. This Liz Moore, at 25 years old, had a dising side of the furniture business. allows them to provide more value to more formal design education. She After graduating from NC State I their retail customers.” told us, “I always had an interest in art worked for Lane Furniture in sales, Carolyn Shaw took a different and dabbled in furniture design, fash- then moved to the upholstery side route, apparently skipping the janitori- ion design, and graphic design.” After with a smaller promotional company. al work. She’s studied at UNC Chapel attending summer intensive programs Last year I joined Otto & Moore and Hill. “After graduating with a Studio at Virginia Commonwealth University have spent that time focusing on the Art degree,” she says, “I illustrated and Savannah College of Art and wood portion of the business with architecture in Texas for seven years. I Design she made the decision to study an emphasis on the technical side, had worked at Otto & Moore in high furniture design at Kendall College of school as an illustrator but didn’t have Art and Design. Post graduation in a furniture design background. In the 2013, she joined Otto & Moore. “Of early 1990s my dad lured me back course we grew up around furniture “There’s a trend toward to the family business where I thought design, she explained, “Our grandfa- that I would head up the art side of thers on both sides of the family were buying disposable furniture, our office that employed five illustra- involved in the industry in some way, tors. In those days we did freehand so it was always on my radar.” but it’s not clear if it’s sketching for the most part, and a Will Moore adds that his father small level of engineering on comput- (Dudley Moore, Jr.) “Really encour- a solely income-based ers. But since that time the business of aged both Liz and I to make sure we design has changed drastically. Most really wanted to go into the furniture behavior. These customers of our clients are confident enough in business. I started by interning for their product direction that they don’t Outlook International, a case goods pay a lot less, but don’t require the illustrations we used to put quality-control sourcing company out. Today we use freelance illustra- in Vietnam. That’s where I became want to sacrifice how it tors and I’ve segued into the design immersed in product development world.” and decided to focus on the merchan- looks or how it works.” Design& DESIGNER mechanical, plus chemistry-based. I’m designed more lower price point a little bit more technical than Liz, goods. A lot of it was very brassy, she’s a much better artist than I am, and by that I mean we did polyester but we make a good team.” finishes and furniture with extrusions. These are items that fortunately are not found at retail anymore. At that time Furniture Design Changes manufacturers would come to us with specific, stylistic assignments; such as a request for an 18th century Queen As noted above, a lot has changed Anne or a Duncan Phyfe group.” in the business of furniture design since Otto and Moore was founded. Dudley Sr., has a slightly differ- Furniture World asked each of the ent take on how the furniture design generations to offer their perspectives. business has changed. “Back then, if we were instructed to design in a par- National Geographic collection, designed “In my dad’s heyday,” relates Dudley ticular direction, we would say to the by Dudley Moore, Jr., Matt Hurley and Lesli Jr., “furniture designers were more of client, ‘well these folks over here, who Chastain of Otto & Moore for Lane. This an instrument. By that I mean that cli- are style leaders, have gone in a good Pinnacle award winner in 2004, was one of ents came to us saying, ‘We need an the most successful British Colonial styled direction, and they are being success- collections of all time. 18th century collection, or a Victorian ful, so I think we might go in that same collection,’ or whatever. Clients pret- direction.’ That doesn’t mean that we ty much understood what the trends would knock ‘em off.” He observes The biggest change Otto and were, gave the designer his assign- that the process is not much different Moore’s founder sees is, “Well for one ment, and he fulfilled it. Of course, the than what Otto and More does today thing, today it’s a hell of a long way designer had to have the skill set, the with it’s story (mood) boards described to get to the factory! This business of imagination, and the artistic ability to later in this article. It’s still a matter of see that vision through.” identifying trends in the market to find “When I came to work here,” design directions that will resonate agrees Carolyn Shaw, “Otto & Moore with customers. “Furniture reveals many confidential things about the social life of the past and present. It provides an intimate, personal record of habits, postures, manners, fashions and follies.”

90 FURNITURE WORLD September/ October 2015 does it work fast and smart enough to increase •Ìº·È¾ÉºÉÇ¶»Ĳ¸ •º¹¾ÉÄÇ¾¶ÁÄÅÅÄÇÉÊÃ¾É¾ºÈ •Áº¶¹È¶Ã¹È¶ÁºÈ

A social media audit will tell you what you need to know so you can develop huge competitive advantage!

Call, email or connect with me, Leslie Carothers,@tkpleslie, CEO of the Kaleidoscope Partnership, the USA’s #1 authority on social media for the furniture + interior design industry, for a professional social media audit for your business - today!

High Point Market Appointments Available

713.705.2482 [email protected] www.tkpleslie.com Design TRENDS

runnin’ back and forth to China is a most of the case goods industry from “Because of this trickle down design burden for furniture designers. When the Southeast. Once furniture started effect from high to low end, in those I designed for Dixie, which is now being produced offshore, it changed days,” Dudley Jr. observes, “a store Lexington, I just got in the car and a lot of design parameters, but the like Havertys would show multiple drove the 15 miles over there to meet untold bigger effect this has had on Queen Anne-type 18th century-styled with Henry Link and Smith Young, the our industry is that a lot of the style collections at different price points. guys who were running that company. leaders have passed by the wayside. The style was so popular that the We decided what we were going to When I began designing furniture, purchase decision for consumers was do, and did it. It was a happy time.” our industry, like many others, was often based mostly on what they could organized with style leaders selling at afford to put into their homes.” higher price points. Lower priced lines Manufacturers Lose took their styling cues from the leaders. “Design Leader” Status From there the trends just tricked down Retailers As The the food chain to the low end. New Style Leaders “Yes, There have been huge chang- “Furniture designers who worked es in the furniture industry since I came at mid-price points often looked to “The industry doesn’t have that kind into the business,” Dudley Moore, Jr. companies like Henredon, Drexel and of style leadership any more, at least continues. “Much of that has to do Thomasville for their design inspira- not from the manufacturing side,” with globalization and the departure of tions. For example, Henredon did a Dudley Jr. continues. What’s happened group called Scene One. That influ- is manufacturing leadership has been enced a Lexington group and then a replaced to some extent by vertically Stanley group, working its way down. oriented retailers such as Restoration Retailers also utilized style leaders as Hardware that serve as style beacons “Just about any designer a road map for what they needed to for others in the industry.” out there today should show on their floors. “The manufacturers we do most be using 1stdibs.com in some manner, and retailers too if they’re smart. Pinterest, retail Paula Deen River House Collection, Designed by store websites and Tumblr Dudley Moore, Lenny Chapman and Laura are fantastic resources Niece of Otto & Moore for Universal: First introduced October for finding images and 2008. It is one of the biggest selling licensed ideas as well.” collections of the last ten years, and still a big seller for Universal.

92 FURNITURE WORLD September/ October 2015

Mood Board used for “Modern Vintage” project “A Mood Board, also called a storyboard, tells the story of the design rather than just focusing on the design itself.”

of our design work for sell to majors want to live much more casually. They lifetime and not turn it over.” such as Jordan’s, RC Willey, Mathis want to be comfortable in their homes. Brothers, City Furniture and Baer’s. They aren’t really trying to make an Sustainable Casual Designs: And these guys have to compete with impression on guests by showing off “Today the focus of our age group is this new generation of retail style lead- heirloom looking furnishings. What on buzzwords like sustainable, organ- ers. It is an interesting game for them they really want to own is furniture that ic, natural and casual,” Will Moore to play. Often they haven’t created their friends are going to think is cool. tells us, “These are the words that mar- the kind of cohesive, style strategy Also, the fragmentation I mentioned keters use to describe their designs. and presentation that allows them to previously at the top of our industry “Instead of traditional versus mod- compete directly with operations like has prevented the kind of leadership ern, We are seeing a blend that incor- Restoration Hardware group.” on the manufacturing level that con- porates low-sheen finishes, and lots of sumers can rely on.” cleaner-looking, casual designs.” “Most people nowadays prefer a Current Furniture Practical Furniture Designs: more casual, livable tone,” Liz agrees. Design Trends Carolyn Shaw tells Furniture World “And if we think back to our grand- readers, “Younger customers coming parent’s house, they had formal dining When asked what trends they see at along these days are practical. They’re room, formal living room, everything retail, Moore family members identify looking for value and for something had high-sheen finishes in Mahogany the following currents in the sea of they can afford, not always for great and Walnut. Our generation wants furniture design choices. design. I don’t think that most of furniture that’s, organic and com- them buy furniture thinking that they’re fortable. We don’t see as much sep- More Lifestyle Driven: going to own it 30 years down the aration between formal and casual “Pure traditional has gone out of fash- road. My parents’ generation bought dining. It’s every day dining, and that ion,” says Dudley Jr. “Our job would furniture for their lifetime. My father casual trend applies throughout the be much easier if those style trends still owns the furniture he bought as a house as well.” would cycle around like they used to. young adult. But, I think that my neph- French would come in for a while, ew will be turning his furniture over Wood Finish Trend: then it would go out, replaced by 18th every 10 years if he can. That type of Dudley Moore Jr. says, “The biggest century. That’s not happening today. thinking impacts the quality of the fur- trend we see by far, has more to do “Furniture design right now is partly niture consumers buy today.” with finish than style. Dry finishes, driven by lifestyle. The way people live “On the other hand,” Liz Moore, which are almost no-finish, finishes are today is so much different than it was, adds, “at the high end, there are still very strong.” say, 30 years ago. That’s why our plenty of wealthy people who are going industry has seen the decline of the to buy Bernhardt, but just because it’s Wood Species Less Important: formal dining room category. People so beautiful. And they may keep it their “When our grandfather designed furni- 94 FURNITURE WORLD September/ October 2015

Wendy Bellissimo collection, designed by Dudley Moore, Jr. and Carroll Jennings of Otto & Moore for Legacy Classic Kids. Introduced in it works. They still want something that April, 2013 and a Pinnacle Finalist, they like, think is pretty, and fits well in it was designed in collaboration with their living spaces.” the famed children’s wear designer. “Also,” adds Liz Moore, “there is a gap in the industry’s understanding of ture,” Liz Moore tells us, “The mindset on, designs that might have French or what might be called disposal furni- manufacturers and retailers had was, Italian influences.” ture, that could be addressed a little ‘Oh, it’s mahogany, it’s beautiful, it’s bit better. I feel like IKEA has it down in quality, people will want to buy that.’” Disposable & Smaller Scale: their style category. It’s not really quality furniture, but that doesn’t matter to Adds Will Moore, “A big trend we are “I think younger buyers are look- some people. It’s something that the seeing, is less concern about wood ing for multi-functional, smaller scale, regional chains could really address.” species now, especially in the modern apartment style furniture,” Will Moore, suggests. “That’s especially true at genres. Sometimes it’s almost impossi- More Item Buying: ble to tell what type of wood a manu- the lower-end. There’s a trend we facturer is using.” are seeing toward buying disposable “The furniture design business has furniture, but it’s not clear if it’s a changed to reflect how our world has solely income-based behavior. These changed. Consumers don’t go into Relaxed European Styles: customers pay a lot less for something, retail stores and buy whole groups of Says Dudley Jr., “There’s a major trend plan to keep it for a couple years and furniture anymore. They buy by single moving toward very relaxed, casual then get rid of it. Even so, they are not items. That’s why Otto and Moore’s European-styles featuring dry finishes going to sacrifice how it looks or how groups tend to be more eclectic, and An Extraordinary High Point Experience Seminars, Study, Events, Meetings & Collaboration

5,000 Volumes on Furniture & Design

Call 336-883-4011 For More Information E-mail: [email protected]

96 FURNITURE WORLD September/ October 2015

The Moore’s have deep roots in the North Interior Designer Influence: Carolina furniture business. James Dudley Moore, founder of Home Chair Company Dudley Moore Jr. sees the growing is pictured above at far right. The man influence of interior designers. “That’s “Younger customers immediately to his left is his son, Roy Ivey the result,” he says, “of a changing Moore (William Dudley Moore Senior’s father). They stand with some of their factory retail landscape at the higher end. coming along these workers in front of Home Chair Company in “Major manufacturers at the higher 1938. The factory was destroyed when the end, used to sell, in the Atlanta Metro days are practical. Yadkin River flooded in 1940, and rebuilt in area, for example, Levitz, Rhodes, Ronda, NC. Roberds, Dillard’s, Farmer’s Furniture, They’re looking for value and on and on. All these retailers are gone. Now a lot of the business has and for something they gone to retailers like IKEA, Pottery driven more by function and aesthetics Barn, Rooms To Go, Restoration can afford, not always instead of style,” says Carolyn Shaw. Hardware, Crate & Barrel, Room & Board, etc. So, whom are these manu- for great design.” Contemporary & Modern: facturers going to sell to in Atlanta? In “I think contemporary is coming on, a lot of cases, the interior design trade and that Mid-Century modern has has helped to fill this gap.” cess looks today, Will Moore says really been trying to make it back into He says that many of these interior that some in the industry are doing an the mainstream,” Liz tells us. “A lot designers have a definite design point excellent job designing for their target of people are afraid of Mid-Century of view. “I’m finding that we’re spend- demographics. “But, from a broader Modern because it’s so specific, but ing more time looking for trends by fol- design perspective,” he says, “and I have a feeling that that’s the trend lowing interior designers on Instagram especially with some lower-end man- coming on.” Her father isn’t so sure. and Twitter.” ufacturing clients, the process is the “Modern style is definitely having its same as it’s always been. “These man- moment, which is refreshing. Although Coastal Design Trend: ufacturers generally identify a design we’re having a lot of success designing “Certainly coastal and cottage are still that’s selling well from another man- upscale, modern looks, this isn’t the very popular.” Dudley Jr., explains that ufacturer to a specific demographic Mid-Century Modern that’s currently this has to do with a larger percentage group and ask for a design variation very popular with the hipster set and of the US population living within close on that theme.” millennials. So far, this group has been proximity to a waterfront. Given changes in style leadership, buying antiques and flea market-type Dudley Jr. observes, “There’s so much finds, versus reproductions from typi- more confusion in terms of trends. We cal manufacturers. Several companies Todays Furniture Designers find that our clients are asking us for have taken a crack at mid-century with help in guiding their style directions, limited success.” When asked how the creative pro- which is in one way liberating, and

98 FURNITURE WORLD September/ October 2015 Service Lamp Corp. the accent is on service Your complete lighting source We bring life to your showroom! Service Lamp specializes in serving home furnishings retailers with store-wide lighting services. Our ﬁ xtures and leading edge lamps enhance the beauty of showrooms while providing maximum energy efﬁ ciency. Service lamp is your complete lighting source for new construction, remodeling, maintenance and operations offering the best products for every application at very competitive prices. New! FREE lighting consultation and design. Update Your T8 Flourescent Bulbs To LED

Philips Evokit LED linear luminaire See Us At High Point & Las Vegas Ask about the latest Cost Saving LED’s

High Point NAHFA Retail Resource Center Philips Capri Plaza Suites, First Floor Downlight CRL5K

Call us today at 800-222-LAMP www.servicelamp.com Philips Lightolier Spot LED

Philips LED PAR30 Philips LED PAR38 in Black with Philips Chloride Philips LED PAR38 AirFlux Technology LED Exit Sign with AirFlux Technology Great Hill Road Collection from Riverside (right): Designed by Dudley Moore, Sr. Introduced in April, 1976 . Part of the wave of nostalgic, Victorian inspired designs of the era, and among the largest selling. Was a part of Riverside’s line for over 20 years. At left are additional Universal Furniture designs by Otto and Moore.

Design

in another way intimidating. That’s up with ideas for original, beautiful because in a confusing landscape, designs that people will enjoy being “Instead of traditional we can make mistakes too, in terms around at the right price point.” of trends. We, therefore, have to be versus modern, more collaborative with our clients, and it puts the onus on us to go to Mood Boards We are seeing a blend more closed showings and internation- As Design Tools that incorporates al trade shows than ever before, so we are as up to date as possible.” “The next step for us” Liz says, “after low-sheen finishes, and “Our clients are much more reliant we find out, for instance, that we are on us for trendspotting than they were going to design a casual contempo- lots of cleaner-looking, in the past,” he adds. rary group is to research what’s out Liz interjects, “Today, rather than there, find out what other furniture casual designs.” being given an assignment to design companies are doing. We also look at an 18th century group, manufactur- fashion and architectural influences, ers ask us to create designs that consider finishes, and get as much reflect, for example, a mood such as information as we can to update that Rustic Modern or Coastal Cottage. genre, make it better and salable.” Says Carolyn, “A mood board, also So, instead of starting to design right “Then,” Will adds, “We create a called a storyboard, tells the story of away, we create a Mood Board for mood board that includes information the design rather than just focusing on almost everything we do.” we’ve gathered from anywhere.” Will the design itself. A typical mood board She agrees with her father that says the mood board serves as a focus will deal with color, pattern, texture design work isn’t as specific as it used for generating additional ideas. and other concepts. The result is very to be. “Furniture designers have a little Dudley Jr. explains that mood much like an advertising presentation. bit more freedom to design in different boards are a system of sliding panels To create it, we pull tear sheets from ways. We don’t have to stick to creat- that display relevant images. “When magazines, and do online research ing Queen Anne, Chippendale or Art we get an assignment from a client, to come up with ideas that reflect the Deco styled groups. Our clients often before we ever put pencil to paper, mood we are going after. I use a lot give us vague terms, such as Modern we work to create a story about a col- of different tools. One of my favor- or Rustic, or Casual Contemporary. lection that fully represents our vision ites is www.1stdibs, an online antique They tell us the age group they want of what it should be, and the way it marketplace that thousands of antique to target. Then it’s up to us to come should feel.” stores use. I use it to find clues and

100 FURNITURE WORLD September/ October 2015 Sitting Pretty or Sitting Duck? Without print advertising, your company is...

... a target for the competition!

To clearly deﬁne your company’s brand and impress qualiﬁed prospects, you want the full depth of your message to hit home with an audience that is relaxed, attentive and receptive to what you have to say. For this, nothing surpasses the intimacy of print advertising. Digital has it’s uses, but a bold, innovative print ad concept, surrounded by respected editorial content, is a powerful and economical way to convert thoughtful actively engaged readers into loyal customers. Furniture World Magazine’s broad reach to furniture and bedding retail executives, plus its unique, in-depth and helpful business focused editorial content, will get your message noticed!

Discover the power of print!™ For a customized market analysis and information on advertising opportunities, contact Barton Bienenstock, Publisher at 914-235-3095 or [email protected]. since 1870 © 2015 All rights reserved by Che-Noble Advertising, Inc. Mood Board used for “Rustic & Relaxed” project

Design

ideas which might just be a carving, tions for their stores. a Henredon or a Thomasville that or an under tight molding, or a piece Liz says that mood boards “function employed staff designers, to learn the of hardware.” Carolyn suggests, “Just to get all our ideas together in one fundamentals. To use a basketball about any designer out there today place. They serve as a springboard to analogy, you would learn how to drib- should be using 1stdibs.com in some start the actual design work. Once we ble and defend before learning how manner, and retailers too if they’re get something on paper, we go back to shoot. They would literally throw smart. Pinterest, retail store websites and forth with our client, revise sketch- you out in the factory to learn exactly and Tumblr are fantastic resources for es, and produce a nice collection.” how a sofa was built and upholstered finding images and ideas.” She also “Plus,” Will concludes, “Since many before they’d ever let you think about suggests that furniture retailers use manufacturing executives who make designing something. mood boards to create design direc- product design decisions are mid- “Or you could go to work for an dle-aged white males, “Liz and I, are independent firm like ours and get often asked to give design opinions as the same education. We would, have members of a younger target demo- them start out drafting rudimenta- graphic.” He says that Liz’s opinion ry things and then proceed in steps “Non traditional seems to be especially valued for its to impart the information needed to point of view on style, features and become a successful designer. retailers are doing a price points. “That system is gone, and most better job and growing manufacturers don’t have staff design- Next Generation ers anymore. My opinion is that as like crazy. There’s an industry, the education process Furniture Designers for furniture designers is much poorer definitely a bigger than it was in years past. There are still Otto and Moore has over the years excellent schools like Kendall, SCAD, market out there than been a place for young furniture Appalachian and now High Point designers to learn their craft. University, but the young designers I think a lot of regional Dudley Jr., tells us, “It used to be we’re seeing do not have the funda- that there were two or three pathways mental skills that they might have had players realize.” into becoming a successful indepen- 20 years ago. Now, on a more positive dent or staff designer. note, this has opened up options for us “The fundamental first step was to be more creative in terms of how we to work for a big manufacturer like find design talent. And, we are finding

102 FURNITURE WORLD September/ October 2015

“Consumers don’t buy whole groups of furniture anymore. They buy by single items. That’s why Otto and Moore’s groups tend to be more eclectic, and driven more by function and aesthetics instead of style.”

people who are much more aware of that incorporates features to support ers mentioned previously. “At those style trends than their predecessors technology such as charging stations stores,” he emphasizes, “associates might have been. Since our clients are for hand-held devices in end tables. have been trained beautifully to under- looking for trendspotting skills, this skill Then we found out that consumers stand a retail culture that focuses on set has been getting more valuable to really weren’t using them. They just design. That’s not to say there aren’t Otto and Moore over the years.” kept plugging their devices in right next some who do a great job, but there When asked if she is optimistic to the light switches on their counter- are many more who could do better.” about the future of furniture design, tops.” “I don’t think traditional retailers are Carolyn Shaw explains, “I’d like to be really addressing this trend like they optimistic and say I’m seeing a lot of probably could,” Will Moore agrees. improvement in furniture design. There Advice for Furniture Retailers “Non traditional retailers like West is a lot of great creativity in product Elm, Home Goods and IKEA are doing design out in the world, but the furni- What advice does this group have a better job and growing like crazy. ture industry lags behind, and I don’t for Furniture World’s readers? There’s definitely a bigger market out really know why that is. But I suspect it Dudley Moore, Jr. suggests that there than I think a lot of regional has to do with furniture designers not retailers could, in general, do a much players realize.” having enough time to do the kind better job of understanding design. of creative work we’d like to do. We That, he says, is especially true for are so deadline driven in this industry. retail floor sales associates who really The Final Word There’s always a new introduction that don’t understand trends in design like has to be designed and manufactured they should. “It is a missed opportunity The final word, as is appropriate, by High Point Market time. And I think in terms of sales, because furniture comes from William Dudley Moore, if you ask any furniture designer in shoppers are much better educated Sr. ”I watch Antiques Roadshow every this town, they would probably say the than they used to be. A consumer who week, and I hope that one of these same thing. comes in because she’s keeping up days one of my pieces of furniture “I wish that the manufacturers, and with trends through social media, print will be on that show.” When asked importers could slow down enough to media or broadcast media, knows if he thought that one of his designs let their products run, instead of trying what she likes, what the trends are, for Kemp, Lexington or Bassett would to replace them immediately. They’re and not only that, has an understand- someday be a big money find on always replacing, replacing, and ing that’s far beyond the consumer of Antiques Roadshow, he replies, “Well, replacing again, designs that aren’t 20 or 30 years ago concerning what’s I didn’t say that. I said, I hope so.” necessarily an improvement.” hot and what’s not. So, it leaves fur- She adds that, “As designers we niture shoppers cold when they visit a are always trying to improve how retail floor and have a salesperson tell furniture functions. Sometimes we get them, ‘Well, this bedroom is casual it right and sometimes wrong. When contemporary and it’s $999, and this consumers or clients say they are over here is one that’s a coastal design looking for something such as space at $1,299, and this one here is rustic Design saving features or specialized areas and it’s $999.’” for storage, we listen. For example, He says this is a problem for many until recently there was evidence that retailers, because their customers are & DESIGNER consumers wanted to buy furniture also shopping at the retail style lead- 104 FURNITURE WORLD September/ October 2015

THE OTHER Chase potential customers your competition neglects.

by Michael Winicki 98%

hree weeks ago you pre- insert on page 11. Then after going pared for this moment. You back to check your own ad, you hear and your newspaper rep another competitor’s machine-gun- put together the finishing ning spots on a local radio station touches to your ad cam- and TV commercials for a store across paign for this weekend. town on local cable. TYou carefully selected which SKUs That’s a lot of advertising dollars “Only about two percent you were going to put on sale. You chasing the same furniture buyers! checked on your back up inventory So while everyone is chasing pros- of the population is and you checked with the factory on pects who are already in the market to how long it was going to take to get in buy furniture, my question is, what are ready, willing and able more products just in case you need- they doing to attract the non-furniture ed them (wishing and hoping that you buying customer? to buy new furniture were). Then you selected the name of the right now. The other event which wasn’t too hard, because Think Of It This Way… you simply took the same name of 98% is sitting on the the event you ran the same weekend Imagine you own a hardware store, last year. You looked at the old ad and you’ve put together an ad high- sidelines.” materials and instructed your graphics lighting hot-water tanks. person to add in a line of text about You spent a lot of time putting the long-term financing, popped in a ad together, with hot pricing, hot disclaimer and slam, bam, you were terms and you spent a good buck for done! a good sized ad– and the ad appears When the daily paper that includes in your local newspaper. your ad is dropped off, you quickly Let’s say you also have your “I’m a find your ad on page 11 of the front consumer too hat on.” This time while section. flipping through the newspaper you As you flip through the pages of the notice a big (and expensive) ad for paper, you pass by a competitor’s ad hot water tanks. on page seven and a furniture store You don’t even notice. Why don’t

110 FURNITURE WORLD September/ October 2015 Reach 25 Million Consumers From Cory’s State-of-the-Art NJ Distribution Center

In-home Delivery, Distribution and Consolidation Experts For Retailers, Manufacturers and Wholesalers in the NY Metro Area

The only logistics company in the NY area with the expertise to meet the warehousing and last mile delivery needs of any retailer, manufacturer, wholesaler and Internet company. -Family Owned. Trusted Retail Partner For Over 80 Years-

VISIT CORY AT October High Point Market Retailer Resource Center • Plaza Suites, 1st Floor, Space #4

WWW.CORYCOMPANIES.COM • PHONE (201)795-1000 • [email protected] “All the competitors are chasing the same customers using the same tools such as low prices, extended ﬁnancing, free delivery and set up.”

you notice? It’s because you don’t 2% Are Ready To Buy events and same enticements to need a new hot-water tank! attract customers to their stores. It wouldn’t matter if they were Only about 2% of the population Unless you greatly increase your offering “Buy One Get One Free” are ready, willing and able to buy ad spend, you’re not likely to grow on hot-water tanks. It wouldn’t mat- new furniture right now. the business by a large percent- ter if they were offering five year The other 98% are sitting on age. And yes, by increasing your free financing on hot-water tanks. the sidelines. They may be able to ad spend you will probably claim You’re still not interested. buy new furniture this weekend, but more new customers, however, the That’s the way it is with a great they’re not ready and certainly not flip-side is that your cost of sale is many products. We, as consum- willing. most likely going to climb. Hopefully everyone reading this knows what ers, aren’t interested until our old That leaves a measly 2% of the hot-water tank springs a leak and market to be divvied up amongst we find ourselves taking cold show- you and your competitors. Kind of “Sure, sometimes a ers. gloomy sounding isn’t it? And to make it even worse all the consumer will wait until competitors are chasing the same Furniture Retail customers using the same “tools” all the legs are busted Isn’t Exactly Like That such as low prices, extended financing, free delivery and set up. The off the sofa, it’s covered list of “carrots” most retailers use is Thankfully, furniture retail isn’t pretty short. exactly like the hot-water tank busi- with large holes and ness. smells like 30-day old Sure, sometimes a consumer will The Other Ugly Aspect wait until all the legs are busted cat litter before they off the sofa, it’s covered with large The other ugly aspect of this holes and smells like 30-day old cat is that if you’re the #2 or #3 replace it.” litter before they replace it. furniture retailer in market, your But many times they’ll step up chances of growing the business by and replace that recliner or sofa or leaps and bounds in the scenario mattress just because they’ve been just described is pretty low. That’s “coaxed” into replacing it. because everyone is using the same

112 FURNITURE WORLD September/ October 2015

THE OTHER

their cost of sale figure is, it’s one of a free agent in the major sports, but So if traditional event advertising the most98% important numbers for any instead of winning them (and their won’t get this customer to buy, what retailer. wallet) by being the high-bidder, most will? furniture stores “win” the customer by Social marketing presents a huge being the “biggest giver”. opportunity to talk to consumers who Free Agency may not be ready to buy today, but who could still be influenced to buy And here’s how this situation can get Big Givers Lose nicer, newer furniture from you. even worse. Notice I emphasized the word influ- Do you follow any of the major Big Givers give up profit margin. enced? One thing you don’t want sports? NFL, NBA, NHL or Major They give up revenue when they to do, or shouldn’t do on social net- League Baseball? finance purchases for 2 years. They working sites like Facebook, Pinterest, For those that don’t, let me give give up profit by offering free delivery, Twitter and Instagram is overt selling. you a very brief description of what is setup and removal. It’s frowned upon in the best light, and known as “free agency”. Wouldn’t it be great if you didn’t considered invasive and annoying in In all four sports, individual players have to compete this way? You have the worst. are allowed under certain conditions to admit that battling for the attention Overt selling on the social network- to become a “free agent”. The biggest of prospects and then having to give ing sites is bad form, BUT influencing benefit of becoming a free agent is away profit to actually turn them into is fair game. that the player can offer themselves to customers is downright depressing. So, how do you influence using any team in the market. Typically the social media? You influence by talking high-bidder will end up winning the about either “gain points” or “pain services of the player. Another Way points”. Here are just a few examples. The new furniture customer is like There’s another way to maintain healthy margins. Another way to take market share from your competitors Potential “Gain Points” by playing the retail game by different rules. Just turn your focus to the 98% of the market that isn’t ready, willing Make your living room the envy of and able to buy new furniture at this 1 all your fiends “The new furniture moment. customer is like a free One thing to keep in mind is that not Imagine sitting down with your every person is likely to use a piece of 2 family during Thanksgiving at agent in the major sports, furniture until it’s beat to dust and then your new dining room set in desperate need of replacement. No, but instead of winning many times people will take a look at The perfect nap-taking recliner their sofa and think, “You know that 3 for the large man them by being the really doesn’t go with the rest of my furniture anymore” or they will start high-bidder, most thinking about a new mattress because Potential “Pain Points” they wake up with a morning back furniture stores win the ache. The chain of events leading to the Does your back feel like a “pret- customer by being the purchase of a new piece of furniture 1 zel” when you first get up? may take days, weeks or even months biggest giver.” before a thought starts fermenting in Tired of those dining room chairs the mind of a potential furniture buyer. 2 falling apart? 114 FURNITURE WORLD September/ October 2015 Sick of those mismatched living all the other choices available to them 3 room pieces? in the market. It takes time to build credibility, but once you have it, you’ll Don’t highlight brands or prices or gain an advantage that you can’t get financing terms. Feature what a con- by purchasing an ad in the Thursday sumer can gain or what pain they can edition of your local paper. eliminate from their lives by getting nicer, newer furniture. About Mike Winicki: Mike Winicki To make a marketing tool like this is president of Big Noise Marketing. “So, how do you work, it takes a plan and persistence. His goal is to make the business It’s a lot harder than simply taking last life of every furniture store owner as influence using social year’s newspaper ad and rerunning it easy as PIE: Profitable, Interesting and this year. Someone at your store needs Enjoyable. To get a free Marketing media? You influence to be responsible for staying on top of Opportunity Report for your business this or hire a marketing company that simply call his toll free number 1-800- by talking about can do this for you. 495-8308 anytime, 24 hours a day, The potential payoff of doing this is and leave your contact information. Or either “gain points” getting that prospect thinking about email your request to info@bignoise- doing business with you as opposed to marketing.com. or “pain points.” e an Mad Americ DESIGN

Kidz World

Contact information on page 128.

American Heartland Lancer

Contact information on page 128.

Country View Woodworking

Contact information on page 128. Mississippi Farm Tables

Contact information on page 128.

Arthur W. Brown

Contact information on page 128.

Omnia

Contact information on page 128.

September /October 2015 117 e an Mad Americ DESIGN

Fireside Log Furniture

Contact information on page 128. Borkholder

Schwartz Woodworking

Contact information on page 128.

Contact information on page 128. Crystal Valley Hardwoods

Contact information on page 128.

J&R Woodworking

Contact information on page 128.

River Woodworking

Contact information on page 128. September/ October 2015 119 Sales Management

The Decision TO BUY NEW FURNITURE

How long does it take?

by Joe Capillo

Hey guys, have you ever come fact that someone has replaced the his home from work and found that your mirror! And this phenomenon is espe- spouse or significant other purchased cially true in the furniture business. article is and positioned something new and Retail managers often focus so hard different in your home? Maybe it was on closing sales today (which is like a a small table-top accessory, or a new gray hair or wrinkle) that they totally for those picture on a wall. Or, some really miss a greater truth. More about this neat blue decorative bottles placed later. of you in on the counter-top in your bathroom. The other point of the story is Maybe it took you a week to notice that not only did it take time for me T this little thing, but once you did see to notice that the mirror had been traditional them you had to admit they made the changed, It is likely that my wife had room look and feel different – and been unhappy with the old mirror for relationships better. some time before she decided to buy This happened to me when I came who are running home to find a new mirror hanging where another hung before. I’m not sure how long it took me to notice, “The process of things in the but my first reaction was why? The old mirror had a perfectly fine reflection. achieving higher close retail Furniture The old one reflected my image perfectly, but what it didn’t reflect, was rates starts with the Business. my partner’s sense of style, of design, of beauty. knowledge that Why did I tell you this little story? It’s to illustrate that people can be a most customers simply little slow in noticing what can and should be improved. Sometimes we cannot be closed on a look at our reflection in a mirror and are so focused on the gray hair, or first visit.” small winkle, that we totally miss the

120 FURNITURE WORLD September/ October 2015 “So easy to use, it’s brainless!” Best Furniture Point of Sale Software

Everything! Scanners Your Store Needs To Run Flawlessly Dymo Printer Voice Commands

POS Scanner

Cash Drawer Credit Card Swiper

Mac & Windows Versions Replaces EDI PO’s Product Availability Use Your iPad With CDS Software POS Printer Shipping Information Much more Mini Scanner

Don’t Compromise. This Full Featured System Features All The Best Bells & Whistles • Point of Sale, Order Entry. • Web Site Development. • Automatic Inventory Reduction. • Sell From Your Own Website. • Automatic Purchase Orders. • QuickBooks Integration. See Us In Las Vegas Retail Resource Center • Special Orders / Lay-A-Ways. • Auto Bar Coding & Tags. Building B1050 • Customer Service Module. • Real Time Multi-Store Integration • Email Blaster & Mailing List. • Automatic Delivery Routes & Mapping • Credit Card Processing. • Integrated Accounting • In House Financing Module. • Ipad Remote Integration • Ashley Integration Partner. • Much, Much More! Ask About Our In House Financing Module! Love Your POS Software! Since 1991 Call 800.884.0806 - Free Demo

We love AMS & Easy Chair Customers! Complete Furniture Software Package

1731 Treyborne Circle, Commerce, MI 48390 www.CustomDesignSoftware.net • [email protected] “Close Ratio in our business is not the same as the general retail conversion rate because of the nature of our selling process.”

a new one. Over a decade ago, I stumbled include far more than the pricing, upon a consumer research study that selection and the availability of mer- laid out the thought/action processes chandise. If the focus of your sales Think About All Those Buyers women go through to make a major training and of your sales staff is furniture purchase decision (and to primarily on pricing, selection and Now, think about all those potential her, they’re all major). The steps availability, you are missing a lot of buyers out there, mostly women, who are Dreaming, Exploring, Planning, sales. There are personal issues as seldom shop for furniture. Face it, our Selection, and Enjoyment. Of course well, such as style, design, and the stores are not on everyone’s weekly that final process of enjoyment is the desire to create a beautiful, comfort- shopping list. Unless, of course, there reason why all the others matter. In able, affordable home. Shoppers see arises a need in her mind. Again, no this study, there was no indication of oceans of goods, about which most of emergency exists as is the case when the timing of any of these processes, them know little. In many cases a lack a refrigerator or stove stops working. but you should know from carefully of help at the point of contact with monitoring your shoppers’ behaviors, sales associates is a weak link, due that each can be separated by long to a lack of focus about what most intervals. Of course you do monitor customer are trying to achieve. this, right? She’s not trying to achieve the pur- Subscribe! chase of a new item. Shoppers are FURNITURE WORLD trying to figure out how a purchase Critical Sales Metrics Six powerful issues. will affect the look and feel of their homes, their rooms, and make them In-depth articles help boost For over 40 years I’ve tracked the better for themselves and their fam- sales, cut costs and identify critical sales metrics in our business, ilies. retail opportunities. the most important of which are Close On the other hand, you and your Ratio and Average Sale. Close ratio sales associates may be trying to close in our business is not the same as the general retail “conversion rate” because of the nature of our selling process. It’s not off-the-shelf stuff. There’s a lot going on in our customers’ minds, and the consequences of “Your opportunity for making a bad decision are costly both financially, emotionally, and can be growth is not among long-lasting. We measure close ratio by-the-visit because we have to per- the 10% who buy today. sonally interact with a shopper each time she comes in. And when she You cannot grow that leaves, we cannot be sure we’ll ever see her again. Unless, of course, we segment through closing do right things, right! skills.” The point of all this is that we’re Subscribe at www.furninfo.com dealing with deep-rooted issues that

122 FURNITURE WORLD September/ October 2015

Decision TO BUY sales today. Based on long-term stud- time on this project, there is a 10% Higher Close Rates ies of retail furniture store traffic, this chance she’ll buy today. If you can one aspect of our business stands out get her to return a second time on The danger for you and your busi- in stark relief: When a woman in the that same project, there’s a 75% or ness is to see achieving a close today, early stages of the decision-making higher chance she’ll buy. Your 20% on the first visit, as being the norm process visits your store for the first close ratio is made up of some first- against which everyone is measured. time shoppers and some “be-backs” To change that mindset takes training (whom I define as returning again on and coaching. the same project). The process of achieving higher “The danger for you close rates starts with the knowledge The Immediacy Paradox that most customers simply cannot be and your business is to closed on a first visit. For the many shoppers who have not yet progressed see achieving a close Therefore, for 90% of your shop- far through steps of Dreaming, pers, the real goal of that first visit for Exploring, Planning and Selection, on the first visit, as you and for your salespeople, should patience and follow up skills to get a be to get a second visit – not to close second visit are key. a sale today! This idea makes many being the norm against retailers feel uncomfortable. There’s Your opportunity for growth is not a focus in our industry on closing among the 10% who buy today. You which everyone is customers today so they don’t walk cannot grow that segment through and buy somewhere else. It’s human closing skills. Your opportunity lies measured. To change nature. But to achieve better close in the rest of your customers through rates, experience has shown that a better engagement skills, better con- that mindset takes change of mindset can be transfor- necting-to-the-projects skills, and bet- mative for your business. To do this ter customer relationship manage- training and coaching.” though, you have to do things right, ment skills – meaning following up to and, more importantly, do the right make sure that the next visit happens things. – the one you’ll close 75% to 90% of the time.

Free Weekly eNews About Joe Capillo: Joe Capillo is a Subscribe Today! Keep up to date http://furninfo.com/Subscriptions 40 year career veteran, experienced with the latest in managing and consulting with furniture retail operations. He is an expert in industry news, sales management and sales systems. retail tips, market He is also a contributing editor for information and Furniture World Magazine. Questions articles from on any aspect of this article or retail Furniture World sales management in general, can be Magazine. Renew directed to Joe Capillo at joefcap@ or add a new print gmail.com. See all of his articles on subscription at the Furniture World’s website at furninfo. same time! com/ Authors/Joe%20Capillo/21.

124 FURNITURE WORLD September/ October 2015

Advertiser & Design

INDEX COMPANY | TELEPHONE | EMAIL | PAGE# COMPANY | TELEPHONE | EMAIL | PAGE# ACA 800-882-8588 [email protected] 74 Jaipur Rugs 404-351-2360 [email protected] 38-39 Agio 800-416-3511 [email protected] 103 Kaleidoscope Partnership 713-705-2482 [email protected] 91 American Heartland 270-935-5024 orivasahmc @gmail.com 116 Kidz World 662-628-1580 [email protected] 116 Arthur W. Brown 631 243 5594 [email protected] 29 KAS Oriental Rugs 732-545-1900 [email protected] 51 Ashley Furniture 608-323-3377 www.ashleyfurniture.com 3-5 Knorr 231-534-9700 [email protected] 97 Bienenstock Library 336-883-4011 [email protected] 96 Lancer 800-541-2392 [email protected] 116 Borkholder 574-773-4083 [email protected] 118 Legends Furniture 623-931-6500 [email protected] 31 Broyhill Furniture 800-327-6944 [email protected] Cover 4 Loloi Rugs 972-503-5656 [email protected] 33, 35 Canadian Furniture Show 514-866-3631 [email protected] 67 Manhattan Comfort 888-230-2225 [email protected] 43 Capel Rugs 800-382-6574 [email protected] 73 Maxwood 203-683-4895 [email protected] 44 Christopher Guy 800-476-9505 [email protected] 41 Mexico Int’l Furniture Mkt +52(33)3343 3400 [email protected] 115 Chromcraft 662-562-8203 [email protected] 19 MIFF Furniture Fair +603-9282-2888 [email protected] 93 Connie Post 304-634-1450 [email protected] 20 Mississippi Farm Tables 662-681-6846 [email protected] 117 DES Cory Home Delivery 201-795-1000 [email protected] 117 Morry Dickter 1-800-521-9935 [email protected] 90 Country View 330-674-1390 [email protected] 21 Myriad Software 800-676-4243 [email protected] 77 Craft + Main 973.581.7316 [email protected] 40 Nourison 201-368-6900 [email protected] 15-18 Crystal Valley Hardwoods 574-825-8041 F: 574-825-1250 119 Nouveau Concept 800-465-0716 [email protected] 69 Custom Design Software 800-884-0806 [email protected] 124 Ohio Hardwood Furn. Guild 877-643-8824 www.ohiohardwoodfurnituremarket.com 48 Cylindo 415-527-0895 [email protected] 45 Omnia Leather 909-393-4400 [email protected] Front Cov. 11 Donco Trading Company 800-934-3881 [email protected] 49 Pelican Reef 888-820-4455 [email protected] 40 Eclipse 800-233-7467 [email protected]” [email protected] 61 PROFITsystems 866-325-0015 info@proﬁtsystems.com 65 Elran 800-361-6546 [email protected] 79 PureCare 800-758-8563 [email protected] 63 Fashion Bed Group 800-876-2641 http://fashionbedgroup.com/contact.asp 9 Reverie 800-456-7383 [email protected] 57 Feizy Rugs 214-747-6000 [email protected] 85 River Woodworking P: 260-593-3005 F: 260-593-3007 119 Fireside Log Furniture 260-562-3064 F: 260-562-1065 118 Rizzy Home 706-602-8857 [email protected] 44 Flash Furniture 843-324-7719 barry@ﬂashfurniture.com 21 Schwartz Woodworking 260-593-3193 ext.1 F: 260-593-0166 118 Four Hands 512 600 3842 [email protected] 37 Sears Hometown Store www.OwnASearsStore.com 53 Furniture Of America 866-923-8500 [email protected] 23 Service Lamp 800-222-5267 [email protected] 99 Furniture Wizard 619-869-7200 [email protected] 126-127 Smith Business Systems 866-871-3999 [email protected] 105 Genesis Software 509-536-4739 crystal@ @genesisadvantage.com 113 Spring Time Bedding 973-473-5400 [email protected] 59 High Point Mkt. Authority 336-869-1000 www.highpointmarket.org 95 STORIS 888-478-6747 [email protected] 13 Horizon Home 602-447-6000 [email protected] 44 Surya 706-625-4823 [email protected] Front Cover, 1, 7 IMC 336-884-1884 imcenters.com/highpointmarket 106-110 Tayse Rugs 770-769-4215 [email protected] 95

imm cologne 773-326-9920 [email protected] 27 TD Retail Card Services 866-729-7072 ext 3008 [email protected] 14

IMOB (Istanbul Market) www.cnrexpo.com 88 Tidewater Finance 00-535-4087 ext 6553 [email protected] 77 International Rug Group 860-651-4447 [email protected] 47 TruckSkin 877-866-7546 [email protected] 128 Isuzu 866-441-9638 www.izuzucv.com Inside Back Cover Twin Star Home 561-665-8105 [email protected] 42 L&M Woodworking 574-534-9177 F: 574-533-2463 119 UltraSales 303-530-5366 [email protected] 76

128 FURNITURE WORLD September/ October 2015