august 2012—the unconnected retailer

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The Unconnected Retailer

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  • RetailerN

    OW

    Vol. 1 Issue 4

    THE U

    NC

    ON

    NEC

    TED RETAILER August Issue

    AUG

    UST 2012

    AUGUST 2012

    INSIGHTS FOR TODAYS HOME FURNISHINGS PROFESSIONAL

    THE

    AUGMENTED REALITY

    DEATH OF A SALESMAN

    USING WORDS TO CONNECT

    www.RetailerNOWmag.com

    National Home Furnishings Association Western Home Furnishings AssociationWHFANHFA

    RETAILER

  • SERVICES INVENTORY MERCHANDISING PRODUCT TECHNOLOGY COMMUNITY

    To become a Surya dealer, please call

    1.877.275.7847or email us at info@surya.com

    facebook.com/suryasocial

    pinterest.com/suryasocial

    TUPELOCOMPLEX 5

    50445044AUGUST 16-19, 2012

    LAS VEGASWMC

    B-370B-370JULY 30 - AUGUST 3, 2012

    SURYA IS SIZZLING!SURYA IS SIZZLING!SURYA IS SIZZLING!VISIT OUR SHOWROOM TO SEE WHY

    surya.com

  • www.retailerNOWmag.com A U G U S T | 2 0 1 2 1

    12. Death of a Salesperson16. Two Steps Back21. The Power of Connection 26. The Mobile Commerce Train28. Augmented Reality38. Using Words to Connect

    TM on the coverTHE UNCONNECTED RETAILERThe Power of Connection21

    count onIT

    yourVOICE

    featuresNOW

    09. Roving Reporter10. Retailer2Retailer18. Fresh Perspectives30. Affiliate Highlights

    34. Community Today36. Whats Selling NOW

    I N S I D E

    04. A Message from the SEHFA President

    06. Editors Letter08. TechNOWInbox32. Membership Marketplace 41. Product FocusRug Trends43. Quick Fire Marketing44. Industry Scoop46. Calendar48. The Now List

    41.

    09.

    30.

  • 2 A U G U S T | 2 0 1 2 www.retailerNOWmag.com

    Editorial Collaborators:Andrew Tepperman, Teppermans Carol Bell, Contents Interiors Donny Hinton, Colortyme Marty Cramer, Cramers Home Furnishings Rick Howard, Sklar Furnishings Travis Garrish, Forma Furniture

    2012 National Home Furnishings Association OfficersMarc Schewel, President, Schewel Furniture, VADianne Ray, Chairman, Garden City Furniture, SCCherie Rose, President Elect, The Rose Collection, CARick Howard, Sr. Vice President & Treasurer, FLJohn Wells III, Sr. Vice President, Wells Home Furnishings, WV

    2012 Western Home Furnishings Association OfficersChris Sanders, President, Everton Mattress Factory, IDValerie Watters, President Elect, Valeries Furniture & Accents, AZLael Thompson, Vice President, Broyhill Home Collections, COChuck Kill, Treasurer, Bedmart, AZTom Slater, Secretary, Slaters Home Furnishings, CA

    Southern Home Furnishings AssociationRobert Dossenbach, President, Dossenbachs Finer Furniture, NC Southeastern Home Furnishings Association Wogan S. Badcock III, President, W.S. Badcock Corporation

    For a complete Board of Director listing, visit retailerNOWmag.com

    NHFA StaffSteve DeHaan, NHFA Executive Vice President (800) 888-9590 x6124Karin Mayfield, Sr. Director of Membership (800) 888-9590 x6154Jordan Boyst, Member Services Rep (800) 888-9590 x6132Dianne Therry, Member Services Rep (800) 888-9590 x6167

    WHFA StaffSharron Bradley, WHFA Executive Director (916) 960-0345Karpice Crawford, Membership Director (916) 960-0346Mike Hill, Member Services Rep (916) 960-0263Eric Malone, Member Services Rep (916) 960-0291

    National Home Furnishings Association Western Home Furnishings AssociationSEHFA SHFAWHFANHFA

    South Eastern Home Furnishings Association Southern Home Furnishings Association

    Contact Information:Mailing Editorial:

    500 Giuseppe Ct., Suite 6

    Roseville CA 95678

    Mailing Advertising

    3910 Tinsley Drive #101

    High Point NC 27265

    Online: retailerNOWmag.comPhone: (800) 422-3778 Advertising: (800) 888-9590Social: facebook.com/retailerNOW Twitter.com/retailerNOW Pinterest.com/retailerNOW

    RetailerNOWthePlayers

    Melissa DresslerEditormelissa@retailerNOWmag.com

    Lisa TilleyArt Directorlisa@retailerNOWmag.com

    Larry CarrollAccount Managerlarry@retailerNOWmag.com

    Tim TimmonsAssociate Publishertim@retailerNOWmag.com

    Cindi WilliamsBusiness Developmentcindi@retailerNOWmag.com

    Subscription: $70/year

    Retailer Now, ISSN# 2166-5249 is published monthly (except March and December) by the Western Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville, CA 95678. Application to Mail at the Periodicals Postage Prices is Pending at Roseville, CA and additional mailing offices. POSTMASTER: please address changes to: RetailerNOW, The Western Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville CA 95678.

    If you would like to stop receiving RetailerNOW, please send an email to unsubscribe@retailerNOWmag.com.

    If you would like to only receive an electronic version of RetailerNOW, please send an email to gogreen@retailerNOWmag.com. 2012 National and Western Home Furnishings Associations. Published by the National Home Furnishings Association and Western Home Furnishings Association. Material herein may not be reproduced, copied or reprinted without prior written consent of the publisher. Acceptance of advertising or indication of sponsorship does not imply endorsement of publisher or National and Western Home Furnishings Associations. The views expressed in this publication may not reflect those of the publisher, editor or National Home Furniture Association, Western Home Furnishings Association and Western Retail Services Corp. Content herein is for general information only; readers are encouraged to consult their own attorney, accountant, tax expert and other professionals for specific advice before taking any action.

    What we are so passionate about. . .

    To have the courage to pursue purposeful dialogues that challenge conventional thinking, to engage and entertain our readers by delivering content that creates a fervent following ready to change the landscape of our industry.

    RetailerNOW is the magazine for todays home furnishings professional. Developed for a specialized community, RetailerNOW brings a unique editorial focus on progressive and relevant issues concerning the home furnishings industry in the retailers voice, with a focus on issues impacting retailers NOW.

    Q: Would you rather be hot or cold?

    HOT!

    New England Chapter

    HOT!

    Would rather be cold than hot any day

  • TECHONOLOGY HAS CHANGED

    OUR COMMITMENT TO GREAT SERVICE

    NEVER WILL

    A p r i l 2 1 - 2 6

    H i g h P o i n t

    Space 201 | Center Point Bldg | Oct 13th - 18th | High Point Contact your Emerald Home sales representative or call 253-922-1400

    furnishing life's greatest connectionssince 1962

  • 4 A U G U S T | 2 0 1 2 www.retailerNOWmag.com

    As the dog days of summer are upon us, it may be easy to drift into an unconnected lifestyle, which could become very harmful for your business. You can lose your edge very quickly if you become unfocused in todays competitive retail environment. Years ago my grandfather hit upon this very important issue when he developed the business model that we still use today. Wogan Badcock Sr., in the midst of the Great Depression, came up with the idea of having his route salesmen establish retail locations in the communities close to his warehouse in Mulberry, FL. He believed that if he brought the merchandise to his associate dealer, the dealer could stay and become more connected to his community. Great service goes beyond the doors of the store. Its being there to assist when needed, be it product-related or community-related. Today that still rings

    true. Our dealers are involved in many activities within the small towns and cities where our stores are located because we understand the value of relationships. Whether it is a request from a church, school, local charity, or in times of crisis, we are thereas both Badcock & More and as a neighbor. Todays consumer has a wealth of information available to them with the use of the Internet. They have many choices and we have to be ready when they are ready to shop. From assisting Ms. Smith in creating her perfect home, to helping Mr. Jones (who was referred to us by Ms. Smith) get his grandson set up in his new apartmenteach and every customer is our most important customer. Many retailers offer competitive pricing. But the retailer who provides real customer service, genuine caring, and is involved in the community is the retailer we all want to go back to. The corporation and dealers share in the cost of our contributions. Our dealers are the face of W.S. Badcock Corporation and it is important to us that they be

    involved, so we assist financially. Many of our dealers have received numerous awards in recognition of their acts of kindness and service in their communities.For Badcock, being a retailer in eight different states in the Southeast poses a big challenge for us in Mulberry. Because of that we use ALL of the tools available to us. Some oldlike our bi-annual dealer show allows us to come together to discuss product offerings and operation issues and community opportunities with our suppliers and vendors. And some newlike our own internal portal to get information and ideas out to our dealers as quickly as possible.Members of our management team go to conferences such as NHFA and WHFAs Home Furnishings Industry Conference and Furniture Todays Leadership Conference to interact with other like-minded storeowners and operators. We often find that a problem facing one, is a problem facing all. Its an opportunity to work together to find reasonable solutions to the issues we all face. Our team has served on national and state level retail boards. When you understand that all retailers in America account for two out of five jobs, the importance of being connected becomes much clearer in my eyes and I hope yours, too. So in closing, it is