june/july 2010 western retailer

Jou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

www.WHFA.org

western retailerJune/July 2010

celebrating 20 years

Does Your Store Have a Story to Tell?

Western Home Furnishings Association500 Giuseppe Court, #6Roseville, CA 95678

CHANGE SERVICE REQUESTED

est.1944

U4013

Destin

With Emerald Home Furnishings

Carver

U5004

Las Vegas Market August 2-6, 2010 World Market Center Space B-1350 E

U1004

U1007

5thAve

Visit Emerald Home Furnishings at

Las Vegas Market to view NEW IN STOCK product!

U3034

EllisSuzanne

Goals are meant to be set high; your expectations from your business solutions should match them. If you want to reach specific business goals and your solutions can‘t help you achieve them, well then, what you really have is a “lack of solutions” instead. You shouldn’t have to lower your standards and goals.

If your business goals include lowering expenses, improving inventory management, and becoming more profitable we have the solutions you are looking for. Put your expectations and goals back up where they belong. We’ll help you build a strong foundation and plan to accomplish them.

Achieve your Business Goals Now

Call today for a free demonstration

800.888.5565or visit us online at www.profitsystems.com

Lower Your

Not Your Expectations

Making Retailers More Profitable

Software | Consulting | Advanced Education | Sales Training Performance Groups | Freight Program | e-Commerce | e-Marketing

“The benefits we’ve received from PROFITsystems have been limitless. PROFITsystems has changed the way we do business at our store, increased our profits, and made us better store managers. “ Beckey and Kent WaldropMiller Waldrop FurnitureHobbs, NM

Showroom StyleDoes your Store have a Story to tell? ................................ 10

It’S All About SAleS AnD mArketIng

FACebook Ain’t A Fad ................ 20

get InvolveD!national home Furnishings month – Is it home yet?™ ............ 26

rep’S perSpeCtIve5.5 Secret Strategies you and your Furniture Sales reps Can use to grow your business ........... 28

EDITORIAL STAFF

Managing Editor: Melissa Dressler ............................... [email protected]

PublishEr: Melissa Robinson ........................................... [email protected]

advErtising ManagEr: Cindi Williams [email protected]

2010 WhFa oFFiCErs and EXECutivE CoMMittEE

WhFa PrEsidEnt

Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ ..............(480) 951-3239

PrEsidEnt ElECt

Angel Lopez - Dearden’s, Los Angeles, CA .......................................(213) 362-9600

viCE PrEsidEnt

Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID .........(208) 326-3407

trEasurEr

Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ ...(480) 483-3327

sECrEtarY

Lael Thompson - Broyhill Home Collections, Aurora, CO ..................(303) 360-9653

EXECutivE CoMMittEE Chair

Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA ..........(509) 933-2172

Past PrEsidEnts

George Nader - Nader’s La Popular, Gardena, CA ...........................(310) 327-8585

Cherie Rose - The Rose Collection, Los Gatos, CA ..........................(408) 395-7773

EXECutivE dirECtor

Sharron Bradley - WHFA, Roseville, CA ............................................(916) 784-7677

at largE EXECutivE CoMMittEE MEMbErs

Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500

Howard Haimsohn - Lawrance Contemporary, San Diego, CA ......... (619) 291-1911

Marvin Kerby - Kerby’s Furniture, Mesa, AZ ......................................(480) 834-3888

Karen Kohlman - West Harvard Furniture, Roseburg. OR ................(541) 673-4221

WhFa/nhFa liaison

David Harkness - Harkness Furniture, Tacoma, WA ..........................(253) 473-1234

WhFa board MEMbErs

Carol Bell - Contents, Tucson, AZ .....................................................(520) 881-6900

Buzz Burnett - Treasures Furniture, San Diego, CA ..........................(858) 586-1900

Gene DeMeerleer - Furniture West, LaGrande, OR ..........................(541) 963-5440

Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ .......................(928) 855-6067

Mark Flegel - Flegel’s Home Furniture, Menlo Park, CA ...................(650) 326-9661

Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA ...............(714) 210-4848

Travis Garrish - Forma Furniture, Fort Collins, CO ............................(970) 204-9700

Giff Gates - Gates Furniture, Grants Pass, OR .................................(541) 476-4627

John Grootegoed - Elite Leather, Chino, CA .....................................(800) 826-9971

Eric Harms - Black’s Home Furnishings, Yreka, CA ..........................(530) 842-3876

Jerome James - Hafer’s Home Furnishings, Manteca, CA ................(209) 823-2122

Julian Jeppe - Reeds Furniture, Agoura Hills, CA .............................(818) 597-7800

Chuck Kill - Bedmart, Tucson, AZ ......................................................(520) 887-7039

Tim Koerner - Koerner Furniture, Coeur D’Alene, ID .........................(208) 666-1525

Don Lemieux - Naturwood, Rancho Cordova, CA .............................(916) 638-2424

Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID ............(208) 983-1040

Robert Myers - Ashley Furniture HomeStore, Chico, CA ...................(530) 345-2616

Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549

Michael Nermon - Ergo Customized Comfort, Irvine, CA ..................(949) 833-0338

Scott Selden - Selden’s - Tacoma, WA ..............................................(253) 922-5700

Mike Shuel - Meredith Furniture, Yakima, WA ...................................(509) 452-6221

Tom Slater - Slater’s Home Furnishings, Modesto, CA .....................(209) 522-9097

WESTERN HOME FURNISHINGS ASSOCIATION STAFF

Executive director: Sharron Bradley ...............................................(916) 960-0345

asst. Exec./Marketing director: Kaprice Crawford .........................(916) 960-0346

business Manager: Janice Carlson .................................................(916) 960-0347

Events Manager: Cindi Williams ......................................................(916) 960-0277

operations/Warehouse Manager: Jef Spencer ..............................(916) 960-0386

Communications Planning Manager: Melissa Robinson ...............(916) 960-0349

Managing Editor & Webmaster: Melissa Dressler ..........................(916) 960-0385

Membership Manager: Michael Hill .................................................(916) 960-0263

Member services specialist: Margie Jacobs ..................................(916) 960-0199

Member services rep: Adam Gardner ...........................................(916) 960-0291

accounting assistant: Melody King ................................................(916) 960-2476

est.1944

table of contentsJou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

western retailer

Western Home Furnishings Association is the western affiliate of National Home Furnishings Association

contactphone: (800) 422-3778 (12 western states)

(916) 784-7677online: www.WHFA.orgFax: (916) 784-7697mail: 500 Giuseppe Court, Suite 6

Roseville, CA 95678twitter: www.twitter.com/WesternRetailerFacebook: www.facebook.com\WesternRetailer

featured articles

RRCRETAILERRESOURCE CENTER

est.1944 western retailerACADEMYWHFA fast forward

Your Industry. Your Future. Your Decision.

in every issueMember Profiles:

Learn More about the Four Retailer of the Year Nominees . . . . . . . . 15

Western Retailer Celebrates 20 YearsShannon Smith, WHFA 2000-2005 . . . . . 19

Industry Beat. . . . . . . . . . . . . . . . . . . . . . . . . 21

Program of the Month: Banner Marketing. . . . . . . . . . . . . . . . . . . . . . 25

Contact WHFA at www.WHFA.org or (800) 422-3778. JUne/JUly 2010 5western retailer

made DREAMS come true…

We do too!

S O F T W A R EWIZARDWIZARD

Visit our NEW web site, or give us a callDiscover the of the WizardMAGIC

619.869.7200www.furniturewizard.com

The Wizard of Oz

FREE Demo CD or LIVE On-Line Demo!New Vision Information Systems, Inc.

820 Starboard St. Chula Vista CA 91914

FURNITURE

ON THE COVERNebraska Furniture Mart, from the “Does Your Store Have a Story to Tell?” article found on page 10.

President’s Message

Fiesta Furnishings / Brix Home Scottsdale, AZ(480) [email protected]

Claudia LeClair 2010 WHFA president

Hi everyone! I just returned from WHFA’s Conference, and I’m full of ideas, energy and enthusiasm. I had very high expectations for this conference, and I was not disappointed in the least. In fact, I think it was one of the best we have ever had in terms of speakers, seminars and the education that was provided. For those of you who were unable to attend, it was held at Disney’s Grand Californian Resort and Spa at the Disneyland® Resort. The hotel was just steps away from the entrance of both Disneyland® and California Adventure, so in addition to the education, we were in a venue centered around having fun!

The opening speaker was a gentleman by the name of Ken Schmidt from Harley-Davidson. He spoke to us about how Harley-Davidson overcame the competition from Japanese motorcycles and their much lower price points. Rather than engaging in a price war, Harley-Davidson competed using a very different approach — the top management engaged consumers one-on-one, out in the “field”. Over time by using this model, Harley-Davidson became the world-renowned brand they are today.

The next speaker was someone we were all looking forward to hearing Bruce Kimbrell from the Disney Institute. He spoke to us about Brand Loyalty and how Disney has achieved it. Within that main topic, he spoke of building repeat business by studying your audience so you know who your customers are, creating a sustainable competitive advantage by identifying emerging trends and developing a positive word-of-mouth reputation. I could go on and on, as this is just the tip of the iceberg as far as information we received through these two educational sessions and the myriad of other seminars we attended.

Next year, the conference will be held in conjunction with the National Home Furnishings Association and will take place at the Westin on the River Walk in San Antonio, TX, April 30 - May 2, 2011. I urge you all to make time in your busy lives for this event. Without continuing education, we become stagnant and businesses need a constant stream of new ideas to keep things fresh and alive. Within the first two hours of this year’s conference, I came away with an idea that I plan on implementing that will significantly enhance my business.

I’d like to thank our sponsors once again for their support of WHFA and our conference. We couldn’t do this without them, and we’re so appreciative of the fact that they realize the importance of the association for our industry. And I would like to give a special thanks to the WHFA staff for their hard work putting this conference together — you out-did yourselves this time!


Editor’s Message

Last month’s magazine is available online at www.WHFA.org.

Melissa DresslerWestern Retailer managing editor

Jou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

www.WHFA.org

western retailerMay 2010

RETAILER OF THE yEARHW Home

celebrating 20 years

Western Home Furnishings Association500 Giuseppe Court, #6Roseville, CA 95678

CHANGE SERVICE REQUESTED

est.1944

The Apple ExperienceHave you been in an Apple store lately? I recently visited our local store to purchase a new charger

for my iPhone, after I lost my original charger during WHFA’s Conference in Anaheim. The first thing I noticed as I walked through the bright, clean entry was a sea of blue shirts — all assisting interested buyers. As I walked in, I was greeted numerous times by cheery, techie salespeople. Their cheery attitude and eagerness to help me with anything I needed put a smile to my face. As I walked further into the store towards the iPhone accessories display, I was surrounded by MacBooks, iPods, iPhones and iPads, all of which customers were busy playing with. The atmosphere in the Apple store was fun and relaxing, which made me want to hang out and relax for awhile.

I approached the wall which nicely displayed all of the different chargers, cases, headphones and cables any person would ever need. I found my charger, along with a new iPhone cover, and then looked around for the register. I didn’t see one. I kept looking and was approached by another blue-shirt salesperson asking, “Are you ready to check out?” I answered yes, and he asked if I would be paying with cash or credit. As soon as the words credit came out of my mouth, the salesperson whipped out his iPhone and started ringing me up! I didn’t need to walk to a computer or a counter, the register came to me. His iPhone was outfitted with a special casing that allowed him to scan my items, input all of my data and swipe my credit card. Then, when he was finished with my transaction, he asked if he could email me my receipt. I gave him my email address, and he put my purchases in a bag and off I went. A few minutes later, I received a ding on my phone and my receipt was waiting in my email inbox. I thought the entire encounter in the store was friendly, efficient and very cool.

Maybe allowing each salesperson to have an iPhone to use in your store isn’t a realistic idea, but what about purchasing a few iPads for your salespeople to share. Throughout WHFA’s Conference in May, I witnessed numerous vendors using the iPad to show product demos and heard even more discussing how they were going to purchase iPads to do the same thing. Why can’t you have your salespeople use an iPad in your store to instantly show customers new room designs, other style options, prices at other stores, etc.? Jim “Mack” McIngvale of Gallery Furniture, TX spoke during the conference and mentioned that his sales staff now carries around the iPad and they use it for all of these things. He mentioned that by using the iPad in their store, the salespeople now have a way to quickly and efficiently answer any question or objection that the customer might have to the sale.

By incorporating the use of these technology tools, you can give your salespeople more opportunities to close the sale. Your store will also most likely come off as a “forward-thinking” business by using technology throughout the sales process. Customers will leave thinking the process was efficient and it gives your business a “cool and fun” factor like the Apple stores.

This issue of Western Retailer magazine includes many great articles including the feature story on how to tell a story through your merchandise. There is also a special section highlighting the four nominees for WHFA’s 2010 Western Retailer of the Year award. I hope you enjoy this issue and look into finding ways to incorporate a “cool” Apple-like experience into your business.

(916) [email protected]

looking forwardto August 2010

• how Salespeople Can Increase Store traffic• motivating your Sales Staff on a budget• las vegas market• A Day in a buyer’s Shoes

... and much more

8 JUne/JUly 2010 Contact WHFA at www.WHFA.org or (800) 422-3778.western retailer

Come and get it. It’s not just about being online. It’s about inspiring and engaging the consumer.

That’s what MicroD-powered websites do. In fact, over 85% of the top 100 brands

and retailers use MicroD to:

• Enable consumers to configure thousands of products online.

• Achieve higher search rankings — store & products.

• Build loyalty by extending the amount of time customers spend on your site.

• Provide valuable leads and information about buyers’ interests.

To get the full picture, call 800-964-3876. Or email [email protected]

www.microdinc.com

Online marketing solutions for the furniture industry.

See us at the Vegas Furniture Market in August.

Showroom Style

Does Your Store Have a Story to Tell?

Store design, layout and merchandising have just one purpose and that is to provide customers with compelling

reasons to buy. What can be surprising is just how many ways there are to accomplish this goal. Merchandise display and signage play a key role in how you communicate with customers and tell a story. At the same time, themes, lighting, fixtures and props all help create the kind of store where customers want to buy.

When the economy was growing, the number of home furnishings showrooms offering elegant and expensive merchandise grew as well. These retailers catered to the needs of an increasing number of affluent shoppers. Affluent home furnishings shoppers have long expected beautifully designed showrooms and an exceptional shopping experience from the stores they frequented.

At that time, we also saw the growth of experience-oriented retailers such as Jordan’s Furniture in New England and Gallery Furniture in Texas. While there are merchandise and store size differences between these two retailers, each one has always done a great job of communicating their story through merchandising.

Also during the growth years such warehouse clubs as Costco and Sam’s expanded their home furnishings offerings to satisfy the needs of time-conscious, value-oriented customers. Warehouse club merchants communicate their story in a simple and straightforward way. This Spartan approach to merchandising says, “We don’t really care about the ambiance and the subtleties of

great merchandising. If you like the product and the price, then buy it!”

In today’s highly competitive retail environment it is not enough just to create a layout, add some lighting and fill the space with merchandise. Customers coming into a home furnishings store have experienced a wide-range of shopping environments and expect the shopping experience you provide to be on par or better than those of other home furnishings merchants both large and small.

Two great examples of how to create a memorable shopping experience can be found in the Kansas City marketplace. On one side of town is Nebraska Furniture Mart’s largest store. This legendary Nebraska-based retailer’s giant Kansas City superstore covers more than 400,000 square feet on an expansive 88 acres. By every measure, the store is highly successful and visually spectacular offering a compelling story to thousands of shoppers every year.

On the other side of Kansas City is Nell Hill’s with a 16,000-square-foot store in the upscale Briarcliff Shopping Center. Unlike the commoditized approach to selling home furnishings, the experience here is built around great merchandise, tasteful selection and an attention to detail that is unattainable in a superstore or warehouse club.

While there are obvious differences, some interesting similarities exist between these two stores. Yes, both sell home furnishings, occupy two-story buildings, and do an outstanding job of merchandising their stores and telling their story.

George WhalinRetail Management Consultants president and CEO

Nebraska Furniture Mart

Nell Hill



How Nebraska Furniture Mart Tells its Story

Because of the sheer size of Nebraska Furniture Mart and its well-known history among Midwest furniture shoppers, much of the storytelling there is accomplished by creating large departments for each individual category and displaying expansive selections of merchandise. They also do an excellent job of communicating their story with attractive, well-placed signage. The Nebraska Furniture Mart story is built around the founder’s desire to do business with integrity while providing home furnishings buyers with a large selection of merchandise at fair prices.

The layout of each department throughout Nebraska Furniture Mart provides customers with broad selections of stylish, moderate-to-better merchandise in wide varieties of styles. Departments filled with recliners, beds and accessories don’t necessarily require much storytelling. But departments devoted to designer merchandise, electronics and even office furniture often require a more focused approach presenting an opportunity to tell a more compelling story. Supported with signage these departments are prime examples of the store’s ability to effectively tell their story.

The Designer Department, separated from the rest of the store by its own walls, uses unique flooring materials that include hardwoods and better-quality area rugs. Special lighting has been installed to enhance the look of this upscale merchandise. As the customer enters this department all of the components relay the message, “This merchandise is different.”

While there is a large area in the front of the store devoted to accessories and smaller items, more accessories are displayed throughout the store. One such area called “Dream The Possibilities” includes contemporary sofas, occasional chairs, living room tables, and lamps along with a selection of accents and accessories that are inviting to customers. This small department within this large store tells a compelling story.

How Nell Hill’s Tells its Story

At Nell Hill’s, the story is told through creative merchandising and dynamic presentation. The Nell Hill’s story begins with merchandise that is not available elsewhere. With unique merchandise that is beautifully displayed, owner Mary Carol Garrity has created a store

that captures the imagination of customers and compels them to buy. The Nell Hill’s story is also told with a level of customer attention and service that can’t possibly exist in a giant superstore.

The story begins at the front door with a pleasant welcome and greeting from the concierge/greeter. Unlike the greeters found in some mass merchants stores whose job is to ensure customers aren’t walking out with merchandise they haven’t paid for, the greeter at Nell Hill’s is there to make you feel welcome and provide any guidance or direction you may need in the store.

For many years, shopping for home furnishings meant going to a particular department within a store to find a specific item. It often resulted in buying matching bedroom or living room furniture along with whatever accessories were shown with that suite of furniture.

In recent years, a growing number of home furnishings retailers have discovered that more and more consumers don’t want a cookie-cutter home that looks like everyone else’s in the community. They want to create a look that reflects their own interests and tastes. Nell Hill’s encourages shoppers to do just that. The store is jam-packed with home furnishings, accents and accessories presented in a way that gives customers decorating ideas for creating exactly the kind of home they want.

The overall merchandising story at Nell Hill’s may best be described as eclectic. In order to get the full experience of this smallish store, shoppers must visit every room, look in every corner, under and around tables and pay attention to every detail. A visit to Nell Hill’s is simply a shopping adventure that is sure to turn up some treasures.

For individual displays and rooms, the merchandise can be decidedly different. For example a plain white metal bed can be outfitted with whimsical and colorful bedding telling one kind of story. Another bed can be outfitted with colorful yet more traditional bedding and tell another story.

Nell Hill

continued on page 12


Among the common themes at Nell Hill’s are rooms that feature related merchandise of differing styles. For example, contemporary accents and tabletop items can be found displayed on a non-matching, traditional dining room table and sideboard.

Nell Hill’s story is always about giving the customer plenty of choices. Visual dynamics play an important part of the merchandising story with walls being repainted different colors every year using the store’s own paint brand. Unique artwork fills the walls, and tables and virtually every other flat surface display accessories, linens and other decorating items.

Using Themes and Focal Points to Tell a Story

Merchandising themes are among the many tools retailers have to tell a story. The theme of an individual display can be as simple as several relatable or similar items shown on a wall, table, fixture or floor. Themes can also be built around seasons or holidays. A well-executed, themed display captures customer attention and sells lots of merchandise.

Another of those tools is to create strong, attention grabbing focal points with individual displays and throughout the store. For example, the photo shows one of the accessory areas in Nebraska Furniture Mart’s Omaha store. As you can see, the large, light colored clocks both in the front of the department and on the back wall stand out and draw your eyes into the display area. Another thing that makes the area stand out is the large amount of merchandise displayed in this small space. This is all part of telling the Nebraska Furniture Mart’s story.

Creatively designed walls and room dividers create strong focal points as well. The photo above is an example of a wall in the newly remodeled Gallery Furniture in Houston, TX. The store’s area rug department can be seen through the portals in this.

In this room vignette, the back wall with see-through windows creates the feeling of a mountain home or cabin. The props including the canoe hanging from the ceiling and the deer on top of the television cabinet contribute to the story.

Two sporting goods chains rank among the best experience-oriented retailers in the country. Cabela’s and Bass Pro Shops Outdoor World use props to tell their stories and create true destinations for shoppers. Most of the Bass Pro shops have large tanks displaying colorful live fish. Cabela’s stores feature multiple displays of lifelike animals in natural settings to tell the story of being in the outdoor fishing and hunting business.

Many retailers don’t have or are unwilling to dedicate the space needed to display props and other non-selling features. Those that do employ dynamic, attention-grabbing props have found it to be a powerful way to tell a story and delight customers.

Using signage, props and effective merchandise displays as tools to tell a story and capture customer attention is something every retailer can do. I have found that visiting other creative retailers can inspire and bring about your own ideas. And it’s not just other home furnishings stores that have good ideas. You will find great merchandising ideas in all kinds of stores large and small from national chain stores to individual boutiques.

George Whalin is the president and CEO of Retail Management Consultants based in Carlsbad, California. He is an author and frequently speaks at retail trade shows and conferences. His newest book is Retail Superstars: Inside the 25 Best Independent Stores in America. To subscribe to his monthly, free email newsletter, go to www.whalinonretail.com.

continued from page 11


Gallery Furniture


Because Your Success Is More Than Inventory! SEMINARS • WAREHOUSE PRODUCTS • PROGRAMS • SERVICES

• COMPLEMENTARY REFRESHMENTS • INTERNET CAFE

est.1944

Join us in the RRC during the Las Vegas Market Building B, 16th Floor Building C, 4th Floor

Western Home Furnishings Association

Full page RRC Ad-aug10.indd 13 6/3/2010 4:10:15 PM

Time Monday August 2

Tuesday August 3

Wednesday August 4

Thursday August 5

9:0

0 -

10:0

0 a

m The Twelve R's of Selling

Philip Gutsell GutSELL & Associates

Salvaging the Good Ship RetailJim Grandillo JRM Sales &

Management, Inc.

There is No Such Thing as a BrowserCathey Manley

Cathey Manley & Associates, Ltd.

The Myths & Realities About Professional Sales Promotion &

Liquidation CompaniesMike Egan, Ron Cooper,

Hector Mustafa Profit Management

Promotions

10

:30

- 1

1:3

0 a

m Free Advertising For Less Than 2 Cents

Mark Lacy The Furniture

Training Company

Signs, Signs, Everywhere a Sign

Joe Lapekas TruckSkins, LLC

Turning Your Website into an ROI

PowerhouseMark Van Winkle

STORIS, Inc.

Granting Credit — Risks & Rewards

Pat Nanda Creative Business Decisions

12:0

0 pm

- 1

:00

pm Turning Your Delivery Department into a

PROFIT Center!John McCloskey

Profitability Consulting Group

Shopping Reinvented: How Emerging

Technologies Will Shape Next

Generation Big Ticket Retailing

Dave Bruno Escalate Retail

The Marketing Trifecta — Email, Google Local and Video

Ken Mahar Email Broadcast

The Art of Merchandising

Bob Moorman JRM Sales &

Management, Inc.

1:3

0 -

2:3

0 p

m

Creating a Compelling Culture —

How to Find Your NicheGerry Morris InnerSpring

Four Things You Can Still do to Make

2010 Successful!Doug Knorr

Knorr Marketing

True Cost of Home Delivery

Kevin Truett Speedy Delivery

The Psychology of the SaleBrad Huisken IAS Training

3:0

0 -

4:0

0 p

m

The Science of Sleep — Don't Sell Mattresses, Sell the Quality of Life

Ron Wolinski Profitability Consulting Group

It Ain't Just About SalesJoe Milevsky JRM Sales &

Management, Inc.

Thriving in the New Retail Climate

Brad Huisken IAS Training

The Business Survival Academy Series with World Market Center - World Forum Room

4:0

0 -

5:0

0pm

Retail Revolution: New World, New Way

Rich Kizer & Georganne Bender

KIZER & BENDER Speaking!

Creating a Brand with Personality

Mary Liz Curtin Leon & Lulu

est.1944

Seminars are brought to you by:

Free

Sem

inars

dur

ing L

as

Veg

as

Mark

et

Visit www.WHFA.org for full seminar descriptions and a list of RRC activities.

Building B—16th Floor

“Treat people right and sleep good tonight,” has always been the slogan of Baker Brothers’ owner Bob Baker. In 1969, Bob and his brother Odell opened Baker Brothers Furniture in an old, 1930s auto dealership located in Watsonville, CA. For the last 40 years, the business has been family-owned and

operated by the third generation of Bakers, David, his wife Debbie and their son Justin. Along with Bob’s original slogan, Baker Brothers has also adopted the tagline, “If you see it in our store, we can deliver it today or tomorrow — have it now, we make it easy!” since they have a large inventory of products always on hand.

Over the last 40 years, the business has thrived and survived through numerous economies, natural disasters and major remodeling projects. In 1989, the town of Watsonville and Baker Brothers, experienced the Loma Prieta Earthquake, which damaged the original Baker Brothers location. The entire building had to be retro-fitted for earthquakes and received structural upgrades. While they were fixing their own building, Baker Brothers also reached out to their local community that was greatly affected by the earthquake. They worked closely with the Red Cross to supply appliances to people that were in need. In 1990, Baker Brothers partnered again with the local Red Cross after floods hit the Pajaro Valley. The store provided appliances and furniture to those in need.

The new millennium also meant a new store for Baker Brothers. In 2004, David began to plan a major renovation project to the Baker Brothers showroom. “We consulted several designers and finally chose a Brand Source designer from Atlanta,” he said. “The designer worked to improve the interior and exterior of the building, while still preserving architectural features that make the building unique to its original era and the town of Watsonville. The designer also created a plan to improve the environmental efficiency of the structure.”

While Baker Brothers is a family-owned business, they would not be as successful as they are today without the dedication and support from many of their long-time employees. Frank Paiva provides professional customer service in his native language, Portuguese, as well as in English and Spanish. He is responsible for arranging the furniture sales floor and has been with the company for 32 years. Another long-time employee is Rosalio Flores who has been with Baker Brothers for 19 years and gives customers top-notch furniture delivery and appliance installation.

Baker Brothers and its employees are very involved in the local community by providing support to organizations such as Girl Scouts, American Red Cross, The Rotary Club, Make-A-Wish Foundation and many local schools and community organizations. In 2006, the business was awarded The Business of the Year Award by the Pajaro Valley Chamber of Commerce. Baker Brothers has their sights set on future expansion once the economic climate shifts. These plans include creating a Sleep Source store within the Baker Brothers location, and expanding into other categories such as TV and entertainment.

Baker Brothers was nominated for the 2010 Western Retailer of the Year award due to their continuous effort to treat their customers and employees right and their contributions to the local community.

Committed to recognizing and rewarding the contributions of home furnishings businesses dedicated to building industry excellence, the Western Retailer of the Year Award is the home furnishings industry’s highest honor. The following stories are about four exceptional retail operations that were 2010 Western Retailer of the Year award nominees. ~ Melissa Dressler

2010 Retailer of the Year Nominee

AKERROS.B


When Ron Anderson, Don Harmon and George Harmon heard the news that the home furnishings store they had all given so much of their lives to, McMahan’s Furniture, was closing after 50 years of business, they decided

to pool together their money and over 100 years of combined experience to create the ultimate furniture retail store designed completely around fulfilling the needs of the customer.

“EMS Home Furnishings was born; even the name describes the business model that we designed around customer service. The EMS stands for Employees – McMahan’s – Serving,” said Ron. “EMS Home Furnishings also stands for honest customer service, and we are a store that stands behind the customer’s needs no matter who is right or wrong.”

The highly-accessorized, 36,000 square foot showroom is easy to navigate with well-designed vignettes throughout. With merchandise available to furnish every room of a house, as well as televisions, EMS Home Furnishings’ goal is to make their customers’ houses feel like home.

Along with offering a great value, EMS Home Furnishings offers its customers free delivery that is the fastest in town. Operating their own fleet of delivery and long-haul trucks, they pick up merchandise weekly from vendors to ensure customers’ purchases are delivered quickly to their home. “None of our competitors are offering free local delivery or same day delivery,” said Ron. “By offering this valuable service, it is helping us stand out with the customer.”

Focusing on the customer’s wants and needs is one of the main reasons why EMS Home Furnishings has continued to be successful during a time when new home construction and sales have slumped dramatically in the Redding area. By making the customer their No. 1 priority, EMS Home Furnishings has created a loyal following that can’t stop raving about them. “We have had nothing but compliments since we have opened. I get at least two to three calls a week regarding how great our customer service is and how happy our customers are,” Ron said.

After less than a year of business, EMS Home Furnishings saw so much success that they started working on the plans to open a second location in Chico, CA. The new store was unveiled during the first quarter of 2010, and they are now in the middle of negotiating their third store location. “Things have been really exciting for us over the last two years,” Ron said.

“When we received the phone call that we had been nominated for the 2010 Retailer of the Year we were very humbled,” he added. “With having a combined 100 years of experience among us and being in our first year of business, being nominated for this very special award was very exciting and a great honor.”



Following the mission to assist customers in creating their ideal home environment by providing the best customer service possible, Ethan Allen Design Center in Reno, NV was founded in 1977 by brothers, Jack and Leon Simon. “They were second generation furniture purveyors who grew up working in their father’s

general furniture store,” said current owner Jeanne Baxter. Jeanne married into the business after meeting Jack while coordinating the local advertising for Ethan Allen in

Reno. Soon after Jeanne and Jack married, Ethan Allen Design Center was faced with many economic challenges through the 1979 energy crisis and the 1980s recession which greatly hurt Jack and Leon’s mid-west stores. During the 1980s, any profits that Ethan Allen in Reno made were siphoned off to support Jack and Leon’s other struggling businesses — making it almost impossible for Ethan Allen Reno to display the current lines in their showroom.

In 1994, Jeanne suddenly found herself at the helm of a failing business after Jack passed away. “Not only was I devastated by Jack’s death, I was suddenly thrust into a failing business that was struggling under heavy debt — and that was only half the story. The business was not computerized! Everything had been in Jack’s head,” she said.

Jeanne looked to her family, friends and long-term employees for support and together they tackled each challenge. “Our greatest asset was an unwavering and dedicated staff, supported by committed family and friends,” Jeanne said.

Slowly, Ethan Allen Design Center started to show signs of improvement. The business became computerized and a new accounting system was put in place. They remodeled the showroom, began showing new Ethan Allen displays and established customer service criteria that each employee was to uphold and that are still in effect today.

In 2005, Ethan Allen moved to a new location in the center of Reno’s two main arteries. The new store is a beautiful vision with the Sierra Nevada Mountains in the background. Today, the Ethan Allen Design Center works hard to assist customers in creating their ideal home environment while providing the best customer service possible. “One of our strongest assets and enhancements to our dedication to exemplary customer service is having our Service Center attached to our retail store — a rarity today due to the high cost of retail space — but a successful element that we believe enhances communication between all departments,” Jeanne said.

Ethan Allen Design Center was nominated for the 2010 Western Retailer of the Year for their ability to overcome a great challenge and become the thriving business that it is today. Along the way, Ethan Allen Design Center and its employees have provided superb customer service and have given back to the community through supporting numerous organizations and charities. “We have opened our doors to host numerous community events consisting of groups from receptions to over 400 people in or beautiful Design Center which has become known as ‘Reno’s Largest Living Room’,” said Jeanne.

As for being nominated for the award, Jeanne said, “Thank you very much. It is a real honor to be nominated for WHFA’s 2010 Retailer of the Year. As an independent dealer we have truly endeavored to represent the vibrant Ethan Allen brand in Northern Nevada. Our entire staff has been terrific in out-creating these recent challenging times, and we are fortunate indeed to have the dynamic innovation and able leadership of Ethan Allen corporate.

“While it may seem less common for a branded dealer to avail themselves of an association of general dealers, our membership in the WHFA has proven very valuable indeed in view of the consistent regional support and inspiration we have benefitted from.”



In the early 1980s, Richard Alan Daly and Michael Hammontree joined forces to take over Homeplace Furnishings in Lake Havasu City, AZ. Each used a portion of their names to come up with the name of their new business, Michael Alan. Their short-lived partnership ended in 1981

and the business was purchased by Ab and Shirley Schultz who were moving their family from Ontario, Canada to Lake Havasu City.

The early 1980s were a time of great change in Lake Havasu, so Ab and Shirley decided to keep the name of the store as Michael Alan Home Furnishings. With this new business venture, Ab and Shirley worked hard to build a retail operation that was synonymous with good customer service and satisfaction. In 1993, Ab and Shirley’s daughters, Chris and Carrie, purchased the family business.

After purchasing the store from their parents, Chris and Carrie strived to never lose the magic of Michael Alan Furnishings, which is the love and dedication to their family, staff, customers and community.

The business operates based on their “Spirit Statement” which is also known to many as a mission statement. The Michael Alan Spirit Statement says: Our Michael Alan Family is committed to the highest level of service, respect, and loyalty to our customers, vendors, the community and one another. As a team, we embrace this spirit to make a difference. Through creative effort, each customer will experience our standard of excellence. We shop the world to offer a phenomenal experience, so together we may help you explore your own unique lifestyle.

Today customers walk under an awning that states, “Through these doors walk the greatest people… our customers!” and into a 20,000 square foot showroom that caters to them and their needs. Every November, Michael Alan celebrates their customers with the Annual Anniversary Sale Celebration. The event starts with an outdoor pre-party barbeque, which was actually started by customers, and then everyone gathers at the doors in anticipation of walking down the red carpet and witnessing the unveiling of the store. “The store is closed on Friday until 5:00 p.m., and every furniture piece is marked down,” said Chris and Carrie. “We cover the door with paper like it is a big present waiting to be opened. The sale is from 5-8 that evening, and then on Saturday from 8 a.m. to 8 p.m. All accessories are 15 percent off as well, and it is a fun and a high-energy event.”

Along with taking care of their customers, Chris and Carrie also believe it is important to take care of their employees and give them the recognition they deserve for doing a great job. One of their favorites is the WOW awards. “Each year, we have a box that employees use to show their appreciation of another employee. This year’s was called the WOW box, and the challenge was to WOW each other,” they said. “We have a WOW frog that hops from employee to employee based on their WOWness.”

Michael Alan Furnishings and Interior Design was nominated for the Western Retailer of the Year award for the magic they have created with their business. Along with this magic, they have been strong supporters of many local organizations and charities. They recently raised $12,000 to support a local Low Cost Early Detection Mammogram Program by hosting a Party in your PJ’s fundraiser in the Serta Gallery in their store. “Michael Alan was extremely honored to be nominated 2010 Western Retailer of the Year,” said Chris and Carrie. “We love the industry and all the incredible people we meet along this journey. Congratulations to HW Home and continued success and happiness to all. ‘Love the moment, and the energy of that moment will spread beyond all boundaries.’”



Celebrating 20 Years

Twenty years ago, Western Retailer magazine (then known as Western Reporter) blossomed from being a small newsletter, to a full magazine. Join us throughout this year as we look back at the last 20 years with stories, past articles and fun.

Celebrating 20 years of Home Furnishings Reporting

20 WESTERN REPORTER MARCH2004Contact your association at www.WHFA.org or (800) 422-3778

Contact your association at www.WHFA.org or (800) 422-3778WESTERN REPORTER MARCH2004 21

the San Diego store. Kathleen has

been there 21 years and does the

merchandising and design and Sandra,

who has been there 16 years, handles

sales. Of all the siblings brother-in-laws,

Mr. Chen is the only one involved in

the business. He is very well versed in

furniture construction and is therefore

able to modify cabinets to accommo-

date customer requests. Overseeing

the warehouse and delivery person-

nel are additional duties he performs.

With one warehouse and two delivery

employees, who have also been with

Genghis Khan Furniture for several

years, Mrs. Chen mentions, “We often get phone calls from custom-

ers commenting on

how professional and wonderful our delivery staff is.”

In general, the environment at Genghis Khan Furniture is very dif-

ferent from most furniture stores; both in the products they sell and

in their view on the sales process. The team will allow their unique

furniture pieces to be their largest selling point. It is a low pressure

place to shop, and they have found their clients prefer a simple

greeting and to know someone is there to assist them should they

have any questions. Mrs. Chen shares the background information

on each antique with her staff, so they

are all able to pass along the historical

story of each piece to their clients. Ad-

ditionally, they are also sure to let their

clients know if there is an item on an

antique that has been replaced,

or repaired.Mrs. Chen feels fortunate to have

customers that are extremely pleas-

ant and she considers many of them

her friends. She knows their names

and faces, as well as what they have

bought in the past. The staff at Geng-

his Khan Furniture is in contact with

their clients throughout the entire buy-

ing process and will follow up after de-

livery to be sure they are pleased with their purchase. They also keep

notes on each client, contacting them when a container arrives with

the item they have been searching for. As an added service, they also

take custom orders. For these orders, Mr. Chen will sit down with

the client to find out what they are looking for, create a drawing of

the piece, and if necessary, go to the client’s home to take measure-

ments. Once approved by the client the order is faxed to the factory

in China for production.

Overall, Mrs. Chen thinks of every member of Genghis Khan as

family and makes it a point to try to keep

everyone happy. She appreciates the

comfort in knowing that when her trips

to China take longer than anticipated,

she can trust all of her staff to take

care of the business. As of last year, for

the first time, she started taking 2 days

off a week and is happy to now have a

break. As far as the future is concerned

she still enjoys working and so do her

sisters and brother and she does not

see herself retiring anytime soon. With

26 years of success, the team at Geng-

his Khan is looking forward to contin-

ued success now and in the future.

for the name recognition, but his remark-

able success in conquering whatever he

set out to attain. That motto would serve

as an inspiration in the succeeding years as

the business took off, surpassing everyone’s

expectations. The San Diego branch, under

the management of Anne Wang Chen, soon

grew to include the youngest sibling and her

husband with a third branch in Escondido,

Ca. In the ensuing years the remaining family

members, sisters, brother, spouses, parents

and children all relocated to the states, each

sibling taking up various positions in the com-

pany’s organization, eventually consolidating

their stores into their current locations: Guam,

San Diego and San Marcos. Now celebrating

26 years here in the U.S., much has changed

and yet the family unity has remained the

same. WHFA recently had the opportunity to

speak with Mrs. Chen and we are pleased to

share her commentary with you on what she

enjoys most about the business, her unique

niche in the market place, and the wonderful

family based working environment at Geng-

his Khan Furniture.

Enjoying the BusinessGenghis Khan Furniture proudly displays

a large variety of one-of-a-kind Chinese

antiques hand selected by Mrs. Chen her-

self in her travels to China, Mongolia and

Tibet, three to four times per year. During

these buying trips, she and her husband

David Chen, visit different villages in pursuit

of beautiful antiques to ship back to the

states. While Mrs. Chen has an eye for find-

ing unique pieces that are sure to please

her clients discerning tastes, her husband’s

specialty is inspecting the structural integrity

to determine if they are viable candidates

for repair and/or refinishing if need be.

These antiques, which generally occupy

70% of Genghis Khan’s floor inventory, are

then shipped to California by container.

According to Mrs. Chen, “My staff has

commented that it is like Christmas every 3

weeks, because they always have containers

to unpack.” These buying trips can often

take over 30 days and Mrs. Chen states, “It

is very hard to travel from village to village

and often times the accommodations are

very primitive, but it is all worth while when

clients come into the store and comment

on the beautiful pieces.” She continues,

PROFILEMember

Born in mainland China and raised in Taiwan, the oldest of

five siblings, Anna Wang Kao should have been content to

be the typical model of a traditional Chinese woman, dutiful

wife, dedicated mother, and loyal daughter. Instead she chose to

challenge centuries old stereotypes that have dominated so many

of the world’s cultures. Ms. Kao, along with her family, created

a company that now spans two sides of the Pacific and enjoys a

highly regarded reputation as a leader in the Asian home furnish-

ings field. Her early years following college were invaluable, gain-

ing experience while working for a retail furniture company on

the tiny, but strategically situated island of Guam. Leaving behind

her family and home was difficult to say the least, but ultimately

the sacrifice paid off. Utilizing the lessons and skills she learned,

Ms. Kao took a bold step and opened her first store.

As the business grew, she enlisted the aid of her siblings, cor-

nering the market not only of the local islanders but the military

families stationed there as well. Ms. Kao struck a deal with the

U.S. military to open a second location on the bustling base that

guaranteed an ever-changing influx of new consumers looking for

exotic furnishings to take back to the states. Within a few years

she made another shrewd business decision, sending her younger

sister, Anne Wang Chen, to the west coast, establishing a branch

location in the southern California port city of San Diego. With its

mild climate and an economy supported in large part by the mili-

tary, Ms. Kao and her fellow siblings saw an opportunity to expand

their consumer base while securing a foothold in the specialized

home furnishings market.

The company’s namesake-Genghis Khan, was chosen not only

“Clients have even compared the store to

a museum, but in our store they are able

to bring the pieces into their homes.” Mrs.

Chen when complimented on her excellent

taste, replies; “It is easy because my clients

have the same taste I do.”

Buying is definitely one of Mrs. Chen’s

most time consuming of the various duties

that she performs in the small family busi-

ness, but she also finds it very enjoyable

and gratifying. In addition to seeking out

antiques, she also spends a large portion of

her time communicating with their factory in

China discussing the new pieces she would

like made for the store, determining color

and size, quantity, etc. These products, along

with many accent pieces and accessories

account for approximately 30% of their in-

ventory. Overall she enjoys the time she puts

into choosing the store merchandise because

the end result is very rewarding. She states,

“You have to love what you do, and then

you can make a difference.”

Their Unique NicheAlthough the San Diego store is located in

a furniture district, they find their product is

so unique that people are specifically look-

ing for Chinese import furniture when they

visit the store. Furthermore, Genghis Khan

Furniture has the largest selection in their

region of Asian furniture and one-of-a-kind

pieces that are both exclusive and reasonably

priced. They have even become a destination

location for designers, who will often shop

at Genghis Khan Furniture for pieces that

meet their client’s tastes and will then deliver

20 to 30 accessories to their client’s home.

In most cases clients will choose to keep the

items. Mrs. Chen prices the pieces based on

the amount that she paid for them, keep-

ing the markup low, which in turn assures a

rapid turnover of merchandise. Clients have

mentioned their prices are very reasonable

compared to other stores carrying inventory

similar to Genghis Khan Furniture and she

has been told their prices are often lower

than can be found in furniture stores located

in metropolitan cities throughout China.

There are times when Mrs. Chen will find

an antique that is so beautiful, she just

wants to keep it on display for clients to en-

joy. These exceptional antiques sell very fast,

but on occasion their clients will allow them

to keep the piece on display in the store for

an extra week. She mentions, “I will just

show a customer a particularly beautiful

antique to give them the chance to admire

it before it goes into the client’s home.” She

adds, “Sometimes I think it is a shame that

only one family gets to enjoy the antique

after it is purchased.”

The EnvironmentIn addition to her family members, Mrs.

Chen has two other women who work in

Anne Wang Chen with Sharron Bradley, WHFA’s Executive Director.

Genghis Khan Furniture:

Sharing Chinese History

Type of Furniture:

Import

Number of Employees: 8-10

Year Founded:

1978

Number of Locations: 3

Location: San Diego

WHFA Member

Since: 1989

A QUICK LOOK

20 WESTERN REPORTER MARCH2004Contact your association at www.WHFA.org or (800) 422-3778

Contact your association at www.WHFA.org or (800) 422-3778WESTERN REPORTER MARCH2004 21

22 WESTERN REPORTER AUGUST2004Contact your association at www.WHFA.org or (800) 422-3778. Contact your association at www.WHFA.org or (800) 422-3778.

WESTERN REPORTER AUGUST2004 23

CaliforniaDesign Center in Tucson, Arizona?

PROFILEMember

Nancy Goodwin Farina, President of California Design Cen-

ter, located in Tucson, Arizona took a chance in 1979

when she entered into a business venture that she had

much to learn about. Read on to find out how this once stay-at-

home mom made the transition to a savvy businesswoman in the

home furnishings industry.

While living in San Diego, California, Nancy discovered a line of

furniture from California Design Group, a cooperative of fine wood

craftsmen in El Cajon who built contemporary oak and walnut furni-

ture designed by Lou Hodges. She fell in love with the furniture and

became a dedicated collector. Even when Nancy relocated to Tucson

in the late 70’s, she would return to San Diego to purchase addi-

tional pieces for her home in Tucson.

Nancy believed there was a market for this unique look outside of

Southern California and with what she now admits was more bra-

vado than business acumen, she mentioned during one of her San

Diego shopping trips that she would be interested in becoming an

investor if California Design Group ever decided to open a location

in Phoenix. That was all it took, just a few months later she received

a call, they were looking to have a presence in Tucson and Phoenix,

with several other Western cities in their sites for future stores.

Knowing that she had much to learn about actually running a re-

tail furniture operation in addition to investing in one, Nancy called

her sister, Julie, to find out if she would be

interested in partnering with her. Julie, who

was working for the State Department and

also had no background in retail furniture,

agreed to come to Tucson and California

Design Center of Tucson, AZ was founded

in 1979. Nancy handled the financial end of

the business, while Julie handled sales, and

together they did the buying. The sisters

were soon joined by Steve Lawton, who had

sold California Design Group in the San Di-

ego area. He moved to Tucson and became

co-manager of the Tucson store with Julie.

In a fairy-tale ending, Steve and Julie fell in

love, married and eventually left Tucson for

Colorado, where they started their own suc-

cessful furniture operation, Spirit Furniture in

Colorado Springs and Denver.

Sadly, California Design Group ceases

manufacturing in the early 1980’s. Some

of the free-spirited craftsmen continued to

create beautiful oak and walnut furniture

(when the surf wasn’t up) for several years.

While consciously and continuously diversify-

ing products and resources, Nancy pursued

the original look of the spin-off operations

for as long as possible, but they eventually

went out of business. Although the name

remains the same, the lines carried at Cali-

fornia Design Center are now entirely differ-

ent. And as for the retail stores, California

Design Center in Tucson is the “Last Store

Standing” out of the original dozen or so

California Design Centers that were opened.

A Hot Market in the Desert

Nancy was right about the market poten-

tial in Tucson. In addition to the young pro-

fessionals who were attracted to the original

handcrafted oak and walnut furniture, the

warm Tucson climate has made the city a

popular retirement and vacation destination.

Baby Boomers from the East and Midwest

who buy second or retirement homes in

Tucson and soon realize that the furnishings

they bring with them do not always fit the

casual lifestyle of the desert Southwest. Cali-

fornia Design Center’s interior designers are

able to work with these clients and furnish

their homes on a turnkey basis, if need be.

To accommodate their customers, the design

team generally utilizes a “good, better, best”

strategy based on their budget. For example,

if a customer wishes to furnish an entire

home they will often have good furniture

in most of the rooms, a few rooms may be

done with better furniture and sometimes

a mixture will be used depending on the

room, while the best furniture may be used

in a room where company gathers.

From its beginnings 25 years ago, California Design Center has

sought out the unusual in furniture, accessories and home accents-

those pieces that reflect and shape the unique look and lifestyle of

the Southwest, whether expressed in traditional or more contempo-

rary designs. The search has led the California Design Center’s buyers

to work with local and regional craftspeople to design product exclu-

sively for their showroom. Their largest supplier is Century Furniture.

Nancy states, “We are very proud to be Century Furniture’s exclusive

Southern Arizona dealer.”

“Walk a Mile in My Shoes” & Other

Employee Training

Nancy feels the team works best together when they all under-

stand what each other’s job is and how their decisions affect their

working relationships. To address this they hold monthly meetings

on Friday mornings to allow the staff to share what it’s like to “walk

a mile in my shoes”. During these meetings they will role play and

create skits of real case scenarios; such as, delivering a huge armoire

to a customer’s home, only to find out once they arrive that it does

not fit through the customer’s door. Or, on the flip side, sharing how

frustrating it can be when someone in the warehouse tells the sales-

person that there was concealed damage on a product that is sched-

uled for delivery the next day, forcing the salesperson to have to call

and inform a customer that there is a problem.

New hires undergo a three week training period that is broken into

four segments. They start with computer training on Goldmine and

F.R.O.G. According to Nancy, “All customer interaction is document-

ed in Goldmine, if it’s not documented, it didn’t happen.” The next

training segments review store procedures and processes, followed

by product knowledge and wrapping up with their selling system, a

12 step process using the Byers Guide Program. Whenever possible,

Nancy will have Iris Byers come in and conduct training sessions with

new staff members, people who have only been through her training

once, or for those who just want a brush up.

There is a very big emphasis on sketching at California Design Cen-

ter. According to Nancy, “It is a great aid to visualization.” Through

the sketching process they are able to determine the customer’s

lifestyle and incorporate the furniture they already have with what

they need. The designers will ask focused questions and even have

the customers go through magazines to show their likes and dislikes,

which allows the designers to find the link or common thread that

will uncover their style. Determining their style also helps the cus-

tomer relax and have more confidence in the process. Often times a

customer will not even realize that they really knew what they want-

ed all along because they were not aware of their likes and dislikes,

until it becomes uncovered through the process. “The hardest part

is in getting that door open,” Nancy states.

She continues, “Buying furniture should be

fun, and we are willing to honor where the

customer is in their process, whether they

are just getting ideas, or if they are looking

to have their entire home furnished.”

The Fort Lowell Furniture

District & Their Unique

Advertising Partnerships

Located along a one mile stretch of Fort

Lowell Road in Tucson, seven home furnish-

ings stores, including California Design Cen-

ter have partnered to form the Fort Lowell

Furniture District. Together they are working

with an advertising agency in a joint effort

to bring traffic to the Furniture District. Pat-

terned on the auto mall concept, the goal is

to promote the District as a destination for

furniture shopping. Members contribute a

portion of their advertising budgets to full-

page layouts in local lifestyle magazines and

community publications. The ads invite shop-

pers to “feel right at home on Fort Lowell”.

Nancy is also very involved in the com-

munity. She holds an Artist Night each year,

featuring craftsmen and artists that they

are currently carrying in the store, as well as

other local artists that they have discovered.

The artists’ work (usually ceramics, canvases,

prints and pottery) are put on display in the

store and they offer special pricing for the

event. Artist night is so well attended that it

is invitation only and sent out to a targeted

preferred customer list that is determined by

number of past purchases, length of time as

customers and how much they have spent.

In addition, California Design Center also

offers a series of workshops titled “Interior

Design Secrets Revealed”. The series was

structured to educate people on design,

how to be your own designer, as well as

working with one. They find it works very

well on the road and have spoken as guest

speakers at the Tucson Opera League, vari-

ous Country Clubs, in housing communities

that will hold scheduled events for mem-

bers, church groups, and evenings at the

store. Nancy has two designers who do the

seminars and is currently looking to train

a few others that she thinks will be great

at teaching. She feels it is so successful

because “People are hungry for how to’s

Type of furniture: Full Line

Year Founded: 1979

Number of Locations: 1

Number of Employees: 33

Location: Tucson, AZ

WHFA Member Since: 1998

A Quick Look

(left to right): Vicki Guernsey,

Interior Designer; Nancy

Farina, CEO and President;

Robin Motzer, Interior

Designer; Barbara Manhardt,

Interior Designer.

I think it was the year 2000 when my dear friend and previous supervisor, Cindi Williams,

had arranged for me to meet Dave Lane and Kaprice Crawford. I had only been out of college

a few years and had been working as a repossession coordinator for Toyota Financial Services.

Well, after visiting the office and meeting the staff, I’ll say that it didn’t take much convincing

to get me on board with WHFA. I instantly loved what I saw and joined the team as a member

services representative.

While I truly enjoyed talking with the retailers and being a liaison between the vendors, I was

really drawn to the Communications Department. There was just something interesting about

creating the marketing materials, the magazine, spreading the word about the association and all

the wonderful things WHFA has to offer the home furnishings retailer.

I started off by writing the Program of the Month article for the magazine. Then I began

writing the Member Profile (my favorite part of the job). You’d know when I wrote something

because it was about four pages long, when it should have been two! There was just so much to

share about the amazing stories of how each business got to where they are today.

Eventually, I became more involved with the content research of the magazine and the

revamping of the website. I also worked alongside Chris Tejeda, Melissa Robinson and Sonja Jang, and we

collaborated to bring a style to the magazine. There was a look, a color scheme and consistency throughout each issue.

My time at the association offered me so much growth. I was surrounded by a great team and most are still there

today! I know they cannot really, “toot their own horns” but since I have the chance, I will tell you that I have never

seen so many individuals dedicated to the mission of the association. It is about you, the retailer. They are constantly

striving to be one step ahead so you don’t have to worry about it in your day-to-day operations. The Western Retailer is

one magazine you should be reading.

I left WHFA in 2005 so I could be home with my daughter who was under a year at the time, but my experience

and friendships will last a lifetime. Now I am thrilled to see that Mel Dressler is doing a great job bringing you a

wonderful magazine that continues to evolve. So here’s to celebrating 20 years of the now, Western Retailer with

Sharron, Cindi, Kaprice, Melissa, Mel, Jef, Janice, Mike and the rest of the team!

Cheers!

Shannon Smith

Shannon SmithWestern Reporter contributing writer/editor2000-2005


It’s All About Sales and Marketing

Social media has become the rage of marketing in the furniture business. Those who have taken a “wait and see” attitude will soon

figure out this type of media is here to stay. At last count, Facebook had over 400 million active users. Consider these additional stats if you are still a doubting Thomas:

• 50 percent of active users log on to Facebook on any given day

• More than 35 million users update their status each day

• More than 60 million status updates are posted each day

• More than 3 billion photos are uploaded to the site each month

• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each week

It is time to get on the Facebook bandwagon!

Some social-media gurus think traditional advertising techniques have gone the way of the horse and buggy and won’t work on Facebook and other social media platforms. I believe they are dead wrong and providing the industry with bad advice.

It’s true that businesses must nix the sales pitch language and deal with people on a more personal level. Put this into practice along with other good marketing methods, and you’ll have the edge in social media, especially on Facebook.

Great marketing is about how well you tell your story — regardless of the medium .

Here are proven marketing techniques to make your Facebook page a powerful piece of your marketing mix:

1. Advertiseyourpage: People will NOT come just because you build it. That only happens in the movies. In order for people to know your Facebook page exists, you have to tell them. Include the Facebook icon on your TV advertising, and link to your page from your website and blog.

ain’t a fadMake sure your Facebook page is properly set up to link back to your website.

2. Buildyourbrand:Mention your page in brochures, direct mail, business cards, email signatures, advertisements, packing slips, fulfillment materials — in short, everywhere. Don’t assume your customers will find you. Using Facebook and other social media logos in your traditional advertising will help potential customers know you have an understanding of how communication is done today.

3. Shareyoursoul: Facebook Fan Pages are a great place to share lots of company information. This is the perfect place to share your mission or value statement, explain your policies, procedures and special services to your customer base — even post store hours and parking information. Your Facebook page is also a great place to include links for newsletter sign ups, email sign ups and links to your other social media outlets like YouTube or Twitter.

4. Getthemtoyourwebsite: While we all believe our logos are super cool and easily recognizable, I would suggest you use the space designed for uploading a photo to show your company web address. Just because there is space available in the body of your page doesn’t mean your customers will find it down there.

5. Contentisking:Marketing experts have known the power of content for years, and the same holds true online. The more information you provide, the better your page will be at attracting, converting, educating, turning on and retaining your customers. Post something to your wall at least once a day, though two or three times is better. Also, adjust your wall settings to allow fans to post comments, photos, links and videos. Train your staff to help you.

6. Directmarketingiskey: Facebook allows you to communicate to your entire fan base with a single post. Drive traffic to your page, announce events, or share news, design

David LivelyThe Lively Merchantowner


tips, or other customer-friendly communication. But don’t overuse it. Just as you wouldn’t email a customer five times a day, do not send Facebook direct messages five times either.

7. Getnewemailsubscribers: Facebook provides a powerful static FBML. This tool allows you (with a very small amount of help from your webmaster) to create a landing page designed to help you communicate directly with your potential customers what you want them to do. I suggest this is the perfect opportunity to build the size of your email list.

8. Knowyourfanbase: The Insights tool allows you to see metrics on your fans, such as how many comments and interactions you have, the number of active fans you have in various age categories, the growth of your fan base, where your fans live, and more. I’m not telling you this is the only research information you will ever need, but it is a nice high-level view of the people who are following you.

9. Shopyourcompetition:You better be shopping your competitors everywhere else, so why not on Facebook? See what they’re doing to promote their page and engage fans. Take note of the features they’re using, how they interact with visitors, the type of content and how frequently they post and

their growth rate.10.Useeveryfeature: Facebook is packed with tools

for sharing videos, importing your blog posts, listing events, conducting polls, starting conversations, and on and on. Literally there are hundreds of ways to interact use them all to your advantage. Don’t expect to gain maximum following without maximum effort.

Facebook is a powerful tool. Take a few hours to learn how to use its many options to drive traffic to your business. Don’t fall into the trap of companies like Concord or Bennett. “Who?” you ask. In 1907, these buggy companies believed they would always have a customer base. Three years later the number of automobiles surpassed buggies in the United States.

If traditional media is all you’re willing to consider, perhaps you should buy a Bennett wagon on eBay to deliver it.

David Lively has over 20 year’s hands-on experience in the home furnishings industry. Twice named to Furniture Today’s “Beyond the Top 100” list of independent retailers and 1997 “Ohio Retailer of the Year,” David’s wisdom was won on the front lines and his battle scars have given him compassion for counseling today’s retail warrior. David is on the forefront of a new phenomenon that will soon rock the home furnishings industry: the transfer of authority, responsibility and wealth from one generation to the next. Four out of five family-owned furniture stores are still led by their founder, and 40 percent of them will change hands in the next five years. David has developed a proprietary and unparalleled system for helping identify goals, strengths and opportunities during this crucial time. You can reach David at (740) 415-3192, [email protected] or visit www.thelivelymerchant.com.

Mor Furniture For Less Opens in RiversideMor Furniture For Less opened a 46,000-square-foot store in Riverside, CA in May. The new location took over a former

Wickes showroom.Despite the current economic climate, Mor Furniture For Less has been steadily growing over the last year. The new store is

the latest in Mor Furniture’s recent expansion into new markets in Murrieta, CA, Portland, OR and Mesa, AZ.

Bedmart Named “Retail Giant of Bedding”“We’re the little store who could,” chuckled Chet Goldberg, founder and owner of Bedmart.

Bedmart, which started in Tucson, AZ in 1988, was honored as a “Retail Giant of Bedding” at the Fifth Annual Bedding Conference held by Furniture/Today magazine.

“Chet Goldberg’s family has a long and impressive history on the Arizona retail scene, and the founder and owner of Bedmart has made his mark in the mattress business in the last two decades,” said David Perry, executive editor of Furniture/Today, who recently named Bedmart as one of four Retail Giants of Bedding for 2010. “Under Chet’s leadership, Bedmart has grown to be a major player in the mattress arena. The company strives to fully satisfy each customer, a key to its success.”

Bedmart has grown to 29 stores throughout Arizona and is the state’s largest family-owned bedding chain. When Goldberg started Bedmart, he was following in the steps of his great-grandfather who opened the first Goldberg business in Arizona, a general store, in 1862. “Arizona has been very good to my family and to me,” Goldberg continued. “We are very proud to receive this honor and think it is a tribute to treating every customer like who they are — our neighbors.”

Goldberg said the stores success has been built on three founding principals. “We wanted our customers to have the best selection, the best price and the best service. Our goal was — and still is — to give every customer the best mattress buying experience they’ve ever had,” he continued. “And, that means we have to keep raising the bar because our customers come back to us again and again.”

Chet Goldberg, founder and owner, and Chuck Kill, CEO of Bedmart

Industry Beat


2010 WHFA Conference

WesternHomeFurnishingsAssociation’sMay2010Conference&ExpoatDisney’sGrandCaliforniaHotelandSpainAnaheim,CA,

providedthe280attendeesthechancetonetworkwithoneanother,learnfrombusinessexpertsandexperiencethebusinessbehindthemagicofDisney.

EducationWith 12 sessions of education on the schedule, plus the brief jolts

of information during the EXpresso EXpo each morning, the 2010 Conference was packed with information for all in attendance.

One of the most anticipated sessions of the event was the Disney Institute session on Building Brand Loyalty. Presenting the Disney cycle of introducing brands to customers at an early age, this session showed attendees how to build brand loyalists of their business and how to use specific marketing tactics to attract people of all ages to their store.

A B

F G



Another highlight to the educational line-up was a special appearance by Jim “Mack” McIngvale, owner of Gallery Furniture in Texas, during the EXpresso Expo. Jim inspired and moved the audience with his story of Gallery Furniture; from the first time he created a TV ad to the day that he thought he had lost it all when his main store and warehouse were set on fire due to arson. Through Jim’s stories, attendees learned different tips and tricks on how they could make their operation the “World’s Best Furniture Store”.

NetworkingWhen attendees weren’t busy soaking up knowledge from the industry

business experts, they spent time learning from each other. Whether it was a cocktail party, a dinner reception or just a few hours in the Disneyland park, retailers, vendors and manufacturers were sitting shoulder-to-shoulder, sharing their great ideas.

The always popular retailer-to-retailer roundtables provided attendees a chance to sit down and discuss money-saving, business-building ideas. Retailers shared what worked in their stores, and what didn’t, in four different co-created roundtable discussions.

A. Ralph Farrar, Fiesta Furnishings, Ron and Joan Hoesterey, Royal Mattress, Jake Cross, Selden’s Home Furnishings, Mason Levit, Fiesta Furnishings

B. Sharon Kill, Bedmart, Nancy Absalonson, Walkers Furniture, Michelle Cramer, Cramer’s Home Furnishings and Heidi Sanders, Everton Mattress.

C. Jim Hering, HW Home, and Valerie Watters, Valerie’s Furniture and Accents

D. Make Some Noise seminar with Ken Schmidt, former director of communication for Harley-Davidson

E. Stephanie and Doug Holdaway, GateHouse no. 1F. Jim “Mack” McIngvale, Gallery Furniture, Texas,

presenting during the EXpresso EXpoG. Carol Baker, Baker Brothers, and Judy Lebensberger,

Ashley Furniture IndustriesH. Mark Koerner, Koerner Furniture, with Donna and

Ross Barlett, ViewIT TechnologiesI. Carol Bell, Contents Interiors, Shelley Burris, Fiesta

Furnishings, Michael Schloemer and John Grootegoed, Elite Leather

C D E

H I


2010 Western Retailer of the Year – HW HomeSurrounded by their friends, family and vendors, HW Home co-

owners, Jim Hering and Ron Werner, accepted the Retailer of the Year Award during the final night Retailer of the Year Gala in front of an audience of industry peers. Mitchell Gold, chairman of Mitchell Gold + Bob Williams, presented the award to Jim and Ron and reflected on the first time he met them and how their relationship and the HW Home business has progressed over the 12 years they have done business together.

Jim and Ron opened HW Home in 1999 in Boulder, CO. Since opening day, they have been creating beautiful rooms in loyal customer homes in Colorado and around the world with high-end, urban eclectic home furnishings. Today, the little boutique store has grown into four showroom locations and a thriving eCommerce business with approximately 40 employees.


Spring Board of Directors MeetingThe WHFA Board of Directors met prior to WHFA’s Conference

in Anaheim to discuss strategies in moving WHFA forward on the business plan that was created last October. The board meeting took on a new Open Space Café format that allowed board members to suggest various topics and later discuss these topics in small groups.

During the Open Space Café, the board developed strategies to assist WHFA in accomplishing the following objectives: adding value to conference; increasing conference attendance; engaging sponsors to get member participation; increasing visibility of WHFA to consumers, retailers, vendors, trade associations and media; board participation in recruiting; and the value beyond programs.

J. Jim Hering and Ron Werner, co-owners of WHFA’s 2010 Retailer of the Year, HW HomeK. Maryann Merlo, Vanguard, Cecilia Miller, Dovetail, Cisco Pinedo and Maurishka Pinedo,

Cisco BrothersL. WHFA’s 2010 Board of Directors

J

K

L


Program of the Month

Kaprice CrawfordWHFAmarketing director

For over 25 years, Banner Marketing has been helping retailers worldwide reach sales goals using targeted and strategic communications tactics.

WHFA and Banner Marketing have teamed to give members an integrated advertising solution. Integrating your traditional and Internet advertising campaigns take time and specialized knowledge. Banner Marketing takes out the complexity. They will put together everything you need to set-up, maintain, track and analyze the effectiveness of your overall advertising program in one place by integrating traditional media with your website.

Promotional Website and direct mail marketing With

BEnEFitS:•LowMaintenance

• They will change your entire website twice a month.

•AutomaticPromotionUpdates• They will automatically make sure your site matches each of your promotions.

•EnhancedProductDescriptions• They rewrite the furniture descriptions for each of the 12 specials on your website.

•Built-inFeatures• Data collection

• Text and email coupon options

• “Email a Friend” website option

• “Print page” with store contact information

•SearchEngineOptimized• They embed key elements that search engines search for, including meta tags and

website copy.

WHFA Member Only Pricing

Initial Setup Fee - $200 (savings of $50)

Monthly Subscription Rate - $549 (savings of $50 per month)CalltheWHFAofficeat(800)422-3778tolearnmoreabout

whatBannerMarketingcandoforyourbusiness.



Get Involved!

Utilizing the Retailer Toolkit to Promote National Retail Sales

Week to Your Community

Retailers prepare as National Home Furnishings Month returns for its second year this September. Developed by World Market Center Las Vegas and launched in partnership with eight other home furnishings industry leaders, the campaign

aims to unite home furnishings retailers with a cohesive branding and sales event.

Available Tools For RetailersRetailers are offered complimentary listings on the Store Locator section of

www.Homeyet.com, a downloadable Retailer Toolkit and an opportunity to participate in the industry’s largest national retail sales event, September 18-26, 2010. Be a part of the Store Locator by activating your account at http://retailer.homeyet.com. In addition, download the Retailer Toolkit at http://toolkit.homeyet.com, which includes FREE, easy-to-use, co-op marketing assets and get started.

“Our goal for 2010 is to make this a national sales event for retailers by providing the creative content and free tools for them to ‘plug and play’ this campaign with their own brand and in their own markets which, in essence, will multiply the collective voice and effect we can have on consumers buying for their home,” said Bob Maricich, chief executive officer of World Market Center Las Vegas.

Using The Toolkit For Media OutreachFurthermore, retailers can conduct media outreach to promote the campaign.

Outlined below are a few media tips.• Integrate the toolkit into your fall promotional campaign. A variety of images

and templates have been provided to ensure the creative matches your desired demographic.

• Build a media list and once this is in place, email the press release and media alert to each outlet (Note: print media representatives prefer to receive the press release only, while broadcast/television and radio outlets prefer to receive the media alert). Always place a follow up call to optimize coverage!

• When reaching out to television stations, it is recommended you go directly to a morning show’s producers. Ask them to conduct a live broadcast remotely from your store during the morning show and propose activities that will garner their interest such as a room makeover at a viewer’s home or a consumer sweepstakes.HomeYet.com

is celebrating by giving away a FREE HOME MAKEOVER, each month, through December!

Is your home ready for

a change?© 2009 World Market Center, LLC

See reverse side for details

September is

National Home Furnishings

month!

national home Furnishings month

September 18-26


• When working with radio, arrange a “call in” to the station to preview the promotion during a talk show (morning and afternoon drive times being the best times to target). Also consider leveraging any ad buys, such as on radio, to include an interview with the host or even provide a special giveaway.

• Last but not least, the media will be interested in trends and tips. Be prepared to share the top trends as well as tips to making easy and affordable changes to the home.

Retailer Toolkit At WorkA few retailers who took advantage of the

Retailer Toolkit in September 2009’s launch of National Home Furnishings Month included Jerome’s Furniture in San Diego, CA. Jerome’s Furniture, one of the country’s fastest growing retailers, executed the IS IT HOME YET?TM message with a paid campaign in San Diego on TV, in print, online and in their showrooms. In addition, Jerome’s sponsored a Home Makeover promotion, in partnership with a local ABC-affiliated TV station, which ran from September through December. Jerome’s Furniture was excited to support the National Home Furnishings Month campaign because it reinforces what they believe is a strong and timely message to consumers: The home and home furnishings as the positive center of peoples’ lives.

“It was exciting to see this campaign executed on a national level. We felt it was important to rally behind a cohesive message that creates true, long-term demand for our products and services for our industry,” said Lee Goodman, president and chief executive officer of Jerome’s. “Our involvement in National Home Furnishings Month campaign helped us increase traffic to our website and showrooms. It was a huge success overall.”

A “Turnkey” ApproachWorld Market Center Las Vegas has also

extended a partnership with Sale-in-a-Box, America’s premier supplier of sales event materials for the retail industry. To ensure the toolkit is easy to adopt and “turnkey” for retailers who want to activate the National Home Furnishings Month campaign in their store, Sale-in-a-Box will produce printed materials for you. Packages are available in various sizes to suit the needs of any size store. To obtain more information, visit http://saleinabox.com or call (800) 894-8234.

This is an unprecedented opportunity to move the home furnishings industry forward. Don’t miss out on this opportunity to be a part of the biggest national retail sales event of the year, September 18-26, 2010.

Ultimate Event Package

2 Banners25x3 foot indoor/outdoor

12 Giantposters 2x3 foot double sided

50 posters18x12 inch double sided

200 pricetaGs8.5 x 11inch double-sided

250 adhesiveBadGes3 inch round

288 JumBoBalloons17 inch heavy-duty latex

5 pennantstrinGs100 foot strings (500’ total)

25 pensballpoint with event logo

Call WHFA at (800) 422-3778 for full details on how Sale-In-a-Box can help

promote your next big event.

Sample event package. Call WHFA for other available “turnkey” packages.

Order Your National Home Furnishings Month Events “Turnkey” Package today. They are pre-printed and ready to ship.

Program through WHFA’s partner:

double-sidedevent posters18” x 12”

double-sidedevent tags8.5” x 11”

double-sidedevent posters

2 x 3 foot


Rep’s Perspective

Furniture retailers across the country look at their top-level home furnishings representatives as an integral part of their

team by using a rep’s knowledge to help the store’s merchandising efforts. Of course they use furniture reps for product presentations, to train floor sales reps, to keep catalogs up to date, and to take care of customer service issues. But there are 5.5 strategic ways that astute retailers use furniture reps in order to help grow their business.

1.Thereallygoodfurniturerepsdonotperceivethemselvesasworkingforthe

factories. Sure the factories compensate them through commissions. But the top performing reps understand that they work for you, the retailer, and everyone in the supply chain ultimately works for the customer.

Look how that little mind shift totally changes a rep’s job. Now instead of pushing every possible product, they will understand your floor, your needs and your customer’s wants. They will essentially be a partner in helping satisfy the customer. The rep will therefore present product that is more often than not right for your customers. You develop confidence in their abilities and over time you buy more from them because of a higher level of trust. In the long run by passing up commissions on products that do not work for a particular store, the professional rep actually serves a retailer and themselves better.

5.5 Secret Strategies

One part of this mind shift occurs with the rep to look at their job in a different light. But another part of the mind shift comes from the retailer who needs to look at the rep as an important asset. One way would be to tell a rep what product the store needs for a merchandising void. Another way is to share the sales results of products that are winners versus those that are not. Over a period of time, the rep then knows what unique looks a retailer is successful with and can always be on the lookout for the needs of your store.

Reps are out there in the industry seeing product from multiple places. If you share with them what kinds of things are working for you, and what kind of voids you have on your floor, you have just added another set of eyes and ears to your merchandising staff at no extra cost to the bottom line.

2.Becauserepsareoutinallsortsofvenueswithmanydifferentexperiences,theyare

exposedtotrendsastheybegintorollout.For example, a rep may see a common theme in some of their more forward-thinking factories. They may have presentations on color or styling based on what the manufacturers are looking at in the way of next year’s introductions. If a rep sells department stores, they may see what fashion trends their buyers are seeing from other divisions such as apparel that may come over to home furnishings.

Mike RootFurniture Sales of Mid-Americapresident

You and Your Furniture Sales Rep Can Use to Grow Your Business


Those reps with a strong designer clientele may hear or see some of the wants and needs at the higher end that will eventually gravitate to the lower price points. A perfect case in point was the 54x54 counter-high dining in an ebony finish that Ligo Products introduced years ago at the old San Francisco Market. They had found this look at the very high-end, adapted it to more promotional price points and basically birthed a whole new category of counter dining that is now prevalent on many retail floors.

A retailer should tap into those reps that have varied clientele and experiences. Learn what is new and interesting. See if it has application to your business. Do not be scared to test something new like Ligo did years ago. It may be the next big trend that you can get in front of and ride.

3.Anotherwayretailerscanusetheknowledgeofrepsisaskthemwhatbestpracticesthey

seeothersusing. Reps will go into a variety of stores on a daily and weekly basis. Not one retailer has it all figured out, but many retailers have great ways of doing certain things. The best retailers educate their customers on what to expect from a certain level of furniture or from the store policies themselves. If a retailer has a challenge presenting these expectations to the customer, reps can share how different stores accomplish that communication.

Many times if a retailer is trying to figure out how to present a category of furniture, a rep is positioned to see how retailers present his product elsewhere. When asked the rep can help the retailer to greater success.

4.RepsalsocanbeanexcellentresourceforPoint-of-Purchase(POP)materials.Until

you get to some medium and higher price points, manufacturers do not do a very good job of supplying retailers with POP materials. However, there are products that do have POP materials that can be adapted to specific types of furniture. A rep selling that type of furniture, when encouraged to help, will gladly provide some ideas on how to better sell his goods with the use of POP materials.

If one were selling lift-top cocktail tables for example, manufacturers generally do not put anything on the table that says it is a lift-top. Then store designers come along and put a vase or an accessory on the table to make it look good. All of a sudden the lift top table becomes an overpriced cocktail table because the customer does not realize its other function. If there was a tag that was developed that said simply “I lift” or “Lift Me” sales would increase. A rep selling this furniture can bring that to the retailer’s attention.

5.Arepcanalsobringasenseofhowhisproductstacksupagainstthecompetitor’s

product.Too often a retailer does not share with a rep or a factory how the retailer perceives the product stacks up with a competitor’s product. But if a retailer actually engages a rep they may find some reason for the price differences. A retailer may also find through this process where the factories strengths and weaknesses might lie.

For example, Progressive Furniture manufactures furniture out of a factory in Rosarito, Mexico. On the surface if compared to something similar from China or Vietnam, the FOB price may not be quite as sharp. But when you factor in a much lower freight along with a lead time of three weeks to the door versus three months, all of a sudden the equation changes to help out a retailer’s GMROI significantly. Without engaging the rep about the specifics of the product in comparison to competing offers, a retailer sometimes makes the wrong decision by looking just at the price tag.

So that’s it. Five secret strategies on how you can use your furniture rep to help grow your business. However, the observant reader will note the title indicated there were 5.5 secret strategies. The .5 strategy does not apply to all reps, but when you find it, the store will be a better place because of it. That secret X-factor that certain reps can deliver is:

5.5.Therightrepcanchangethewholeattitudeofthestorebyhavinga

positiveandupbeatattitude. Being a retailer is a tough business. As an owner, a buyer or a retail floor sales person, it becomes a grind when business is slow. There are also stressful occurrences in all retail jobs from customer service issues to factory challenges and a whole slew of other moving parts. A good rep with a positive outlook and attitude can be a voice of reason when circumstances seem overwhelming.

Of course, not all reps can do this and you have to develop a level of trust in them. However, if a rep becomes a trusted advisor to a retailer, he or she can help relieve the stress of a tough situation by being an outside expert you can consult with. He or she, if they also have gained the trust of the employees, can spend quality time with the sales staff on positive training activities in times of inactivity or negativity. This all goes to building the team and keeping a positive focus on the ultimate goal of satisfying the customer.

Mike Root is president of Furniture Sales of Mid-America, a furniture wholesale and rep company in the Midwest and Rocky Mountain states that has been recognized by numerous national furniture factories for sales excellence including Salesman of the Year more than 10 times. Mike serves on the Executive Committee of the International Home Furnishings Representative’s Association (IHFRA). Mike’s perspective is one of a third generation furniture guy who has been involved in many aspects of the furniture business including furniture retail, wholesale and rental. He has been recognized by the Small Business Administration as an Entrepreneur of the Year, and his furniture retail stores were honored by the Omaha Chamber of Commerce as one of the Top 25 Fastest Growing Enterprises three years in a row. More information about Mike can be found at www.MikeRoot.com or by email at [email protected].


Advertising Inquiries & RatesContact: Cindi Williams, WHFA Advertising Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678. (916) 960-0277 Email: [email protected]. Subscriptions: $35.00/year, USA.Published by Western Home Furnishings Association, a National Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and salespeople. Distributed to home furnishings retailers handling furniture, accessories, bedding, floor coverings and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA.Official publication of Western Home Furnishings Association, which is responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home Furnishings Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. June/July 2010, all rights reserved.

Western Retailer: Read by furniture retailers in the West

Distribution:Western Retailer is read by more than 10,000 home furnishings retail store personnel handling furniture, accessories, bedding, floor coverings and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.

Marketing Philosophy: Western Retailer focuses on business market trends in the furniture, bedding, flooring and accessories industry. It highlights sales, marketing, operations, showroom design, trends, succession planning and industry events.

Chuck KillCEOBedmart3739 N OracleTucson, AZ [email protected]

Q&A

boardmember

with Chuck

Every month tune into Board

Member Q&A to learn more

about your WHFA board

members.

Q: what motivates, invigorates and inspires you about our industry?

A: The furniture industry, specifically the bedding industry, is a very close-knit group of retailers, dealers and suppliers. Being involved in the mattress industry since 1999, I have met a group of individuals and organizations that are a pleasure to work with. Most in the industry are more than willing to invest their time and energies to improve the industry through organizations like the WHFA and NHFA. These organizations have been the catalyst for making improvements in the furniture/mattress industry.

Q: what is the last book you read?A: The last book I have read was Leadership in the Era of Economic Uncertainty

by Ram Charan. I enjoy learning from management and leadership experts about the current best practices in managing a growing business within these changing times.

Q: If you could travel anywhere in the world, where would you go?

A: Several years ago, I toured Italy, Spain and Morocco. It reminded me of the vast history in that area of the world. I would like to explore the other countries bordering on the Mediterranean Sea and learn about the history of this region of the world.

Q: what do you value most in an employee?A: I value an employee that is able to follow the vision of the organization and is

able to work well with others. Obviously, the employee needs to be competent and honest, but an employee who is also able to work with the management team’s vision and follow the corporate mission statement, will likely advance within the organization.

Q: what does the next five years hold for you?A: Over the next five years, I would like to continue to strengthen Bedmart and

our success of being a market leader in Arizona into other markets. Q: why did you join the whFA board?A: When I was honored by being asked to join the WHFA board, I didn’t really

know what was involved. Over the past several years, I have learned of the ability of the WHFA to assist the industry to grow and improve. I am proud to be a member of the WHFA board and contribute to its successes.


in YOUR pocket, not your network server

Scott Reid- Reid’s Countrywide

We’ll help put

Business software should do two things: make work easier and help your business be more profitable. If dealing with network costs hinders either of these, then it is time to revisit your solution.

With PROFITon-demand, you avoid the expense of purchasing and maintaining high priced networks and you get the benefit of being able to access your data from anywhere in the world.

PROFITon-demand delivers PROFITprofessional’sgreat features and benefits in an internet-based format that makes it easier to run your business.

“I absolutely love the flexibility that PROFITon-demand offers. I can work from home and everything runs very smoothly and the speed is the same as it was when the server was sitting in the next office!”

Software | Consulting | Education | Performance Groups | Freight Program

Making Retailers More Profitable

If you are ready to toss your network server out because of technical issues, visit our website for solutions.

www.profitsystems.com 800.888.5565

Come and get it. It’s not just about being online. It’s about inspiring and engaging the consumer.

That’s what MicroD-powered websites do. In fact, over 85% of the top 100 brands

and retailers use MicroD to:

• Enable consumers to configure thousands of products online.

• Achieve higher search rankings — store & products.

• Build loyalty by extending the amount of time customers spend on your site.

• Provide valuable leads and information about buyers’ interests.

To get the full picture, call 800-964-3876. Or email [email protected]

www.microdinc.com

Online marketing solutions for the furniture industry.

See us at the Vegas Furniture Market in August.

june/july 2010 western retailer

Documents