© 2012 napier marketing group all rights reserved old dog new tricks me me again

© 2012 Napier Marketing Group All Rights Reserved

Old Dog New Tricks

MeMeMe

Again

Why is itWhy is it a man wakes up in the morning, after sleeping on his

advertised bed, on his advertised mattress in his advertised pajamas. He will bathe in his advertised tub, shave with his advertised razor and

shaving cream, have breakfast with his advertised juice, cereal and toast….toasted in his advertised toaster, put on advertised branded clothes and quickly glance at his advertised watch. He will catch the

news on his new advertised flat screen that he purchased at a heavily advertised store. He will ride to work in his advertised car, sit at his

advertised desk and write with his advertised pen or utilize his advertised computer.

Yet it’s ironic that when he’s approached to advertise his business, he says advertising doesn’t

pay…..until his business fails and then he’ll gladly advertise the sale and liquidation of his business……why, so people will come and liquidate his assets.

Why is it


About The Presenter• 30 Years in Consumer Product Marketing

– Promotion Agency Owner• Numerous awards for best strategy, creative and tactics.

Engineered many package centered promotions including Patent #5,571,358

• Partner – Napier Marketing Group, Inc.• More information on LinkedIn

• 12 years in the Home Furnishing’s Industry– CMO Ashley Furniture, LeatherTrend, Home Line Furniture & Napier

Marketing Group.• Winner Gold Reggie - Best Promotion in North America from the

Promotional Marketing Association while at Ashley Furniture – implemented the largest promotion ever in the HF Industry.

• Published many articles in NHFA Retailer, HFB and more

Bill [email protected]

612-217-1297

Join My Discussion on

www.napiermkt.com www.social4retail.com

mailto:[email protected]

http://www.napiermkt.com/

http://www.social4retail.com/


Retail Marketing

A Quick Review of

Marketing Basics

To Communicate A Positive Message To The Consumer About Products And

Services

The Paid For Communication Of A Product Or Service That

Communicates The Desired Marketing Message Thereby Providing Reasons For And Motivating The Consumer To

Respond In The Desired Manner.FUNCTION

Advertising

Marketing Is The Process Of Planning And Executing All Of

The Elements That Bring A Product To Market Including

Packaging, Pricing, Advertising, Promotion, Public Relations; In A

Manner That Satisfies The Perceived Needs, Wants And

Objectives Of The Target Audience.

Marketing

The Non-Paid-for Communication Of Positive Information About The Company

Or Products. PR Messages Or Content Cannot Be Controlled, But At Best Managed. Honest, Proactive Reputation Management.

FUNCTIONTo Communicate Information At No Media Cost To

The Company.

Public Relations


PromotionPromotion Is The Act Of Providing A Specific Reason

For A Targeted Consumer To Make An Immediate/Short Term Decision By The Retailer:

Desired Action PromotionStore Visit: Come in and register to win XXXBuy Now: Buy X and get Y freeProvide Name/Address: Sign up to win XMake a Return Visit: Get a coupon good on next

purchase

Promotional Messages Can Be Communicated Via AVariety Of Mediums.


Integrated MarketingToday’s Consumer “Consume” Marketing (Brand) Messages

From A Wide Variety Of Channels (E.G. TV, Cable/Satellite TV, Radio, Newspaper, Outdoor, Internet,

Magazines, Direct Mail, Telemarketing, Special Events, Etc). It Is In The Best Interest Of The Retail Community To Make Use Of Multiple Marketing Communications

Vehicles And

It Is Equally As Important To Insure The Messages Conveyed On The Various Channels Are Coordinated

(Integrated) In Order For The Marketing Message To Be Communicated Clearly And With Adequate Frequency.

Definitions & Terminology


Integrated Marketing

What’s Missing ???


Old Dog New Tricks

MeMeMe

Again

If a retailer does not recognize the changing dynamics of the consumer; how they will shop and connect with

brands in the future, they will not just be punished; they will be

punished with impunity.

2005


The ability to learn faster than your competitor may

be the only sustainable competitive advantage


In The 60’s It Was All AboutPLASTICS


Today & Beyond It’s All About

Being Connected

June 24, 2010

18

200046% Of Adults Use Internet

5% With Broadband At Home

50% Own A Cell Phone

0% Connect Wirelessly

<10% Use “Cloud”

0% = Tech Social Networkers

THEN: Slow, Stationary Connections Built Around My

Computer

The Internet Is The Change Agent Then And Now

201079% Of Adults Use Internet

64% Have Broadband At Home

82% Own A Cell Phone

59% Connect Wirelessly

66% Use The “Cloud”

48% = Tech Social Networkers

NOW: Faster, Mobile Connections Built Around Outside Servers And

Storage


To Reach 50,000,000 Users…It Took:

Telephone - 38 years Television - 13 years Internet - 4 years iPod - 3 years Facebook - 2 years


How We Are Connected

• The number of internet devices in 1984 was 1,000

• The number of internet devices in 1992 was 1,000,000

• The number of internet devices in 2008 was 1,000,000,000

• The number of internet devices in 2015 will be 15,000,000,000


TodayThe Internet Has Changed Everything

In a recent survey, 72+% Of women surveyed said they were

doing online research before buying shampoo.

The Breck Girl is being replaced by a “shopping bot”.


Traditional Ways to Get “DEALS”


The New Way

Click & Print - FREE


How We Market 12 Items Of Home Furnishings In 30

Seconds AND….The Consumer is Supposed to

Retain This Message ???

ORHow We Can WIN The Race To The

Bottom With 99% Off Retail

Let’s Get Visual


Average Time Consumers Spend “PER DAY” With Major Media

Source: e-Marketer December 2011

“US adults now spend more time on mobile

devices each day than they do with print

media.”

For First Time In History, TV Ownership Declines

A.C. Nielsen

November 2011


Video – Sharing Site Usage Over Time

2006-2011

Are You Streaming Video on Your Website?


Visits To Online Video-sharing Sites By Regions

A Great Way To show off your store, share your brand platform and more….without trying to cram it into a 30

second spot


MeanwhileMore Than 1,000,000,000,000

(One Trillion) Playbacks On YouTube

This Year (Yep, Count ‘Em, 12 Zeroes).

That’s About 140 Views For Every Person On The Earth. More Than Twice As Many Stars As In The Milky Way.


78% Of The U.S. Is Connected To The Internet

272,100,000 Individuals


1 In 2 Smart Phone Users Have Searched On Their Phones For Nearby Stores


How Are You Marketing Your Store And To Whom ?

Integrated Marketing?

%


Everything Has Changed

BUT….

The Most Profound Change Relates To The Demographic

Shift in the Past 7 Years


Older BOOMERS

58 – 63 Years of Age

PAST - Primary Target Market for Home Furnishings

Total BOOMER Population 76,985,270

Young BOOMERS





Middle BOOMERS





Gen “X”


NEW Primary Target Market for Home

Furnishings

Total “X” Population 49,660,301


15– 32 Years of Age

NEW Upcoming & Secondary Target Market for Home

Furnishings

Total GEN “Y” Population 76,370,030


Total Gen “X” + Gen “Y” Population

126,030,331Are You Prepared For This

Consumer?


The Vast Majority Of Gen X Is Already Online (88%) And,

By 2015, That Figure Will Have Topped 90%.

In Fact, The Report Found That Gen X's Digital Media Consumption Is Strikingly Similar To That Of Gen “Y” - Millennials.

They Use Social Networks, Watch Video On Their Computers And Mobile Devices, And Enjoy Shopping Online. They Methodically Research And Evaluate Products Prior To Purchase And Place

Great Value On The Opinions Of Their Friends And Family.

E-Marketer

December 2011


Little Dog

Big DogWhen It Comes To Your Business Model, Who Would You Rather Be?


Everyone is doing it…..Is Your Store or Brand There to Participate IF They want To Find

You?


3 Fundamentals Of a Great Internet Marketing Strategy

• Attract - Getting found• Engage – engaging them with lots of content

and information so they can make an “informed” decision

• Connect – consumers with your sales people/store with sales, marketing and communication tools


Internet MarketingThe Basics….

1) Get Found

There are 3 fundamental ways Consumers search for Home Furnishings

General Searches

Category Searches

Branded Searches

42% Of Organic Searches In The Last Year Are 4+ Words


SearchAttracting Consumers

General SearchesGeneral searches are the most common search phrases among non dealer-specific furniture searches. These phrases use terms such as "furniture" or "furniture store" combined with a geographic term such as "Minneapolis" or "Twin Cities."

Category Searches

Category searches are the next most common type of furniture search. Category or "room" searches are comprised of furniture specific keywords such as "bedroom furniture" or "reclining sofa" combined with geographic terms.

Branded Searches Manufacturer branded searches are made up of a manufacturer's brand name, collection name or specific item/SKU name combined with a geographic term.

You MUST Have Content That Addresses All 3 To Be Successful !!!


Over the past few years, Google has attracted 65-70% of all internet

searches.

• 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline (NPD Group)

• 90% of online commercial searches result in offline purchases (comScore)• 82% of local searchers follow up offline via an in-store visit, phone call or

purchase (TMP/comScore)• 74% of Internet users perform local searches (Kelsey Group)• 61% of local searches result in purchases (TMP/comScore)• 54% of Internet users would rather use the Internet and local search then

phone books (comScore)• 35% of all searches are local (DM News)

March 11, 2011

Around three quarters of all internet users perform local searches while an astonishing 82% of these searches result in an offline phone call, in-store visit or

purchase.


Once They Find You…Now What?

2.) Engage Them


Lance Hanish • Taking it a step further, part of the success of the mobile sales is due to the interactivity QR Codes bring.

57% of consumers who have scanned a QR code say they shared the information with someone and 18% who made a purchase, according to a survey released in January 2012 by Chadwick Martin Bailey (CMB).

Those who have scanned a QR code, 41% said that they found the information they received useful.

70% of these consumers found QR codes easy to scan, compared to just 7% who found them difficult.

Overall, just 21% of the survey respondents said they had heard of QR codes, although 81% recalled seeing one when presented with an image. According to an October 2011 survey from strategic marketing firm Russell Herder, 72% of consumers said they had seen a QR code, but nearly 30% did not know what it was.

Home furnishings has to get on top of this issue in order to create new sales.

http://www.linkedin.com/groups?viewMemberFeed=&gid=4233005&memberID=17905518

Once They Find What They Want……

Contact us form

Contact us form on every page

Call the store

Call the store on every page

Sign up for email

Sign up for email on every page

Visit the store

Turn by turn directions to your store

3.) Connect With Them Offering The Consumer a “Variety” of Tools For Communication, Your Promotions, Specials and More….

Add to wish-list - Add to favorites

Request information with product info

Print this page

Forward to friend

Send to social media

View current ad page

Current ad-promotion on every page

Apply for financing

Product tagging for clearance, special, hot buy


More to Come

At The Las Vegas Furniture Market

Bldg “C” – 4th Floor Retail Resource Center

February 2, 2012

12:30PM – 1:30PM

Final Presentation Will Be Available For Download On February 7th, 2012

Now What?

Choosing a Home Furnishing Choosing a Home Furnishing Web Site Development Team Web Site Development Team

& &

How To Create a RFPHow To Create a RFP

© FurnitureDealer.net 2012 All Rights Reserved

Excerpts From Andy Bernstein’s Furniture Today Conference 2011

What’s In This Presentation….FOR YOU

You think you've clearly explained the type of Web site you want for your company, yet the quotes you get back from Web developers range from a few thousand dollars to tens of

thousands of dollars. How could the price be so different? What other criteria are

critical when selecting a Web development firm to work for your company?

What questions must you ask to be sure your Web project is delivered on time, in budget and works the way you intended? In this document, you'll get the straight answers and tools you need to feel confident when selecting a vendor for your next

Web-based project.

Every Retailer NEEDS a Successful Website - BUT It’s Not Easy or

Inexpensive• More than 3 out of 4 furniture purchases are influenced by online research• 81% of home furnishings shoppers cite the internet as their #1 source of

information• An online shopper can visit 10 websites in 15 minutes

and consumers have NO patience for bad websites.• Very few furniture companies have implemented successful internet

strategies. • Approximately 92.3% of local brick and mortar furniture retailers have

poor websites that disappoint consumers. • Making a good internet strategy and website decision is very difficult to

do.

BUT…..

Why Have So Many Retailers Failed With Their Website?

• Good websites are expensive – they require a lot of time, money and skill.

– But, money alone cannot buy a good website.

• Most home furnishings executives (people above the age of 35) simply are not expert about the internet. They do not understand it well.

• It's tough to tell the difference between great, average and bad website providers – yet, this decision will have a major impact on your company’s business.

• To make matters worse, it is very easy to build a website (any kid can do it) and it is easy to throw around internet buzz words (like social networking, blog, e-commerce, search engine optimization, pay per click, analytics, etc.) that can make some salesman seem expert to someone who is not experienced or confident.

• The fact of the matter is that big talk is much easier than big success when it comes to furniture websites.

What makes a retail website bad?

• SEO – Search Engine OptimizationDoes the site get found on Google, Yahoo, MSN and Bing by local consumers who are searching for the products and services that the retailer sells. If not, it doesn’t matter how good everything else is on the site. You don’t get a chance at that business.

• Product Shopping EnvironmentThe vast majority of local retailer websites hardly show any product. If you don’t show it, the consumer will assume that you don’t offer it. It sounds obvious, but it is crazy how many retailer websites don’t even show their entire inventoried offering, let alone the extended special order options available from their key suppliers. If you take a look at which sites are influencing the most business, you will see extensive and well done product catalogs.

There are a lot of things that make great websites great. However, there are really two things that are hands down the

most important at separating good (or successful) websites from bad (unsuccessful) ones.

What should your top priorities be?

• Product Content• Search Engine Optimization• Software/Site Features• Service and Maintenance• Your Contract is Key

Your Internet Marketing Plan

What Should Your Top Priorities Be? Hands Down…..Product Content

• Perhaps the single most important driver of a successful website is the product content.

• Furniture products are complex and information rich.

• You make your money by selling products. The primary purpose consumers visit retail websites is because they are considering purchasing products.

• Search engines read words…. NOT PICTURES or Flash Videos!!! Selection is key for attracting more visitors.

• Your site navigation will be based on good data structure and disciplined data entry.

• Suppliers introduce and discontinue products all the time but they are not good at providing dealers with that product information for websites.

What Should Your Top Priorities Be? Product Content

Breadth and Depth of Selection From Your Key Brands• Does your web provider have content for the products and brands you carry? • If not, what is your strategy for creating or obtaining it? It is a lot of work.• If you do NOT show it, consumers will assume you do NOT offer it.

• You need to show your inventory plus your extended offering from key suppliers?

Commitment to Updating and Maintaining Merchandise Content• How good is your web provider at updating and maintaining the product information?

It changes often. Are they on top of it, or will you need to be? How much will that cost?

• If your web provider does not have a content library, are you prepared?– Additional cost: Time & Resources


Quality of Product Presentations• How good are their product presentations? Home Furnishings products are complicated

and there is a lot to show, tell, explain and demonstrate about them. Are they “Content/Attribute” Rich or are they like a simple catalog page with bare minimum content?

– Do they provide good descriptive information, dimensions, features and construction to help your people show, tell & sell so consumers have enough information to decide?

• Does your web provider have multiple images to show alternate views, configuration options, style options, room settings, details, quality.

• Do they incorporate video and PDF rich media?

Original Descriptive Copy is Extremely Important• Are the descriptions original and keyword rich to come up when consumers

search on Google, or are they scraped and copied from manufacturer sites?

Prove It – Do your homework. You’ll be glad you did.

How To Check The Content Library? • Ask to see the current unfiltered content library. Seeing a list of brands can

be misleading. Many brands are incomplete and not kept current. • If the web developer is unable to give you access to the content library,

provide them with a confidential list of your lineup and ask them to provide you with an inventory of what they have in it and what they don’t.

• Make sure new collections are published. Look at the collections and see if they are well done. Original romance copy is important too.

What Should Your Top Priorities Be? SEO

•If your website does not get found when local consumers are searching online for what you sell, your store probably will not be considered by them.

•Sometimes consumers search for your company by name. Most of the time, they get specific and ask Google to find what it is that they are looking for.

•On our network of sites, more than 70% of the site traffic comes from unpaid search and just about 50% of the visits come from non-branded search – meaning a search phrase that does not include the retailer’s company name.

•There are two types of search engine optimization – static and dynamic. Static means the information pages are created by hand. Dynamic means that they are generated through powerful database tools. •A typical SEO specialist who produces static content will talk about being able to get you first

page listings for a small number of keyword search phrases (Maybe 10, 20 or 100). They sometimes offer guarantees.

•Dynamic sites that are well designed to be search engine friendly that utilize original rich product descriptions will achieve thousands of keyword phrase visits through thousands of landing pages. The difference is dramatic, but the descriptions and marketing sound similar.

Prove It – Do Your Homework. You’ll Be Glad You Did.

How To Inspect SEO? • Try to see analytics for a couple clients of theirs who are similar sized to your company

and who operate in a similar sized market. Those are the two main variables that have a big impact on traffic volume.

• Reports to look at:– Non-Branded/Unpaid Search - Percentage of traffic that comes through unpaid search that

excludes the retailer’s own name.– Number of Keywords – VERY IMPORTANT– Number of Landing Pages– Before and After Comparison - Ideally, you could see analytics before and after developer

launched.– Check Google – do searches in nearby towns for brands and items– Ask a competitor to evaluate the SEO of those sites– Use online tools like our FREE 93 Point Assessment

http://furnituredealer.net/assessment/

http://furnituredealer.net/assessment/

http://furnituredealer.net/assesment


Data Structure Allows for Site Navigation and Usefulness

• Data structure allows for site navigation, categorization, narrow your search, compare, coordinating items, alternate finish.

• Modular components and packages may be necessary for your pricing and selling needs.

What Should Your Top Priorities Be? Software Features

It Is Important That Your Software Have The Features That You Want And Need To Tell Your Story And Sell Your Products. Important Features To

Consider Include:• Site design and page layouts• Product Coordinating Items to show the related items in a collection – i.e. if a bed has matching case

pieces or if a sofa has matching chair, ottoman, loveseat and sectional• Multiple Image Viewer and Rich Media to better show and demonstrate products• Site Navigation – it should be logical, easy to use and simple to understand• Merchandise Tagging and Sort Order• Inventory Data Integration – ability to show what’s on the floor and/or availability• Administrative tools to make changes and updates on your site• Integrated Marketing to Communicate Promotions and Marketing Messages on Every Page of the Site –

Do You Have an Internet Presence/Policy or Strategy?• Wish List/Save Projects – tools that enable consumers to save their favorites and salespeople to save

client projects• Store location and information page with interactive maps• Financing tools like online special financing applications are important for retailers that offer this

What Should Your Top Priorities Be? Service and Maintenance

• What are my full service, self service and integration/automation maintenance options?

• What is NOT included, and how much does it cost? • How are requests submitted? Will I be able to

speak to a person? How long does it take to get a response and a completion?

• What sorts of training and support are included or available?


Merchandising • Tell me about my merchandising controls? Do I have control of adding and

removing products? How long do updates take to get published on the site?• Can I tag inventory, enter prices, tag clearance, tag specials, identify special

order only, private label, package products, append materials in content library?

• What is the process, cost and timing for adding new products to the site? Self publish, You publish?

• Do you offer inventory data integration/automation service? How much does it cost and what is involved?

Marketing• Self service, full service options for ad posting and ad scheduling?• Email signup offer and list. How do those work?• Access to Analytics?

What Should Your Top Priorities Be? Service and

MaintenanceOther or Static Pages (Additional Pages In The Site)

•What’s included? How much do they cost? How do we create and manage them? Full service or self service?

Customization and Personalization•How much can we customize the templates – about us,

merchandising, advertising, page layouts, site design…

Software Improvements•What software improvements and enhancements are you working on

and planning on? Will they be included in my package, or how much will they cost?

•What improvements or enhancements were created over the past 9 months, and how much were existing clients charged for them?


Hosting/Site Uptime• How reliable is your network? What kind of outages and slowness have

you have experienced in the past 6 months?• What happens if the network becomes unavailable or slow? Do you

notify clients? How do you respond? How long does it take to fix?• What steps have you taken to ensure reliable service and prevent

problems?

How much training, strategic advice and idea sharing can I expect? Do I have a “Support Team” that are experts in their field to make my site ROCK?

Prove It – Do Your Homework. You’ll Be Glad You Did.

Advice About Checking References?

• Do NOT take anyone’s word on it. Check references. • Do NOT accept the hand picked references or recorded testimonials that a web developer provides to

you. Everyone has a few happy customers. • Require seeing their entire client list and you choose who to talk with. That’s the only way to get a

sense of their true track record. Get between 5 and 10 references. • Ask how many clients have terminated or switched in the past year? Why?

Questions to ask? • Is the site having an impact on your business? • How responsive is their service? Is their product content up to date? • What are the two most frustrating things about your site? • If you could change anything, what would it be? • Are there a lot of hidden fees?

Talk to Salespeople

• Call the stores and talk with salespeople.

Questions to Ask the Developer

• How many clients has the company lost in the past 18 months? Who and why. Ask for contact information and contact them.

• What sorts of problems and complaints have they had from clients in the past six months? Why?

• What do they see as the biggest weaknesses, deficiencies with their product or service?

• What are the three reasons that I am most likely to be frustrated with your service – if I sign with you?

• How likely is it that I will NOT incur any costs other than the monthly fee and setup that I’m signing up for? What additional expense items might come up? Please list all. I don’t like surprises. Think about all your clients. What kinds of additional costs have come up? How much do they cost?

What Should Your Top Priorities Be? Your Contract Is Key

• What is the cost?• Up-front setup fees• Ongoing licensing and subscription• When do you start paying?• How long is the term?

• What’s NOT included “hidden fees” that you may want or need (like site redesigns, product content maintenance, ad posting, training and support)? What will it cost?

• Require clearly defined responsibilities and services. Are there guarantees?

• What sorts of maintenance and upgrades are included.

• How quickly you can expect response time? What is the update schedule?

Stay Focused On Your Top Priorities

What Should Your SECONDARY Priorities Be?

The Following Are Secondary Priorities – Don’t Make The MistakeOf Making These Top Priorities.

• Branding / Look and Feel -- (your web developer should be able to work with you)• Shopping cart• Blogs• Facebook• Room planner• Financing• Reporting and analytics• Project management and wish list• Fabric draping?• E-mail marketing• Marketing networks• Private labeling• Label printing• Admin Tools• Innovation - technology, training, content, ideas• Open publishing

Be careful not to make these higher priorities than the top priorities.

Want a winning website? Choose the right partner.

Area of Expertise Wish List For Your Web Developer

The 6 Most Common Mistakes Made On Retailer

Websites

1 - The Sizzle vs. Steak Mistake

The most common mistake is designing a website to look great at the expense of it being search engine friendly.

It can also mean spending too much budget on visual branding versus other more important things like product presentation and navigation.

2 - Who Put the IT Guy In Charge Mistake

Another common mistake is placing too much emphasis on computer integration with the inventory / POS system and having e-Commerce - instead of product content (navigation, selection and explanation).

The internet is much more about marketing and selling than it is about creating operational efficiencies.

3 - We Need to Control and Own Everything Mistake

Another common mistake is under estimating how much time, money and effort it is going to be to create and maintain your digital product presentations and software.

People often don’t realize how much maintenance and ongoing improvements are required for success. This is often a function of wanting to own and control the site.

4 - Get Caught Up In The Hype Mistake

Buzzwords can act like an intoxicant and drive emotional decisions that get decision makers focused on the wrong things.

There is limited time and money. Don’t be fooled by the hype.

The only people making money on some of this stuff are the guys selling it.

5. I Hate Paying Salespeople’s Mistakes

Cost reductions and a lack of consumer loyalty have eroded the sales profession. Commissions are costly. Bad salespeople are a problem

Business today is being won before consumers ever step in the store. Expert salespeople are your key to winning.

Websites with shopping carts are better order takers than people are.

Furniture is NOT a self service product category. The vast majority of customers want and need assistance buying big ticket home furnishings.

Furniture is NOT a self service product category. The vast majority of customers want and need assistance buying big ticket home furnishings.

5 - I Hate Paying Salespeople's Mistakes

Furniture is NOT a self service product category. The vast majority of customers want and need assistance buying big ticket home furnishings.Furniture is NOT a self service product category. The vast majority of customers want and need assistance buying big ticket home furnishings.

Is your goal to build a SELF SERVICE Vending Machine?Do you really think many consumers will visit your site, select a living room set, enter their credit card, and purchase it unassisted?

6 - Let’s Go National Mistake

Everybody’s doing it. You’ve heard about some guy who is selling a bunch of stuff all across the country.

Most local retailers do NOT have the core competencies to compete and win over the long run as a national shipper.

National shippers do so well largely because local retailers do internet so poorly.

What Can Manufacturers

Do To Help?

What Should Manufacturers Do?

•Invest heavily to help prevent their retailers from getting this so wrong,

•Create and provide better content (portable digital assets) and make it easier for retailers to show, tell and sell your products.

•Make it easy for web developers and people maintaining the retail websites to know when products are introduced and discontinued.

• Don’t favor the national shippers.

• MAP (Minimum Advertised Price)

It’s Much Easier To SPEND A Lot Of Money On A

Furniture Website Than It Is To MAKE Money With

One.

Thank Youhttp://www.furnituredealer.net

Bill Napier

612-217-1297

Join My Discussion on

FurnitureDealer.net Clients

© 2012 napier marketing group all rights reserved old dog new tricks me me again

Documents