feb/march 2013—relationships matter

RetailerN

OW

Vol. 2 Issue 2

“RELATIO

NSH

IPS M

ATTER” February / M

arch Issue FEB

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FEBRUARY / MARCH 2013

www.RetailerNOWmag.comNational Home Furnishings Association Western Home Furnishings Association

WHFANHFA

MADE IN THE U.S.A.

15 MINUTES

Relationships MATTER

MEMBER

SUST

AINA

BLE FURNISINGS COUNCIL

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www.retailerNOWmag.com FEB/MAR | 2 0 1 3 1

12. Creating a Culture Q & A with Jim Knight

21. Made in the U.S.A.—So What?22. Made in the U.S.A. Products25. An Old-Fashioned Barn Raising28. The Final "15"34. The Mobile Revolution

TM

count onIT

yourVOICE

featuresNOW

09. Roving Reporter 10. Retailer2Retailer18. Community Today33. Fresh Perspectives41. What's Selling NOW

Las Vegas Market Wrap-up

36. Hot Products from Market38. Caught on Camera—Vegas

I N S I D E

04. Now We're Talking Conversations with your Presidents

06. Editor’s Letter08. TechNOW—Inbox30. Membership Marketplace 41. What's Selling Now43. Quick-Fire Marketing45. Industry Scoop46. Calendar48. The Now List

9.

22.

On the Cover—No, we aren’t giving you the finger(s). Relationships are a vital component of successful businesses. Learn how to strengthen yours throughout this issue.

36.

33.

12.

28.

2 FEB/MAR | 2 0 1 3 www.retailerNOWmag.com

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

2013 National Home Furnishings Association OfficersCherie Rose, President, The Rose Collection, CA Marc Schewel, Chairman, Schewel Furniture, VA Rick Howard, President Elect & Treasurer, FL John Wells III, Sr. Vice President, Wells Home Furnishings, WVDonny Hinton, Sr. Vice President, Colortyme, SC

2013 Western Home Furnishings Association OfficersValerie Watters, President, Valerie’s Furniture & Accents, AZ Chris Sanders, Exec. Committee Chair, Everton Mattress Factory, ID Lael Thompson, President Elect, Broyhill Home Collections, CO Chuck Kill, Vice President, Bedmart, AZ Tom Slater, Treasurer, Slater’s Home Furnishings, CA Mark Navarra, Secretary, Jerome’s, CA

Southern Home Furnishings Association President: Britt Sams, President, Sams Furniture, NC Southeastern Home Furnishings Association President: Wogan S. Badcock III, President, W.S. Badcock Corporation, FL

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

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

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

National Home Furnishings Association Western Home Furnishings AssociationSEHFA SHFAWHFANHFA

South Eastern Home Furnishings Association Southern Home Furnishings Association

Contact Information:Mailing – Editorial:

500 Giuseppe Ct., Suite 6

Roseville CA 95678

Mailing – Advertising

3910 Tinsley Drive #101

High Point NC 27265

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

RetailerNOWthePlayers

Melissa [email protected]

Lisa TilleyCreative [email protected]

Larry CarrollAccount [email protected]

Tim TimmonsAssociate [email protected]

Cindi WilliamsBusiness [email protected]

Subscription: $70/year

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

If you would like to stop receiving RetailerNOW, please send an email to [email protected].

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

What we are so passionate about. . .

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

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

Q: What's your Starbucks order?

Grande Skinny Vanilla Latte—Mel

New England Chapter

Triple Tall Nonfat Cap—Lisa

Grande Iced Latte—Carol

That is a funny question for me. I appreciate the coffee movement but I am not a part of it. I am the guy who can’t figure out what to order because I don’t understand the language that culture uses. I tend to hold up the line and ask a lot of apparently dumb questions. What’s a Grande mocha frappe with extra foam??

How do you say can I have a coffee with two cream and two sugars? —Lael

Grande Water —Mike


Presidents Message

Check out past issues of RetailerNOW online at RetailerNOWmag.com

Valerie: Life is all about relationships! It's a give and take and in business, it's important to develop trust. Once you trust a person, or company, you can become a loyal customer.

Cherie: Our businesses rely on each and every relationship—with our vendors, our partners and our customers. Building loyal customers is essential in creating a successful business. What do you do to maintain relationships with your customers?Valerie: We keep in touch after the sale, but we really focus on offering exceptional, personal service from the second they enter our door. We send a thank you card following every sale and a phone call. We also take notes about future products they may be interested in purchasing, and will call them if something new comes into the store. Lastly, we make them feel special when they come back in, remembering their names and family members.

Cherie: We do much of the same. I think since we are working so closely with each customer to build a living space that they love, we almost become a part of their family. At that point, it is like you are working with your friends because you get to learn their likes, and dislikes!Valerie: What do you think is the most important thing to focus on when it comes to cultivating industry relationships?

Cherie: I think open communication is important. I also think that you need to be able to trust your partners in the industry and be there during the good times and the bad.

CONVERSATIONS

Valerie Watters Valerie’s Furniture & Accents Cave Creek, AZ WHFA President

Visit www.retailerNOWmag.com to join our conversation!

Cherie RoseThe Rose Collection

Los Gatos, CANHFA President

Valerie: I believe in working with people that know if they treat you right, then you will treat them right. It's about knowing we are in this together, and we can't be successful without each other.

Cherie: We want to know from you, the reader, about what you expect out of your vendor relationships? Tell us at www.retailerNOWmag.com in our blog.

2Brand Advocates are proli�c content creators—they write and share more than 2x as many online communications about brands.

Brand Advocates are more than 2.5x more likely to use social media to expand their circles.

1

50%MORE LIKELY toin�uence a purchase

Frequently visit social networks to meet NEW people

3Brand Advocates genuinely enjoy sharing product information and they are always looking for new things to share.

HABITAT

MOTIVATIONS

BEHAVIORSW he re c a n I find them?

W ha t m a ke s the m tick?

BRANDVERTISINGDe�ning Your Brand

more likely to discuss household purchases

2x

75%MORE LIKELY toshare a great experience about a purchase

Vol. 2 Issue 1

“Brandvertising” January Issue

JAN

UA

RY 2013

Reimagined. Reenergized. Reinvented.

This is the new Las Vegas Market — join us.

Winter 2013 brings you a more inspired buying experience fi lled with:� More new lines to make your store stand out� More introductions to excite your customers� More emerging trends to freshen your o erings� More exciting home furnishings, accessories and décor resources

than ever!

To learn more and register: www.LasVegasMarket.com

MOREON EVERY LEVEL

Las Vegas Market January 28–February 1, 2013

www.LasVegasMarket.com

TODAY ’S TOTAL M ARKETPL ACE

LAS VEGAS MARKET JANUARY 2013

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

www.RetailerNOWmag.com

National Home Furnishings Association Western Home Furnishings Association

WHFANHFA

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Your business software should do two things for you: make processes easier to manage and help your business be more profitable. If your current solution hinders either of these, then it is time to reevaluate what you are using. When your software is cumbersome to use, or doesn’t provide the analysis you need to make informed decisions quickly, you are being held back by the very tool that you rely on to assist you. Simple to implement and easy to use is just the beginning of what you can expect from RETAILvantage. Our clients consistently say that they “couldn’t run their business without us” because of the reports, metrics, and analysis that they have come to rely on and that have helped them create greater bottom line profitability. Find out how we can do the same for you.

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Phil DesmondBrown Furniture West Lebanon, NH


Editor’s Message

(916) [email protected]@retailerNOW

from the editor

What I’m LovingWaverly Collection by Cresent

From the minute I saw the Waverly Collection by Cresent a few markets ago, I was in love with the contemporary collection. While the design is contemporary, the solid Acacia wood with wire-

brushed texture gives it a beautiful natural look. The best part of this bedroom collection (also available in

dining) is that the corners of the footboard have been softened to minimize shin banging (perfect for a klutz

like me!).

Relationships: they help you grow, they can change you (for better or for worse) and sometimes they can be a total headache. You build relationships in every aspect of your life: personal, romantic, professional and those gray areas in between.This industry is full of amazing people that are great at cultivating, building and fostering relationships. Yes, there are days where you may want to break up with a customer or an employee, but then you also work to nurture the relationships that matter.

The relationships I have built over the last eight years in this industry have been priceless. Many of you have followed my letters since I was the editor of Western Reporter (which then switched to Western Retailer) and have seen me, and our magazine, grow up before your eyes. You have become my colleagues and my friends.As some of you may already know, this will be my last issue as your editor of RetailerNOW. I have loved sharing your stories over the last 10 months. I want to thank each and every one of you for letting me be a part of your life, whether you just read my monthly letters or we actually had a chance to meet and work together. It is your successes, challenges and stories that have kept me motivated and inspired to create a great publication. And while I am leaving my role as editor, I am not leaving the industry. You never know when I might pop up at a Market or industry event to say hello.

I also want to thank the NHFA, WHFA and RetailerNOW staff. Without their daily support, I wouldn’t be the person I am today. It has been a great pleasure working with each and every one of you over the last eight years, and I will miss you all. Lastly, thank you to my dad (my role model), my mom (my editor) and my boyfriend (my rock), for riding this crazy rollercoaster with me, helping me through the stress and celebrating the success.I will miss sharing your stories and hearing from you. If you wish to keep in touch and find out where I am headed on my journey, please connect with me on LinkedIN or email [email protected]. Cheers and thank you for the amazing journey!

Melissa DresslerEditor, RetailerNOW

Emerald Acai Koi SambaNew 2013 Spring Fashion Color Report from Pantone

8 FEB/MAR | 2 0 1 3 www.retailerNOWmag.com www.retailerNOWmag.com FEB/MAR | 2 0 1 3 9

Tech NOW

Email from our Readers

I believe the last magazine was the best issue (my favorite to date). Great job at taking such vague, generally all over the board ideas, and implementing them into a great magazine to read.

Travis Garrish Forma Furniture Fort Collins, CO

DON'T MISS AN ISSUE! RENEW ONLINE NOWwww.retailerNOWmag.com

What's Hot

Tech

Inbox

TechNOWRetailers are you

using any exciting new tech sites? 800.422.3778

Interactive Advertising Still love print advertising? Check out Interactive Print, which literally lets your print pages come alive. A combination of QR code and augmented reality technology, the consumer simply downloads an app and can turn the print piece into an informational video, link to your online store or more. Ikea made a big splash late last year when they launched a 31-page interactive catalog full of recipes, video clips, interactive “style solutions” and social media integration to mimic their in-store experience.

Put it to UseVirtual Reality Masins Furniture in Bellevue, has launched a new iPad app call PickSureIt with Masins that lets the consumer “picture” an actual piece of furniture in her home. An advanced mix of reality technology is put to use in creating 3D renderings for consumers to actually view products within their homes.The technology to create these lifelike 3D renderings came about when the Microsoft Kinect technology was introduced a few years ago. Originally intended as a motion game accessory for the Xbox 360, hackers found new ways to utilize the new technology. Embracing the hackers, Microsoft created a contest for developers to create different applications for the Kinect technology and chose 12 groups of developers from around the world and moved them to Seattle.

Hallam Metal Dining Table with Wood Top & Fairfax Arm Chairs by Bernhardt

6 likes 14 repins Uploaded by user

Fabulous Pink bench in the entryway. Interiors by McGill Design Group

2 likes 10 repins Uploaded by user

Hot Pins

One of these groups was NConnex, which Masins Furniture partnered with to create the new app.“Our developers have created a full 360-degree image of each piece of furniture using the Kinect technology. Currently we have already scanned and rendered 100 Stickley items from our inventory. Consumers can then download the app on their iPad, select from a catalog of products and virtually see the entire piece in their home,” Vice President David Masin said. “The app lets you move the piece around the room to make sure it will fit, and then you can snap a photo of the room to share with others. We have had over 600 downloads in a few short months. The only tricky part of the app is that you have to use a marker on the floor to ground the piece—or else it appears to be floating in space!”

from Las Vegas Winter Market

2Brand Advocates are

proli�c content

creators—they write

and share more than

2x as many online

communications

about brands.Brand Advocates are

more than 2.5x

more likely to use

social media to

expand their circles.

1

50%MORE LIKELY to

in�uence a purchase

Frequently visit

social networks to

meet NEW people

3

Brand Advocates

genuinely enjoy

sharing product

information and they

are always looking for

new things to share.

HABITAT

MOTIVATIONS

BEHAVIORS

Whe re c a n I find the m

?

W ha t m a ke s the m ti

c k?

BRANDVERTISING

De�ning Your Brand

more likely to discuss

household purchases

2x

75%MORE LIKELY to

share a great experience

about a purchase

Vol. 2 Issue 1

“Brandvertising” January Issue

JANU

ARY 2013

Reimagined. Reenergized. Reinvented.

This is the new Las Vegas Market — join us.

Winter 2013 brings you a more inspired buying experience fi lled with:

� More new lines to make your store stand out

� More introductions to excite your customers

� More emerging trends to freshen your o erings

� More exciting home furnishings, accessories and décor resources

than ever!

To learn more and register: www.LasVegasMarket.com

MOREON EVERY LEVEL

Las Vegas Market

January 28–February 1, 2013

www.LasVegasMarket.comTODAY ’S TOTAL M ARKETPL ACE

LAS VEGAS MARKET JANUARY 2013

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

www.RetailerNOWmag.comNational Home Furnishings Association Western Home Furnishings AssociationWHFANHFA

Follow us @ pinterest.com/retailerNOW


Mother Nature surpr i sed attendees to the Dallas Total Home & Gift Market with sunshine and temperatures in the 60s. Maybe it was that cheerful attitude that instilled the market with an upbeat vibe.

Buyers did not let uncertainties regarding the economic climate dissuade them from looking for key merchandise to attract customers. Yet their optimistic attitude was paired with a cautious approach to store buying.

Armed with inventory and open-to-buy spreadsheets, buyers made careful product selections, taking less risk than at previous markets.

This approach was influenced by a l a ck o f n e wne s s i n merchandise design and color. Rather than presenting fresh, innovative product, showrooms emphasized the best of current trends.

These directions from previous seasons included burlap fabrics, vintage designs, driftwood finishes, mercury glass and faux fur accents. Chevron patterns, small birds, owls, fabric embellishments and metallic threads maintained their presence.

Whi l e a change in co lo r direction was not evident, there was a hint of newness. Pantone’s Color of the Year 2013, Emerald green (Pantone 17-5641), was featured in displays of decorative accessories often paired with navy blue and aubergine. Other key colors represented in showrooms included Monaco Blue (Pantone 19-3964), Dusk

Blue (Pantone 16-4120) and Grayed Jade (Pantone 14-6011) suggesting the importance of green and blue for 2013.

M o r e i m p o r t a n t w a s a strengthening shift in shopping patterns. Showrooms reported an increasing trend in cross category purchasing. Tabletop retailers were buying jewelry. Home décor stores were buying travel and apparel accessories, and outdoor garden centers were buying tabletop.

To address this purchasing pattern, home furnishings showrooms mir rored the trend by displaying multiple categories of merchandise, from gifts and jewelry to luggage and stationary. This strategy generated a positive response from buyers who reported spending more time in vendor spaces.

Kudos were also given to temporary exhibits at the Dallas market. On the first floor of the World Trade Center was Luxury Home FINDS, a juried collection of high-end home décor, furniture and home accessories. In the Trade Mart, buyers found Design FINDS, where vendors in booths offered an eclectic collection of textiles, l ighting, gifts , decorative accessories, and artisan-made objects.

It may be the greatest excitement was generated by special events and guest appearances. John Gidding, host of HGTV’s Curb Appeal: The Block, engaged the audience with details of his refurbishment of the exteriors of three homes in Euless, Texas.

Roving Reporter

Your VoiceDALLAS GIFT MARKET

| NANCY BALDWIN, Industry ReporterDestination Dallas— Total Home & Gift Market spotlights current trends, guest appearances

Curtis Stone, Australian chef, author and television personality, had the audience cheering during his cooking and product demonstration. On Saturday night the Accessory Resource Team ARTS Awards black-tie gala celebrated excellence and achievement in retailing, manufacturing, design, and manufacturer representation.

The Dallas Total Home & Gift Market offered attendees an upbeat buying experience and premier industry entertainment.

Luxury Home FINDS

John Gidding of HGTV's Curb Appeal

Curtis Stone, Australian chef, author & television personality


Your Voice

QUESTION: Over the years, have you seen customers shift towards or away from American-made furniture? Based on that, what have you done to meet your customers’ needs?

Initially, we saw customers being more concerned about price than where the product was made. In the last few years, we have noticed a shift of attitude. More people are asking if it's Made in America. We feel it has to do with being dissatisfied with the quality of their previous purchases, patriotism and wanting to support the U.S. economy. Kim Winnette Barr’s Furniture McMinnville, Tennessee

I believe it is becoming a true movement now. This past year I have noticed people do care more if it is Made in the USA, or even in our local area.In the past, it was disheartening to push American-made and all consumers cared about was price. It seemed quality or paying a bit more to support the good, old USA didn't matter.My entire staff is trained to 'tout' American-made, and how much we support local craftsmen. We get a wonderful response, and I would estimate people are willing to pay upwards of 20 percent more to buy American.

Go to page 18 for more of our Made in America discussion.

Valerie Watters Valerie’s Furniture & Accents Cave Creek, Arizona


Culture that

A Q&A with Hard Rock’s former Director of Training

Story by Melissa DresslerPhotograph by Kelly Canova Photography

Jim Knight is a nationally known speaker that helps com-panies find and attain their

“rock star” status. His journey started with the hopes of one day becoming an airline pilot (since that is what an assess-ment test at the age of 12 told him to do) and led to an array of jobs from selling fish at a gator farm, to cooking pizza and even landscaping. He eventually discovered he loved to perform and went to college on a Music Performance and Education scholarship. Jim graduated with his teaching credentials and became a middle school teacher, assum-ing he would be there for life. During the same time, he took a nighttime summer job at a Hard Rock Café, as a staff-level restaurant host. As his passion and commitment for the Hard Rock brand grew, he began to take on more responsibilities, eventually landing in the role of leading the brand’s global training and development efforts for all cafes, hotels and casinos. What started out as a summer gig, eventually turned into a 21-year love affair with a single brand.


Relationships

RetailerNOW: Why is a company culture important?

Jim: Culture is everything. It’s like oxygen to you and me. In fact, I actually use that specific analogy to identify those companies that have strong organizational cultures; they are like life-breathing oxygen to the body, while those that that are weak are like poisonous carbon monoxide. Consumers only want to do business with companies that make them feel good. They want memorable experiences, which are going to be comprised of great service, quality products, fun atmosphere and a fair price per value. Employees only want to stick around with organizations that they trust, admire and respect. Brands that can consistently deliver on these fundamental platforms create a strong culture, which in turn attracts more people—internally and externally. And you definitely know it when you see it in the totality of a company’s business outcomes and eventual lifespan. Believe me, in every way possible… culture matters. Just ask Howard Shultz, Phil Knight or Richard Branson.

RetailerNOW: What are the first steps in revolutionizing a company’s culture?

Jim: Changing a company’s culture is tricky business, especially if you are not the organization’s leader. However, I believe that a single, passionate person with a great idea can start a revolution. My first thought is to decide to become a positive catalyst for change. This may seem like just a singular mindset at first, but cultural movements quickly become infectious. Once you mentally go there, then it’s about adjusting the organizational health, which is 100 percent predicated upon human beings. So, my first tangible approach to adjusting a brand’s culture would be more of an evolution than a revolution; cultural change would happen one new-hire at a time. I would zero in with laser-like focus on the front-end of the employee workforce by making this clear decision: hire only rock stars, not lip-syncers.

Although many things make up an organizational culture, my core definition of a company’s culture is that it is simply a collection of individual behaviors. As one person joins the company, the culture changes. As one person leaves the brand, the culture again changes. The culture is in constant flux, as people come and go. Therefore, you would want to make sure that you hire and retain the absolute best brand ambassadors you can find—people who deserve to be in the band—versus the ones that are simply going through the motions. Surrounding yourself with people that are committed to an inspiring collective mission is one of the greatest ways to positively affect company culture.

What separates one company from another? Is it their merchandising, their marketing, or something else? It’s their people. Your people make up your

culture, and a company’s culture can make or break a business.RetailerNOW recently caught up with Jim Knight, former Senior Director of Training at Hard Rock International and speaker at the upcoming HFIC, and asked him a few questions about how to create a company culture that ROCKS!

RetailerNOW: How is culture reflected in both internal and external relationships?

Jim: Culture is everything. When you get it right, people notice. Customers and potential employees alike covet a brand’s strong culture. Especially during tough economic times, consumers make purchasing decisions based off of value and emotional connection. If a company makes customers feel good during their interaction with the brand and the

consumer’s perception is that there is real value in cost of the experience versus the money spent, they will continue to return and influence others to do the same. Employees have the same touch points. Businesses that are financially stable, educational, opportunistic, fun, clean, safe, inspiring and rewarding are healthy environments where people want to work. No doubt, morale is higher and turnover is lower in those brands, where the culture is envied by others. Those companies that create and foster this type of environment are ones that become known as the attractive place to work. If someone ever decides to leave the organization, you get to choose the best talent available versus being at the mercy of a weak talent pool. The relationship that a company has with its employees and customers is going to be predicated upon the strength of the organization’s culture.

Next month join us as our discussion continues and dives into the importance of hiring, motivating and customer service.

"...decide to become a positive catalyst for change."

Speaker at HFIC 2013

National Home Furnishings Association Western Home Furnishings AssociationWHFANHFA

CONFERENCEHFIC 2013

HOME FURNISHINGS INDUSTRY

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for Today’s Furniture EntrepreneursStories, Strategies & Discussions

Best Idea Contest & LuncheonBring your best idea & your wallet! $10 could win you $1000!Learn hundreds of best ideas from across the nation.

Retailer2Retailer The Spiller Story Mike Spiller Spiller Furniture Tuscaloosa, AL

Culture That Rocks: How to Revolutionize an Organizations' Culture Jim Knight, Sr. Director of Training & Development of Hard Rock International

Your Business, Your Future: Economic, Political and Other Key Trends Gene Marks, Quicker Better Wiser: Columnist, author and small business owner

Crafting the Customer Experience Kelly McDonald, McDonald Marketing

Featured Speakers

Retail Member Registration $499 • BOGO Special! Second registrant FREERegister Now @ www.theHFIC.com or call (800) 422-3778 for more information.

Stories

There is no better way to grow your business than through the sharing of stories and strategies. Discussions with the best and brightest of the industry will lead to endless energy, innovation and thought-provoking ideas.

Three very dynamic sessions will have you asking questions, taking notes and changing your perspective.

Freight Panel Town HallFuel costs, driver shortages, capacity issues, regulations. Discuss it all with the experts.

EXPERTS: Ray Kuntz, Watkins Shepard Trucking Jack Hawn, Zenith Global Logistics

FACILITATED BY: Edward Massood, Thomasville of New Jersey

Strategies DiscussionsNational Home Furnishings Association Western Home Furnishings Association

WHFANHFA

CONFERENCEHFIC 2013

HOME FURNISHINGS INDUSTRY

LEARN

Including Workshops& Best Idea Contest

sessions

MIX

O�ering exclusive show specials

Exhibitors


MINGLE

400 Industry Professionals

TALK shop

www.TheHFIC.com

REGISTERwith over

GO...GROWLEARN30+Including Workshops

sessions

MIX

60 Exhibitors


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Join us in New Orleans!


You’re not alone.PFP can help with your business objectives for 2013. We can offer many solutions to your financial challenges.

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Marketing Your RelationshipsRelationships are essential in developing a successful brand. Relationships matter to marketing and can help your business find new customers by strengthening the relationships with your current ones (hello, word of mouth!). Here’s how to strengthen your current relationships and build new brand advocates:

Keep in TouchJust like when you start a new romantic relationship, communication is key. Keeping in touch with your customers is essential and reaching out to meet new ones is key. Communicate often and directly using social media, emails, in-store visits or phone calls.

Make the First MoveYou have to be the one to make the first move in building a relationship with your customer—otherwise they won’t care! Show that you care, and want to develop a relationship. Listen to their wants and needs.

Give them RosesShow your customers that you appreciate their business (and your relationship) by offering them something special. Maybe they can shop an annual clearance sale the night before everyone else, or they have Customer-only events. Show them that you appreciate their relationship and loyalty to your business.

Relationships

United we sit. High quality furniture, hand crafted in the United States. Value, style and comfort for your customers. Jobs, strength and security for your country. That’s the power of Best Home Furnishings.

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In this month’s Community Today, we continue our Retailer2Retailer conversation with Kim Winnette, Barr’s Furniture in McMinnville, TN, and Valerie Watters, Valerie’s Furniture & Accents, Cave Creek, AZ, and dive deeper into the questions of selling a large percentage of Made in America products in their businesses.

RetailerNOW: How hard is it to find American-made furniture in your price point?Kim: It can be challenging depending upon the product category. At our price points, upholstered products are relatively easy and our offerings are almost exclusively U.S. made. Bedroom and dining room are a bit more difficult. Our current mix is approximately 50 percent domestic. Occasional and accent is certainly the most difficult with virtually no domestic sources that meet our needs. Valerie: I don’t find it hard to find American-made at my price point. There are great companies from the West coast, or Midwest and back East—there are so many American-made brands of excellent quality. I usually add a special finish or marry a certain color leather with fabric to give it a Western flare.

RetailerNOW: What is the biggest myth about American-made furniture?Kim: That it ALWAYS cost more. We find, that with proper research, strong values still exist in U.S. made products.Valerie: Ditto! Everyone believes it costs more. In reality, you are paying for quality. I have several brands that offer higher quality products, so if you compare apples to apples, you truly

are getting a better buy.RetailerNOW: If you talk to your customers about furniture that is Made in America, do they seem to understand the differences beyond price?Kim: That varies widely with the individual customer. We have also noticed a significant difference depending on the age category, with the youngest customers caring the least. Valerie: I believe they do. I think consumers are becoming much more aware of the fact that buying American-made products puts Americans to work! Between the unemployment rates, the controversies overseas and this past election year, and the fact that our industry is supporting and promoting Made in America more makes the movement

stronger and the consumer wiser.RetailerNOW: Lastly, is delivery time really any faster?Kim: Yes, delivery times are typically much faster and for our customer the ability to customize is even more important.Valerie: They are by far much faster for me! The only thing that has been tough has been that with the slow economy, many factories weren’t stocking fabric rolls like they use to. The more expensive leathers could take longer. But I don't sell "cookie cutter" items, so my customer understands that by special ordering, and waiting six weeks, they are getting a special product all their own.I am happy to report that more factories are "marrying" fabrics to frames which lets you get a quick delivery, wonderful quality, all at an awesome price and Made in the USA. There are no more excuses—Buy American-made!

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Made in the U.S.A.

spotlight was cast on retailers who sell products made in the USA when ABC News reported that Wal-Mart will now spend $50 billion on products made domestically. This decision will

mean as much as 170,000 jobs in the USA.

We understand what 170,000 more jobs means for our economy, but $50 billion in locally made products will not make Generation Y continue to shop at Wal-Mart. We care about the price—not the source. Our generation uses barcode scanning apps more than any other. We understand the value of our dollars, and we’re looking for that impossible trifecta: cheap price, expert quality, and fast service. We shop at Wal-Mart, but we’re there to conduct price comparisons against international online retailers and inspect products before purchasing.

Times are also changing, and innovation has accelerated. The world is at our fingertips due to cultural globalization. The ever-ambitious Generation Y questions our world and thinks globally. As a result our purchases, such as music from Brazil and Japan and clothing from Paris and London, illustrate our need to expand our horizons.

I’m sure you’re thinking, “Wow, what a self-important generation.” I know, right?But we’re getting older and changing. And not just because we shop at American Apparel. Many of us now have children, and our long-term goals are shifting from us to—gasp!—our children. We realize that the state of their economic future

will be based on a ripple effect. And since we are a self-important generation, we think that ripple has to be caused by OUR shopping today.

It’s true—we have to be the ones to shop with local retailers who sell domestic products (and good news: Generation Y shoppers are repeat customers). Everyone knows these types of products strengthen our economy, however until I researched this issue via Sustainableconnections.org, I wasn’t aware of these other good reasons:

A marketplace of small businesses, each selecting products based not on a national sales plan but on the needs of their local customers, ensures innovation, lowers prices, and guarantees a broad range of products.

Non-profit organizations receive an average of 250 percent more support from small business owners.

On a personal note, I read those facts to my husband as reasons he should shop local (and subsequently buy products made in the USA). I thought he was going to give a provocative ending to this article but he said, “I’m going to make it a point to look for products made in America so our daughter has a job one day. She can’t live off us!”

Sigh. Good answer babe. Not the reason I hoped for, but at least you proved that when it comes to buying products made in the USA, our generation is now motivated to do so somehow.

Generation Y retail marketing expert and Epps Consulting owner Christine Carter discusses why her generation hasn’t cared whether or not their products were Made in the USA… but they’re starting to.

Made in the USA… So What?

By Christine Carter


For more photos visit www.retailerNOWmag.com

HGTV HomeNewton Headboard: HGTV HOME Water's Edge collection featuring the Newton upholstered headboard is available in 70 fashion fabrics in sizes ranging from Twin to King-size beds. All of HGTV’s upholstered headboards are American-made.

Drexel HeritageModern Option Sofa: Drexel Heritage’s Bays Sofa from the Modern Options Collection allows consumers to select their modern arm style, seat and back options, choose a base finish, and then dress up or down the look with a colorful assortment of bright, patterned or textured fabrics and trims. Sofa features: Modern tuxedo arm, box English seam seat and back cushions and metal cylinder foot.

MarshfieldLogan Chair: A superb piece of great American history with so much attention in the details. This sheltered wing back chair showcases supple black leather that frames a buck image that based its inspiration from the Biltmore Estate Collection by Valdese.

Made in the U.S.A.

Once a thing of the past, products that are Made in the USA are making a comeback. More manufacturers are moving production back to the U.S., and some never left. Here are some hot American-made products.

Anastacia Sofa: Fine tailoring reminiscent of furniture passed from one generation to another, is found in numerous features of this new sofa introduction. Whether it is the beautiful rolled, deep tufted back; the flair & tufting at the inside arm; the curvaceous shaped front rail; or the hand-applied pewter nail trim; this style is sure to stimulate attention to detail.


Best Home FurnishingsLiliana Chairs: A transitionally styled chair from yesteryear offers clean lines, a tall slender back that widens as it flows down. It features a drop-in coil spring seating system and a reversible seat cushion. Available in Antique Walnut, Distressed Pecan or Espresso finishes as well as over 700 cover options.

SealyPosturepedic® Hybrid Series, a half foam/half springs design that combines the two best sleep technologies into one luxurious night’s sleep. Crafted with advanced OptiCoolTM gel memory foam. All Sealy mattresses are proudly Made in America.

Trend ManorSolid cherry bedroom collection.

I feel it is my responsibility to keep making furniture in the U.S. and provide for my employees. American manufacturing is what built this country and made us strong, but I fear what will happen if we do not invest in our country. Our company makes quality solid wood products. We do not use plywood or particleboard, which gives us our base for heirloom furniture that will last for generations. It is very important to support American-made products in general. My grandfather started producing furniture after WWII. Many times throughout our 60-year history, we have been offered to close our manufacturing facility and import from overseas. We have always refused even though imports have taken over this industry. We take pride in producing quality furniture that people will cherish in the USA.

Greg Vecchione Trend Manor Furniture City of Industry, CA

Made in the U.S.A.

Ruddick Power Rocker: This new recliner, just introduced at the January Las Vegas show, is a homerun. The sleek lines and rounded front arms makes it a very unique style for a recliner. The Power option is operated with the two metal sensors on the side. It is also available as a Space Saver, Rocker, Swivel Glider, Swivel Rocker, and of course two Power options.

Hot Market Product!

An Old-Fashioned Barn Raising

–Online

Step back, breathe and take a break. With the right tools on the right networks and the right resources, your business can enjoy a digital barn raising that helps build your business today and sustain it into the future.

Find your friends If you’re new to social media, finding the conversations you need to be part of can be like searching for the proverbial needle in the haystack. You can’t see everything at once and the effort it takes to learn how to find those conversations takes an extraordinary amount of time and effort. Try these tips to hone in on your community:

Set up alerts: Let Google search the Internet for keywords that are relevant to your business and deliver them to your inbox. From there, you’ll start to see patterns.

Use Facebook and Twitter like a search engine: Search social media to see who’s talking about your products or using keywords associated with your products.

Gain competitive insights: Watch what your competitors are doing and how well they’re doing it. Analyze their conversations to see if there’s an opportunity for you to do it better.

Keep in mind that every comment a customer posts is a chance to create a better connection. Ask yourself if more conversation will get you closer to your end goals? Are these conversations the seeds for future business?

Choose your networks Every social network offers a unique twist on relationship building. Understand the dialect of each network and then learning to speak it with ease takes time—and patience.

Facebook, Twitter, LinkedIn, Pinterest, YouTube… How do you nurture relationships in business and in life? You show up. You show interest. And you keep doing it over and over. Social media is the same. It’s about investing in relationships. Trouble is, with so many social media channels it’s easy to get sucked into them all—posting, tweeting, updating, comment, post again. Whew!


By Dana Helms


Relationships

Remember, it’s a brand, not a bland. The barn’s up, time to partyImagine this scenario, if you can. You love a product so much that you’d drive across town just to be lucky enough to buy it, and hold it in your hands—SKYY Vodka, for example. And as you’re paying for your purchase, you find it on Twitter. Suddenly you hear angels singing, the clouds part and a warm and welcoming ray of light shines on you. You whip out your smartphone and follow chat and share your brand love with the Twitterverse…

But then days go by and that brand doesn’t acknowledge you or follow you back. You’re bereft and lonely. Why aren’t you good enough to follow? Why don’t they love you too? Why SKYY Vodka, why?

Sadly, brands that don’t follow haven’t figured out the difference between an audience and a community—and they’ve missed the whole point of social media.

If you’re a brand on social media and you’re not following everyone who follows you, you’re missing the point. More importantly, you’re sending a strong message to those you don’t follow: I’m important because I’m a brand and you’re not…

When things go wrong (as they always do at one time or another) those people whom you don’t follow have no way of privately asking for help. Everything they say to you is public facing. And if they’re angry, the whole world is now privy to that anger. Think of how much grief you could have saved yourself just being a little friendlier in the first place by being a follow-back brand.

I asked a few of my friends on Twitter how they feel about brands that follow (or don’t follow) them back. The

discussion ranged from disappointment about not being followed back to putting brands on pedestals and not expecting them to follow back.

I personally believe that the beauty and magic of social media is the humanization of brands. It equalizes us all, removes the gatekeepers and opens up opportunities for conversations. I left high school a long time ago and have no desire to enter a popularity contest with a brand. If I’m not cool enough to be followed, I’ll go find my community somewhere else—and likely spend my money there too.

What the emotional side means for business

For all the C-level execs out there who are shaking their heads, muttering, “I knew this wasn’t a good idea,” hold up a second. Just because something’s emotional doesn’t mean it’s bad for business. Think about it. You want your customers to become so engaged with your products and/or services that they share their brand love with friends and family. That’s emotional, right?

People want to hear from people. Social media works because it connects us with people we may never have had the opportunity to meet otherwise. If you’re using it as a broadcast channel, people will do what they do with commercials–turn them off.

Twitter Twitter is for comments, connection and quick communication. You’re limited to 140 characters so learning to economize your content is the key to success.

Join in the conversation. Don’t feel hesitant about talking to someone you don’t know–it’s the perfect opportunity to show what your company can do or to ask advice. Think of your conversations as personal, between two people, but taking place on an old-fashioned party line on the phone. You know others are listening but you’re focused on the person you’re talking to.

Facebook Facebook allows you to say more and return to conversations easily. Because Facebook is so different, it allows for deeper relationship building over a long period of time. Like Twitter, you can set up groups, promote events or share videos and photos—they’re just more accessible for a longer time on Facebook.

A Facebook business page allows you to connect with clients, share feedback, act as a customer service portal, make offers and share opinions. What’s more, it’s searchable by Google, unlike personal pages on Facebook. Make sure you do it right.

LinkedIn LinkedIn is viewed as the business social media site. You can search connections and join active groups in your industry as well as offer answers and ask for help. If you’re in B2B LinkedIn can be a powerful way to make connections that could lead to sales, hiring and new vendor relationships.

Whatever you do on social media and whichever you decide to use for you and your business, be you. Understand that you are your brand and that your voice, the conversations you have and what you share helps others understand your reason for being.

Being a brand representative in social media means making friends with people you might otherwise never meet. Some of those friendships will grow more personal over time. While we can, and should, set boundaries of what’s acceptable to share, we can’t help but dive into the day to day stuff that defines us. The friendships I’ve formed in social media are powerful and have changed me. I’m thankful for those experiences but I’ve learned that they come with responsibility.

For your community’s precious time and friendship, you (as a brand) must agree to:

Respect the friendship. Marketing messages are necessary in a brand’s social media strategy, but the 90/10 rule is golden.

Respect your position as a brand. While sharing your personality is important, some topics are definitely inappropriate. For example, it’s okay to share that the flu is going around the office and you’re passing out oranges instead of coffee today. It’s not okay to share that you’re running late for your OB/GYN appointment and will check in with everyone later.

Always do what you say you’re going to do. If you tell someone you’re going to call them to resolve an issue, call them. If you say you’re going to launch a contest, do it exactly as you said.

Remember to be friendly but don’t pry. There are some conversations a brand shouldn’t be part of (remember the OB/GYN?) unless it’s central to your business. Know your own boundaries and play within them.

Always be the hostess. Part of your role as a brand is too keep everyone happy and talking to each other.

While social media should be part of your business strategy, removing the emotion from it is short-sighted. Dive into the conversation and enjoy the connections you make with people and brands alike. Your digital barn raising might just be the key to your future success in business.

Dana Helms is the Social Media Community Manager at Social North, a social media strategy firm. Dana brings 10 years of experience in home & furnishings from retail to cutting edge technology. Connect with her on the many channels that she manages, as you may know she loves a great conversation. Twitter: @TheMrsHelms and @SocialNorth. Facebook: Dana Helms & SocialNorth.

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By Patrick Cory

Buying any large product, including automobiles or furniture, is essentially relationship selling, based upon interactions between the sales associate and the customer. It is a transaction built on value, trust and the promise of your brand. Promises made are promises that need to be delivered.

If the sales experience in your store is the beginning of the relationship, then the home delivery experience strengthens the relationship. Home delivery is an extension of the sales process, done outside the controlled showroom atmosphere and inside the customer’s most important place, her home. It is where the entire interaction is controlled by the delivery associates and what occurs can positively or negatively impact your reputation for years.

Regardless of how much the customer has spent on her purchase or what you have invested in your store location, merchandising and advertising, it is the delivery team that makes the lasting impression during the final 15 minutes of the sale.

Research and experience show that the “final 15” can improve by extending training, education and incentives to delivery associates similar to those enjoyed by your sales associates because the delivery associates are truly your outside sales force. The same effort that you spend selecting,

Relationships are the keys to our success and happiness, from interactions with family members to dealings with friends and business acquaintances. In the furniture business, relationships are of paramount importance, from personal relationships we have with customers, friends and suppliers, to those that reach across the supply chain.

#Delivery was gr8!

Relationships


educating and compensating your sales associates should be equal to the effort in selecting, educating and compensating your home delivery associates.

To put this in perspective, if you look at your top sales associate at your store, that person greets and closes two to four customers a day. In an average week, your No. 1 salesperson will have built relationships with at least 15 of your customers in a highly controlled, beautifully decorated showroom that is designed to enhance the buying experience.

Now in contrast, your lowest-performing delivery associates will interact with 10 to 12 customers per day or 50 to 60 customers a week inside of the customers’ home, and completely outside of your control. They will do this without any on-site management to support them, facing difficult challenges and inside your customers’ bedroom, living room and dining room. The truth is your lowest-performing delivery associate will have more of an impact on your business than your No. 1 salesperson.

Such a reality begs the question: Where should your training efforts go?

The goal is to extend the sales experience into the home ensuring a consistent message and relationship. Your brand promise should be reinforced when the delivery is completed and the sale is closed.

Just imagine what could happen if a member of the delivery team were to damage a customer’s home. Many years ago it was thought that an unhappy customer would tell at least 10 of her family and friends of her experience. Today an unhappy customer has unlimited access to millions of consumers through blogs, websites like Yelp and even YouTube to vent her frustration about your company. It is critical that every interaction or “customer touch” is positive and successful. This includes the in-home delivery process. It is also critical that you create a timely and thoughtful response to a customer’s concern to prevent her taking her concerns to the Internet.

In addition to your relationship with customers, a key bond is the business-to-business relationship with vendors, who bring a great deal of value to the table. Many good companies in this industry have been negatively affected because of poor relationships with vendors who serve them. Building rock-solid relationships through open, honest communication and establishing clear metrics and boundaries are vital to any business relationship.

A well-run delivery company should have 97 percent completion rate and a high level of satisfied customers that is measured objectively by a phone survey response. Your company should contact every

customer within 15 minutes of delivery completion. Should something in a delivery go wrong, the course of action is clear. The retailer and delivery partner must set up a mechanism in which a timely and well-thought out concise response will be given to the customer, covering a wide range of concerns from mis-pulls, damaged furniture, not-at-home, no fits, etc. It all comes down to the 5 “P” principles: Proper Preparation Prevents Poor Performance.

The time and effort you put into relationship-building through education and training will pay dramatically in happy customers and repeat business.

Patrick Cory is CEO of Cory Home Delivery, one of the oldest and largest specialized home delivery carriers in America, founded by Joseph Cory in 1934, that is today in its third generation of family management and ownership. Based in Secaucus, New Jersey, the company serves many of the top 100 furniture, appliance, and electronics retailers in the United States, Puerto Rico, and the Virgin Islands. The company dispatches a modern fleet of 500 customized vehicles daily delivering more than $2.1 billion of consumer products to more than 1.6 million consumers annually. For more information, call Patrick Cory at (201) 795-1000, or visit corycompanies.com.

A well-run delivery company should have a 97 percent completion rate and a high level of satisfied customers that is measured objectively by a phone survey response.

Relationships


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Fresh Perspectives:FROM THE MANUFACTURER

About Richard: When he’s not attending to the demands of the four females of the house, Richard can be found outside—usually swimming, biking, running or skiing. As a member of the reigning WHFA championship Bocci team, he looks forward to meeting all challengers in New Orleans.


AffiliatesFresh Perspectives

Relationships—A Two Way Street

As a third generation family business, part of our longevity can be credited to strong

relationships with our retail partners. Since our founding in 1947, we’ve forged great relationships with some of the best retailers in the industry.In our business, we make an upscale product line of solid wood bedrooms that retails from $2,499 to $3,999. This price range narrows the range of retailers that we target to those that offer better merchandise. We further refine that audience to those retailers that value doing business with family owners and operators.

Honestly, we don’t care much about the first sale. We are in it for the long-term, and our business decisions reflect that perspective. If a retailer is successful with a new Cresent introduction, they are likely to give us more floor space to try other collections. As business flourishes, we both win.

Many of the retail relationships we have began decades ago with my grandfather, our founder. We try to leverage those long-standing relationships when approaching a new retailer that we want to do business with. Referrals from our current customers are still the best way we know to establish new relationships.

Our family is very hands-on, and our closest retail partners love our involvement in making the business successful. We all know that not every introduction is bound

for Hall of Fame status, so we work closely with each store buyer to identify their needs, ship merchandise quickly and support them with inventory both domestically, as well as in our Vietnam warehouse, for easy mixing.

We find our best relationships are a result of frequent communication between owners, merchandisers, the floor sales staff and the delivery team. We can’t satisfy every opportunity, but we make sure everyone knows what we are good at, and listen to what the consumer is asking for. So for us, showing up in stores every week is a very high priority.

We also make a great quality product, and that makes it an easy sale for our retail partners and us. Consumers today are quick to identify quality and value—and that makes for great relationships!

Founded in 1947 in Gallatin, TN, Cresent Furniture specializes in solid wood bedroom and dining furniture. Cresent has fun showrooms in Las Vegas B-554 and High Point 220 Elm #201 and online www.cresent.com.

By Richard Tomkins, Cresent Furniture


Mobile

The opportunity for retailers is clear: You and your products must be easily found in your local marketplace by an increasingly mobile customer base.

Are you ready to be a first mover in the mobile marketing revolution, or are you poised to be road kill on the information superhighway?

Your first step in answering this question is to do a little research, define a few terms, and plan your strategy. What is a mobile device?

Mobile devices are lightweight, handheld computers sporting a touchscreen display and sometimes a miniature keyboard.

Smartphones (predominately Apple’s iPhone and Android-powered phones) and tablets (Apple iPad, Microsoft Surface, Amazon Kindle Fire and Android-powered devices) make up the bulk of mobile devices.Why should I focus on mobile marketing?

According to analyst firm BIA/Kelsey, there may soon be more local Internet searches coming from mobile devices than personal computers.

This trend can be attributed to the rise in the total number of smartphone users, set to grow from 44 percent of U.S. subscribers (118 million in 2012) to 75 percent (225 million by 2016).

Is your store ready for the mobile revolution?Don’t get run over by your competition!

OUR MOBILE PLANET Global Smartphone Users

A recent study from Google and Ipsos OTX MediaCT makes several bold predictions for mobile marketing this year:

1 billion people will soon use mobile devices as their primary Internet access point.

Smartphones will prove exceptional at driving new consumer behavior.

One million small businesses globally will build a mobile website.

“Mobile driven advertising spend” will emerge as a big category.

The ROI on mobile campaigns will increase as a result of unmatched relevance of customer proximity to retailers in target markets.

The intersection of search, display, mobile and social will spark dramatic new forms of engaging consumers.

Tablets take their place as the 4th screen of most consumers.

By Brian Dick

What does your website look like on a mobile phone or tablet? Find out, then hop in the driver’s seat.

Add in Google’s latest data showing that smartphone search volumes are growing faster than search on the PC—local search accounts for 20 percent of queries on PC’s; it’s 40 percent of all mobile queries—and the urgency to attack the mobile opportunity becomes clear. What does my site look like on a mobile phone?

If your website looks great on a PC, the chances are high that it will look fine on a tablet. Tablet users tend to be more research-oriented than their smartphone counterparts, who are more interested in finding and buying from a local retailer within hours of conducting a search.

Instead, focus on how your website looks when its viewed on an iPhone or Android phone. Reach out to your website vendor to get current visitor data (analytics) to see how many customers are using mobile devices to connect to your site today.

Next, use your smartphone’s Web browser to conduct searches for your store name, as well as your top brands and products. Are you visible, showing up on the very first screen?

How does your competition appear? Click on competitor results and view their websites. You’ll quickly get a feel for the competitive landscape, |and uncover weak spots in your marketing programs.


Is it time to reach out to an online marketing specialist who knows your business, as well as the latest search, display and mobile strategies to help you win your local market online?How do I make a mobile website?

While your site may be legible, chances are it has not yet been optimized for smartphones. Consult with your website vendor to see if mobile templates are available, and at what cost.

You can quickly and easily create a free mobile site (no fee for one year) using Google’s Dudamobile (dudamobile.com) service.

With a few clicks you can convert your standard website to a clean, clear mobile version using a variety of customizable templates. Automatic site syncing ensures that changes made on your store site will be automatically updated in your mobile version.

How do I advertise to mobile customers?

If you’re advertising today with Google AdWords, the chances are good that some of your ads are showing up in some mobile searches. Turning on

mobile device targeting can be easily accomplished inside your campaign settings, and mobile conversion data is available.

However, you shouldn’t be running the same ads, in the same way, on both PC’s and mobile devices inside the same campaign. Your goal should be to have a high “share of advertising voice” with mobile users in your target market. You also should be efficiently driving mobile customers to your website at the best possible cost per conversion.

A better mobile advertising strategy is to segment your campaign to specifically target “on the go” customers who are in the market to buy from you within hours of conducting a search. This means writing and designing mobile-optimized search and display ads with clear calls to action that contain a trackable phone number, and more.

Sources: When Will Mobile Local Searches Eclipse Mobile? - BIA/Kelsey Media Watch Q4 2012 Global Paid Search Spend Analysis - Covario

We’ve seen client mobile campaigns that deliver click-through rates that are twice those of PC-targeted campaigns. In many cases, each mobile click costs about half an equivalent PC click. This is reflected in a recent Covario study released in December.

Doing your own mobile campaign will take time and expertise, but it’s worth the effort. A trusted vendor partner can more effectively set up and proactively manage a mobile campaign to deliver top results all month long.

Next month, I’ll share my top tips for how to write and design mobile search and display ads to drive maximum results. I’ll also show you how to define mobile conversions to boost performance, and how to measure mobile results with analytics.

Brian Dick is Director of Business Development, Home Goods and Services at Netsertive (netsertive.com), a fast-growing online marketing technology firm that drives maximum sales opportunities to local home goods retailers and national brands through the power of Internet advertising. You can reach Brian at: [email protected].


Market Wrap-up

HOT PRODUCTSA FEW GREAT PIECES FROM THE WINTER MARKET

AF LIGHTING— Angelo Home |Fulton Mini Chandelier in hot pinkMercer Lamp in the color of the season, "Emerald Green".

The Las Vegas Market is proving to be a hot Market for bedding intros, and this Market didn’t disappoint. Gels, adjustables, and new wireless technologies could be found around every corner. Pantone’s 2013 color of the year could be seen throughout showrooms with Emerald popping up on furnishings and accents. Prints and patterns were also hot, with chevrons, zig zags and even birds in the spotlight.

ZUO MODERN | A unique take of the classic Chesterfield style, the Nob Hill series evokes the grand gentlemen’s club tradition. The body is solid wood and the fabric is a soft beige or charcoal linen fabric.

SERTA | The Motion Custom Adjustable Foundation includes six levels of massages for both the head and foot section, mood lighting, gravity safety feature, a high quality sound system and much more.

CHRISTOPHER GUY | The Cambon Wing Chair—A shorter version of the well-received Cambon Wing Chair, this lounge-sized wing chair has weeping curves, wonderful carving, and elaborate, yet stately styling. Sit back… Relax.


Market Wrap-up

SURYA | Surya showed off an assortment of colorful pillows featuring dots, zigs, zags, ikats and more!

LEXINGTON | Tommy Bahama Outdoor Living Ocean Club Pacifica

TEMPUR-PEDIC | Delivering the ultimate customized comfort, the TEMPUR-Ergo Premier Adjustable Base offers new lumbar, head and leg massage motors for full coverage, exclusive ErgoLinkTM

technology and a wireless remote.

ARTERIORS | Barry Dixon Collection, Spore Antiqued Gold Leaf Mirror.

ZUO MODERN | What a fun coffiee table! Barbary Coast Cart.

ARTERIORS | Caprice Lighting

Market Wrap-up

Valerie Watters, Valerie’s Furniture & Accents

Valerie Watters never had any plans of owning her own business—or working in the furniture industry—but her friends did. Today, Valerie is

known as “The Western Décor Authority” in her town of Cave Creek, Arizona.

Seeing Market Through Your "Lens"

First stop of the day... Surya! Valerie's designated driver!! Or is he a putter? Either way... buy USA!!

Everyone needs a hot seat, these hand-tooled leather barstools outshine even Peter of Tables and More!

Polly Teeter, Del-Teet FurniturePolly Teeter is the third generation to own

and operate Del-Teet Furniture in Bellevue, WA. Today, Del-Teet specializes in its own

private label brands that offer smaller scaled furnishings to the higher end market in the

Greater Seattle area.

And here's the big Ol’ Money Tree that I'm going to have to shake to pay for everything I just bought!

Time to remind myself that adding a few real flowers really would make my showroom look even better. (Studio A)

Loving the lavender and blue tones at Global View!


Six lucky Market attendees were given the chance to take over the RetailerNOW Instagram account during the Winter Las Vegas Market, and show us Market through their “lens”. Here are the best shots that the social media community voted for:

Caught on Camera

DAY ONE

DAY TWO

Nancy Wiget, House of Values Nancy is a third generation storeowner of the House of Values, established in 1949 in the San Francisco Bay Area. Today, House of Values offers their customers a great selection of high-end designer lines on cue with the current trends.

Four HandsCan't ever wear these to market!!

Love this accent chair from Peninsula

Melissa Dressler, RetailerNOW & Kevin Doran, R&A MarketingRetailerNOW magazine and R&A Marketing took over the RetailerNOW Instagram account together and shared all of the fun from throughout the week, including photos you sent us. Melissa is the Editor of RetailerNOW magazine and recent recipient of the 2012 AHFA Home Awards. Kevin is the Vice President and owner of R&A Marketing.

WHFA President, Valerie Watters, is in A Whole New World at the Cyan Design showroom!

The Next Generation-NOW Bash on Tuesday night.

Lovin' these pillows!

Market Wrap-up


Ryan Felix, Furniture FirstRyan Felix is the Director of Websites at Furniture First, a National (U.S. only) Home Furnishings Buying Group. Ryan creates and maintains the Buying Group’s Members-only website, as well as several private label websites for the group.

Look around and say hello to the next person you see @ #lvmkt here are a few people that I have come across during market...

That's me (Ryan Felix) and Melissa Dressler of RetailerNOW @ the #lvmkt

Giff Gates from Gates Home Furnishings at the Furniture First General Membership Meeting #lvmkt

DAY FIVE

DAY FOUR

DAY THREE


ELECTRIC FIREPLACES LICENSED HEATING PRODUCTS

www.twinstarhome.com/RN

FIND US ON:

DESIGN. QUALITY. SERVICE.

Dakota CollectionElectric Fireplace & Media Consoles

At Twin-Star International, we are experts in designing quality, multifunction products for the home environment.

Our in-house designers and engineers possess the knowledge of classic techniques and craftsmanship, while keeping their fingers on the pulse of the latest world trends.

Our multi-function electric fireplace and heating products get the most value per square foot on your retail floor, and save your customers money when they use our products for zone heating.


What’s Selling

Store Name: Knight FurnitureLocation: Sherman, TX and Gainesville, TXManufacturer: BroyhillProduct Name: LaramieMade In America: Frames are Made in the USA but component parts are imported. Cut and sewn kits also imported. Warehouse ready: We floor and stock in our on-site warehouse in a tobacco microfiber cover. However, we also have special order capability with a quick-ship program on this specific group. So, the customer can choose our warehouse ready, in-stock selection, or customize it to fit their style and still get it in a short amount of time.Product level: Mid to high depending on the cover you selectWhy do you think it is a successful seller: Versatility. Just like many groups that have options, this gives our customers the flexibility to really get the functionality and style perfect for their home. Sofa, loveseat, sleeper, chair, ottoman, sectional, customizable legs, customizable covers; the same group could fit MANY lifestyles and comforts. The sales staff is always comfortable to show multiple types of customers this same group with confidence that it could fit their needs. It also easily matches other groups.How available is the product from the manufacturer: Quick-ship program makes it a quick turnaround for the customer, usually 2-4 weeks.

Every month, What’s Selling Now features best sellers from across the country— in different styles, categories and price points. Here’s what’s selling now…

What’s Selling


Feeling Stuck with your current in home delivery options?

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Diakon...a dedicated residential home or B2B, last mile, white glove carrier.

We’re dedicated to the retailers success!

The difference is in the details

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MAKE THE RIGHT CHOICE AND PARTNER WITH THE LEADER IN HOME DELIVERY- DIAKON LOGISTICS

Diakon Logistics, your dedicated residential home or B2B, last mile, white glove solution.

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The difference is in the details703.530.0677, ext. 215

www.diakonlogistics.comVisit Us At The Las Vegas & High Point Markets in the Retailer Resource Center.


Quick-Fire Marketing is brought to you by R&A Marketing. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A is the industry’s premier agency for retailers in the home furnishings

and appliances/electronics industries. Visit us on the web www.ramarketing.com or email us at [email protected].

Quick Fire

Have you ever run a promotion that had to do with raising money for a charity or supported a local school? How did you advertise this? Did you think

about writing a press release to get the word out? A press re lease or a news re lease is a wr i t ten announcement directed at members of the news media about something claimed as having news value. Press releases can clear away the clutter and become a powerful marketing tool in an integrated marketing plan… if it’s newsworthy. For instance, a furniture store in Greenville, SC, partners with The Salvation Army Angel Tree Program every year. The angel tree is placed in their front entryway and residents of the city (not just buyers) are eligible to take an ornament from the tree and then come back by a certain day with the gift item that is suggested. The Salvation Army then wraps the gift and hands them out to underprivileged children in the area. In past years, the retailer did not take any credit for it. It is something they had ALWAYS done and didn’t think twice that the community would take interest in their participation. Although people should not boast, companies have the right to tell the entities that contribute to the news cycle “things they do different than everyone else”. This retailer is doing something different and they needed to let the world know. So, to help encourage participation last year, for every 250 new "likes" this retailer recieved on their Facebook page they would make a donation to the angel tree. To announce the program, the retailer distributed a press release and was offered free airtime on the local CBS affiliate and interviewed on the local afternoon drive radio show. With this announcement, and a slight tweak to their traditional program, this retailer was able to get a newsworthy event out into the marketplace and give the consumer another reason to purchase from them.

Forgotten Advertising– The Press Release

Tips on Writing Press ReleasesHere are eight tips for writ ing press releases that journalist read according to PR Daily.

Grab them with the headline! See what the paper usually publishes and create attention-grabbing headlines.

Does a picture tell your story? If so, send it with the release.

Back it up with numbers. Don’t just give them fluff, give them numbers.

KISS—Keep It Short, Stupid. Give them the highlights and they will contact you for more.

Funny ha-ha? Humor is OK, but don’t overdo it. Adding subtle humor can make a release more interesting.

] It’s News! Write it like a news story in the inverted pyramid style (That’s the who, what, why, when, where and how towards the beginning).

t Kill the canned quotes. Journalist rarely use canned quotes, and will often call the source directly.

u Get to the Point. Use bullet points to break up information and make it easier to quickly scan.







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MAKE THE RIGHT CHOICE AND PARTNER WITH THE LEADER IN HOME DELIVERY- DIAKON LOGISTICS

Diakon Logistics, your dedicated residential home or B2B, last mile, white glove solution.

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The difference is in the details703.530.0677, ext. 215

www.diakonlogistics.comVisit Us At The Las Vegas & High Point Markets in the Retailer Resource Center.



New England Chapter

Acuity A. Mutual Insurance CompanyAdvertising Concepts of AmericaAffordable FurnitureAICO/Amini Innovation Corp.American ExpressAmerican LeatherAshley Furniture Industries, Inc.AspenhomeAssociated Volume BuyersBanner MarketingBecker Designed, Inc.Bernards, Inc.Best Home FurnishingsBraxton Culler, Inc.California Furniture Manufacturers Assoc.Capital Marketing ConceptsCargo Consolidation ServicesCentury FurnitureCentury LightingCoaster Company of AmericaColor AdCory Home Delivery ServiceCraftmaster Furniture, Inc.Cramco, Inc.Davis DirectDécor-Rest Furniture Ltd.Delivery SolutionsDiakon LogisticsDom GranatDSI CompaniesEkornesElements InternationalElite LeatherEmerald Home FurnishingsFlexsteelFurniture of America

Furniture OptionsFurniture WizardFurnitureDealer.netGE CapitalGreat American Furniture ServicesGuardian ProductsGuardsman/The Valspar Corp.Harden Furniture CompanyHigh Point Market AuthorityHolland HouseHomelegance USA Home Furnishings Business MagazineHookerHorich Hector Lebow Advertising Consulting Services, Inc.Innovative Delivery SystemsJames Parker Insurance AssociatesJofran Sales, Inc.Julius M. Feinblum Real Estate, Inc.KincaidKing Hickory Furniture CoLane Home FurnishingsLazar IndustriesLeaLeggett & PlattLiberty FurnitureLifestyle EnterprisesLinon Home Décor ProductsMagnussen HomeMail AmericaMassood LogisticsMed-Lift MobilityMicroD, Inc.Mohawk Finishing Products, Inc.Myriad SoftwareNatuzzi Americas, Inc.

NetSertiveNourison IndustriesOkinus Credit SolutionsPacific Furniture DealersPhoenix A.M.D. International, Inc.Profit Management PromotionsPROFITsystemsProtect-A-BedRestonic Mattress Corp.SAP RetailSerta Mattress CompaniesSimmonsSleep-EzzSource International, Inc./4 Sales FinanceSourthern MotionSphinx by Oriental WeaversStandard FurnitureSteve Silver Co.STORISSuryaTempur-PedicThe TV ShieldThe Uttermost CompanyTidewater Finance CompanyTropic Survival Advertising & MarketingTruckSkin, LLCTwin Star/Classic FlameTyler Net, Inc.United Furniture IndustriesValassis, Inc.Vaughan Furniture Co.Versatile SystemsWahlquist Management CorporationWorld Market CenterZenith Global

Our Associations gratefully recognize all of our supporters whose dedication and committment has strengthened our industry.

To become an industry partner contact:National Home Furnishings Association | 800.888.9590Western Home Furnishings Association | 800.422.3778

THANK YOU

PANTONE SPRING 2013 COLORS

the scoopThe Scoop

New Ashley Furniture HomeStore to open in Eastgate

Morris Furniture will open a new Ashley Furniture HomeStore located in the Cincinnati/Northern Kentucky area this spring. The new 25,000 square foot showroom will include an expanded selection of mattresses in The Better Sleep Shop and adds 25 new jobs to the company’s current employment.

“We are excited to bring our Ashley Furniture HomeStore and Better Sleep Shop showrooms to the growing Eastgate shopping area,” said Morris Furniture President/CEO Larry Klaben, “We opened our first Ashley Furniture HomeStore in Cincinnati in 2004, and the response has been fantastic. This new location will allow us to bring Americaʼs No. 1 home furnishings brand closer to many Cincinnati shoppers already visiting our Tri-County and Florence locations and will allow customers to ‛Get More without Paying More.’”

Free Furniture! Gardiners Furniture $600,000 Super Bowl Giveaway

Ravens fans weren’t the only ones cheering when Jacoby Jones returned a kickoff 108 yards for a touchdown during Super Bowl XLVII. Customers of Maryland-based Gardiners Furniture were also cheering along, because they won free furniture! Gardiners ran a three and a half day promotion up until 3 p.m. on Super Bowl Sunday if the Ravens returned the opening kick of the game or the start of the second half for a touchdown customers would get their furniture for free. Seconds into the second half, Jones scored and the dreams of customers came true—with $600,000 in free furniture. Of course, Gardiners had taken out an insurance policy on the promotion (phew!).

Bob’s Discount Furniture Opens Two New Stores and Donates to Local Schools

To celebrate the opening of two new stores in the Washington, D.C. area, Bob’s Discount Furniture pledged to donate a total of $25,500 to 15 area schools. The new stores, which will be the fourth and fifth Bob’s locations in the D.C. area, are expected to add 50 jobs to the local economy.

To show its commitment to the new stores’ communities, Bob’s will present checks totaling $25,500 to 15 local schools during the grand openings. These funds are made possible by customer donations to collection jars located in the cafes found in every Bob’s store, which offer free refreshments (including gourmet coffee and fresh-baked cookies) to all Bob’s shoppers.

NHFA Names HW Home & Coconis Furniture as 2013 Retailers of the Year

HW Home in Denver, CO, led by Ron Werner and Jim Hering and Coconis Furniture in South Zanesville, OH, led by Randy Coconis, are the National Home Furnishings Association’s Retailers of the Year for 2013. HW Home is the honoree in the category of annual sales under $10 million while Coconis Furniture is the honoree with annual sales over $10 million.NHFA’s prestigious Retailer of the Year Awards are presented annually at the Spring High Point Market Furniture Industry Awards Gala. This year’s Gala will be held on Monday, April 22, at 6:15 p.m. in the IHFC Ballroom. Nominated by active members in the home furnishings industry, the recipients are selected for their outstanding contributions to the industry, exemplary service to the community and personal business achievements. Stay tuned to learn more about these wonderful award winners in our April issue.

New England Chapter Celebrates the Holidays

The New England Chapter got together last December to hold their Fourth Annual Holiday Party. The well-attended event saw 80 area retailers, reps and buyers that share a common interest in bettering the New England home furnishings market. Held at Papa Razzi’s in Framingham, MA, the attendees enjoyed great conversation, door prizes, music and food. A special thank you goes out to all of the event sponsors. The Chapter is working on their next event, the Sixth Annual Golf Tournament benefitting the New England Home for Little Wanderers, on Tuesday, June 11, 2013 at the Black Stone Valley Country Club in Sutton, MA.


MARK YOUR CALENDAR FOR THESE INDUSTRY EVENTSCalendar

Tupelo Furniture MarketFebruary 28 – March 3, 2013Tupelo, MS tupelofurnituremarket.com

Export Furniture Exhibition MalaysiaMarch 6-10, 2013Serdang, Selangor, Malaysia Efe.my/2013

Thailand International Furniture FairMarch 13-15, 2013Bangkok, Thailand thailandfurniturefair.com

Versatile

Atlanta Spring Gift, Home Furnishings & Holiday MarketMarch 15-17, 2013Atlanta, GA Americasmart.com

China International Furniture FairMarch 18-21, 2013Gaungzhou, China ciff-gz.com/en/

Salone Internazionale del MobileApril 9-14, 2013Milan, Italy cosmit.it/en/

High Point MarketApril 20-25, 2013High Point, NC Highpointmarket.org

4th Texas Furniture & Accessory MarketMay 5-6, 2013Irving, TX Kemexpo.com

34th Long Beach Furniture & Accessory MarketMay 15-16, 2013Long Beach, CA Kemexpo.com

International Contemporary Furniture FairMay 18-21, 2013New York, NY icff.com

Home Furnishings Industry ConferenceJune 2-4, 2013New Orleans, LA Thehfic.com

Peninsula Home: Chaise Provence


ADVERTISER PHONE WEBSITE FACEBOOK TWITTER PAGE#

American Drew (336) 294-5233 americandrew.com 19

Best Home Furnishings (812) 367-1761 besthf.com www.facebook.com/BestHomeFurnishings 16

Diakon Logistics (703) 530-0677 diakonlogistics.com www.facebook.com/DiakonLogistics 41

Furniture Wizard (619) 869-7200 furniturewizard.com www.facebook.com/furniturewizard 11

Furniture Traditions (714) 538-2088 furnituretraditions.net www.facebook.combesthomefurnishings 20

High Point Market (336) 869-1000 highpointmarket.org highpointmarket.org/facebook @hpmarketnews 07

Home Furnishings Industry Conference (800) 422-3778 TheHFIC.com homefurnishingsconference/facebook 14,15

Lynch Sales (305) 444-3939 lynchsales.com facebook.com/lynchsales 27

Jaipur (404) 351-2360 jaipurrugs.com facebook.com/jaipurlifestyle @jaipurlifestyle 51

MicroD (800) 964-3876 microdinc.com facebook.com/microdinc @microdinc Back Cover

Planned Furniture Promotions (800) 472-5242 pfpromotions.com 16

Profit Management Promotions (215) 230-9001 pmpsales.com facebook.com/pmpsales @PowerfulSales 24

PROFITsystems (800) 888-5565 Profitsystems.com facebook.com/profitsystems @PROFITsystems 05

Serta (888) 557-3782 serta.com facebook.com/sertamattress @sertamattresses 03

Surya (877) 275-7847 surya.com facebook.com/SuryaSocial 01

NHFA / WHFA Sponsors (800) 888-9590 retailerNOWmag.com facebook.com/retailernow @retailerNow 42

Versitile (717) 796-1936 versatile.com 46

Ad Index

Atlanta Spring Gift, Home Furnishings & Holiday MarketMarch 15-17, 2013Atlanta, GA Americasmart.com

China International Furniture FairMarch 18-21, 2013Gaungzhou, China ciff-gz.com/en/

Salone Internazionale del MobileApril 9-14, 2013Milan, Italy cosmit.it/en/

High Point MarketApril 20-25, 2013High Point, NC Highpointmarket.org

4th Texas Furniture & Accessory MarketMay 5-6, 2013Irving, TX Kemexpo.com

34th Long Beach Furniture & Accessory MarketMay 15-16, 2013Long Beach, CA Kemexpo.com

International Contemporary Furniture FairMay 18-21, 2013New York, NY icff.com

Home Furnishings Industry ConferenceJune 2-4, 2013New Orleans, LA Thehfic.com

NewEnglandChapter

6thAnnual

Tournament

BlackstoneNationalGolf ClubSutton, MA

June 11, 2013benefiting

For more information contact

1-800-888-9590 ext. 6116or email [email protected]


The Now ListKnow a fun fact or random

piece of trivia? Send it to [email protected] and see your name in The Now List!

The Now List

One Manhattan matchmaker’s price begins at $20,000. If a match (marriage) results, a marriage bonus is expected.

$20,000 Date?

The online dating industry generates $1.8 billion per year and the matchmaker/dating coach business generates $260 million per year in the United States.

Four out of 10 workplace dating relationships result in marriage.

In an argument with your partner, when your heart rate goes over 100 beats per minute, you are incapable of hearing what your partner is trying to tell you.

111,111,111 x 111,111,111 = 12,345,678,987,654,321

Benjamin Franklin was the first American to propose Daylight Saving Time in 1784. However, it wasn’t fully implemented in the U.S. until after the Second World War.

Spring fever is not just a myth—the body may experience physiological changes due to changes in diet, hormone production & temperature.

Children grow faster in spring.

Over $1 billion worth of chocolate is purchased for Valentine's Day in the U.S.

The red rose was the favorite flower of Venus, the Roman goddess of love.

California produces 60 percent of American roses, but the greater number sold on Valentine's Day in the United States are imported, mostly from South America.

The ant can lift 50 times its own weight, can pull 30 times its own weight and always falls over on its right side when intoxicated. (Really, who studied this?!)

Starbucks spends more on health insurance for its employees than on coffee beans.

Who Knew? Bats eat up to 8,000 mosquitos a night! There are 47 different bat species in North America. Only three of these species feed solely on blood. The rest will eat your fruit and mosquitos!

RetailerN

OW

Vol. 2 Issue 2

“RELATIO

NSH

IPS M

ATTER” February / M

arch Issue FEB

/ MA

R 2013

streamline your online marketing.

+ Premier Websites.+ Engaging Customer Experience.+ Mobile & eCommerce Solutions.

+ Inspire more customers online.+ Convert browsers into buyers.+ Empower sales staff.

[email protected] | 800.964.3876 | www.microdinc.com

2YEARS

1993 - 2013High Point MarketApril 20 - April 25

Plaza Suites Retailer Resource Center

simplify your selling opportunities.

upcoming market seminar.Retailer Resource Center | Plaza Suites

Prepare Your Website for Smart Phone Users!

There are currently over 280 million smartphones in use within the Americas. In this presentation, we will share with you the most important factors that will make your website attractive and highly useful when accessed from a smartphone. Come away with real life examples and best practices that will attract smartphone users and keep them coming back to your website. Know how to best design your site for this important and growing market share.

feb/march 2013—relationships matter

Documents

wells home furnishings

slaters home furnishings

president elect

broyhill home collections

home accessory solutionsacross

nhfa executive vice

member services rep

director of membership