RRC January Market Supplement

Seminars • ProgramsWarehouse Products

Services • The Buyer’s Club

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Western Home Furnishings Association (800) 422-3778 • www.WHFA.org

RRCRETAILERRESOURCE CENTERWestern Home Furnishings AssociationNational Home Furnishings Association

The National Home Furnishings Association and the Western Home Furnishings Association’s home at the Las Vegas Market is the Retailer Resource Center, where you are always welcome.

Serving the retail community for over 60 years, the NHFA is the number one industry association dedicated to improving the operational success of home furnishings retailers nationwide.

Here on the west coast, join the Western Home Furnishings Association in the Retailer Resource Center (RRC) and learn how simple it can be to save time and money. The showroom is designed to provide buyers with every business need and every convenience. Stop by, say hello and change your market experience.

The Buyer’s Club inside the rrCThe Buyer’s Club located inside the Retailer Resource Center will be the destination of choice for relax-ation, technology access, conversation and a moment of calm. Open to all buyers, you will feel immediately at ease in this casual lounge. Providing you with a quiet place out of the sales environment, you can enjoy complementary continental breakfast, coffee, afternoon lite-bites, beer, wine, and a place to plug-in at our Internet stations and charging bar. Plug-in or simply check out—let The Buyer’s Club in the RRC bring a little calm to your day.

Join us on Monday evening from 4–6 p.m. for our Open House. Enter to win an iPad, Visa gift cards and an all-expense paid trip to San Antonio Texas for our 2011 Home Furnishings Industry Conference.

rrC marketPlaceThe WHFA RRC MarketPlace is where you can visit over 40 business service providers eager to help revi-talize your operations. Market is the best place to find resources for every part of your business. Marketing and advertising programs, systems software, logistics solutions, fabric protection and much more can be found in the RRC MarketPlace. Your success is more than inventory and the RRC MarketPlace is more of what you need.

rrC SeminarsThere are only a few chances in the year to work on your business instead of in your business. Attending RRC Seminars during market gives you the opportunity to catch up on trends, learn new skills, find fresh ideas and discuss issues relevant to your specific operation. Arrive early and come back as often as you like. Attending seminars at market could have a dramatic impact on your operations in 2011. Wouldn’t that be worth a visit?

membership Has its BenefitsThe WHFA membership team will be available throughout market to assist you with any of your operations needs and questions. Consider our team as an extension of your own. A partner in your success, the team at WHFA is ready to save you time and money. Stop by, say hello and be entered into a drawing for an iPad, a Visa gift card and many more valuable prizes.

Shop the rrC StoreEverything you need for your warehouse, delivery and showroom are in the WHFA RRC store. Touch-up products, warehouse and showroom supplies and lighting solutions are all available to view and purchase at market special pricing.

RRCRETAILERRESOURCE CENTER

est.1944 western retailerACADEMYWHFA

Where it All Comes Together!

Located at C-488/496RRCRETAILER

RESOURCE CENTERWestern Home Furnishings AssociationNational Home Furnishings Association

Contact WHFA at www.WHFA.org or (800) 422-3778 RetAileR ResouRCe CenteR — C-488/496 JAnuARy 24-28 2011 S-3

Four generations are now gathered

around the conference table. Seasoned veterans and

fresh-faced youth all wanting a voice and a vote.

Attend the NGN seminar and receive hands-on

methods you can use to bridge the generation

gaps in your company!

Poised and Ready to develop its

next group of leaders, Next Generation-

Now will provide professional

development, networking and hosted

forums to give voice to the unique

needs of young furniture professionals.

Join the group, join the discussion.

Tuesday, January 25, 2011 5:00-6:00 p.m.One-Six Club

Building B, 16th FloorTo RSVP: [email protected] or on Facebook

Four generations

Join us for a special ngn seminar:David Lively, The Lively Merchant

tuesday, January 25, 2011 4:00-5:00 p.m., at C-488/496

Major sponsor:

Q & A with Buyers

Q How do you prepare for Market?

A Consumer buying trends constantly change, so we prepare for Market by auditing our best sellers, which in turn helps us look for comparable products to purchase. We look for educational and training classes to enhance our skills. We attend Market to work hard, but more importantly, keep the talent of knowing how to laugh and have fun.Brent Loogman, Beds For Less, Medford, Ore.

Bedmart only has a few vendors to see at Market. We are pretty set in who we need to see each Market. I just set up appointments with Serta, Simmons, Leggett and Platt and Tempur-Pedic. We usually include one or two potential new mattress vendors each Market just to keep our existing vendors honest. We also will do an annual review with each of our vendors to show them how they did for the past year and expectations for the upcoming year.Chuck Kill, Bedmart, Tucson, Ariz.

I spend the time to go through every exhibitor to decide who we want to visit. I check websites for those we aren’t familiar with and narrow down our search. I then make a list of Building A, B & C, and list numerically from the top down, who we need to see. I’m not usually this detailed with everything I do, but we only have three days to see what we want to see. What’s really exciting though is when we find a surprise product or vendor we weren’t expecting.

P.S. I also make a note of who is serving lunch so we don’t have to walk all over to eat!Chrysteen Braun, Aegean Designing Whims, Los Alamitos, Calif.

Market Preparation:First we review our rate of sales on

items that are on our floor. Once we review the rate of sales, we determine what products need to be replaced. After that is complete, we review our existing

vendors that have been performing well and try to replace those groups with the performing vendors first. We send out a wish list to all our salespeople and have them request items customers are requesting that we don’t currently carry. We also allocate some time to visit new vendors at Market.Norbert Moniz, A Royal Suite, Saugus, Calif.

Throughout the fall, we keep track of any new lines we want to see in furniture and accessories. Then we add in our current vendors that we want to continue to buy from. We go onto the World Market Center website and get all of the showroom numbers, add them to an Excel spreadsheet, sort them by building and try and go through one building a day rather than run back and forth and up and down escalators. This really saved our feet last year (well as much as you can at a show like the World Market)!

Once we have our list sorted by building, we call our existing vendors and try and set up appointments that work with our schedule.Bill Truex, Bozeman TV, Furniture and Appliances, Belgrade, Mont.

Q What is the first thing you do when you arrive at Market?

A It depends on my objective for attending market. If we are on a buying trip, then we know and have already identified vendors that we plan to purchase from, and we stick to our plan. If we are attending to specifically identify new vendors within our specific markets, which are high-end manufacturers, then we determine who they are and where they are located to visit their locations first.Bonnie Wells, W & A Interior Consultants, Torrance, Calif.

I review where I need to go by priority of building. So I visit the most important first, then organize my days by building to save footwear and time. I also do some homework on when the President or manager of a company will be in the showroom... Market to me is also a very important time for face-to-face relationships.

And, truly—if I’m not in a big rush, I’ll go to RRC to say hi to ya’ll and see if you need me! VERY FIRST THING!Valerie Watters, Valerie’s Furniture and Accents, Cave Creek, Ariz.

The first thing we do is to go to the top of building A or B and work our way down to the spaces on a planned route.Jon Atherly, Westside Furniture Inc., Taft, Calif.


• Internet & Charging Stations• Complimentary Coffee &

Continental Buyers’ Breakfast• Afternoon lite-bites, Beer, Wine

presents

Enter to win an iPad, Visa® Gift Cards, and an all expense paid trip to San Antonio, TX & the 2011 Home Furnishings Industry Conference!

NEW RRC LOCATION! Building C, 4th Floor, C-488/496

Monday, Jan 24th from 4-6pm

Join us & enjoy these amenities:

Open HouseCelebrate Our

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

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

and retailers use MicroD to:

• Enable consumers to configure thousands of products online.

• Achieve higher search rankings — store & products.

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

• Provide valuable leads and information about buyers’ interests.

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

www.microdinc.com

Online marketing solutions for the furniture industry.

Please visit us atLas Vegas Market,RRC booth C-488/496Jan 24 – 28, 2011.

TIME MONDAY January 24

TUESDAY January 25

WEDNESDAY January 26

THURSDAYJanuary 27

9:00

-10

:00a

mThe Psycology

of Sales!Brad HuiskenIAS Training

WHFA Annual Membership and

Board of Directors Meeting

7:30 - 9:00am

My Website is Ringing the

Register!Steven Mclendon

MicroD

Upgrade Your Warehouse and

DeliveryDaniel Bolger

The Bolger Group

10:3

0-11

:30a

m

WHFA Academy Series

The Profit WorkshopSponsored by

WHFA Academy Series

The Profit WorkshopSponsored by

Selling to the Hot Buyers, Generation

X and YBob Green

STORIS

Sales 2011—The New Approach

Joe MilevskyJRM Sales & Management

12:0

0-1:

00pm

Lucky 7! For a Hot ‘11

Doug KnorrKnorr Marketing

Color InfluencesMargi Kyle

The Designing Doctor

The Science of Sleep—Don’t Sell

Mattresses, Sell the “Quality of Life”

Ron WolinskiProfitability Consulting

Group

CLOUD Technology—Is it

For You?Diane Covel

Myriad Software

1:30

-2:3

0pm

Is Your Business Ready For The Next

5 Years?Profit Management

Promotions

The Essence of Retail

Gerry MorrisInnerSpring

The Crackle! Factor: Turning Your Business Off

Auto-PilotRich Kizer &

Georganne BenderKIZER & BENDER Speaking!

Pay For Performance

David McMahonPROFITsystems

3:00

-4:0

0pm

Online Marketing —Now or (maybe)

Never!Rafferty PenderyGrey Suit Retail

Social What?1,2,3 for Social

NewbiesJulia RosienSocial ,North

Marketing to Tomorrow’s

Consumer Today: Beyond the Internet

to IntergrationRegina Dinning

Banner Marketing

Attract, Capture, and Convert Shoppers

into CustomersMark Lacy

The Furniture Training Company

The Business Survival Academy Series with World Market Center - C-3

Actions for Transactions

Philip GutsellGutSELL & Associates

Merchandising for a Must-See, Must-

Be-There Retail Experience

Connie PostConnie Post Companies

Intergrated Inventory

ManagementMaggie GillamGillam & Co.


4:00

-5:0

0pm

SEMINAR LOCATION C-488/496FR

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S-8 January 24-28 2011 retailer reSource center — c-488/496 contact WHFa at www.WHFa.org or (800) 422-3778.

Sunday, January 23, 2011

noon–5:00 p.m.

Las Vegas Market: The Profit WorkshopIn the WHFA’s Retailer Resource Center seminar room C-488/496

Sponsored by Western Home Furnishings Association Academy Series Education

ACADEMYWHFA and Profitability Consulting Group

Lunch & refreshments served. Seating is limited, register now by calling the WHFA offices at (916) 784-7677. $15 per person

It’s not What you Sell That Makes a Business Profitable…It’s What you Keep!The Profit Workshop is for owners and sales managers who want the latest information on technology and proven practices for a better bottom line in all departments. This workshop will inform and motivate you to take a closer look at your operations and make the changes needed to survive and thrive in today’s competitive marketplace.

Sunday’s workshop will include powerful one-on-one consulting with the leaders of Profitability Consulting Group. review and discuss your 2011 business plans and analyze problems specific to your business and operation. This session alone could have a dramatic impact on your profitability for years to come.

Workshop Overview: • Technology Footprint • The Science of Sleep • Customer-focused Delivery • Delivery Fee Strategy • Additional Modules presented Monday and Tuesday at market.

Monday, January 24, 2011

9:00–10:00 a.m.

The Psychology of Sales!Brad Huisken, IAS Training

Most salespeople believe that the goal of a sales presentation is to make a sale. When in reality making a sale is only half of the job. When a customer comes into a furniture store today, they are not looking for furniture. They are looking for a place and a person from whom to buy furniture. Brad Huisken will lead participants through a fun and motivational seminar on the psychology of sales. In addition, this seminar will detail the real goal of a sales presentation and the three types of customers that come into a furniture store and how to maximize each potential customer type.

10:30–11:30 a.m.

WHFa academy Series – The Profit Workshop

ACADEMYWHFA

Module 4—Financial MatrixWhether or not you attended Sunday’s workshop, the Financial Matrix module will be a valuable seminar. All business is a numbers game. There are 40-70 unique processes in your store and only one of them generates revenue—sales. All the others generate profit. Attend this module and learn how to keep more of it!

12:00–1:00 p.m.

Lucky 7 for a Hot ‘11Doug Knorr, Knorr Marketing

From traditional marketing, the Internet and social media to merchandising and operations, Doug Knorr will integrate case stories and anecdotes to illustrate what you must do to improve your “luck!” Contributing author to Western Retailer magazine, Doug is uniquely qualified to share what’s working and what’s not. His fast-paced, fun and information-packed seminar will outline the seven things you can do to make your company more successful in 2011.

1:30–2:30 p.m.

Is your Business ready For The next Five years?Profit Management Promotions (PMP)

As furniture retailers, we all agree on one thing: The furniture business—the way we once knew it—has changed dramatically. The Great Recession hit. Consumers suddenly had less time and less money to spend and they had a multitude of new choices for where to buy their home furnishings. Your business model may have worked in the past, but it may not be the right model for today. In this timely seminar, senior consultants from PMP will outline the key strategic, financial and operational questions you need to be asked today in order to position your store for substantive growth tomorrow.

3:00–4:00 p.m.

online Marketing—now or (maybe) never!Rafferty Pendery, Grey Suit Retail

Which tactic is better, organic search engine optimization (SEO) and paid-search advertising? Only after discovering your company’s goals and unique situation can you arrive at a solid solution. Before pursuing either an SEO campaign or pay-per-click (PPC) advertising (or both), you need to know how each works. Understanding your philosophy, return on investment (ROI) objectives, budget, and numerous other monetary and marketing factors is the only way you should allow your money to be spent. To determine which, or what combination of both, offers the most bang for your buck, we examine five “models” that your company can implement.

4:00–5:00 p.m.

Business Survival Series: WHFa academy, Meeting rm on C-3

actions for TransactionsPhilip Gutsell, GutSELL & Associations

A power-packed seminar outlining the skills and techniques that close more sales today plus create add-ons and referrals to help you overcome the “They just aren’t buying” blues.

TueSday, January 25, 2011

10:30–11:30 a.m.

WHFa academy Series – The Profit Workshop

ACADEMYWHFA


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contact WHFa at www.WHFa.org or (800) 422-3778 retailer reSource center — c-488/496 January 24-28 2011 S-9

Module 5—Change ManagementWhether or not you attended Sunday’s workshop, the Change Management Module will be a valuable seminar on the principles of successful change because the business you have today is not the business you had five years ago.

12:00–1:00 p.m.

Color Influences—The Six Steps to Success in Life and Work

Margi Kyle, The Designing Doctor

Learn how to work more effectively with your clients and family by understanding your personality through the colors your eyes go to. Forget your favorite colors, the colors you like to wear and the colors you decorate with. Your eye is drawn to certain colors and these are the colors that tell us your story. Your personality traits are vibrantly exposed as we examine your color profile. Have fun and explore how you can communicate more effectively at work and at home with this insightful and colorful session.

1:30–2:30 p.m.

The essence of retailGerry Morris, Inner SpringThere is a moment in time, where all the efforts of manufacturers and retailers come down to a single conversation between Retail Sales Associate (RSA) and shopper. This is where the ownership of goods is transferred from the supply side to the demand side of the equation. Learn how every decision you make and action you take should have the purpose of facilitating that exchange. This focus will most certainly translate into higher sales, happier RSA’s and most importantly, satisfied customers.

3:00–4:00 p.m.

Social What? 1, 2, 3 for Social newbiesJulia Rosien, Social NorthCompanies that enter social networking with the intent on making friends first and selling second, win. They reap rewards of increased sales, loyal customers and brand disciples. But setting up a Facebook page is more than just opening an account. It’s about strategizing how you’ll present your content, learning how often to update your content and what content is better left off it altogether. If you want to bring your business into the social networking world, Julia Rosien can help you strategize your approach. Minimize the risks, reap the rewards.


(continued from page S-9)

S-10 JAnuARy 24-28 2011 RetAileR ResouRCe CenteR — C-488/496 Contact WHFA at www.WHFA.org or (800) 422-3778.

10:30–11:30 a.m.

Selling to the Hot Buyers, Generation X and y—Why a Powerful eCommerce Presence is necessary!Bob Green, STORIS

Many retailers are changing their eCommerce selling strategies to entice today’s key purchasers: the “under 45s, Generation X and Y. This presentation includes top features required for your eCommerce solution to gain the attention of the Generation X and Y buyers, while also being a revenue generator. Learn how to increase selling power and market to the younger generations with your online presence.

12:00–1:00 p.m.

The Science of Sleep—don’t Sell Mattresses, Sell “Quality of Life”Ron Wolinski, Profitability Consulting Group

As home furnishing retailers, we have the power to improve the “quality of life” of our customers when working with them in our bedding galleries if we choose to do so. It all depends on our selling approach. We can simply sell products or commodities, or we can educate our customers to understand the benefits of quality sleep, and how it affects

4:00–5:00 p.m.

Business Survival Series: WHFa academy, Meeting rm on C-3

Merchandising for a Must See, Must-Be-There retail experienceConnie Post, Connie Post Companies

Review the latest merchandising trends form Paris, Cologne and the recent NY National Retailers Federation conference.

WedneSday, January 26, 2011

9:00–10:00 a.m.

My Website is ringing the register!Steven Mclendon, MicroD

With the overwhelming majority of consumers starting their shopping experience online and making preliminary purchasing decisions, the power of your website’s ability to engage and inspire the consumer has never been more rewarding! This seminar will explore some of the key strategies, functions and website content and attributes that are driving the consumer to the store, increasing store traffic and sales, “Ringing the Register”.


(continued on page S-12)


every aspect of their daily lives. We can differentiate ourselves from the competition by providing answers and solutions to a better “quality of life” by utilizing the science of sleep in working with our customers and establishing a deeper and more professional relationship.

1:30 – 2:30 p.m.

The Crackle! Factor: Turning your Business off auto PilotRich Kizer & Georganne Bender, KIZER & BENDER Speaking!

You may have noticed that there’s something missing lately. Too many stores look and feel the same: stale, uninspired and staffed with people who look like they’d much rather be some place else, doing something else. Now, you might read this and think, “Not my store!”, but what if your perception is wrong? What customers think is what counts, and today’s savvy customers want stores that CRACKLE!

Rich Kizer and Georganne Bender call it “The Crackle Factor™”, that wonderful feeling of anticipation you get every time you visit your favorite retailer. That “you never know what cool thing is around the corner” kind of feeling that builds in the pit of your stomach. Crackle! isn’t the services you offer, the merchandise you sell or even what’s inside the four walls of your store; Crackle! is what customers’ feel each time they walk in your front door.

3:00 – 4:00 p.m.

Marketing to Tomorrow’s Consumer Today: Beyond the Internet to IntegrationRegina Dinning, Banner Marketing

Today’s consumers have a wealth of information at their fingertips thanks to an explosion of technological devices and applications in recent years. These sophisticated shoppers demand a seamless experience from browsing to purchasing, whether it’s online or in the store.

During the seminar, Marketing to Tomorrow’s Customer Today: Beyond the Internet to Integration, presented by Banner Marketing, you’ll learn valuable tips on: Evaluating Your Target Customer and How Best to Reach Them • How to Evaluate Your Current Marketing Platform • Key Steps Toward Integration • How to get started.

4:00 – 5:00 p.m.

Business Survival Series, WHFa academy, Meeting rm on C-3

Integrated Inventory ManagementMaggie Gillam, Gillam & Co.

Former Wall Street Analyst says retailers that do better will be the ones that integrate inventory seamlessly between brick and mortar and Internet.

THurSday, January 27, 2011

9:00 – 10:00 a.m.

upgrade your Warehouse and deliveryDaniel Bolger, The Bolger Group

Come to this seminar to get tips that will make customers love your company because you will have made a perfect delivery. Your delivery

crew, backed up by the warehouse team is an extension of the sales effort. It is the first step toward getting that customer’s next order. You will leave this program with specific examples that will provide positive benefits in customer satisfaction and your profitability.

10:30 – 11:30 a.m.

Sales 2011––The new approachJoe Milevsky, JRM Sales & Management

In the past you might have been able to get away with huge variations in salespeople’s performance. In 2011 the level of sales service must be exceptionally high and consistent regardless of the skill set of the greeting salesperson. In 2011, there must be a new approach to sales. Where do you find salespeople with great skill sets? How do you take their innate skills and develop their performance to achieve your goals? How do you measure to truly comprehend their differences in performance? How do you hold them accountable while creating a positive and fun working environment? Join the discussion and make 2011 exceptional.

12:00 – 1:00 p.m.

CLoud Technology – Is it For you?Diane Covel, Myriad Software

The CLOUD environment is affecting technology in many different industries. This environment offers cost savings and convenience. It requires low maintenance on the furniture retailer’s part and offers regular upgrades with no hardware server required. The CLOUD is catching on and changing the way we look at our technology needs. Myriad Software will explain how this environment works, what the benefits are, and why you should review this option before making your next technology purchase or upgrade.

1:30 – 2:30 p.m.

Pay for PerformanceDavid McMahon, PROFITsystems

Would you like to motivate ALL of your employees and business partners so that you can achieve greater profitability? In this seminar, David will tell you how to create an effective PFP program and give you over 20 examples that you can take home with you. Pay For Performance is a program that makes your business stronger and employees happier. Join this seminar and find out how you can do it today!

3:00 – 4:00 p.m.

attract, Capture and Convert Shoppers into CustomersMark Lacy, The Furniture Training Company

“You didn’t hear a word I said.” How many times has someone said that to you? Chances are your customers are thinking it all the time when they talk with your salespeople. It seems that listening has become a lost art. This seminar will teach you four critical listening skills to take back and teach to your salespeople. Your staff will quickly have every shopper talking about their real furniture wants and needs. This seminar will show you how to use the shoppers’ own words to close every sale and send them home with a room full of furniture!


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Jerome’s Furniture made a number of changes to make buying from them as easy as possible. One change was to offer GE Money financing at the beginning of the sales process so customers knew what they could really afford. Customers appreciate knowing their financing options up front and are more comfortable making a purchase decision. “By staying focused on selling furniture and creating the best customer experience with GE Money,” Lee Goodman says, “we’ll set ourselves apart, stay strong, and gain market share.”

GE Money is invested in Jerome’s Furniture.

Stop by Building C Retailer Resource Center Booth #15

gemoney.com

and thEy COME tO US FOR thE BESt CUStOMER EXPERIEnCE.

JEROME’S COMES tO GE MOnEy

Randy StEwaRtRelationship Manager, GE Money

lEE GOOdManPresident and CEO, Jerome’s Furniture

JEROMES 8.875x10.875 0910.indd 1 11/23/10 2:06 PM

31QuestionstoASK

Most reps love markets because they get to do what they love to do—present product. Reps are a wealth of information about their product and factory, as well as knowledge about the marketplace and trends. Because everyone is showing their best stuff at market, be sure you use this time to tap into the information flow for more than just what is the new product offering.

Furniture Sales Reps have a unique position in the home furnishings industry insofar as they see all sides of the distribution cycle from factory, to retailer, to end user of the product through customer service issues. Here are some of the questions you can ask furniture reps as you go through the showrooms. These can be asked if it’s a new vendor or if you are looking to grow with existing vendors.

Product Questions

1 What new products will work for my store?

2 What’s old that’s working, and I’m not carrying?

3 What are your top five best selling items?

4 What new product is the factory working on developing based on successes they have had?

5 What works, and what doesn’t work in displaying the product?

6 How does your product stack up against your competition? (Don’t be shy about telling him what you saw elsewhere and see why there is a difference. Your customer will ask you so get the rep to answer for you.)

Factory Issues

7 How’s business? With challenging economic times, you want to be sure the factory will be around.

8 What are the factory’s strengths?

9 What are the factory’s weaknesses?

10 How does the product flow? Average lead times, freight accommodations, container versus domestic warehouse availability

11 Credit—in-house or factored?

12 Any special allowances for prompt pay?

13 Any discounts for quantity purchases?

Marketplace Questions

14 What stores in my area are carrying your product?

15 What are they carrying, and how are they doing with it?

16 Are there any distribution issues I should be aware of and with whom?

17 What are the best practices reps see others using?

18 How are other retailers successfullypresenting the rep’s product?

Customer Service Issues

19 How do they handle defective products?

20 How do they handle damaged product?

21 How do they handle credits?

Sales Support

22 What is availability of point-of-purchase materials—pictures, price lists, swatches and signage?

23 Costs, if any, to purchase?

24 How often are they updated?

31 Questions You Should Ask Your Furniture Sales Rep While At Market

by Mike Root


Advertising Support

25 What is the co-op availability?

26 How about high-res pictures, ad slicks or any other help available from the factory?

Training Materials27 Sales training aids like product info sheets,

written sales presentations?

28 Sales presentations on video or online for associates to access?

Marketplace Trends29 What fashion trends do you see in the market?

30 What colors or finishes are working for the factory or for other retailers in your market?

31 What’s next for the style category the factory represents?

Remember, good retailers are always open to seeing what is new because you never know where

the next “hot” line may come from or who might be repping it. The best merchants take time to look at everything that fits their style category or price points. Markets are a perfect time to look for what’s new—whether it be in product or in vendors. Be open to new areas for growth, and ask the rep the right questions to discover if the factory and product are a good fit for you and your store.

Mike Root is president of Furniture Sales of Mid-America, a furniture wholesale and rep company in the Midwest and Rocky Mountain states. Mike also runs a marketing company to help furniture retailers grow their businesses through innovative marketing. More information can be found at www.FurniturePromotions.com. Mike serves on the Executive Committee of the International Home Furnishings Representative’s Association (IHFRA). Mike’s perspective is one of a third generation furniture guy who has been involved in many aspects of the furniture business including furniture retail, wholesale and rental. More information about Mike can be found at www.MikeRoot.com or by email at [email protected].


Company Booth numberACA - Advertising Concepts of America ........................26Bank of America ..............................................................31Certegy Check Services ....................................................30CrossCheck .......................................................................35Custom Design Software ................................................28Delivery Solutions, Inc. ....................................................38Diakon Logistics ................................................................. 3Escalate Retail .............................................................8 & 9Furniture Training Company ..........................................19Furniture Wizard ............................................................... 1FurnitureDealer.net .................................................. 4, 5, 6FurnServe .........................................................................21GE Money ........................................................................16Genesis Software Systems ...............................................27Guardian Protection Products .......................................... 7iFurniture.net .................................................................... 2IntelliTouch Digital Solutions, Inc. ................. Launch PadJRM Sales & Management ..............................................40Mail America ...................................................................24MicroD .............................................................................11Myriad Software .................................................... 14 & 15NuGuard Surface Protection ..........................................39Profitability Consulting Group .......................................22PROFITsystems, Inc ................................................ 32 & 33San Diego Sign Company ................................................25STORIS Management Systems .............................. 17 & 18TigerTrade ........................................................................36Truckskin, LLC ..................................................................10ViewIT Technologies .......................................................12Western Home Furnishings AssociationWHFA Warehouse Store as of 12/5/10

The WHFA RRC MarketPlace is where you can visit 40 business service providers eager to help revitalize your operations. Market is the best place to find resources for every part of your business. Your success is more than inventory and the RRC MarketPlace is more of what you need. Check out www.WHFA.org and click on the RRC logo to view a complete listing of service providers showing at the January Las Vegas Market.

est.1944

The RRC is brought to you by:





Retailer Resource Center Map

contact WHFa at www.WHFa.org or (800) 422-3778 retailer reSource center — c-488/496 January 24-28 2011 S-17

Retailer Resource Center Information

As the Las Vegas show approaches consider these ideas to give you a fresh focus on who your customers are. You are looking for a

return on your investment. Properly preparing yourself for the furniture market is a process that will reward you with great dividends. Being prepared for your market trip will not only give you a plan on where to shop, but also a focus on what to buy, what not to buy and why.

The three main segments for a successful market experience begin at your store:

• Pre-Market process • Working the Market • Post Market

Pre-Market Preparation Seek input from your salespeople, your

operational staff, run appropriate merchandising reports, seek information on the latest trends in the furniture industry and determine items to be eliminated from your lineup. Their total commitment can ensure that you are headed in the right direction with your merchandising processes.

Understanding and utilizing the appropriate merchandising reports will position setting the standards of performance using GMROI (gross margin return on investment) to determine the

effectiveness of your merchandising program. I recommend that you review each category and drill down within each looking at the individual vendors and individual items within each vendor. This will help to ensure that you don’t buy goods that will compete with something you already have and plan to keep in your lineup.

You want to buy predetermined styles, retail price points and quantities that you have deemed to meet your customers’ needs. Merchandise you have selected to eliminate becomes your target shopping plan.

In order to get the edge and insight in furniture fashions and trends read the industry’s trade publications and public shelter magazines. In the public shelter magazines you will see how the general public is being influenced in creating the home furniture environment it desires. This information will give you the insight to know what to look for during market and should help to make your time at the market productive.

Work The MarketYour plans should be set to look at new

introductions and the best sellers within each vendor’s lineup. This is not necessarily the time to buy as much as the time to gain information that you need to make your future merchandise decisions objectively.


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Take notes and plenty of digital photographs. At the end of each day save some time to review what you saw and compare it with your merchandise plans. You want to take photographs of merchandise that you’ve committed to and merchandise in which you are seriously interested in. Also take digital photographs of displays that you would like to emulate in your showroom.

Your shopping plans should include the time to shop your competitors’ vendors. Also include shopping vendors with whom you are currently not doing business with because their products may fit your merchandise program in the future.

Find the time at market to position yourself to get to know the people with whom you do business. Come prepared to give them not just negative feedback, but also positive feedback on what they have accomplished that is good for both your company and theirs. Attend the after-hours functions. The vendors are investing both time and money into knowing you and meeting your merchandise needs.

You are preparing your merchandise program for your post-market buying decisions. This can be done when you return home or at the end of each day while you are at the market. Decisions should not be made until you have had the opportunity to shop the complete merchandise presentations for any particular category. When a decision must be made in advance to lock up product distribution, you should be prepared with the information you have attained and brought with you from your pre-market preparation.

Post Market Meet again with associates who

have a direct effect on the selling and the flowing of the merchandise. Inform them of your decisions: what the new trends are, the colors and the finishes, etc. They need to understand your plan in order to maintain a succession of discontinued product elimination and the introduction of the new product. Inform the merchandise operational

staff about new vendors and how their systems tie into your systems and processes. Let all of your team members know how their input was helpful in making the decisions.

Bob Moorman is a senior business analyst and consultant for JRM Sales and

Management, Inc. JRM is a consulting and training company specific to the home furnishings industry, www.jrmsales-mgmt.com. Bob’s extensive career in retail management included JC Penney where he held several key management positions and was a corporate senior buyer.


Western Home Furnishings Association 500 Giuseppe Court, Suite 6 Roseville, CA 95678 800.422.3778 [email protected]

Retailer Resource CenterLas Vegas MarketBldg C, 4th Floor

Membership in WHFAgives you IMMEDIATE ACCESS to MEMBER BENEFITS:

The only trade association dedicated to Home Furnishings Retailers in the West

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Ronny Bensimon - President/COO, Dearden’s“After running our own delivery service for 89 years, we questioned the value of outsourcing. DSI helped us define our labor needs and brought in a professional staff of drivers and management who upgraded our service almost immediately. I would recommend Delivery Solutions to anyone who needs an experienced, professional, and accountable delivery service.”

Mike Combest - Vice President/Operations, Sleep Train - Mattress Discounters“We like working with a company that has integrity and a value system for their employees. Our DSI account personnel and contract drivers strive to satisfy our customers and our consumer surveys show that they succeed.”

Larry Miller - President/CEO, Sit ‘N Sleep“They (DSI) handle the scheduling, contact the customers and offer great service. We’ve been absolutely thrilled with them. We have hundreds of deliveries going out daily. Outsourcing deliveries allows us to focus on what we do best - retailing.”

Mike Combest - Vice President/Operations, Sleep Train - Mattress Discounters “We like working with a company that has integrity and a value system for their employees. Our DSI account personnel and contract drivers strive to satisfy our customers and our consumer surveys show that they succeed.”

DSI does “Whatever It Takes... to Deliver.”Our clients agree and confi rm the value of their partner relationship with Delivery Solutions:

Ronny Bensimon - President/COO, Dearden’s“After running our own delivery service for 89 years, we questioned the value of outsourcing. DSI helped us defi ne our labor needs and brought in a professional staff of drivers and management who upgraded our service almost immediately. I would recommend Delivery Solutions to anyone who needs an experienced, professional, and accountable delivery service.”

Judy Lawrence - President/CEO, Howard’s Appliance, Inc.“We partnered with Delivery Soultions in October 2008. They brought a level of professionalism for appliance and electronic deliveries that stands above the others toour staff and management. The high level of customer service they provide isexcellent. We are happy with the overall results they are able to give, fromcommunication, billing, insurance and most importantly how the customer is treatedat the end of the transaction.”

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Babak Ghaznavi - President, Paul’s TV“Delvery Solutions provides us with control over our delivery operations without theescalating costs of labor, insurance & equipment, with the added benefit of minimizingrisk. Having DSI as a strong outsource partner gives us the flexibility to expandquickly and handle severe swings in our delivery volume, while maintaining a high levelof customer service.”

Delivering for the Home Furnishings industry since 1997

Over 450,000 deliveries annually

Come see us at the World Market Retailer Resource Center, Building C, Level 4

FurnitureAshley Furniture

Dearden’sDirect Buy

EasyLife FurnitureScandinavian Designs

BeddingMattress Discounters

Sit ‘N SleepSleep America

Sleep TrainThe Sleep Shoppe


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Documents

RRC January Market Supplement