Retail Observer

RETAILOBSERVER.COM JULY 2014 52 RO Bill Bazemore Furniture Trends Bill Bazemore is the Vice President of Furniture for Nationwide Marketing Group. Call (770) 442-9726 or visit furniture@nationwidegroup.org. CONSUMERS CHOOSING AM ERICAN BUILT Choices. A consumer has choices to make every single day of their life. Some choices are small and some big, some easy and some are really hard. The question is, what are the factors that make that consumer choose what they want to purchase? Is it price? Is it quality? How about where the product is made? Is it American built? Now I want you to think about those last two words, American Built. Does that really have an effect on purchasing products? Do consumers really think American built still means something? Today, there's an unmistakable mood amongst American consumers. It's a desire to support the American Worker and the American economy through the purchase of products that are built here. GE understands it, so does Whirlpool Corporation, and Chrysler, and Walmart and more. These companies have done their share of market research and they've invested hundreds of millions in marketing campaigns that proclaim their support for American jobs and American-built products. By the way, they continue to do it, so it must be working. Independent businesses are a major component in the engine that drives the US economy. So who is better positioned to make a strong statement of support for American built products and the jobs they create? In March, Nationwide Furniture introduced an exciting exclusive product lineup known as iAmerica, featuring exclusive furniture and bedding from Serta, Jackson Furniture, Catnapper, and Vaughan-Basset. While we know that consumers are receptive to this American built message, we also know that they are saying, "I want value, I demand quality, I expect service and I want it built to last." This "I", the American consumer, is at the heart of iAmerica. The iAmerica initiative was developed with the belief that it will set an independent's company apart in the marketplace with an American-built, quality, value and selection story supported with an ever expanding assortment of exclusive products and a comprehensive array of marketing assets and materials. There are commercials, point-of-purchase materials, web banners, circulars, digital signage videos, web videos, and more. The iAmerica concept was launched more than a year ago and has been piloted in fifteen outlets that include established furniture stores, as well as former appliance-electronics only stores. It's a great way to differentiate their existing merchandising plan or to get into the furniture and bedding business. The consumer expects quality, selection, style, durability and price. If a U.S. manufacturer can fulfill the wants, needs and desires of the end user, they will more often than not buy an American-made product because they want to support the U.S. production worker. Nationwide Furniture heard this message and felt that this was a ground-breaking opportunity to become a market leader with a powerful American built message. The excitement and electricity on the show floor was unbelievable and some retailers were already considering opening iAmerica storefronts. This was a statement made by independent retailers that American built products still resonate in the heart of the consumers. The iAmerica message is what hits home to the consumers, but the message cannot be executed without the right partnership with the right manufacturers. The partnership with Serta, Jackson/ Catnapper Furniture and Vaughan-Bassett for iAmerica, has been a perfect fit for independent retailers. With proprietary product being offered, Nationwide members are able to pick and choose products or do an entire collection for their stores and are able to buy with confidence knowing they cannot be shopped on iAmerica products. Turn-key galleries are being offered to retailers as well. The iAmerica manufacturers also sell branded home furnishing, which is available by contacting the manufacturers representative. With such a strong partnership with these manufacturers and the member's enthusiasm to buy American made products, we feel they have only scratched the surface with iAmerica. Choices are a funny thing in life but when a choice is something you believe in and count on that choice is easy. iAmerica is that choice; it certainly is a name you can believe in, from people you can depend on.

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