Retail Observer

RETAILOBSERVER.COM APRIL 2018 52 I 've been working in the Furniture Industry since 2003 and I love it. I'm learning continuously, and it's great watching dealers evolve to serve today's consumers. You see, shoppers are behaving differently, and it's not easy to be an independent dealer in today's world. We compete with ecommerce and big box stores, so getting the opportunity to earn a consumer's business is a tough job in its own. When I first jumped (or fell) into this industry, I noticed something. There weren't a lot of young people fresh out of college who were interested in getting into the furniture business. Why was that? I would ask that question a lot when I attended furniture markets and other trade shows. So far, I've heard it all, "It's an archaic industry. Furniture is not cool. Young people find shopping for furniture boring and see our stores as museum-like." I could see some of their points, after all how much action is there, other than watching an adjustable base on a mattress go up and down. Some of the remarks were funny, but some stung a little—were they actually true? As a rookie to the business I didn't like what I was hearing and as time has passed I sometimes come back to those comments. What I've discovered over the years is that furniture can be fun and exciting. Furniture is fashion, its elegant, and I really didn't understand how until I started working at Nationwide Marketing Group. You see, just outside Atlanta, is full concept-to-conversion production studio known as Nationwide Prime Media. It creates and provides an arsenal of training assets, high quality television commercials, a highly functional in-store video system, web videos and more. All are created to help your shopping experience become more information rich and engaging. In recent years, in-store video, has become a big deal. You see, about all a piece of furniture can do is sit quietly, being furniture. However, with strategically placed video screens throughout your store you can attract traffic to your promotions and push products; you can announce your events, offers and customer service advantages; you can demonstrate products and explain their benefits and you can create an environment that's less of a museum and more of a buying zone. With Nationwide's MemberNetTV Ultra can choose from thousands of videos and play them on horizontal TVs, vertical TVs, large TVs, tablet-sized TVs, huge four-screen and nine-screen matrix displays and more. It's furniture, it's retail, AND it's cool. Let's take a closer look at a Nationwide member who has taken full advantage of this forward-thinking concept and is providing the in-store shopping experience millennials are searching for. The member I am talking about is Woodstock Furniture and Mattress Outlet in Acworth, GA. In 1988, the Aaron family opened a 6000 square-foot store with great deals on odds and ends along with scratch and dent furniture. But what customers enjoyed most about the company was the friendly, down to earth atmosphere – still present today. Thanks to an explosion of growth in their area and an increased demand for furniture, this odds-and-ends store soon transitioned into a "Hometown Furniture Superstore" with a great selection. The store became a place where people could find everything they needed to furnish their homes and it quickly became a substantial cornerstone in the home furnishings business. This family-owned business grew and in 2001, moved to their 100,000 square-foot building. In 2005, a second location was opened in Hiram, GA and in 2011 a new venture, Woodstock Mattress Outlet, was opened in Canton, GA. Business has always continued to grow but the Aaron family knew that the way consumers were shopping was changing and their stores needed to change with them. So, the marriage between Nationwide and Woodstock Outlet could not have come at a better time. The Woodstock Outlet team met with the Nationwide Prime Media crew and the connection was immediate. Soon, they had a massive 9 screen TV matrix installed high above their showroom highlighting their impressive England Furniture Gallery. They then added mobile MemberNet TV Ultra kiosks throughout store, either welcoming shoppers or providing product presentations for new merchandise from different manufacturers. The impact has been transformational, and the Aarons have been so pleased with the results, that they're adding the TV wall, kiosk and other interactive messaging tools to all of the other locations. So, if you're looking for a new fresh, exciting and consumer-engaging showroom experience. Take a page out of the Woodstock Furniture and Mattress Outlet book. Build on your success and upgrade to the sales stimulating advantages of in-store video. Thanks to Nationwide's MemberNet TV Ultra, Furniture shopping doesn't have to boring, but it's up to you to create that WOW experience for your shoppers. GOING BIG WITH IN-STORE VIDEO It's furniture, it's retail, AND it's cool! Jeff Rose Furniture Trends Jeff Rose, Director of Furniture, Nationwide Furniture RO

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