February/March 2011 Western Retailer

Jou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

www.WHFA.org

western retailerFebruary/March 2011

50 Reasons People Love Beautiwood... Member Profile:Beautiwood Unfinished Furniture

Western Home Furnishings Association500 Giuseppe Court, #6Roseville, CA 95678

CHANGE SERVICE REQUESTED

est.1944

Western Home Furnishings Association

E

committed to

join emerald at high point market april 2-7we are located in the center point building space 201

emerald home furnishings offers a full line of upholstery,

bedroom, dining, occasional tables, mattresses and accessories.

(253) 922-1400

401 S Hamiton

Space 201High Point, NC

www.emeraldhome.com

STYLE

Contact WHFA at www.WHFA.org or (800) 422-3778 F E B R U A R Y/ M A R C H 2 0 11 3western retailer

IT’S ALL ABOUT SALES & MARKETINGFacebook Strategy 101 ................................ 10

THE WORLD AROUND USMarket Strategy – Revisiting“What’s Right with America” ...................... 13

ASSOCIATION ACHIEVEMENTSYour 2010 Association Achievements ... 18

THE WORLD AROUND USThree Surefire Ways to StopWhining and Start Winning! ..................... 22

OPERATIONAL EXCELLENCECustomer Focused Delivery ...................... 24

RETAILER RESOURCE CENTERNew RRC Excels in Meeting Retailerand Vendor Needs ........................................ 28

est.1944

Western Home Furnishings Association

table of contentsJou rna l o f the Wes te rn Home Furn i sh ings Assoc ia t ion

western retailer

Western Home Furnishings Association is the western affiliate of National Home Furnishings Association

contactPhone: (800) 422-3778 (12 western states)

(916) 784-7677Online: www.WHFA.orgFax: (916) 784-7697Mail: 500 Giuseppe Court, Suite 6

Roseville, CA 95678Facebook: www.facebook.com/WesternRetailer Twitter: www.twitter.com/WesternRetailer

featured articles

RRCRETAILERRESOURCE CENTER

est.1944 western retailerACADEMYWHFA

in every issueIndustry Beat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 & 30

Member Profile: Beautiwood Unfinished Furniture . . . . . . . . . . . . .16

Program of the Month: CrossCheck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

EDITORIAL STAFF

MANAGING EDITOR: Melissa Dressler ............................... [email protected]

ADVERTISING MANAGER: Cindi Williams [email protected]

DESIGN AND LAYOUT: Smithtonian Graphic Design [email protected]

2011 WHFA OFFICERS AND EXECUTIVE COMMITTEE

WHFA PRESIDENTAngel Lopez - Dearden’s, Los Angeles, CA .......................................(213) 362-9600

PRESIDENT ELECT Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID .........(208) 326-3407

VICE PRESIDENT Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ ...(480) 483-3327

TREASURERLael Thompson - Broyhill Home Collections, Aurora, CO ..................(303) 360-9653

SECRETARYChuck Kill - Bedmart, Tucson, AZ ......................................................(520) 887-7039

EXECUTIVE COMMITTEE CHAIRClaudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ ..............(480) 951-3239

PAST PRESIDENTSMarty Cramer - Cramer’s Home Furnishings, Ellensburg, WA ..........(509) 933-2172George Nader - Nader’s La Popular, Gardena, CA ...........................(310) 327-8585

EXECUTIVE DIRECTOR Sharron Bradley - WHFA, Roseville, CA ............................................(916) 784-7677

AT LARGE EXECUTIVE COMMITTEE MEMBERS

Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500

Howard Haimsohn - Lawrance Contemporary, San Diego, CA ......... (619) 291-1911

Marvin Kerby - Kerby’s Furniture, Mesa, AZ ......................................(480) 834-3888

Karen Kohlman - West Harvard Furniture, Roseburg. OR ................(541) 673-4221

WHFA/NHFA LIAISON

David Harkness - Harkness Furniture, Tacoma, WA ..........................(253) 473-1234

WHFA BOARD MEMBERS

Carol Bell - Contents, Tucson, AZ .....................................................(520) 881-6900

Buzz Burnett - Treasures Furniture, San Diego, CA ..........................(858) 586-1900

Gene DeMeerleer - Furniture West, LaGrande, OR ..........................(541) 963-5440

Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ .......................(928) 855-6067

Mark Flegel - Flegel’s Home Furniture, Menlo Park, CA ...................(650) 326-9661

Greg Follett – Follett’s Furniture, Lewiston, ID ..................................(208) 743-0177

Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA ...............(714) 210-4848

Travis Garrish - Forma Furniture, Fort Collins, CO ............................(970) 204-9700

Giff Gates - Gates Furniture, Grants Pass, OR .................................(541) 476-4627

John Grootegoed - Elite Leather, Chino, CA .....................................(800) 826-9971

Eric Harms - Black’s Home Furnishings, Yreka, CA ..........................(530) 842-3876

Julian Jeppe - Reeds Furniture, Agoura Hills, CA .............................(818) 597-7800

Tim Koerner - Koerner Furniture, Coeur D’Alene, ID .........................(208) 666-1525

Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID ............(208) 983-1040

Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549

Michael Nermon - Ergo Customized Comfort, Irvine, CA ..................(949) 833-0338

Cherie Rose - The Rose Collection, Los Gatos, CA ..........................(408) 395-7773

Scott Selden - Selden’s - Tacoma, WA ..............................................(253) 922-5700

Mike Shuel - Meredith Furniture, Yakima, WA ...................................(509) 452-6221

Tom Slater - Slater’s Home Furnishings, Modesto, CA .....................(209) 522-9097

Polly Teeter – Del-Teet, Bellevue, WA ................................................(425) 462-1500

WESTERN HOME FURNISHINGS ASSOCIATION STAFF

Executive Director: Sharron Bradley ...............................................(916) 960-0345

Asst. Exec./Marketing Director: Kaprice Crawford .........................(916) 960-0346

Business Manager: Janice Carlson .................................................(916) 960-0347

Events Manager: Cindi Williams ......................................................(916) 960-0277

Operations/Warehouse Manager: Jef Spencer ..............................(916) 960-0386

Editor/Communications Coordinator: Melissa Dressler ................(916) 960-0385

Membership Manager: Michael Hill .................................................(916) 960-0263

Member Services Rep: Adam Gardner ...........................................(916) 960-0291

Accounting Assistant: Melody King ................................................(916) 960-2476

© 2011 Leggett & Platt Consumer Products Group, a division of Leggett & Platt, Incorporated

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ON THE COVERImages from Beautiwood Unfinished Furniture.

For complete story, see page 16.

President’s Message

Angel LopezDearden’s Furniture Los Angeles, CA (213) 362-9600 [email protected]

Angel Lopez 2011 WHFA President

2011 is looking good for most industries, and now is the time to invest. When I say investing, I don’t mean making the typical investment but making an investment that will yield returns that are unsurpassed by most standards of measurement—investing

in yourself! I would like to encourage you to attend the upcoming Conference in San Antonio, which is going to be one of the best ever. The education, sessions and speakers have been selected with the retailer in mind.

The times we are living in today require that we watch expenses like a hawk. We want to make sure that every dollar we spend is justified. Sometimes the line between what is an expense versus an investment gets a little blurred. When that happens, we may make the mistake of categorizing a legitimate investment as an expense and forgo making the investment.

Here are two “investments” that are well worth considering:

1. The upcoming 2011 Home Furnishings Industry Conference, April 30–May 2, is going to be one of the best industry events and an opportunity you do not want to miss. This will be the first of its kind all industry conference; take advantage of the opportunity to network and learn of the best practices for our industry. I guarantee you will not be disappointed and will agree with me that return on this investment was well worth the money.

2. If you are not already a member of WHFA, you should consider becoming one, or if you are already a member, encourage your friends in the business to become members. The services, products and opportunities that WHFA offers its members makes the investment in membership dues a must have!

Our company has been a member of WHFA for many years, and we truly believe that out of all the associations that we belong to; WHFA gives us by far one of the best returns on our investment. One of the biggest returns that we enjoy is the privilege of the relationships we have forged with other retailers. Over the past few years, we have been able to help each other through some trying times. The synergy that is created from these retail professionals enables everyone to walk away with more than what each individual contributed.

I hope to see you in San Antonio on April 30.

6 F E B R U A R Y/ M A R C H 2 0 11 Contact WHFA at www.WHFA.org or (800) 422-3778western retailer

Editor’s Message

Last month’s magazine is available online at www.WHFA.org.

Melissa DresslerWestern Retailer Managing Editor

(916) [email protected]

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Follow Western Retailer magazine and WHFA on Facebook and stay up-to-date with the latest industry and WHFA news.

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The Power of Relationships

It’s often said that it’s not what you know, but who you know. Your relationships with your employees, customers, family, friends and others in the industry help shape who you are as an individual. Unfortunately, most of us get busy and wrapped up in the day-to-day things that we

forget to continue to invest in our relationships with others.

This month’s member profile, Karen Mansfield, manager of Beautiwood Unfinished Furniture in Fresno, Calif., understands the power of her relationships with others. Karen is dedicated to serving God, her employees, customers and community. By continually focusing on her relationships with others, she has created an exceptional business that serves three generations. Her employees are loyal and a part of her extended family. They are willing to go the extra mile for her as well as Beautiwood’s customers—one employee even had his wife come in to help out on a Saturday to allow Karen and her daughter some time outside of the store. How many of your employees would do that for you?

This year’s Home Furnishings Industry Conference, April 30-May 2 in San Antonio, Tex., is a first of its kind industry event that will be focusing on your relationships with others. The event will be bringing together different kinds of knowledge, skills and resources, which is the power of partnerships. The entire industry has had a rough time the last few years—now is the chance to come together, listen, share and move the industry forward, together. Every year I write about how great conference is, and it’s because I truly believe it is one event that can’t be missed. Retailers, vendors, manufacturers and industry partners are all there to share and learn from one another.

Take the time to invest in your relationships with others. Whether it is your family, customers, employees or the industry, make 2011 the year that you once again focus on your relationships with people—it will truly be a rewarding experience.

P.S. For more information about the Home Furnishings Industry Conference, visit www.homefurnishingsconference.com.


Industry BeatIndustry Beat

Selden’s Home Furnishings, in Tacoma, Wash., hosted the west coast retail launch of the new Keno Bros. collection last

November featuring acclaimed furniture experts and twin brothers, Leigh and Leslie Keno, who designed the new line for Theodore Alexander.Attended by more than 300 consumers, the display of the collection was designed as an exhibit of fine furnishings—a nod to the Kenos’ background with America’s top auction houses—but with a decidedly modern flair in keeping with the furniture collection’s design perspective. Throughout the lively presentation the Kenos showcased signature pieces, discussed the key elements common to all fine furnishings, and shared how they melded classic decorative art forms, sculpture, and even racecar design into their furniture designs. Afterwards, the brothers signed pieces of the furniture and talked with guests until late into the evening.The Keno brothers started their Pacific coast visit with an appearance on “New Day Northwest,” a popular live morning TV talk show in Seattle. Later, they held a private reception for the Selden’s staff.“This was by far one of the most successful private events that we’ve had at Selden’s,” said Scott Selden, president of Selden’s Home

Furnishings. “The draw of the Keno brothers was key to the event’s success and attendance; their presentation caused a flurry of sales that night immediately following the program.”Selden’s was the “perfect place to kick off the retail rollout of this exciting new collection,” added Theodore Alexander USA President Russell Towner, who also attended the event. “The Keno Bros. are so enthusiastic and engaging, and they really connected with the audience. Their genuine love of furniture design creates an air of excitement that is infectious and enjoyable.”Introduced at the April High Point Market, the Keno Bros.’ collection is an eclectic, classically modern mix of 18th through 20th century styles. Key features include the use of exotic woods, flowing, organic shapes, fine craftsmanship and elegant yet functional details.“We believe furniture has to be good through and through—not just beautiful, but well made,” said Leslie Keno. “People always ask us, ‘what furniture is being made today that will be collectible tomorrow?’ And we tell them, ‘it’s pieces that show true craftsmanship and quality.’”The collection includes dining and occasional tables, chairs, sideboards, cabinets, chests, desks, bookcases and accent items.For more information on Selden’s Home Furnishings, visit www.seldens.com.

Below (l-r): Leslie Keno, Scott Selden, Leigh Keno, Russ Towner (President, Theodor & Alexander), Ted Sherman (Theodor & Alexander).

Above (l-r): Stan Selden, Scott Selden, Leigh Keno, Leslie Keno, Loni Selden-Cross, Jake Cross.

Theodore Alexander’s Keno Bros. Collection Debuts at Selden’s Home Furnishings

More Industry Beat continued on Page 30

AFFORDABLE EDUCATION, EXCITING DESTINATION!When hundreds of successful retailers and industry professionals come together to find solutions, the outcome is a benefit to the bottom line of every operation. From top 100 retailers to one store operations, no one will want to miss the world class education, peer-to-peer networking and the dynamics of a united industry. Take home new skills that are easy to implement,

resources to refer to throughout the year, and friends to call on for a lifetime. With the Buy-One-Get-One* (BOGO) offer and all of the additional incentives and add-ons, the HFIC is the best value for your business in 2011.

*To qualify for the Buy-One-Get-One discount, you must be a qualifying retail member of one of the partner organizations hosting the Home Furnishings Industry Conference.

A P R I L 3 0 – M A Y 2 , 2 0 1 1

2 0 1 1 H O M E F U R N I S H I N G S I N D U S T R Y C O N F E R E N C E

THE HEART OF THE INDUSTRY ...

DEEP IN THE HEART OF TEXAS ...

John Moore Marketing Mastermind

from Starbucks and Whole Foods

Kelly McDonald Diversity Marketing Expert

McDonald Marketing

Bob Beckel & Cal Thomasof USA Today’s

Common Ground Column


It’s All About Sales and Marketing

Kevin Doran R&A MarketingCo-Owner

Facebook has become a social foundation for communication. People can see what you’re doing, where you are doing it, how

you are doing it, and why you’re doing it—as you are actually doing it. We have entered the Facebook age. It’s time to jump onboard and join Mark Zuckerberg’s (creator of Facebook) vision of making communication easier. Oh, did I mention that’s why he was named Time magazine’s Person of The Year in 2010. Are you one of those people who believe social networking sites, like Facebook, are merely sites where your sons and daughters play? Take a closer look at the stats below, and you’ll find social networking will not only help your “cool” factor with your kids grow, it can help your business grow as well. According to the marketing research company comScore, Inc., nearly 140 million people in the United States visited a social networking website in 2009 (www.comscore.com). Social Media Times also reported that 79 percent of all U.S. mothers with children below the age of 18 are active social media users (www.socialtimes.com). Furthermore, 40 percent of mothers who reported making a purchase based on an online recommendation said the recommendation came from Facebook. With Facebook recently reaching 500 million worldwide users, it is now one of the easiest and most cost-effective ways to share your business with a mass audience. While these numbers are remarkable, it’s important to remember that each user is someone who can help spread your ideas and stories to an even larger audience. Each user’s network of friends connects like-minded people who, once they know your business’ story, will share it with the rest of the world. However, they are also the ones who are going to decide if they are going to buy from you in the first place. Each day you wait to interact with this community that is growing in both size and influence is a day you waste in growing your business.

Most retailers are looking for direction, execution and strategy for their online communication. Without a doubt, Facebook is the cream of the crop when it comes to achieving these goals.Facebook, at its core, is about engaging people, building relationships and maintaining a dialogue. According to Facebook, the difference between a personal profile and a business page is that, “Facebook profiles are meant to represent a single individual. Organizations of any type are not permitted to maintain an account (personal profile) under the name of their organization. Facebook business pages are distinct presences, separate from personal profiles, and optimized for an organization’s needs to communicate, distribute information and content, engage their fans, and capture new audiences. Facebook pages are designed to be a media rich, valuable presence for any artist, business or brand.”Since the inception of business pages, businesses have become obsessed with growing the number of fans who have clicked their “Like” button—no matter the price or repercussions. In most situations, an employee or the business owner will merely build a business page and then ask their friends to become a fan of their page. When this happens, it creates a false sense for the consumer who visits the page that the retailer is: (a) important or (b) lazy. Instead of focusing on the number of fans, monitor a free service from Facebook called “Facebook Insights.” Facebook Insights are only visible to the administrators of the Facebook business page, and they provide a detailed report showing how your business page is performing so you can assess its health. It shows statistics of how many active users you have, the specific tabs that have been clicked on the most, the exact age and gender of people looking at your page and the number of views you have on your business page.


There are four key insights useful for gauging your page’s success:1. Monthly Active Users2. Unique Page Views 3. Logged-in Page Views4. Number of Visits

1. Monthly Active Users:Monthly active users are fans who have engaged with, viewed or consumed content generated by your page. Along with this stat, Facebook provides you with a detailed users chart. This chart can help you analyze when your fan base has grown and—more importantly— what you did that attracted more fans, whether it was tagging other local businesses or even posting about community events. Based on this data you can adapt your strategy to grow your page.

2. Unique Page Views:Unique page views are the total “distinctive” hits to your page from people logged in to Facebook. This represents the number of individual people who clicked on a specific tab, looked at a photo or watched a video you posted. If you get more unique page views than usual on a particular day or week, you can look back at your posts to see exactly what you did to receive more views. This is great information that will tell you exactly what you need to do to increase the number of page viewers.

3. Logged-in Page Views: Logged-in page views are the total hits to your page from people who are currently signed in through their personal Facebook account and are looking at your page. Keep in mind that this could mean that the same people looked at your page while logged out of Facebook. Also, remember fans can and will read your posts on their news feed, and just because they’re not clicking to go directly to your page does not mean they’re not reading your post.

4. Number of Visits:This is one of the most important insights for you to monitor. The number of visits corresponds to how many hits your page receives. The word “hit” refers to how many people typed your page into their browser or followed a link bringing them to your page. This is an imperative piece of information to pay attention to since it tells you the exact number of people who viewed your page. A visitor does not need to have a personal profile to look at a business page. This particular stat will allow you to compare the number of page visits with your exact number of fans and active users. You will know your business page is successful if the number of visits vastly outweighs your number of fans. Combining these four insights will give you an accurate representation of the effectiveness of your Facebook page. Be sure to monitor these four insights when you build your Facebook page and always adapt to them. Remember that Facebook and other social networking sites are controlled by the people who use them, not by a computer. It’s vital to understand what is and what isn’t working in the evolving landscape of social media. Once you realize how to make your Facebook page work for you, then you can turn it into a marketing vehicle that makes you money.

Kevin Doran is co-owner of R&A Marketing, a full service traditional and digital marketing company. Kevin graduated from Capital Universty in 2010 with a degree in Public Relations as it pertains to social media. Under Kevin’s leadership, R&A has began to shape the digital strategies of the Home Furnishings Industry. Through Kevin’s continuing leadership, R&A Marketing is positioned to handle the complete marketing needs for clients now and for many years into the future. For more information, contact Kevin at (888) 225-0776 ext.103 or [email protected].

Instead of focusing on

the number of fans,

monitor a free service

from Facebook called

“Facebook Insights.”

Facebook Insights

are only visible to the

administrators of the

Facebook business

page, and they provide a

detailed report showing

how your business page

is performing so you can

assess its health.

Monthly Active Users

WedNov 24

SatNov 27

TuesNov 30

FriDec 3

MonDec 6

ThuDec 9

Daily New Likes Total Likes

200

100

0

253 2 2451.6% 33% 0.82%

Lifetime Total Likes Daily Active Users


The World Around Us

Joseph QuinlanBank of America Private Wealth ManagementManaging Director & Chief Market Strategist

Back in late 2008, with the global economy deep in recession and the world capital markets frozen in fear, we penned a so-

called “optimistic” piece on the outlook for the United States. At the time, we thought investors were too negative on the near-term outlook for the U.S. economy, having all but ignored and forgotten the structural underlying economic strengths of the U.S.As a counterweight to the prevailing gloom and doom, we then outlined 10 critical strengths of the U.S., believing these factors, in the end, would result in a stronger-than-expected U.S. economic rebound and a much-improved market backdrop.In the past 12 months, both factors have come to fruition. Against this backdrop, we thought it would be a good time to yet again review our list of what’s right with America. It is because of the items outlined below that we remain constructive on U.S. equities; we continue to believe U.S. corporate earnings will surprise on the upside; and that the U.S. is poised to emerge as one of the strongest economies among the developed nations. On the downside, there are undoubtedly significant challenges ahead for the United States. Difficult choices await policymakers in Washington. However, we suspect that the underlying strengths of the U.S. economy will help address and reconcile some of the key challenges ahead.Below is a list of items that we believe show what is right with the United States from an economic and market perspective, offered in an effort to help investors think rationally about the economy’s future. 1. The U.S. is the largest and most productive economy in the world. With just 4.6 percent of the global population, the U.S. accounts for roughly 25 percent of global gross domestic product (GDP) and produces more output in a year (about $14.3 trillion) than the next three largest economies—Japan, China and Germany—combined. America’s economy is three times the size of China’s, and light years ahead of the mainland in terms of per capita income.2. The U.S. is the world’s leading manufacturer of goods. Contrary to popular media reports, the U.S. is still in the business of making

“stuff.” Indeed, the U.S. is a manufacturing powerhouse—ranked No. 1 in output.America’s share of global manufacturing output was approximately 17.5 percent in 2008 (the latest year of available data), down from 1990 (22.4 percent) and less than 20.6 percent in 1980. China ranked a close second (17.2 percent). U.S. manufacturing output exceeded that of Japan and Germany combined in 2008. 3. The U.S. is the largest exporter of goods and services in the world. The U.S. has posted a trade deficit in goods every year since 1975, a notorious economic feat. However, the deficit masks the fact that the U.S. is a significant exporter of both goods and services. When goods and services are combined, America emerges as the world’s top exporter, with combined exports totaling $1.8 trillion in 2008, or 9.1 percent of total global trade. 4. The U.S. remains the world’s favorite destination for foreign direct investment (FDI).Despite the chatter about U.S. outsourcing and jobs being shipped to China is this simple truth: the United States remains the most attractive market in the world for foreign investors.Why? The allure of the U.S. comes from many factors, including its vast and wealthy market, large skilled labor pool and transparent rule of law. FDI inflows to the U.S. totaled $1.8 trillion between 2000 and 2009—the comparable figure for China was $666 billion, or slightly more than one-third of America’s total. America’s share of global inward FDI was 16 percent between 2000 and 2009, versus a 6 percent share for China.Meanwhile, U.S. FDI inflows were three times as large as China’s during the 1990s. 5. America is home to the world’s top global brands. More than half (51 percent) of the world’s top 100 brands were American in 2009, according to the research firm Interbrand. Of the top 10 global brands, eight were American, giving Corporate America an unequaled global footprint relative to its international competitors.6. The U.S. remains the world’s technology leader. The U.S. remains the most innovative economy in the world. America’s risk-taking, entrepreneurial streak underpins its technological leadership—a leadership that continues to attract the best and brightest from around the world to live and work in the U.S.

Difficult choices

await policymakers in

Washington. However,

we suspect that the

underlying strengths

of the U.S. economy

will help address and

reconcile some of the

key challenges ahead.

Revisiting “What’s right with America”

MARKET STRATEGY


Reflecting this dynamic, America is the largest market in the world for information technology spending on hardware, software and services.7. The top-ranked universities in the world are in the U.S. Though America’s public school system leaves a lot to be desired, when it comes to higher education, some of the best universities in the world are in the U.S. Thirty-two percent of the universities in the Quacquarelli Symonds World Rankings’ top 100 universities are located in the U.S., with American universities holding 60 percent of the top 10 positions on the 2009 list. In the 2008 to 2009 academic year, American universities hosted an all-time high of 671,616 international students. According to Organization for Economic Co-operation and Development (OECD) statistics, one-fifth of all international students in tertiary education came to the U.S. in 2007, making the U.S. the top destination for foreign scholars—followed by the United Kingdom, Germany, France, Australia and Canada.8. The U.S. dollar is still the world’s top reserve currency. The U.S. dollar remains the

reserve currency of choice for many nations—it accounted for roughly 61.7 percent of global central bank reserves as of the third quarter of 2009. The euro ranked second, with a 27.8 percent share. While the U.S. financial crisis has served to undermine foreign investor faith in the U.S. dollar, the dollar remained relatively strong throughout the crisis and beyond. Between the time Bear Sterns collapsed (March 15, 2008) and the equity market low (March 9, 2009), the U.S. dollar was the best-performing currency against 16 other major currencies. The dollar was the only currency out of the majors to yield a positive return in the period.9. The U.S. military is a significant resource for technological innovation. Because of its broad commitments at home and abroad, U.S. military expenditures have increased sharply during the past few years, and the U.S. military is likely to remain a major focal point for government spending for the foreseeable future. Even if private firms become cautious and back off on research efforts, U.S. military research is likely to continue; and in recent

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decades, U.S. military research has incubated key technological breakthroughs that have gone on to be commercially feasible. Consider the Internet, a system initially developed by the U.S. military that has helped change the way the world transmits information. When assessing the U.S. economy’s flexibility and capacity for innovation, the resources of the U.S. military, particularly in research, should not be underestimated. 10. The U.S. ranks No. 2 in global competitive-ness. Based on the latest competitiveness survey from the World Economic Forum (WEF), the U.S. fell one position to second place, due to weakened financial markets and macroeconomic stability. The U.S. has occupied the top spot—a position underpinned by America’s innovative capabilities and top research universities, among other variables—almost every year since the WEF first released the report in 2001. Though falling to second in 2009 to 2010 the key point is that, on a relative basis, the U.S. economy remains among the most competitive in the world.The Bottom Line

We won’t deny that there are a few things broken

in the U.S. right now. All is not perfect—America’s crumbling physical infrastructure and debtor-nation status require immediate attention. In addition, the world is not standing still; many nations—think China—are rapidly becoming more adept with technology, creating their own global brands and expanding their manufacturing capabilities. They are spending more on education and weapons and will no doubt create a much more competitive landscape in the years ahead.That said we believe the U.S. economy will prove to be far more resilient and dynamic than what the doomsayers would have you believe. We are bullish on America’s future. The foundational building blocks of the economy remain quite strong—both on a relative and absolute basis. Joseph Quinlan is managing director and chief market strategist at U.S. Trust, Bank of America Private Wealth Management. Joe’s research centers on both the U.S. and the global economy, and is frequently cited in such media venues as Barron’s, The Wall Street Journal, and the Financial Times.

Based on the latest

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Member Profile

Melissa DresslerWestern Retailer Managing Editor

Could you name 50 reasons why customers love your store? Karen Mansfield and her team at Beautiwood Unfinished

Furniture were able to do so when they created the “50 Reasons People Love Beautiwood” list to celebrate their 50th anniversary last year. From the fun, such as, “Karen, our fearless leader, can turn a single word into an entire phrase and it’s usually funny,” to the serious, “We give two-hour time windows for delivery,” Beautiwood’s 50 reasons are a part of what’s helped them establish a successful business that has spanned three generations.Beautiwood Unfinished Furniture first opened its doors in 1960 by Ed and Fran Arnold. The Arnold family operated the business for 17 years until they were bought out by Lou and Bess Caradonna. “My mom had an antique store down the street from it. She saw the store, and her and my dad thought it would be a fun business to get into, so they approached the Arnold family and bought it. Since then, Beautiwood Unfinished Furniture has been in our family,” said Karen, who took over day-to-day management of the store after her father passed away in 1997.Over the years, the store grew from 3,000 square feet to 8,500 square feet. The product lines also fluctuated, “It used to be all unfinished furniture,” Karen said, “but we have grown as the industry

grows. Over the years we have added finished furniture to the mix. Today we carry accessories and sell home décor. My daughter Cambria and I have fun shopping for whatever we think women will buy. We have learned that women will shop wherever they are, so we sometimes sell fun things like shoes and costume jewelry to go along with the furniture and accessories.”Today about 60 percent of the store showcases unfinished furniture. Customers have the option of purchasing the furniture unfinished and finishing it themselves, or they can customize their pieces and have Beautiwood finish it. Selling unfinished furniture can at times be a challenge since it is rarely purchased on a whim. “Unfinished furniture shoppers tend to not be an impulse shopper. We rarely have someone come into our store for the very first time and order a lot of furniture,” said Karen. “You have to think about it. What color do I want? Do I really want to work on it, or do I want Beautiwood to do the work? What I encourage my employees with is that the customer will be back if we have helped them and given them a pleasant shopping environment where they feel their money and purchases will be safe with us, and it works. We all enjoy helping customers find the perfect furnishings for their home.”Karen’s dedicated team of employees succeed at making the customer comfortable and are

Beautiwood Unfinished Furniture—Pinedale, California

Customers have the

option of purchasing the

furniture unfinished and

finishing it themselves,

or they can customize

their pieces and have

Beautiwood finish it.

L-R: Cambria Larson, Karen Mansfield, Kevin Large


willing to go the extra mile to meet their needs. Many of Beautiwood’s employees have worked in the business for over a decade, “Kevin Large and Oscar Murrieta have been a part of the Beautiwood family since 1997. David Orozco has been with the company since 2005, and Daniel Sandoval is the newest employees, having only worked there one year,” she said. “My daughter Cambria has been part of the business since birth—actually she started working full time 2003. Many of our customers have been shopping in the store for generations. We have three generations that are shopping with us. The grandma bought from my mom, I have sold furniture to the mother, and now my daughter is now selling to the granddaughter,” she said. “Customers know us, and when I see them out in town, we hug each other—like old friends.Having been a part of the Fresno community for so long, Beautiwood believes in giving back to it. About seven years ago, they decided to stop playing the “lowest price in town” game and came up with a new sales concept that benefits the store, the customer and the local community. “When a customer makes a purchase, we ask them for a $10 donation that pays for furniture that the Fresno Rescue Foundation has picked out for the family shelter. That $10 donation now gives the customer, at a minimum, a 10 percent discount on anything they buy,” Karen explained. “We do change what the discount percent is at times. Sometimes the $10 donation will let you save 15 or 20 percent on home office. During the pre-holiday season, we offer it on dining. So the customer saves a minimum of 10 percent, which really saves them a lot of money, we sell more furniture and then we are completely refurnishing the family shelter with beautiful furniture—it’s a three-way win!“It is a wonderful blessing, and I have even had a few people say that they want to donate the entire amount of their discount to the Fresno Rescue Mission. So that’s how we now do our sales. It ultimately has become an advertising and community effort, but that is not our goal for it. While we benefit from it, we don’t do it for the publicity; we do it because God calls us to.”

Along with their partnership with the Fresno Rescue Mission, Beautiwood has become known in the Fresno area do to their often witty, funny radio ads. In the past, Karen would often come up with the ads on her own, but nowadays she has enlisted the assistance of a very creative radio rep. “One year, I got the radio manager to sing ‘Beautiwood Unfinished Furniture’ to the tune of Rudolph the Red Nosed Reindeer. Another ad was a radio theme show using Jeopardy and the question was, ‘What is sawdust, glue and paper?’ and the answer was, ‘NOT solid wood furniture.’ The witty ads let people know who we are and catches their attention,” she said.While Beautiwood is well-known within the Fresno community, they too have felt their share of pain during the economic downfall. The central valley of California was one of the hardest hit housing markets, and while traffic and sales have slowed down, Karen is grateful that she has been able to survive without having to cut salaries, hours or lay anyone off. “To me, it translates to success,” she said. In the future, Karen would like to continue to survive and eventually grow profits again. While she is unsure of the possibility of opening more store locations, she is closely watching the revitalization of the downtown area where their warehouse is located. “The city has some plans for some upscale retail space, so that could be fun,” she said. “Furniture is never going to go away—there is always going to be a need for it, and I think there is always going to be a place for unfinished furniture, but we need to be flexible with what we carry. My radio rep created a word for me called ‘storganization’, and we get a lot of feedback on it. I am not looking to be a storage/cabinet store, but we are finding that the concept is beneficial and fruitful for us.” With Karen and her team’s hard work and dedication to their customers and community, they will one day be making a list of the 100 Reasons People Love Beautiwood to celebrate their 100th anniversary.

AT A GLANCE

Store Location: Pinedale, California

Type of Store: Unfinished Furniture

Year Founded: 1960

Number of Employees: Seven

Top Five Suppliers: Whittier Wood Products, Bridgetown Furniture, Arthur W. Brown, Maywood Furniture, Skog Furniture, Whitewood Industries

WHFA Member Since: 2001

www.beautiwoodunfinishedfurniture.com

Bessa Caradonna, Owner

The original storefront

Daniel Sandova


2010 Association Achievements

WHFA has stood by you for over 65 years and no matter how difficult the times may be, we’ll always be there

for you. Now more than ever, you must count on your association for all the resources that can simplify your business life, help you cut costs and find ways to increase your revenue stream. We bring powerful benefits to our members that come from our ability to join together to obtain the best prices on business services, to bring you the most up-to-date education and information and to provide the most significant network for developing your business’ best practices.In spite of all the turbulence over the last few years, your association has continued to work hard to provide you with the best programs, services and education possible. We are proud of what has been accomplished for you and would like to share our plans for 2011. Take a look, and you’ll discover the enormous value WHFA brings to members throughout the West.

Highlights of 2010l Over 90 percent of WHFA members continue to experience reduced operating costs from participation in your association’s programs.l Our 2010 Conference & Expo at Disney’s Grand Californian Hotel and Spa in Anaheim, CA, provided the 280 attendees a chance to network with one another, learn from business experts and experience the business behind the magic of Disney.

l WHFA and past members of the Next Generation group that was developed in the early 1980s, got together and formed the Next Generation-NOW. Poised and ready to develop its next group of leaders, Next Generation-NOW provides professional development, networking and hosted forums to give a voice to the unique needs of young furniture professionals and started the year off with two successful cocktail mixers.l Our magazine, Western Retailer, brought a host of intriguing articles to members focusing on enhancing the business practices of home furnishings retailers and offering guidance to help them meet their goals during a challenging year.l WHFA developed four Facebook pages to better connect with retailers and inform them of news and upcoming events. The pages were designed for WHFA, Western Retailer magazine, the Home Furnishings Industry Conference and Next Generation-NOW.l WHFA started building out a new Retailer Resource Center on the 4th floor of Building C. The new showroom opened during the January 2011 Las Vegas Market, doubling the space and offering buyers access to more business services, education and areas to relax and recharge during Market.

New ProgramsPromotional Website and Integrated Marketing Solution – This new program with Banner Marketing offers members a promotional website

We are proud of what

has been accomplished

for you and would like to

share our plans for 2011.

Take a look, and you’ll

discover the enormous

value WHFA brings to

members throughout

the West.

Your Associations 2010 Achievements


that drives traffic to your store. Banner Marketing will work with you to set-up, maintain, track and analyze the effectiveness of your overall advertising program in one place by integrating your traditional media with your website. PLUS, new in 2011 Banner Marketing will be announcing a turnkey Direct Mail Program designed with buying group pricing!LiveAction Personal Shopper by CEPA Technologies – This new cutting edge technology allows your store personnel to connect to your online customer and have a face-to-face conversation in real time. With LiveAction Personal Shopper visitors on your website can instantly browse your store, meet your staff, ask questions and see your selection without ever leaving home.Multiple Check Program through CrossCheck, Inc – This check payment solution allows you to accept 2 to 4 checks from a customer to be deposited over a specified period of time. Great alternative to using a financing program!Employee Discount Ticket Program – offers members up to a 60 percent discount on a variety of entertainment, theatre and events, shopping and gift items. With this turnkey solution, you will be able to offer your employees discounts on tickets and gifts without any administrative concerns or expense.Prescription Drug Program – WHFA has partnered with Envision Medical Solutions to provide you a prescriptions savings program at no cost to you. Simply present your card to a participating pharmacy and save on many of your prescription drugs. With this card, you will receive the lowest price available for generic and brand prescription medications at over 60,000 pharmacies, including all major chain drug stores.Bedding Sales Tools – Two industry best selling books, Spring Training and Sell More Beds…Guaranteed are now available to all WHFA members at discount pricing. Author, columnist and sales trainer Gerry Morris presents proven methods for getting your customers excited about purchasing a mattress.

Existing Program EnhancementsIn-Store Financing – The WHFA program with GE Money continues to get better and better. In addition to the already low rates being offered to WHFA Members, GE Money has lowered their threshold for volume paid rebates from $150,000 a quarter to $25,000. Now, you will receive money back on a quarterly basis by only doing $25,000 in finance volume.Office Depot – Receive even deeper discounts through the Office Depot program starting January 2011. WHFA has now joined forces with a group of other trade associations and has even deeper discounts based on the volume of over 40,000+ businesses!


2010-2011 Retail Software Systems Survey – Updated in 2010, this survey reflects a direct comparison of various computer systems available in the market today for use in retail furniture stores. This survey is designed for informational purposes only, and is meant as a quick reference tool when evaluating a number of computer systems for use in a retail store.

Education and NetworkingOpportunities to network and discuss best practices with fellow retailers are sone of the most important aspects of your association membership. Each year, members enjoy several outstanding events that bring retailers together to share ideas and opportunities. During each Market and at conference, WHFA members gather to discuss solutions to everyday challenges of running a home furnishings business. During the Las Vegas Markets, WHFA hosts the Retailer Resource Center where members and guests can attend daily seminars that give them the opportunity to catch up on trends, learn new skills, find fresh ideas and discuss issues relevant to your specific operation. The annual WHFA conference provides a place to learn and discuss best practices and gives retailers and industry partners the opportunity to discuss pertinent business issues during social events, interactive learning sessions and by the pool or bar. WHFA members can now also connect with one another and share ideas through the various social media platforms that WHFA has created on Facebook, LinkedIn and Twitter.

Products Program2010 proved to be a challenging year for the WHFA Products Program. Over the year the catalog was refined to enhance the usability and quality of the products offered. Staff collaborated with the lighting distributor to make it easier for members to find and order the products that they use to keep their showrooms well lit. A new partnership was developed with Guardsman to offer surface protection products at tremendous savings to allow members to purchase, stock and resell polishes and other furniture care products in their stores. Additional negotiations with manufacturers resulted in lower prices on many of the plastic products used everyday in your warehouses. Lastly, many new items, kits and color selections were added to the Touch-Up Products line-up to better suit the needs of the typical WHFA member. Of course, the special order program was still in full swing to catch the non-stock touch-up odds and ends. Next

year will see the continuation of the “Order at Market” specials and other promotions with new and renewed marketing efforts.

WebsiteThe WHFA website, www.WHFA.org started to undergo a major site redesign at the end of 2010. The new site, which will be fully functional in the beginning of 2011, will make it easier for members to connect with other members, shop for store products, access industry news and education and much more. Stay tuned for updates on this exciting site redesign.

Western RetailerKnown as the official journal of the Western Home Furnishings Association, Western Retailer had another exciting year in 2010. The magazine continued to provide readers with relevant business articles and industry information. The online edition continues to develop a strong online presence with monthly visits averaging 1,000 hits. A huge highlight to the year was when the May 2010 Retailer of the Year issue won the Gold Award by the MarCom Awards.

Looking Forward to 2011We understand the importance of providing our members with the best programs and customer service, which is even more important as our industry continues to recover from the economic conditions present over the last few years. We will be investigating even more cost savings and educational opportunities for you and your business in 2011. When business is tough, you should expect your association to be there for you and to provide you with the tools you need to survive and thrive in today’s business climate. Creating value for our members and partners is the foundation of WHFA. Here is a preview of what we have planned for 2011:l A brand-new, expanded Retailer Resource Center was unveiled during the January Las Vegas Market. The new RRC offers buyers more than double the space, expanded business services, more educational opportunities and a larger area to kick back and escape the hustle and bustle of Market. l WHFA and NHFA are hosting a first-of-its-kind Home Furnishings Industry Conference scheduled for April 30–May 2, 2011 at the Westin River Walk in historical and beautiful San Antonio, Tex. Join us in bringing together different kinds of knowledge, skills and resources which is the power of partnerships. Alone, we

When business is tough,

you should expect your

association to be there

for you and to provide

you with the tools you

need to survive and

thrive in today’s business

climate. Creating

value for our members

and partners is the

foundation of WHFA.


might be limited by our perspective and assumptions, but together we can accomplish more than we can on our own—a networking, leadership and educational event focused on the needs of today’s Home Furnishings Professional and today’s business climate.l A membership survey to better understand the needs of WHFA members will be conducted this year by a national marketing company.

WHFA’s Financial PositionIn spite of a very difficult economy for our members over the last few years your Association continues to maintain an extremely strong financial position. WHFA was still profitable in 2010 primarily do to the increase in our investment portfolio. Our operational reserves remain strong which allowed us to invest in moving the Las Vegas Retailer Resource Center with a complete new build out to better accommodate our members and vendors. Our financial strength also allows us to continue to invest in new programs, research new, innovative opportunities to assist our members and to support our organization. In 2011, we have plans to engage in a strategic marketing initiative that will help us better support our members and grow the association. We will continue to invest in education and explore possibilities in new technologies that will make our members more competitive in a rapidly changing business environment. Our financial policies and approach to cost containment will maintain our financial health and allow us to focus on providing extreme value to our members now and in the future.It is more important than ever to lean on your association in challenging economic times. Your investment in WHFA membership will benefit you by providing cost effective alternatives to many of the programs and services you use every day. More importantly, you will gain the support and knowledge you need to survive and thrive. WHFA is an essential asset in working to contain costs and increase sales. Our goal is to provide you with the benefits that will help you grow your business and become more profitable. Your WHFA staff is here to help, call us any time. Your involvement, along with the exceptional work of our Board and staff, makes our endeavors possible. Our entire team thanks you for your participation in our programs, services and events. We are proud of our partnerships with our members and the industry, and we look forward to serving you for many years to come.


The World Around Us

Melissa GaltProsper by DesignOwner

I’d left Atlanta at 7:10 a.m., and while I’m an avowed early bird, I am not generally social much before 10 a.m. It was just past 9 a.m.

when I stopped for gas. I went inside to grab something for breakfast and noticed immediately that the gal at the register was in an awesome mood. She was doling out smiles and good cheer to every customer in line.I just had to ask her if she was always this cheerful, and she said absolutely. She even admitted that she is a night owl and is even happier in the late evening hours. Now, I don’t know about you, but I go to a lot of convenience stores since I’m on the road a fair bit and it is rare to get a compliment (she gave one personally to each customer about their shirt, their hair, something unique to them) and a big smile and a welcome from most convenience store clerks. This totally stood out for me and made my day. And this was clearly an attitude choice that this clerk had made and makes every day.What choices are you and your employees making every day? Are you cheerful and welcoming to customers? Or do you make them feel like they are an imposition in your routine (I’ve seen it happen)? Do you connect with stories about your merchandise and invite the customer to talk about their specific needs and wants? Or do you go with a standard, “Can I help you,” and send them packing with the curt reply, “Just looking.” It’s not enough in business today to market well and be motivated; you’ve got to have a winner’s attitude. You’ve got to stay upbeat and even-keeled no matter what crisis occurs, no matter what major challenges or minor frustrations arise (and they will.) A winner’s attitude isn’t limited to thoughts of how much the cash register will ring, but instead encompasses all kinds of good fortune and abundance.Now before you bury your face in your hands and groan that, “but you don’t know my problems...” let me remind of that old adage, “If all of our troubles were hung on a line, you would take yours and I would take mine.”There is always someone better off than you and others who are far worse off, your troubles are relative to you. This is a chance and your choice

to set them aside in favor of a new mindset and a prosperous attitude. Here are three surefire ways to have a winner’s attitude every day!

N U M B E R O N E

Decide to be a Winner (and let it be contagious!)

You decide how to feel and act at any given moment in time; it is dictated by your thoughts. As much as you may not want to claim responsibility for them, you are squarely in charge of your thoughts. It is the cult of you. Harness your thoughts and decide who and how you want to be, a winner.Take charge of your thoughts and you’ll take charge of both your life and your business. Whether you are the boss or an employee, you will achieve far more and have a lot more fun doing it when you adopt a can-do winner’s attitude. And by the way, winners have just as many “problems” as anyone else; they choose to focus on the solution instead of the getting frustrated. The best part about this is that you’ll find yourself attracting a lot more winners to your circle when you boost your attitude. Like attracts like and while misery may love company it certainly doesn’t like the company of winners!

N U M B E R T W O

Find Something to Like About Everyone You Meet

So often we first go into judgment about another person, based on ridiculous factors like how they are dressed, the kind of car they drive, the house they live in, how they smell, if they have an accent, and more. STOP, I dare you to look for something good in each person that you can compliment them on. It could be their smile, their shirt, their voice, anything at all and then TELL THEM. This is going to feel a little weird at first but once you get the hang of it you will quickly realize how rare compliments are and how much fun they are to give.

N U M B E R T H R E E

Count Your Blessings and Say Thank YOUHave you ever found yourself complaining about bad weather only to turn on the news and read of

1

2

3

It’s not enough in

business today to

market well and be

motivated; you’ve got

to have a winner’s

attitude.


hurricane victims or flood disasters, and suddenly find yourself grateful for the rain that isn’t so bad, or the snow that didn’t even knock out power? I’ll bet that if you just look around you’ll have dozens of things to be thankful for, a roof over your head, a car to drive or bus to ride, food to eat, clothes to wear and that is just the basics. Get grateful, and you’ll get a winner’s attitude. Life and business are what you make of them. They aren’t one-size-fits-all and it is up to you to find the best fit, your favorite color and ideal style. Whatever your style, size and color dress it with a winner’s attitude. Winners do more than survive, they thrive. In any economy, in any crisis, they will come out on top because they decide to.

You have a choice to make multiple times during your day. Are you going to feel sorry for yourself, succumb to crisis thinking, indulge in panic thoughts, and allow anxiety to devour you or will you instead step up to the plate and exercise gratitude for every blessing you have large and small, will you seek solutions and the patience to implement them, will you calm your thoughts and remain in charge of your attitude, and will you allow joy to permeate every moment. It’s your choice each and every day in each and every way.

When you want to infuse your business and staff with a winner’s attitude, Melissa Galt, provides simple, proven steps for your business transformation. Find her online at www.melissagalt.com for speaking, training and consulting in marketing, mindset and motivation.

Winners do more than survive, they thrive.


Operational Excellence

John McCloskeyProfitability Consulting GroupPresident

Retail furniture stores spend large sums of money on beautiful showrooms, great advertising, large amounts of floor

samples and a well-trained sales force. Yet with all that investment, the entire sales experience for the consumer culminates with two men and a truck.We have all seen how quickly a good sale can go downhill when there are problems during delivery. Perhaps the salesperson visited the home and made drawings and selected fabrics. Then a presentation was made in the store and after several hours, a plan was accepted and the furniture placed on order. Several weeks later it is loaded on a truck and in just a few minutes, the dream of a beautiful new room can turn into a nightmare for the customer, and the store!

How can we prevent this from happening? The keys to a perfect delivery happen long before the truck arrives at the home. Careful attention to detail during the ordering process is critical. Special orders should always be reviewed by two people before ordering with the factory. Factory acknowledgments should also be carefully reviewed. Many problems can be caught long before they leave the factory.Once the merchandise has arrived at your

warehouse and is ready for delivery, once again the perfect delivery starts before the product leaves the warehouse. Most stores call the customer and confirm the delivery; however, many opportunities to prevent problems are missed at this step. Here is what should be verified during the confirmation call:

l Delivery address. The customer may have purchased from you before, and they were found in the computer with their phone number or name, yet the fact that they moved was not caught. Even a simple typo can cause big problems. I remember being terrified as a child when three fire trucks pulled up to my home, and we were told that there was a report that our roof was on fire. Unfortunately, the people who lived on Lafayette Avenue lost their home as the fire department went to Lafayette Road!

l Items being delivered. Often customers add to their orders or make changes. If these new items are put on new sales orders, it is very possible that not all of their orders were put on the truck.

l Condition of the room and route to the room. The customer should be made aware that the room needs to be ready to accept the new furniture. They should be told that the drivers will be carrying large items and that anything


that could be in the way should be moved before they arrive.l Time window. Not many customers have the luxury of being available to sit at home all day waiting for you to arrive. A two-hour time window is typically satisfactory to most consumers. However, it is VERY important to give tighter delivery windows to the first few stops of the day. If you give the delivery team a list of local deliveries and the first stop is scheduled for between 9 a.m. and 11 a.m., they often will go have breakfast and take their time. Then, when stop eight has a problem, they wind up on overtime when they should have been to that stop hours ago!

l COD amount. Most of the retailers I work with have completely eliminated CODs. If you still decide to accept them, make sure the customer has agreed to the amount before the men arrive. You don’t want to have the delivery team stuck while waiting for the customer and the store to figure out the correct amount.

l How will they be paying the COD. Make sure you accept the form of payment that the customer plans to use. If they plan to use a credit card, I suggest that you run it through during the call so that you know it cleared. You don’t want to find out the card did not go through after all the furniture has been placed in the home.

l Additional phone numbers. Customers are typically willing to give you all the numbers you ask for, so get them. The last thing the drivers want is to be at the home with no one home, and the only phone number they have IS the home number! l Policies. Let’s say it is a very rainy week. You may want to tell the customers that the drivers are not allowed to remove their shoes, but will be wearing booties to protect their floors. Or

perhaps you don’t remove the old merchandise, remind them of that during the call. When a customer hears this before delivery, it is policy. When they hear it during delivery, it is an excuse.

Now that the customer knows exactly what to expect, it is time to pull, prep and load the furniture.Merchandise should be staged in the delivery lanes in reverse stop order. This way, the drivers can easily load their trucks without having to search and move heavy items around and past items in their way. Much damage can be avoided when the loading process is streamlined. There are many stores who still deliver in the box. Depending on the factory, this can work, but unfortunately, the quality standards of many factories require that the merchandise be carefully inspected and often touched-up before presentation to the customer. I have a client in Virginia who reduced their first time refusals from 7 percent to 2 percent by employing a comprehensive quality control process prior to loading. Considering that they delivered over 3,000 pieces a week, this prevented 150 pieces of damaged furniture from being refused a week! The drivers must accept the role of final inspector. Once they accept the item and load it on their truck, it must be their responsibility if a defect or damage is noticed at the time of delivery. If they find problems with several items as they are loading in the morning, this will cause chaos in the delivery time frames that were promised to the customers. That is why it is so important to have the merchandise inspected and deluxed long before the drivers begin the loading process.So now we are loaded and on the way to the customers home. The next few seconds will determine how the balance of the delivery will go.

There are many stores

who still deliver in the

box. Depending on the

factory, this can work,

but unfortunately, the

quality standards of

many factories require

that the merchandise be

carefully inspected and

often touched-up before

presentation to the

customer.


BREAKING NEWS!

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KAREL EXPOSITION MANAGEMENTph: 305-792-9990 • fax: 305-792-9898 • www.kemexpo.com • e-mail: [email protected]

MARKETS HELD: EDISON, NJ • IRVING, TX • LONG BEACH, CA • ORLANDO, FL

where the furniture is going. The drivers should ask the customer to walk with him as he looks for hazards. If there is a big glass vase or lamp or anything that could be in the way and could be damaged, ask the customer to move it. They should already have been told about this during the confirmation call.l Protect the floor. “Roll out the red carpet!” Why not? Put on the white gloves (actually, the ones with the rubber dots on them work great and only cost about 99 cents a pair). Put on a show, dust the furniture and clean the glass. Remove all trash and make sure the customer need do nothing but enjoy their new furniture.l Say Thank You. Thank the customer for shopping at your store and give them something—a small gift is a nice touch.l Call them. Call the customer right after the delivery so that you know exactly how they are feeling as the drivers leave. This is important in avoiding buyer’s remorse. Once they have told you how happy they are, it is more difficult for

them to call a few days later, after their mother-in-law or pesky neighbor has commented on their purchases and start making up problems so they can return their merchandise.l Call them again. A day or so after delivery, the salesperson should also call and thank them and once again make sure they are happy. With each call there is always the possibility that you will need to do something if the customer is not 100 percent satisfied, but if you never know that there was a problem, you will never have the chance to win that customer for life.

President for Profitability Consulting Group, John offers clients a wide range of operational expertise in warehouse operations, management information systems, and inventory control processes. John is ready to help store owners make dramatic improvements in profitability by streamlining and improving the back-end processes.

Here are the steps to create a successful delivery:l Arrive on time! If you are running late, CALL! Customers are often able to adjust their schedules as long as they know what is going on.l Be dressed for success. The delivery team represents your company. They need to appear professional and in uniform. l Present a business card. This is a wonderful thing to incorporate for two reasons: First, it is very professional in the eyes of the customer. They opened the door to a professional looking man who has introduced himself and handed her his business card. She knows who he is, and he has given her his personal information. Secondly, it could very well be the first business card your driver has ever had. Pride in oneself will result in professionalism on the job. l Introduce the team. Make the customer comfortable with the strangers that are about to enter her home. l Check out the traffic route to the rooms


Program of the Month

Kaprice CrawfordWHFAMembership Director

You offer your customers quality products, a wide selection and great customer service—now let them pay with multiple

checks. With WHFA’s new member benefit program

through CrossCheck’s Multiple Check Service, now there is no waiting, long layaways or credit checks needed on the purchases your customers need and want. This type of check guarantee service from CrossCheck lets you accept checks easily and quickly from your customers and gives them extra time to pay—up to 90 days. When payment is due, customers can write two to four checks for the total amount. Checks are authorized within seconds by phone, credit card terminal or through the Internet and then deposited over a period of time (30, 60 or 90

Multiply Your Sales with CrossCheck Multiple Check ProgramA new alternative for customer payment

days later). If a check is returned, you can submit it for claims processing and reimbursement.

Call your WHFA Membership Representative today to get set up (800) 422-3778.

CrossCheck, Inc., the nation’s third largest check approval and guarantee company, has become an exclusive program vendor of the Western Home Furnishings Association. Now offering WHFA members special group pricing on payment services including standard guarantee, check conversion processing and collections. CrossCheck has been a leading check payment provider to the retail industry since 1983.

With Multiple Check in place:

Accept two to four checks for a single purchase

Checks are all dated the same day, no postdates

Approve the checks the same day

Deposit the checks on a 30, 60, 90 day schedule agreed upon by you and your customers

Checks are guaranteed up to the maximum approval amount

Should a check be returned, CrossCheck pays you.


Buyers attending the Winter Las Vegas Market made the brand new WHFA Retailer Resource Center, in C-488/496,

a must-see stop during their market experience. The traffic of buyers visiting the new RRC showroom doubled from the Summer Las Vegas Market and it was one of the best Markets for the Association and vendors showing in the RRC in years. “Our new showroom location, and the traffic it saw, was terrific,” said WHFA’s Executive Director Sharron Bradley. “Not only were all of our vendors thrilled with the business they saw, all of our educational seminars were well attended, and there was a positive vibe that could be felt throughout Market.”The larger seminar room often saw a full house of retailers eager to learn new tools and information. Popular sessions included Online Marketing— Now or (Maybe) Never by Rafferty Pendery, Grey Suit Retail, Color Influences by Margi Kyle, The

Designing Doctor and Social What? 1, 2, 3 for Social Newbies by Julia Rosien, Social North. The 40 business service providers showing in the Retailer Resource Center were excited with the new location, busy traffic and happy buyers. Each day saw strong traffic with retailers looking for new tools to help them become more efficient and save money in their business. The showroom came alive with intriguing wall graphics, created by Joe Lapekas at TruckSkin, creating a dynamic and welcoming showroom space. With windows opening up the fourth floor hallway in Building C, The Buyer’s Club was the hot spot to be at Market. The expansive Buyer’s Club drew in weary retailers all week looking for a jolt of espresso, a quick breakfast or just a quiet place to set up their laptop and check in the office back home. A big thank you to Coaster Company of America for providing all of the furniture in The Buyer’s Club.

Traffic in the New WHFA Retailer Resource Center Doubles During Las Vegas Market

The new Retailer Resource

Center will be open again

during the Summer Las Vegas

Market, August 1–5, 2011.


To celebrate the opening of

the new showroom, the RRC

hosted an Open House on

Monday, January 24 and gave

retailers the chance to win an

iPad, a Visa gift card and an

all-expense paid trip to San

Antonio Texas for the 2011

Home Furnishings Industry

Conference. The winners of

these prizes were:

• iPad JulieHaimsohn LawranceContemporary SanDiego,California

• Visagiftcard BruceKawaguchi GuchiInteriorDesign Roseville,California

• Tripto 2011Home FurnishingsConference NickGates GatesFurniture GrantsPass,Oregon

Over 75 up-and-coming professionals in the home furnishings industry got together for the Next Generation-NOW Reception during Market to network, do business, enjoy delicious cocktails

and appetizers while overlooking the beautiful Las Vegas skyline from the One-Six Club.Launching only six months ago during the August Las Vegas Market, this group has received a great response from young retailers, manufacturers and vendors in the industry. “I am so grateful that Next Generation is providing a place for the young rising stars of the furniture industry to connect and share resources,” said Lael Thompson, Broyhill Home Collections. “I am very pleased with the number of young people who are bringing new life to our industry. I was also pleased to see vendors like Furniture Dealer.net being so supportive of Next Generation. They are helping make this group’s future bright!”

Next Generation-NOW Cocktail Reception Draws Large Crowd


Advertisers IndexPlease support the advertisers that support your magazine.

Advertiser Page Phone/Website

Advertising Inquiries & RatesContact: Cindi Williams, WHFA Events Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678Phone: (916) 960-0277 E-mail: [email protected]: $35.00/year USA.

Published by Western Home Furnishings Association, a National Home Furnish-ings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and sales people.

Distributed to retail merchants handling furniture, accessories, bedding, floor coverings, and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mail-ing list compiled by WHFA.

Official publication of Western Home Furnishings Association, which is re-sponsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home Furnishings Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. February/March 2011, all rights reserved.

Western Retailer Read by furniture retailers in the West.

DistributionWestern Retailer is read by more than 10,000 home furnishing retail store personnel handling furniture, accessories, bedding, floorcovering and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.

Marketing Philosophy Western Retailer focuses on western market trends in the furniture, bed-ding, flooring and accessories industry. It highlights industry finance, state legislation, retail store layout and design, transportation, retail advertising trends, retail store computerization, insurance, succession planning and industry social events.

www.whfa.org

industry beat

On January 26, the furniture industry gave back in a very big way to Autism Speaks. Co-hosts David Wachendorfer,

Phil Miner, Mike McQuiston, Mark Quinn, Jerry Williams, Scott Graham, Joe Amato, Randy Coconis, Stuart Carlitz and Doug Krinsky conducted the Third Annual Ante4Autism event at the Las Vegas Furniture Market and raised over $9,000! “We had a great group of players, and we were very pleased with the turnout,” Krinsky said. “The combined donations, entry fees and corporate support totaled over $9,000 and we continue to receive donations. Jim Ralph was the Grand Champion this year and co-host Jerry Wiliams was our runner up. Both graciously donated their winnings back to Autism Speaks, as did other top finishers. Tom Daley finished in 3rd place and Co-host Phil Miner placed 4th.”Several supporters of the event included: Leggett and Platt, David Wachendorfer of Tempur-Pedic, Phil Miner and Mike McQuiston at Symbol and Bob Quinn at Restonic, Mack Mattress Outlet in Columbus, Ohio, and the Serta Mattress Company for sponsoring our food for the evening. In addition we want to thank Kyle Doran at R&A Marketing, Marv Beneteau at RMG, David Lively of The Lively Merchant and

Binion’s for their help and support of the event. In addition, co-host Doug Krinsky said, “We would like to thank everyone that attended or donated to third Annual Ante4Autism event. We will also continue to accept donations on line or by check as well.” “We were very excited with the turnout this year and look forward to an even bigger event next January,” said Krinsky. “The furniture industry has a big heart when it comes to giving back, and once again, we were not disappointed! There is hope that with new treatments, therapies and the research being done right now that some day, in the near future, we can find the cause of autism, and prevent it. The prevalence of Autism is now 1 in 110 births and we need do more research to stop this epidemic from continuing to rise. We thank everyone for their support and hope to see everyone again next year.”

If you are interested in donating to Autism Speaks, you can visit www.ramarketing.com/ante4autism or checks can be made out to “Autism Speaks” and mailed to Doug Krinsky, 5405 Blackhawk Forest Drive, Westerville, OH 43082. If you would like to participate in the next event, please contact Doug Krinsky at (614) 554-0802 or [email protected].

Ante4Autism poker event raises over

$9,000!Furniture industry gives back to help kids and support Autism research

Banner Marketing ............................................................. 14 ............................................(800) 843-9271

Emerald Home Furnishings .............................................2 .............................................(800) 685-6646

Furniture Wizard ........................................................... 12 & 23 .......................................(619) 869-7200

High Point Market ........................................................ 19 & 21 .......................................(800) 874-6492

Home Furnishings Industry Conference .....................9 .............................................(800) 422-3778

Karel Exposition Management ..................................... 26 ............................................(305) 792-9990

Leggett & Platt ....................................................................4 ........................................www.LPCPG.com

MicroD ..........................................................................back cover ...................................(800) 964-3876

Planned Furniture Promotions ..................................... 15 ............................................(800) 472-5242

PROFITsystems .................................................................. 31 ............................................(800) 888-5565

Surya ........................................................................................7 .............................................(877) 275-7847

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Please visit us atHigh Point Market,RRC booth #2,April 2nd - 7th, 2011.

February/March 2011 Western Retailer

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