Furniture World 03-04 2008.pdf

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The Business Solutions Magazine For Furniture Retailers

FOUNDED 1870 • Visit www.furninfo.com The Industry’s Most Extensive Furniture Site

OPERATIONS management

SALES skills/management

Cover Photo:

Featured this month is a selection from

Collezione Europa’s new, stylish,

domestically made upholstery line, now

with 2-week shipping. The line offers a

large selection of the latest in luxury

leathers, exposed wood frames and

down-filled cushions. Collezione Europa

designs include bedrooms, upholstery,

occasional, dining rooms, casual

dining, entertainment, bars & bar

stools, accent chairs, and accents.

See page 1 in this issue or visit

www.czeusa.com for more information.

Add 250,000 Gross Margin

$$ Without Raising Prices!

Clearance sales may have their time

and place, however, there are many

other more productive ways to

increase GMROI. You can do this

without increasing prices or holding

inventory clearance sales. PAGE 4.

Decorating School Crash

Course- Part 6, Accessories

Decorating seminars help customers

solve problems, and they position you

as a home furnishings expert.

Margarett DeGange presents a script

you can use to put on an

Accessorizing Seminar for customers

and prospects. PAGE 44.

MARKETING management

Convert More Phone Price

Inquiries Into Sales

This is the first in a FURNITURE

WORLD Magazine series written by

Leslie Carothers to help home

furnishings retailers manage their

intentional and unintentional

internet presence. This month she

explains how to turn internet

inquiries into solid sales. PAGE 10.

Recession Proof

Direct Mail Strategies

The Traffic Guys provide recession

proof ideas for building traffic by

using mailings directed to “be-back”

and “lost” customers. PAGE 18.

FURNITURE WORLD MAGAZINE

1333A North Ave. #437

New Rochelle, NY 10804

Tel: 914-235-3095 Fax: 914-235-3278

www.furninfo.com editor@furninfo.com

BARTON BIENENSTOCK -Publisher

RUSSELL BIENENSTOCK -Editor

THELMA MASON-DAVIS -VP Sales

LARRY STEIN - Associate Publisher

GARY SIEGEL - Sales Manager Eastern Region

JON SIEGEL- Account Executive

S.T. BIENENSTOCK - Associate Editor

JANET H. JOHNSTONE - Canadian Editor

BARBARA BIENENSTOCK - Art/Design

GIFFORD DORIVAL - Comptroller

SUSANNE LEBOVIC - Circulation

PETER MARINO -Sales Ed. Feature Editor

DAN BOLGER - Operations Feature Editor

CATHY FINNEY - Sales Skills Feature Editor

LARRY MULLINS - Marketing Feature Editor

BPA Association of Business Publishers

FURNITURE WORLD: (ISSN0738-890X) - Published

every other month by Towse Publishing Co., 1333-A

North Avenue, #437 New Rochelle, NY 10804.

Subscription: $19 per year; $39.00 for 3 years, $26

Canada, $4/copy; Foreign $85; (U.S. currency only).

Periodical postage paid at New Rochelle, NY and addi-

tional mailing offices. POSTMASTER: send address

changes to FURNITURE WORLD, 1333A North Avenue,

in whole or in part is strictly prohibited.

Forget Old Media

Use People Media ™

Digital communication is changing

marketing as we know it. Old

marketing assumed that someone was

watching your commercials and

reading your ads. Many furniture

retailers are bombarding

customers with weak and hastily

prepared advertising messages, but

you don’t have to. PAGE 26.

Don’t Annoy Customers

With Poor Follow-up Calls!

Although follow-up is the way to get

be-back customers, when improperly

executed, follow-up calls can be

counterproductive. For mega-retail-

ers, bad follow-up can work just

enough times to keep them doing it,

but for everyone else, it just doesn’t

make sense. PAGE 38.

Eye-Popping Retail

Display Trends

Janet Holt-Johnstone reviews

fourteen “Trends” displays, each

having a different visual ambience

presented to offer retailers ideas for

the benefit of “needy” customers.

PAGE 56.

DEPARTMENTS

Best Selling Design

Best selling furniture and

accessory designs. PAGES 64-71.

2 FURNITURE WORLD March/April 2008

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