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Furniture News
FURNITURE | BEDS | UPHOLSTERY | ACCESSORIES
Gearing Media Group Ltd 2013 PUBLISHED BY: Gearing Media Group Ltd 4 Red Barn Mews, High Street Battle, East Sussex TN33 0AG ISSN No: 1475 - 3731
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FN 290_Pages.indd 5
01/05/2013 16:19
Furde
82 Last word
Jim Harrower
Commercial manager, Dormeo UK
How did you get into the trade? I was working for a company called Unilock in Hastings, and received a call from a headhunter, recruiting for an MD for Sealy beds in Aspatria, Cumbria. All I remember from that initial conversation is they kept telling me that Sealy was in a most attractive part of the country, called the North Lakes. After saying I was interested, a quick look on my map no Google then later told me otherwise. North Lakes? How about South Scotland?! What was the turning point in your career? Very early on I did a u-turn. Having studied Mechanical Engineering at university, my first position in industry was supposed to be in the production department of a Unilever subsidiary business, making decorative vinyl wallcoverings wallpaper to you and I. However, when I arrived as a new boy I was seconded to the marketing department, as they were short of gophers, and I never went back to the production side. I still remember being asked to put together a sales promotion after only a few weeks. I was sensible enough to ask one of the more experienced sales people what kind of things would they like to see in a sales promotion luckily, he didnt say 50% off the prices. How will the industry evolve? I joined Sealy in 2000, and was told the independent bed and furniture retailer would go the same way as grocery independents had gone in the 80s and 90s that the multiples were all-conquering. Thirteen years later, we have seen the demise of Courts, Furnitureland, MFI, Allders, Allied, Sleep Depot, Rosebys and Land of Leather, and very recently Dreams, to name but a few not too many independents in there! A good independent, well focused on what they need to offer the consumer eg service, choice, product information and value for money will continue to thrive. The retailer that embraces the internet will prosper, because the continued growth of this sales channel is as certain as death and taxes. I may be showing my age when I say that I would hope consumers will favour retailers with both a presence on the high street as well as an active internet site although the internet-only e-tailer may disagree with my view. I just feel that face-to-face interaction with consumers is part of the fun and frustration of retailing. What is the key issue today? The key issue is that consumer footfall is down and those that are spending are not doing so to the same level of spend as a year or two ago, so when they do log on to a website or wander into a retail store, the business needs to make sure all factors are positive to minimise the risk of them feeling they need to look elsewhere. How can retailers increase sales and profitability? The first step in doing this is to get people in your store. The traditional local press advertising still has some benefit, but advertising via internet and social media are key to getting your name in front of the consumer. Once they are in the store, please ensure you have sales staff that dont welcome you with that wonderful line: Can I help you at all? What can retailers do to improve their marketing strategy? I believe many retailers try to be too many things to too many consumers. You have to offer choice, but I would recommend the retailer keeps it simple more is less. Properly target the consumer with a great product display, easy-to-understand steps and stairs when selling a product range, attentive but not pushy sales personnel, and, for big-ticket items, dont charge for delivery! My pet hate: Thanks for spending 2499 in my store Mr Customer that will just be another 29.99 for delivery. I know its a real cost, so tuck it away in the price and say no charge for delivery. What are you doing to become more competitive? Our competitive edge is that we have launched a product into the UK bed market that no-one else can offer. The bed industry
The retailer that embraces the internet will prosper, because the continued growth of this sales channel is as certain as death and taxes
is full of products that claim to have the most responsive this, or the most comfortable that and now we have beds with probiotic treatment I think this means you can eat yoghurt in bed! Seriously though, how many times have you heard a retailer say: I want something different to sell? This is our competitive edge no other manufacturer can supply a mattress like the Dormeo Octaspring. We say it is unique, and that is 100% true. Do you have any tips on upcoming trends? I would love to offer up lots of tips, but if I had that many Id keep them for myself. What brings a smile to your face in this industry? The smile (or is it a grimace?) has got to come from dealing with consumers. For example: Dear Mr Bed Manufacturer, it may look as if my dog had been sleeping on the bed, and the marks you claim are footprints over the mattress are really just pixie dust, and although Ive slept soundly and used the bed continuously over Christmas and New Year I now want to return it, as its not my colour!
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01/05/2013 13:37