Furniture News #390

#390 March 2022 www.furniturenews.net

EMBRACE ELEGANCE Discover Sweet Dreams’ luxurious new line-up

Track record

Retail’s customer-tracking technology revealed JANUARY FURNITURE SHOW RETAIL TECHNOLOGY | BEDROOM DINING | LIVING | TRADE SERVICES

Toons’ Huw Williams takes the stand Disruption ahead for digital marketing

The January Furniture Show The NEC, Birmingham April 24 - 27 th

th

Hall 1

2022

We have moved! find us at C20 and C30, Hall 1

EDITOR’S COMMENT 3 EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED

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Late last year, England’s coronavirus test-and-trace system was deemed a failure by the House of Commons’ spending watchdog, for having “not achieved its main objective to help break chains of Covid-19 transmission and enable people to return towards a more normal way of life”.

The cost of this flawed venture was £37b – equal to nearly 20% of NHS England’s entire 2020-21 budget.

Having recently experienced the joys of logging a positive LFT result, I’ve seen the cracks first-hand (hey, I’m probably one the only people left with the app still active on my phone, right? Surely at least the pingdemic’s over by now?).

The loss of such a spectacular sum of public money aside, contact tracing remains one of the most useful tools in the pandemic response arsenal. It’s worked well in South Korea, Vietnam, Japan and Taiwan in the past, and more people than ever now carry the means of tracking with them at all times, bristling with Bluetooth or Wi-Fi connectivity.

When they do succeed, such monitoring systems can build an invaluable picture of a situation as it unfolds.

Some say NHS Test and Trace failed due to a lack of public compliance – which is interesting because, as a nation, we’re all tracked and monitored on a day-today basis anyway. Online, we’re given the option to disable the cookies following our page-to-page journeys, but most of us willingly surrender our anonymity to use various social networks.

Either way, ecommerce players can generally trust in analytics to reveal who their customers are and what they’re doing (although, as Bill McLoughlin explains on p60, incoming privacy protection measures mean some reassessment is needed).

Bricks-and-mortar retailers can track

their customers’ in-store movements, too – and we lead this month’s Retail Technology feature (starting on p37) with a look at these technologies. It started with people counters and security cameras, but thanks to growing demand for richer data and more detailed insight, store owners can now draw upon a wealth of intelligent sensors to discover how many people are entering their stores and when, where they’re going, what they’re doing, and much more.

We’ve enlisted the experts from Sensormatic Solutions and Ipsos Retail Performance to outline the benefits of their respective solutions.

Keeping us ‘on track’ in this month’s Opinion section, Peter Holland discusses hybrid selling (p56), Simon Williams urges the trade to get involved in National Bed Month (p65), Alex Buckley talks delivery experience (p62) and Dave Huntoon offers six predictions for the retail sector (p58).

There’s also a preliminary look at the January Furniture Show ahead of next month’s big preview (p22), plus a revealing interview with Toons Furnishers’ MD Huw Williams (p10), who shares his approach to recruitment, training and technology, before cutting loose to decry the injustices he sees being perpetrated on independent retail.

Why does Amazon get away with paying so little in business rates? Does the Government really think retailers can bear the imminent minimum wage and NIC hikes? And should we accept any future attempts to lock down ‘non essential’ retail?

It seems people are willing to accept a degree of surveillance if they end up with a more convenient and intuitive shopping or social experience. What’s not clear is where any of us should draw the line – and how to tell which forces are actually worth resisting.

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@FurnitureNewsED

17th & 18th May 2022 ●

Over 60 exhibitors

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FREE parking

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FREE lunch

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Central location at NAEC, Stoneleigh Park, Warwickshire

For a full list of exhibitors and to register please visit

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CONTENTS

#390 March 2022 www.furniturenews.net

7

NEWS

10 INSIGHT 10 Toons Furnishers

EMBRACE ELEGANCE

20 EVENTS

Discover Sweet Dreams’ luxurious new line-up

Track record

Retail’s customer-tracking technology revealed JANUARY FURNITURE SHOW RETAIL TECHNOLOGY | BEDROOM DINING | LIVING | TRADE SERVICES

Toons’ Huw Williams takes the stand Disruption ahead for digital marketing

FN390.1.indd 1

25/02/2022 14:08

26 SWEET DREAMS (COVER FEATURE)

20 Northpoint / 22 INDX Furniture 24 January Furniture Show

37 PRODUCTS 37 Retail technology (plus customer-tracking focus) 46 Bedroom / 50 Dining / 51 Living / 54 Trade services

CONTRIBUTORS 60

Bill McLoughlin, editor-inchief, Furniture Today

56

Peter Holland, founder, Linear Structure

58

Dave Huntoon, MD, Intalytics

56 OPINION 56 Hybrid selling / 58 Retail predictions 60 Digital marketing disrupted 62 Optimising the delivery experience / 65 NBF 66 Feedback

10

GOVERNMENT NEEDS TO STOP INTERFERING IN BUSINESS

NEC, Birmingham

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januaryfurnitureshow.com

NEWS

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Arper, the Italian designer furniture brand, has appointed Roberto Monti CEO. Roverto worked was a member of the IKEA’s global management group from 1990-2017

Shabby, an online retailer, has been placed in administration. Luxury Home Furniture, trading as Shabby, suffered a slump in trade as a result of the pandemic, supply chain issues and cost increases. Manchesterbased Inquesta Corporate Recovery & Insolvency is seeking to sell the Shabby brand, website, goodwill and stock

Proposte 2022 has been postponed by three weeks to 26-28th April – still taking place at Villa Erba in Cernobbio, Italy

Ercol has appointed David Finch as MD. David previously held the role of financial director at the business, which he took up in 2016

Meble Polska, scheduled for February, will now return to Poznan, Poland from 16-19th May

The Vita Group has achieved a Silver rating from EcoVadis, a provider of business sustainability ratings, further bolstering the PU foam manufacturer’s environmental credentials

DispatchTrack, a last-mile delivery platform, has announced the establishment of a new UK HQ plus further operational growth throughout EMEA and APAC

READ MORE ONLINE AT FURNITURENEWS.NET

7

OAK FURNITURELAND RAMPS UP SUSTAINABILITY DRIVE Oak Furnitureland has announced a series of new initiatives and the creation of a new head of sustainability role to drive the business’ environmental transformation.

A new tree-planting partnership with One Tree Planted will see 100,000 trees reforested by the end of 2022 in areas around the world in which Oak Furnitureland sources or sells its hardwood products. In addition, two new initiatives with Clearabee and the British Heart Foundation will provide the retailer’s customers with sustainable furniture removal options, to help reduce the amount of furniture sent to landfill.

As part of its sustainability journey, the company has signed up to the BRC’s Climate Action Roadmap, committing to net-zero emissions by 2040. Oak Furnitureland will ensure its 75 showrooms are converted to 100% renewable energy by the end of 2022.

Alex Fisher, chief executive of Oak Furnitureland, comments: “These new initiatives show how invested we are in putting sustainability at the heart of our business model. We’re excited to continue this momentum as we welcome our first-ever head of sustainability to the Oak Furnitureland leadership

team in the new year.

“We recognise that there’s more to be done to meet our environmental responsibilities, but we are making positive changes to the way we operate to ensure our planet and our business are both able to prosper for many years to come.”

These initiatives build on existing sustainable investments including: enlisting independent sustainability consultant Avieco to conduct a materiality assessment; converting 90% of the retailer’s 75 showrooms to 100% renewable energy to date, with a new commitment to convert the final 10% by the end of the year; and tracing back to source 100% of all hardwood used across its products.

IKEA BRINGS NEW-FORMAT STORE TO HAMMERSMITH IKEA’s new store in Hammersmith, West London, opened last month, and is the first store format of its kind in the UK (and the 8th worldwide).

Set across two floors, with 4600m2 of commercial space, IKEA Hammersmith has a free-flowing layout. The Market Hall has been replaced with products located next to the roomsets they represent, helping customers with items already in mind, or for those looking for home furnishings or sustainable living inspiration while on their lunch break.

The store is approximately a quarter of the size of a traditional IKEA store, with 4000 product lines on display and 1800 available to take away on the day. A Swedish deli serves hot and cold traditional meals, and opens an hour earlier than the store, to maximise passing trade.

Peter Jelkeby, country retail manager and chief

sustainability officer at IKEA UK and Ireland, says: “As shopping habits evolve and city centres continue to be redefined in the wake of the pandemic, this new store format marks the next step in our business transformation as we strive to make IKEA more accessible, affordable and sustainable.

“For the first time, Londoners will be able to take the tube to an IKEA store, pop in, grab a yellow bag and buy all the home furnishing accessories that make a house a home. They will also be able to explore the whole range, for delivery to a convenient collection point or directly to their home.”

IKEA Hammersmith is located within LIVAT Hammersmith. Since acquiring the Kings Mall shopping Centre in 2019, Ingka Centres has transformed the space into a mixed-used destination, providing the people of Hammersmith with a place to come together, eat and shop.

BFM LAUNCHES NETWORKING EVENT AT ERCOL HQ The British Furniture Manufacturers (BFM) has organised the first in a series of regional industry events, developed for the furniture community to network and share best practice.

Taking place at Ercol’s manufacturing headquarters in High Wycombe on Thursday 7th April, the BFM Regional Event is free to attend, and is open to BFM members and non-members alike.

It is being held after working hours, from 6pm-9pm, and will include a tour of Ercol’s factory, which recently appeared on the BBC2’s Inside The Factory.

Sean Holt, BFM MD, says: “We are delighted that BFM member Ercol is hosting the first of our regional events. It is a superb location for us to get together. There will be an opportunity to listen to, and discuss, contemporary issues and challenges facing the industry, and to generally increase understanding and knowledge. It’s important the furniture community has a chance to come together, particularly after all the limitations of the last few years.” Bookings can be made by contacting Steph.Nelson@bfm.org.uk.

8

NEWS

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LASSIC ACQUIRES NEW PREMISES Lassic Group, a leading UK supplier of flat-packed furniture and home furnishings, has acquired sizeable new distribution premises in Cleckheaton, in a move which will create up to 50 new local jobs.

Located on Bradford Road in Cleckheaton, the facility was previously home to Westex Flooring, which has relocated to Dewsbury.

Lassic is a family-owned business with existing UK distribution facilities in Bradford and Brighouse, as well as staff and manufacturing bases in the Far East and South America.

Lassic’s directors, brothers Suresh and Raj Handa (pictured), say: “We are absolutely thrilled with our new freehold purchase. The highly sought-after site boasts 175,000ft2 of warehouse capacity and now gives Lassic Group access to three warehouses with over 400,000ft2 of total warehouse space. This

will allow us to add more products to our portfolio, which allows our business to expand and grow to the next level to become one of leading furniture suppliers in both the UK and EU. The transaction will create up to 50 new jobs for the area, taking our total head count to around 150 members of staff.”

SALES UP +340% AT SOFA-IN-A-BOX BRAND London-based sofa-in-a-box pioneer Snug achieved record sales of £31.6m (unaudited) in 2021, up from £7.1m the previous year. The company had a particularly strong Q4, with sales of £10.1m, as it benefited from consumers opting for its next-day delivery service amidst increasing industry-wide lead times and growing demand for more flexible products.

The company’s marketing is based almost entirely on the fact that its target customers are digital natives, and a growing portion of its sales are driven through social commerce – a recent live social selling event on Instagram, featuring comedian Katherine Ryan, secured a record hour of revenue for Snug and generated a +450% uplift in sales from its previous event in March.

Founder and CEO Rob Bridgman says: “It’s fantastic that we have managed to achieve such strong growth, as well as being profitable and cash-generative in 2021 – it was an exciting year at Snug that saw us quadruple the size of our team to 72 and successfully navigate the supply chain issues affecting our industry.

“We’re a challenger brand and entrepreneurs at heart, so 2022 won’t see us resting on our laurels – instead we will be looking for more ways to innovate and continue on our growth trajectory.

Expect to see us broaden our offer, develop new opportunities to connect with our customers and explore expansion outside of the UK. “It’s our vision to be Europe’s number-one sofa business.”

GNG OUTLINES EXPANSION PLANS FOR MATTRESS DIVISION Manufacturer of performance products for the healthcare, sports, safety, consumer and contract mattress sectors, GNG Group, has acquired a new 40,000ft2 factory and warehouse unit in Normanton, West Yorkshire.

The new unit, due to be operational from next month, will accommodate the company’s growing medical and consumer mattress manufacturing division, enabling it to expand its production capacity by more than +300%. GNG will also be looking to create at least 50 new jobs in the region over the next three years, to fully support this expansion and planned export reach. The existing 30,000ft2 warehouse at Navigation Yard in Wakefield will be utilised for GNG’s Sports & Safety Division.

The group has seen business increase by +70% throughout the pandemic – the company remained fully operational during lockdown to meet unprecedented demand from the NHS critical care supply chain. This was combined with the relaunch

of the Komfi mattress brand to the UK consumer market.

Komfi’s sales director, Stuart Hibbert, says: “This move for the Mattress Division is paramount to the continued success of our Komfi vacuumpacked mattress range – particularly our new eco collections, which have been designed and developed to look at alternative comfort fillings to more traditional foams.”

Having achieved carbon-neutral certification in 2019, GNG will equip the Normanton site with the latest low-energy lighting, solar power and electric fork trucks, along with additional investment in machinery to maximise production and efficiency to reduce its carbon footprint even further.

Group MD Darren Potterton, who has spearheaded the expansion plans, comments: “I’m really looking forward to establishing GNG as a market leader in dynamic, eco-friendly medical and consumer mattress design and supply, in the UK and beyond.”

The French Bedroom Company has reported record YoY revenue growth of +50%. The French-style furniture ecommerce brand saw repeat business increase by +40%, order volume by +46% and profits by +103%

The Cotswold Company has opened a 13,000ft2 store in Tunbridge Wells, which comprises 20 individually styled rooms across two floors. The site is the brand’s largest in this new format, and its seventh location to date

Ercol has appointed its former financial director David Finch as MD. Chairman Edward Tadros says: “David knows our business very well and will lead an excellent team throughout the company, in which I have the greatest confidence”

The Malaysian International Furniture Fair (MIFF) has been postponed until 6-9th July this year due to ongoing international travel restrictions

Moda Furnishings has hired Nick Ashworth, previously marketing director at DFS, and Ella Broughton, previously head of buying at Loft Interiors, as its new marketing director and head of product, respectively

La-Z-Boy UK has strengthened its commitment to the North West by becoming a Business Club Plus member at Burnley Football Club Bensons for Beds says it has raised more than £7.3m for the British Heart Foundation (BHF) to date

READ MORE ONLINE AT FURNITURENEWS.NET

NEWS

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Lenleys of Canterbury has announced a prerefurbishment closure sale at its Clarkes store in Maidstone, which is scheduled to reopen in early summer as Lenleys Home (Maidstone)

John Cotton Group is now a corporate member of The Furniture Makers’ Company, the City of London livery company and charity to the furnishing industry

Made.com’s CEO Philippe Chainieux has stepped down from his role for family reasons.

The group’s COO Nicola Thompson has assumed the position of interim CEO

Moda Furnishings is set to open its fifth UK showroom, in Chelmsford, Essex

VIFA EXPO, slated to run in Vietnam this month, has been postponed until 31st August to 3rd September

The Spring Furniture & Bed Show will make its debut at NAEC, Stoneleigh Park in Warwickshire from 17-18th May this year. Open to all buyers, the show has already confirmed the participation of more than 60 exhibitors

Emma – The Sleep Company is rolling out its products to all JYSK stores in the UK and Ireland

ScS has reported “significant order book growth and robust trading” for H1, reporting one-year LFL order intake growth of +16.6%

READ MORE ONLINE AT FURNITURENEWS.NET

9

ARLO & JACOB REACQUIRED Industry entrepreneurs Mark and Julie Smith have reacquired the Arlo & Jacob business from TCM Living (TCML), after selling the omnichannel brand to the upholstery group last summer.

A statement from the new owner states that “after an initial period of successful incumbency within the group, both Mark Smith and Pimol Srivikorn, the chairman of TCML, felt that the interests and growth ambitions of both entities were very much best served apart – with TCML’s focus being on volumedriven business and global expansion, the antithesis to Arlo’s very British and fashionably slower, choicecentric and individualistic model.”

Partnering with Mark and Julie in the venture are: marketing, brand and creative director Michelle White; finance director Simon Wilson; ecommerce director Anthony Scarborough; and executive

project manager Donna Pitchford, with Lisa Broad continuing as MD (pictured from left are Simon, Mark, Anthony, Julie, Lisa and Michelle).

Mark’s ambition is to place creativity at the heart of his business, “designing product with personality for people who aspire to stylish interiors”.

FURNITURE HELPS DRIVE RECORD H1 FOR DUNELM Dunelm has reported a record performance across the 26 weeks ended 25th December 2021, with sales up +10.6% YoY, and +36.0% Yo2Y. Sales growth was broad based, but Dunelm was particularly pleased with the performance of its furniture categories, due to better availability and range extensions.

The retailer continues to outperform the market in both homewares and furniture. H1 saw Dunelm further expanded and innovate its product offer, including approximately 250 extensions to ranges in furniture, both across living and dining.

It now boasts some 13 million active customers, achieving a +6.3% increase in just 12 months.

The period saw continued investment in digital capabilities to improve the customer proposition, and the opening of a new ecommerce fulfilment facility in Stoke. Dunelm also progressed the

development of its new furniture hub in Daventry, which it expects to be fully operational this month, providing added ability to scale furniture growth.

Dunelm opened one new store in Beverley, East Yorkshire, and completed five major refits across its estate.

CEO Nick Wilkinson comments: “When we announced our interim results in 2020, we were weeks away from the world being turned upside down. Two years later, we are moving forwards as a bigger, better business, with more capability, more resilience, more ambition, and delivering accelerated growth.”

Trading to date in the second half, including the winter sale, has been “encouraging”, says Dunelm, which expects that FY22 PBT will be in line with recently upgraded expectations.

RETAILERS TERMINATE £7B IN CONTRACTS TO MEET NEW STANDARDS UK retailers have cancelled £7.1b in contracts across the last 12 months with suppliers that do not meet stringent ethical and sustainable standards, according to new research commissioned by Barclays Corporate Banking.

The bank’s report – Reshaping retail: how ethics and sustainability are changing retail’s ecosystem – shows that the pandemic and an increasing focus on Environment, Sustainability and Governance (ESG) are shifting business priorities. In a study of more than 300 retail decisionmakers, the majority (51%) say sustainability is more important now than it was two years ago, and 49% say the same about ethical standards. Additionally, almost four in five (79%) retailers think that a long-term strategy to improve their ethical and sustainable credentials is more important than overcoming short-term supply chain disruption.

However, the imperative to be more sustainable and ethical is now being felt financially across the

supply chain. Over a fifth of retailers (21%) that Barclays surveyed have cut ties with suppliers in the last year because they are not meeting the required standards. Among this group, the average is six contracts cancelled per retailer, with an average value of £306,000 per contract. Cumulatively, contracts worth £7.1b have been cancelled across the industry over the last 12 months.

The most common reasons for cancelling contracts with suppliers were: use of unsustainable materials (39%); unfair working hours (37%); and lack of membership to trade body that monitors ethical and sustainable standards (32%).

The importance of monitoring standards throughout the supply chain is reflected in the £179m retailers invested last year in joining trade bodies that monitor supplier performance in ethics and sustainability. Over a quarter (28%) of retailers signed up to new bodies last year, spending an average of £34,500 each in doing so.

10

INSIGHT

HUW AND CRY Toons Furnishers, located in Swadlincote, Derbyshire, has sold furniture and flooring for more than 50 years – the last five of them under the stewardship of MD Huw Williams, a vocal champion of retailers’ rights, who shares his take on ranges, recruitment and resistance with Furniture News this month … www.toonsfurnishers.co.uk

11

ANY FUTURE ATTEMPTS TO LOCK DOWN SHOULD BE ROBUSTLY CHALLENGED

12

INSIGHT

The three words that best describe my retail business are quality, service, and friendly.

The last trade show I visited was the AIS INDX Furniture show in January which, although a little smaller than usual, had some great new products on show, and we bought some great new ranges.

If I had to praise one supplier for a particular service they provided, it would be Ashwood Designs – they are bang-on the button at the moment, with some great, very commercial products appealing to customers. Although affected by Covid like everyone else, their communication around delays and

ASHWOOD DESIGNS ARE BANG-ON THE BUTTON AT THE MOMENT

HUW’S VIEWS Time and again, Toons’ MD has refused to take the challenges assailing independent retail lying down, often turning to his local MP or broader social media networks to protest matters of crisis, regulation and competition. Here’s just a few of Huw’s takes on the issues facing the sector …

On the Government’s forced closure of ’non-essential’ retail during the pandemic In the first lockdown, I absolutely understood it. No-one alive has had to deal with a pandemic prior to this, and we were all in uncharted territory.

But by the time we got to the third lockdown in January 2021, I was looking at the damage being done to the economy, and the rules being imposed on people and businesses. To be quite frank, many of those rules defied common sense – things like buying a plant or compost from a garden centre being regarded as essential, but having

issues has been particularly good.

Right now, my business’ bestperforming product is the Felix suite from Ashwood Designs. … but my personal favourite product is my Relyon/Dunlopillo pillows. Having searched for years for the right pillow, these really work for me, giving me a great night’s sleep – they are worth every penny!

a bed to sleep in or a chair to sit in not. We could visit a customer at home in their small living room with carpet samples, but they couldn’t come into my spacious store to do the same.

We could easily have opened very safely on an appointment-only basis – which I suggested to Government – and actually, later on, the analysis of data showed we could have opened reasonably safely well before Easter.

I think the Government used lockdown excessively and we will all suffer in the long term as a result. Any future attempts to lock down should be robustly challenged by businesses contacting their local MP. On rising price inflation The price inflation we’ve seen in the furniture industry is unprecedented.

We’ve had to drop a number of ranges because, to be quite honest, they had increased to a level where we thought that they no longer represented value for money for customers.

That said, despite my fears, the short-term impact on trade has been

Our approach to recruitment is effective, because the business is seen as an aspirational place where people want to work locally. When we do advertise, we generally get inundated with applicants’ CVs to assess before interviews. We have an excellent record on staff retention, with many having completed between 25-45 years’ service with us.

Our approach to staff training is tailored to the outcome. Statutory

minimal, which has amazed me. I imagine in the longer term that cost prices will not fall but will probably freeze for a couple of years, which, talking to others in the industry, seems to have been the pattern in the past.

I think some suppliers will move their manufacturing facilities closer to their key markets to reduce future reliance on shipping costs in the longer term.

Much of this inflation is being driven by poor Government policies The biggest up-and-coming risk to all retailers is the cost of living rises, with higher mortgage payments and increases in energy costs and higher taxes due to hit in April, which will remove a lot of customers’ disposable income from the market – as a result, tough times are probably ahead, for at least a couple of years.

On the minimum wage hike The Government has no idea what is actually affordable to businesses. Many in the retail and hospitality sectors have struggled after the lockdowns, and the last thing they need, just as a recovery

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14

INSIGHT

training such as health and safety are managed by an e-learning package.

Product training is handled by reps and agents – all relevant staff get trained on any new products we put on sale.

We also do more in-depth training by sending staff to suppliers’ factories, so they understand how products are made and what materials go into them.

This helps them offer customers quality advice.

The most significant change we’ve made in our business in the last 12 months is the launch of our trading website.

We had already started a project in January 2020 to set up online trading, but the project was accelerated massively by lockdown. I am pleased to say that the online store exceeded all expectations last year, beating its targets.

The tastes that best reflect the audience in my store’s catchment are varied.

We have a mix of customers who like both modern and traditional products.

begins, are any increases in running costs.

Why do they think supermarkets are shedding staff, introducing automated checkouts and closing counters?

This will be a double hit this year, because while the Government is increasing wages from April, they’ve also imposed an increase in NIC costs, which will now hurt businesses even more. Just like every member of the public, businesses need to pay for the huge increases in energy costs – however, this Government seem to think businesses have limitless funds, to be tapped into at their whim.

The store is very much a mid-market destination, with customers looking for decent-quality products and value for money.

We get a huge amount of repeat business from loyal customers and from recommendations. We regularly take time to survey our customers.

This feedback ensures we can maintain the high standard of our service and shopping experience.

Our newest technology is a stock and sales system, which we’re in the process of purchasing. It will give us better information which will integrate with our online store and help us with productivity and customer service.

They need to stop interfering in business and imposing increases using legislation, and let wages find their natural level. With the shortage of available workers, the laws of supply and demand will kick in, and if you want to retain someone you will have to pay the going rate (although sometimes where you work and how you are treated are more important than the money).

retail stores as a cash cow to be milked.

But times have changed, and the Government needs to change the system to make it fairer for bricks-andmortar retailers, and spread the burden fairly across physical and internet stores.

We have the current situation, where the huge local Amazon warehouse is turning over billions and paying £1.66/ ft2 in rates, and we at Toons turn over millions and pay £2.89/ft2. This is an unfair advantage for internet retailers, and the Government needs to level the playing field to help bricks-and-mortar retailers survive in the longer term.

On the taxation of physical stores versus their online counterparts The current business rates are based on an outdated system, where the Government and local authorities see

My number one selling tip is to be honest and helpful. Never sell something that doesn’t meet a customer’s needs just to get the sale

GOVERNMENT NEEDS TO STOP INTERFERING IN BUSINESS AND LET WAGES FIND THEIR NATURAL LEVEL

16

ADVERTORIAL

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The contract to develop the Technical Qualification that will underpin the T Level was awarded to NCFE by the Institute for Apprenticeships and Technical Education (the Institute) in October 2021.

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What are T Levels?

T Levels are a new, highquality, work-focused alternative to A Levels for students aged 16-18.

These transformative new qualifications will play a fundamental role in equipping the craft and design sector with the skilled workforce it needs, through developing and nurturing future talent.

Once completed, a T Level will support progression on to a higher- or degree-level apprenticeship, higher-level technical study (including university), or directly into skilled work.

How are they structured?

T Levels are 80% classroom based and 20% on-the-job experience. The industry placement portion allows students the opportunity to gain valuable work experience and practical skills in a realworld, business setting.

What future careers will the T Level support?

The core content of the T Level will help students to develop an understanding of a broad

range of issues relevant to the sector. Students can also focus on a particular area of specialism within the field including furniture making, textiles and fashion making, ceramic making, and jewellery making.

Ultimately, the T Level will support progression into a number of professions in the sector including furniture maker, furniture designer, or furniture restorer.

How can you get involved?

NCFE needs input from employers and experienced professionals – like you – from across the furniture sector, to review, validate, or help to write qualification and assessment materials. NCFE is keen to hear from individuals working in all aspects of the furniture sector, including upholstery.

Your support will be vital in ensuring that these technical qualifications reflect the needs of the furniture sector in the

future, setting young people on a route to success. NCFE is looking for a fresh outlook to develop the world-class content that will, in turn, develop world-class and industry-relevant skills.

To find out more and get involved, visit www.ncfe.org. uk/t-levels/support-t-levels.

‘T Level’ is a registered trademark of the Institute for Apprenticeships and Technical Education. The T Level Technical Qualification is a qualification approved and managed by the Institute for Apprenticeships and Technical Education.

www.westbridgefurniture.com

THE JANUARY FURNITURE SHOW AT THE NEC BIRMINGHAM

24-27 April 2022 - Hall 1 C20 and C30

WE’RE EXHIBITING AT

January

FURNITURE

SHOW

NEC 24th - 27th APR 2022 BOHOL COLLECTION

BOHOL COLLECTION

THE FORTE TEAM ARE LOOKING FORWARD TO YOUR VISIT! How to find us: The NEC, Birmingham B40 1NT stand 4-B/45 For more information on the BOHOL collection and to find out more about our other products, please email: uksales@forte.com.pl

www.FORTE.com.pl

20

EVENTS

ALL POINTS NORTH

Buoyant Upholstery

Core Products

www.thenorthpointshow.co.uk

With a wealth of exhibitors confirmed for this year’s event, the principal furniture and interiors event for the northern UK is looking stronger than ever.

Indeed, the show’s exhibitors are very much looking forward to doing face-toface business again in the welcoming surrounds of Highland Hall. Gavin Douglas, representing Core Products, comments: “After the success of the 2021 show I am doubling the size of my stand so that Core Products, the Scotland-based cabinet furniture manufacturer, can display more of its ranges than space has previously allowed.”

Peter Westbrook, representing Wiemann, says: “Wiemann are looking forward to seeing and discussing new product opportunities with new and existing retailer partners, rather than talking about lockdown restrictions and logistics headaches! We really look forward to the Northpoint show, especially as it will be the first show of 2022.”

John O’Hagan, the director of Value Mark Furniture, says: “We are delighted once again to support the Northpoint show. We will be introducing several

Eric Davidson

Scotland’s buyers and sellers are set to come together at Northpoint, which returns to the Highland Hall at the Royal Highland Centre, Edinburgh, from 3rd-5th April …

new and exciting ranges for 2022.”

Buoyant Upholstery’s Stuart Gilchrist adds: “Buoyant are pleased to be exhibiting new models at Northpoint that have received a FSC Furniture Award, declaring our company as a sustainable furniture champion!”

Buyers are also looking forward to returning to the event. “The Northpoint show is the furniture exhibition with a personal touch, says Grampian Furnishers’ MD, Royce Clark. “I’ve been attending the Scottish show for many years, and Bob (Dymond, show organiser] and his team have done a tremendous job with what is now one of the main events in the furniture calendar.”

David Amery, bedroom buyer at Gillies, adds: “I’m looking forward to visiting the Scottish show. It’s a great opportunity to catch up with friends new and old, but also to spend time with suppliers to renegotiate and learn of their new products and aspirations for the year to come. It’s always a productive show, and well worth my time.”

The 40th SFRA President’s Dinner – sponsored by Value Mark Furniture – will be held on the Monday evening of the show at the Edinburgh Marriott Hotel, with entertainment courtesy of Eric Davidson. Eric started performing on the busy Scottish after-dinner circuit in 2003, and has since performed across the length and breadth of the UK, picking up several after-dinner speaking awards along the way and sharing top tables with major politicians, sporting greats and TV personalities

NORTH Wiemann Bedroom

3rd - 5th April 2022

Royal Highland Centre, Ingliston, Edinburgh

THE FURNITURE AND INTERIORS EXHIBITION FOR NORTHERN UK

Sitting next to edinburgh Airport And with greAt roAd linkS to the reSt of the uk.

northpoint iS the deStinAtion for All retAilerS

looking to do buSineSS in A relAxed Setting And with An opportunity to enjoy the City of edinburgh during their StAy.

CONFIRMED EXHIBITORS 21ST FEBRUARY - Alpha Designs • Annaghmore • Brafab • Breasley (UK) Ltd • Buoyant Upholstery • Call Salotti SRL • Claremont Furniture Agencies • Celebrity Motion Furniture • Core Products • Deepsleep Beds • Deluxe Beds • Dura Beds • Espoir Beds • GCL Bedrooms • Gilt Edge Beds • Gradi Living • Health Beds • Highgate Beds • Highgrove Beds • Kayflex Beds • Komfi by GNG Group • Komfiline • LA-Z-BOY • Maysons Bedroom Furniture • NHC Technology • Opulent Craft Bed Frames • Rest Assured • Samer • Sherborne Upholstery • Siesta Beds • Silentnight • Staingard • St. Andrews Bed Company • Tancredi Salotti SRL • Taylors of Scotland • The Furniture Company • Trendy Living • Vale Bridgecraft Upholstery • Value Mark Furniture • Wheatcroft Beds • Wiemann Bedroom Furniture

www.northpointshow.co.uk info@northpointshow.co.uk

22

EVENTS

UPBEAT INDX AIS members, retailers, general traders and industry suppliers turned out in force to support the recent INDX Furniture show, which took place at Cranmore Park exhibition venue in Solihull from 23rd-25th January. www.indxshows.co.uk

Despite the ongoing challenges of holding a live event, the show presented a selection of marketleading suppliers including G Plan, himolla, Alstons, HTL, Corium, Ashwood, 3C Candy, Stella, Ideal, Julian Bowen, Artedi, Actona, TCH, Unique, Papaya, Hill & Hunter, Andrena, HND, Jual, Firmans and Sealy.

Formerly known as The AIS Furniture Show, this was the second edition of the popular industry show to take place under the INDX Home umbrella branding (the launch having taken place in September 2021), and the team responsible for organising the show were delighted with the industry’s response.

Emma Rackley, director of furniture and home at AIS, recognises the teamwork involved in making the show a success: “The AIS team were delighted to be able to host a live-format show, and once again, the show was well received by our industry colleagues.

Visitor footfall was excellent, and we would very much like to thank all

those who attended for their continued support – it was great to see so many familiar faces and to be welcoming so many newcomers.

“We couldn’t have delivered the show without the continued support of our suppliers, whose collaboration led to a very meaningful event in what continues to be a very challenging period. We look forward to seeing everyone again soon!”

Exhibitors were quick to herald the show a success, mentioning the positivity and enthusiasm of the attending retailers. Rauch Furniture’s Darrell Cooper says: “Both the visitor numbers and quality of customers were excellent, with a number of high-profile retailers in attendance.

There was certainly an appetite to get back to normal and enjoy the live show experience.”

HTL and Corium’s Mark Flint comments: “As usual, the show was very well organised, and very well attended.

It was great to see so many customers, there was a real buzz around the showroom and an enthusiasm for new products.”

Julian Bowen’s Chris Atkinson adds: “The show was a great opportunity for Julian Bowen to present our extensive, value-for-money ranges, which were well received, helping us gain many new floor placements.”

Delivered by leading UK buying group Associated Independent Stores (AIS), INDX represents a group of trade shows which are curated by industry experts, comprising over 20 events per year across 12 home and fashion sectors.

While INDX Furniture is due to return in early autumn, the team is now focused on co-ordinating the launch of INDX Beds & Bedroom, which will take place at Cranmore Park on 26-27th April 2022.

One of the latest category additions to the recently expanded INDX Home portfolio, INDX Beds & Bedroom will showcase beds, bedroom cabinets and sofabeds from some of the biggest names in the industry, providing visiting retailers with a professional forum to meet with existing suppliers and discover new opportunities. Registration is open now, at www.indxshows.co.uk/ indx-home/beds-bedroom/registration

UNFORGETTABLE . UNRIVALLED . UNMISSABLE

REGISTER NOW

26-27 APRIL 2022 Discover expertly curated ranges and market leading brands at the launch of INDX Beds & Bedroom

Register now: www.indxshows.co.uk

Where the industry unites For exhibitor enquiries visit www.indxshows.co.uk or email info@indxshows.co.uk Cranmore Park Conference and Event Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

24

EVENTS JANUARY FURNITURE SHOW

READY TO RECONNECT? The January Furniture Show is the UK’s largest and most popular furniture and interiors event. Having been postponed due to this winter’s Covid-19 spike, the exhibition promises to reconnect the industry and provide a long-awaited buying and networking opportunity when it returns to the Birmingham NEC from 24-27th April … www.januaryfurnitureshow.com

THE SHOW IS THE PERFECT ONE-STOP SHOP

Visitors to this year’s event can expect to find over 10,000 new products and exclusive, never-seen-before launches from some 350 exhibitors, arrayed across halls 1,2 3 and 5 of the NEC. Organiser Clarion says visiting buyers are guaranteed an “endless choice of product and inspiration” from some of the industry’s best brands – including more new exhibitors than ever.

“The show is the perfect one-stop shop to find everything from beds to cabinets, home decor and accessories,” says Clarion, “and it’s the perfect opportunity to meet new and existing suppliers all in one place. It’s easily accessible by plane, train or car, and there are some great accommodation options close to the venue.”

This edition will also see the launch of a brand-new show feature, Furniture Talks. A mix of masterclasses, panel discussions and interviews with renowned makers and designers, the programme’s diverse agenda will provide an opportunity to learn from the experts, listen to industry trailblazers and look ahead with recognised thought-leaders.

“These seminars aim to help you learn how to overcome the challenges you may be facing in the industry of today,” Clarion explains. “Leading voices of the furniture world will share their insights and knowledge to help you make your business a success.”

Visit the show’s website to register ahead of visiting, see next month’s Furniture News for a comprehensive preview feature, and read on to discover a few highlights …

When your customers buy a La-Z-Boy, they’re not just buying a sofa, they’re investing in: • A place to relax & unwind • The heart of their home • Time with their family & friends • Their wellbeing

We’re excited to announce the launch of three brand new product ranges and a new armchair at the January Furniture Show, Sunday 24th – Wednesday 27th April 2022 at the NEC. Visit our stand Hall 5, E32 to experience our new designs.

For more information or to book a meeting with the team, please email: tristan.pyke@la-z-boy.com

Bartelli

www.la-z-boy.co.uk Proud members of the Made in Britain Association.

26

EVENTS JANUARY FURNITURE SHOW

COVER STORY

SWEET SHOP Bethany

Burnley-based manufacturer Sweet Dreams has added new upholstered frames and hybrid storage beds to its portfolio, and is looking forward to unveiling them at next month’s big show …

Opulence

Renoir

www.sweetdreamsuk.com

A full range of Sweet Dreams’ UKmanufactured, high-quality and impressive value-for-money beds and upholstery will be on show at the NEC this April, including a wealth of new additions.

“Three styles of TV bed, with standard or adjustable slat systems, offer the ultimate in luxury,” says sales manager Nick Williams, “and our frames come in a choice of 10 luxury upholstery fabrics.

“We’re also showcasing five styles of hybrid bed, which offer frame styling with matching head and foot ends (on top of drawer and ottoman storage options), making them a fantastic

solution in terms of both practicality and style.”

Next up is the Opulence range, an example of which is featured on this month’s front cover. “The Opulence range also comes in 10 luxurious upholstery fabrics, for a superb finishing touch,” Nick explains.

“Finally, if you want to relax and enjoy TV in the bedroom, then the Vision range completes the offer, with a TV foot end in all 10 fabric choices.”

As well as sleeping solutions to sate every demand, Sweet Dreams is launching a range of accent pieces including accent chairs, bedroom stools, bedside cabinets and ottoman storage boxes, which will complement both the hybrid and upholstered bed frames. A range of stocked upholstered frames and special offers will also be featured at the show – all available for speedy delivery.

Sweet Dreams’ UK-made products now comprise fully FSC-certified timber.

The business has always set great store by its delivery times – its ownmanufactured frames are made to order and delivered within 15-20 working days to most parts of mainland Britain.

Sweet Dreams also offers a premium home delivery service, which includes room-of-choice delivery, assembly and mattress removal.

“Stop by and see us on stand 5-H10,” Nick concludes

28

EVENTS JANUARY FURNITURE SHOW

POWERFULLY PROGRESSIVE

Merchant Farah

Pandora

Alpha Designs is a progressive UK manufacturer at the forefront of design and fabric – which it will once again demonstrate through the presentation of new collections at the upcoming January Furniture Show …

The new models come hot on the heels of a successful autumn launch, which saw Alpha introduce the now proven Audrey, Selsey, Ciara and Niamh models, which were all presented in vibrant new fabrics.

The new 2022 ranges, which have been designed and developed alongside a leading furniture designer, are set to further fuel Alpha Designs’ growth in the marketplace, offering a breadth of

styles to compement the manufacturer’s successful existing ranges, with total flexibility on fabrics across all models – all in all, an enticing proposition, from a company with a distinctly ‘can-do’ attitude.

Contact sales director Barry Webb on 07702 603971 or barry@alpha-designs. co.uk, and find Alpha Designs on stand 1-E80 at the show

ALPHA D E S I G N S

Clementine 4 seater sofa

ALPHA DESIGNS UPHOLSTERY LIMITED T: 01902 492937 F: 01902 493700 E: sales@alpha-designs.co.uk Unit 1, Stag Industrial Estate, Oxford Street, Bilston, Wolverhampton WV14 7HZ

30

EVENTS JANUARY FURNITURE SHOW

ADDING VALUE

Mattress protection is an essential consideration for family households

www.protectabed.co.uk

“After a strong 2021, it’s clear from the early signs that maximising every customer’s potential will be increasingly important this year,” says Paul.

Indeed, Protect-A-Bed’s ability to help retailers grow sales within this category are well documented – but what makes its mattress protectors different?

“In terms of hygiene, the average person sweats up to a pint of fluid a night,” Paul continues. “With mattress fillings being highly absorbent, your mattress, if unprotected, will absorb hundreds of pints of sweat in its first year of use alone.

“All of our mattress protectors use a Miracle Membrane, which is waterproof yet breathable and allows body heat to easily pass through, whilst preventing any sweat from entering the mattress.

The protectors are machine washable, meaning you can keep your sleep zone healthy and hygienic.

“Every Protect-A-Bed protector also includes a 10-15-year product guarantee and, when bought with a mattress, a 10-15-year anti-stain guarantee. Protect-A-Bed will have the mattress professionally cleaned to the customer’s satisfaction, or buy the customer a new one if it fails and the mattress was bought with the protector.

The protectors can be displayed in tasteful PoS stands

March is National Bed Month, and the perfect opportunity to focus on the importance of sleep – and reflecting on and reviewing missed opportunities within the retail environment, explains Paul Lake, national sales manager for global mattress protection specialist, Protect-A-Bed …

“This promise is significantly powerful, and is at the core of our philosophy. Supporting this is an awardwinning claims resolution and customer service. Ultimately, in-store it’s about creating value for the customer.”

“It’s in both the store’s and the customer’s interest to purchase, and our speciality is driving in-store performance so linked mattress and mattress protector sales are extremely high. The customer benefits from a healthy and hygienic sleep zone, while the store benefits from increased sales revenue. Every customer who walks through the door, if buying a mattress, needs to buy a mattress protector. It’s in their interest to do so, for many reasons.

“Protect-A-Bed are specialists in the mattress protection category. Nobody else in the category has the same passion, drive and focus to grow sales, and that’s why we are the leading global brand in healthy sleep.

“The importance of every customer and every sale has grown significantly – and Protect-A-Bed can help retailers maximise every sale. To find our more, visit us at the January Furniture Show on stand 5-J45,” Paul concludes

Market Leading Mattress Protector Brand, Featuring Cutting-Edge Materials Including Copper, Graphene, Charcoal and Bamboo!

January

Furniture Show

Find us at

Stand

5-J45

24-27 APRIL 2022 Birmingham

• Professional Sales Training & Motivational Programme • Best in Class Product Innovation and Cooling Technology • Genuine 15 Year Guarantee Programme • State of the Art Dynamic Display Bays • Award Winning Customer Service & Claims Resolution

Contact Protect-A-Bed ® to start increasing your prof it: sales@protectabed.co.uk | 02087 310020

32

EVENTS JANUARY FURNITURE SHOW

ON TREND AND ON SHOW Hanson sofa in dark grey cotton (Shape of Colour)

Gallery Direct launched its SS22 Collection at the end of January. This new range, with products across all categories, features over 1300 lines, increasing Gallery’s catalogue to over 6000 SKUs … www.gallerydirect.co.uk

Ashbourne dining table (New Traditional)

Demonstrating the supplier’s continual desire to introduce design-led newness to the market, the SS22 Collection includes Gallery’s second Design Project, Packed-Flat, which offers quality flat-packed pieces in engaging styles without the price tag normally associated with such pieces – along with easy delivery to any room in any property.

SS22 also showcases five other new trends. Shape of Colour features bold accents and bright colours, combined with a variety of shapes. Gallery describes Inspired Luxe as “the essence of elegance”, and says it is inspired by

luxurious apartments and sophisticated hotels.

Pastel Paradise, with its soft pastel shades of blush and mint, combined with sumptuous textures and contrasting hard edges, creates a well-balanced and stylish space – while Refined Neutral is packed with style and form, and a celebration of craftsmanship, material and design, which promises to create light and airy interiors.

Last, but not least, is New Traditional which, promising the freedom to mix finishes and periods, takes formal furniture with a focus on comfort and gives it a sleeker, more contemporary look.

A wide selection of the new products were showcased at Spring Fair last month, where they were “incredibly well received, with record orders being written”. For those who missed out, all the products are on Gallery’s new-andimproved website, and a huge selection will be exhibited at the rescheduled January Furniture Show, where Gallery will be present on its biggest stand ever, at the front of Hall 2.

“So, pop the date in your diary, and go along to see this stunning new collection, meet our friendly team and enjoy our hospitality,” the supplier suggests

S PRI NG S U MME R COL L E CTI ONS

N E W F O R 2022 After the success of our first Design Project (Sofa in A Box), we are proud to announce our second collection, ‘PACKED-FLAT’ Design and quality without the price tag. Easy to build and easy to place, our ‘PACKED-FLAT’ collection is a commercial, modern and design-led solution to flat-packed, self-assembly furniture.

View our full collection online at www.gallerydirect.co.uk

34

EVENTS JANUARY FURNITURE SHOW

KELSTON HOUSE www.kelstonhouse.com

Kelston House International is delighted to be launching its new collections at the NEC. The supplier says its Lisa and Kalahari collections have elicited a “tremendous reaction” from customers, with display orders being placed in advance of the show.

“Come and see for yourself – Hall 2 G20 – we look forward to seeing you,” states Kelston House. Call +353 404 80068 or email info@kelstonhouse.com to find out more.

Monaco

WIEMANN

Monaco corner run in white and pebble grey

www.wiemannuk.co.uk German bedroom manufacturer Wiemann is to showcase its award-winning, updated Monaco furniture system at the January Furniture Show next month.

Visitors to stand 4-C50 will be the first to see the reimagined collection in its entirety, since its launch last year. The product that saw Wiemann win the Bedroom Cabinet category in The Furniture Awards 2019, Monaco is known for its flexibility and functionality, and now has multiple door and finish configurations, with more to be unveiled at the NEC. Wiemann is also set to launch five “highly aesthetic” ranges at the JFS, offering a total bedroom solution across all price points.

Create your perfect bedroom with Wiemann!

Monaco corner run encompassing Monaco 1000 and 2000 in white

Bedrooms of distinctive style, quality and value See for yourself on Stand C50, Hall 4 January Furniture Show, NEC, 24-27 April 2022

made in germany enquiries@wiemannuk.co.uk | www.wiemannuk.co.uk

RETAIL TECHNOLOGY PRODUCTS

37

TRACK RECORD It pays to understand the customer – and today’s retailers can do so in unprecedented depth. With pandemic pressures prompting fresh approaches to bricks-and-mortar retail, Furniture News explores the fast-moving world of customer-tracking technology and the insights it can deliver …

DOOR-MOUNTED COUNTERS AND IN-STORE CAMERAS HAVE BEEN AUGMENTED

BY A WEALTH OF INTELLIGENT SENSORS

How many shoppers entered your store today? When exactly did the bulk of them show up, and how long did they stay for? What parts of the store experienced the highest traffic?

It might seem overly fastidious, but by bringing the answers together, retailers can start to paint an accurate and up-todate picture of their customers’ in-store behaviour. Based on these insights, they can then adjust their business model accordingly to seize any missed opportunities or cut unnecessary costs.

Perhaps there are regular dead hours during each day, in which sales staff might be more useful carrying out backof-house tasks? Maybe that window display isn’t attracting much attention, but there’s an area towards the back of the floor that customers really find appealing? Did that online marketing campaign actually generate any physical traffic?

More than ever, retailers appreciate the value of data in shaping how they do business. For ecommerce businesses, much of this data comes naturally.

Bricks-and-mortar retailers can access this information too, in greater depth than ever before – but they need a more varied toolkit to do so.

The use of customer tracking technology in stores goes back some way. Today, door-mounted counters and

in-store cameras have been augmented by a wealth of intelligent sensors, able to monitor everything from customers’ mobile devices to their heat signatures (and even facial expressions).

Granted, some perceive such monitoring as invasive. But there’s a counter-argument that consumers are increasingly willing to overlook these privacy breaches if the end result is a more convenient and personalised shopping experience. When combined with transactional data, customer tracking insight gives retailers an opportunity to identify – and better respond to – their customers’ habits and demands, by creating a service that is optimised for everyone concerned.

The pandemic, and the subsequent efforts to monitor people’s movement, identify those with dangerously high body temperatures and encourage social distancing, brought a new aspect to customer tracking – and as these concerns subside, there remains a keen hunger among businesses for detailed, relevant data, delivered in real time.

The individual decisions made based on such insights may be small, but they can help deliver big results. Read on to discover what the experts – Sensormatic Solutions’ Mark King, and Peter Luff of Ipsos Retail performance – have to say on the matter … (photo credit: iStock.com/EduLeite)

38

PRODUCTS RETAIL TECHNOLOGY

TRAFFIC CONTROL www.sensormatic.com

Sensormatic Solutions’ mobile dashboard

OUR SOLUTION CAN BUILD A COMPREHENSIVE PICTURE OF THE SHOPPER JOURNEY AND CUSTOMER BEHAVIOUR INSIDE DIVERSE RETAIL SPACES

How does your customer-tracking technology work, and what sort of information does it generate?

Our Sensormatic Traffic Analytics solution collects and delivers data that retailers can easily convert into meaningful insights and actionable outcomes. From people-counting devices at store entrances to locationbased technologies monitoring shopper movement, our solution can build a comprehensive picture of the shopper journey and customer behaviour inside diverse retail spaces.

Our offer consists of three major building blocks: a full analytics suite, offering comprehensive insights delivered via intuitive dashboards or customised reports, including peak traffic times, traffic patterns, conversion rates and many other key store operation metrics – the data can be extended by third-party insights and inputs from other devices/sensors to offer a unique and personalised view of a retail space and its customers; benchmarking data – people-counting insights to benchmark performance of a group of stores against the rest of the market by geography or sub-vertical, in order to understand the performance of your stores at the city, region or country level; and trusted advisory services –

Mark King

Understanding when and how customers use bricks-and-mortar stores can lead to a wealth of operational efficiencies, says Mark King, Sensormatic Solutions’ market development director for the UK and Ireland …

whether in the form of retail consulting practice or dedicated consumer success managers, the team of experts help retailers gain additional insights, understand the wealth of data and take actions that will drive the greatest business impact.

How can retailers benefit from the insights your technology offers? Can you offer some concrete examples?

It is difficult to manage what you cannot measure. Therefore, it all starts with the accurate, real-time counting of the visitors entering a retail space and their behaviour.

39 Sensormatic provides comprehensive store traffic analytics

From there, retailers can find answers to questions such as: When are the peak time for the visitors? What are our busiest days and power hours?

What are our conversion rates? Are our staffing strategies in line with our visitor flow? Do we have enough labour coverage during power hours?

How does a shopper journey inside our store looks like? Are our storefront and shopping windows drawing enough attention? How do shoppers move within a store? Can we utilise our space better, improve store layouts and increase profits?

As an example, one of the customers wanted to create a so-called ‘journey map’ in order to optimise merchandising strategies and improve floor planning. They tested how seasonal floor changes affected the consumer experience, and which store areas were acting as ‘dead zones’.

They also tested how consumers are engaging with digital content, ads and in-store displays.

The results helped them to rearrange the store layout and merchandise setup in the upcoming season.

IT IS DIFFICULT TO MANAGE WHAT YOU CANNOT MEASURE

How has the pandemic affected the demand for and delivery of your services in the UK? The pandemic has caught many retailers off guard, without a proper solution to measure new safety measures that either became obligatory for a period or were implemented to put consumer safety concerns at ease.

We were able to support many customers at this difficult time by implementing innovative solutions, such as analytics on occupancy limits, social distance measuring, mask detection, etc. Trading in a post-pandemic world has changed brick-and-mortar retailing – now, more than ever, stores must deliver the experience shoppers are demanding. This has highlighted to retailers that they need more data to successfully engage with their customers, and the very basic starting block is to understand when and how many customers come into the stores.

How might in-store tracking tie in with a retailer’s ecommerce strategy?

Traffic data can support a retailer’s ecommerce strategy in multiple ways.

One of them is the measurement of the effectiveness of online marketing and promotions.

It is great to run a promotional campaign, – for example, offering a 10% discount for an in-store purchase during a particular week – but one also needs to know if such a campaign actually drove people to the store. Were

those predominantly new customers, or loyal brand ambassadors? In this case, visitor frequency traffic patterns can be correlated to promotional strategies and provide insights into the impact of the campaign on store/chain KPIs. Have you worked with any clients in UK furniture retail, and can you share anything about your experiences?

Sensormatic work with the majority of furniture retailers in the UK and have a full understanding of the very different engagement large-ticket, considered purchases require.

Some furniture retailers use conversion rate as a store KPI and will reward staff accordingly, while others use it as a measure across the varying store classifications to gain more insight around general performance, adding this data to the econometric modelling. Both models require consistent and accurate data, and that is why they choose Sensormatic.

Due to our extensive reach and the wealth of data gathered in the furniture segment in the UK, since January we’ve been able to offer an exclusive market intelligence index dedicated to home furnishings in the UK. This index enables the benchmarking of the performance of a store or a group of stores against the rest of the market, and creates a direct understanding of how a specific in-store’s traffic compares to similar businesses in the UK

40

PRODUCTS RETAIL TECHNOLOGY

DATA-DRIVEN DIRECTIONS

IT’S IMPORTANT TO ASSESS ALL AREAS OF THE STORE AND SEE WHICH PARTS ARE MORE SUCCESSFUL THAN OTHERS

By PETER LUFF www.ipsos-retailperformance.com

(image credit: 123RF.com/everythingpossible)

Ipsos Retail Performance provides footfall technology – designed to track how many people pass through a specified area throughout the day, this tool can measure performance and help retailers make more informed decisions which, when coupled with Ipsos’ behavioural insights tool, can lead to new opportunities to drive sales, writes MD Peter Luff …

We noticed an increase in demand from retailers throughout the pandemic, with many seeking to drive traffic online. However, as normality starts to resume, online activity and in-store traffic are actually starting to coincide.

Looking specifically at furniture retailers, customers want to see and feel the products, so it’s important to have a plan to measure both online and in-store traffic. Historically, these customer interactions would have been measured in isolation, but many retailers are now starting to realise that a strong online presence can, in turn, increase footfall in-store – and, vice versa, a strong in-store experience can support the online journey.

Working with NCF Living, one of the UK’s premier furnishing stores, we were able to use their footfall data to optimise store performance, improve store layout and ease customer navigation through different areas.

Armed with this data, NCF Living were able to understand the volume of customers visiting stores, and can now make more informed decisions around staffing, depending on anticipated footfall.

The furniture sector has seen a significant amount of disruption from pureplay online retailers, but it remains important for consumers to look and feel items before making a purchase.

Furniture purchases are mostly made with longevity in mind, and can be significant investments, so they often involve going into a store, to try out a piece of furniture and ask staff questions before making a purchase.

This means that it is vital that brands ensure that their ecommerce channels complement their in-store experience, and visa-versa.

Technology such as ours has really helped retailers measure store engagement, which analyses the various ways a retail brand interacts with current and prospective customers. Alongside this, having access to demographic data makes it easier for retailers to adjust strategies to reach a wider audience.

In retail it’s important to assess all areas of the store and see which parts are more successful than others.

From this, businesses can analyse the data and find ways to improve underperforming areas.

Many people want some normality back, and even though there has been a lot of growth online during the pandemic, we’ve noticed that it has started to stay at a constant level.

For high streets and retail shopping centres, consumers are starting to feel more comfortable shopping in-store, and we have no doubt that will only continue into the year

Effective & efficient omnichannel retailing A new, unified retail ecosystem

Enterprise eCommerce + EPoS + CRM + Retail Management

by Visit iconography.co.uk/omnis

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PRODUCTS RETAIL TECHNOLOGY

NEXT-LEVEL ECOMMERCE www.iconography.co.uk

Give us a quick summary of what kept Iconography busy in 2021 …

It was a great year – our best to date.

We’ve been active within furniture producing sites for retailers such as Fairway and Peter Green. We’ve also rolled out OMNIS (our unified commerce platform) to a select number of furniture retailers who want a better way of doing things in this omnichannel age – online and in-store. These retailers want to raise their game and move on from relying on problematic integrations between legacy retail management systems and their ecommerce platform.

Iconography has worked with several well-known retailers in the sector, such as And So To Bed

If you feel your IT system is underperforming, why is now a good time to overhaul it?

In our experience, many retailers out there are trying to be relevant to modern consumers and develop a meaningful online business in addition to their stores. Many, though, are hampered by the fact that they have old IT systems – which stifle their efforts to grow a meaningful online proposition.

The issue is there is a fundamental ‘faultline’ between online, in-store and

Wayne Robbins

This April, ecommerce support specialist Iconography will be on hand at the NEC’s January Furniture Show to tell visitors how it can take their ecommerce systems to the next level.

Here, director Wayne Robbins explains why the need to upgrade retail IT systems is more pressing than ever …

back-office functions – data stored in different formats and different systems which needs to be moved and managed to keep the wheels turning.

Integrations can bridge the gap – however, there are often limitations, workarounds, operational inefficiencies and higher staff and running costs associated with this approach.

Now there are alternatives to this ‘old school’ approach – systems such as OMNIS Retail, purpose-built to meet the demands of omnichannel retailing.

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Why not take a shortcut and simply link up with an online store?

We’ve been linking our websites to legacy systems for years. This is the approach we think is past its sell-by date.

Integrations work – but they can be high maintenance and do throw spanners in the works, daily, weekly, monthly. For furniture-related examples please have a look here.

Give us an idea of the capabilities retailers can discover by taking their system to the next level …

How about, it’s Wednesday afternoon, and you want to place purchase orders on your suppliers for madeto-order products associated with customer special orders. Whether that order occurred in store A, B or C, via the phone or from the website, all orders should be in one place, easily identifiable as customer special orders, and quickly grouped and collated onto purchase orders with relevant suppliers.

The orders can then be placed and fully managed through one system. … and the headaches and limitations they can say goodbye to …

The integration issues link above gives you a flavour. One thing is when problems arise on the website – problems that could be caused by the integration or changes made in the legacy system. A retailer is often caught in the middle and issues can take time to investigate and resolve.

Let’s say a whole new furniture collection (all the product data, descriptions, images, dimension, pricing, swatches) has been added to

From its offices in Somerset, Iconography works hard to evolve its integration-free, unified commerce solution, OMNIS

Given all the demands on retailer spend right now, why should they prioritise this?

Good question – I think retailers should always think about how they can improve their operations and become more efficient (this saves time and money) and ensure they are a relevant and convenient retailer for consumers to engage with – online and in-store.

In essence, this is the promise of unified commerce platforms such as OMNIS. The truth is that making do with old tech has costs – you may well need more user licences and more staff to manage inefficient workflows and processes.

the legacy system – and somewhere in this data are characters which the integration doesn’t read, or mis-reads (so the data doesn’t get to the website, or formats with errors and looks a mess). Hours of work are wasted, a weekend’s promotional activity lost.

This is the sort of thing that simply cannot happen with a unified commerce system – because everything is underpinned by a single common database. You aren’t moving data between different databases (with different data structures and rules) via integrations. Retailers are not exposed to the problems that inconsistency and anomalies between datasets cause. It’s a big deal, as many retailers will tell you.

How does Iconography work with its customers in ways that might differ to its competitors?

Difficult to say. We picked up a number of clients from the furniture sector last year who had been let down by legacy software companies operating in the sector selling them Shopify- or WooCommerce-based sites which will integrate with their main system.

Selling furniture well online is complicated, and not everyone trying to sell you a website, based on third-party platforms, actually has the experience and technical skills of our team – I think that is the real difference.

Can you offer an anecdote or two about how user experiences can be impacted by poor technology?

Where do I start? I think legacy systems

(primarily built for retail as it used to be) and integrations add to the pressures felt by internal ecommerce teams as they struggle to work efficiently and effectively to deliver the numbers online.

Also, customers can be impacted, let down and disappointed – if they buy that cushion, or that lamp, and it isn’t actually in stock … or the lead time on that lovely sofa was wrong because the way lead times are calculated in the legacy system differs from online, or the integration didn’t update a change in lead times. … and how it can be improved by good technology?

Big question. All I’ll say is, if you think the iPlayer offers you better features and more convenience than what went before (namely a VHS video recorder), the same is true of 21st-century omnichannel retail software.

How do you see ecommerce developing this year? Any key trends/ developments we should be aware of?

It’s all about workflow automations, intelligent merchandising, personalisation and other forms of conversion rate optimisation – it has been for several years now.

Where/how can prospective customers find out more about your expertise and services?

Our website features quite a bit on what we do in the furniture sector, and we will be at the January Furniture Show this April, on stand 2-G5

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PRODUCTS RETAIL TECHNOLOGY

RETAILSYSTEM’S EPOS EXPLAINED

RETAILSYSTEM WAS DESIGNED TO DEAL WITH ALL THE IDIOSYNCRASIES THAT OUR INDUSTRY COMES ACROSS ON A DAILY BASIS

By ROBIN SUTHERLAND www.retailsystem.com

RetailSystem is the most widely used furniture-centric retail software management system in the UK and Ireland

Award-winning EPoS platform RetailSystem was designed and built 18 years ago by a furniture retailer, specifically for furniture and mattress retailers. Now a global operation spanning five continents, the RetailSystem product ecosystem addresses numerous business demands, and is still growing – Furniture News asked RetailSystem’s global sales director, Robin Sutherland, to spell out its key components …

RetailSystem Specifically created as a low-cost solution for the furniture industry, and running for 18 years, it is by far the most widely used furniture-centric retail software management system in the UK and Ireland. The system was created by a furniture retailer, so it was designed to deal with all the idiosyncrasies that only our industry comes across on a daily basis, and over the last 18 years has developed to be the most comprehensive EPoS tool for our sector.

Development never stops – if a client of ours proposes an idea for something to be added, we consider the benefits to our 1500+ retailers in the UK and Ireland, and if we feel that the majority will find it useful, it will go into development and the feature will be added on one of the many upgrades that happen each year.

FurnitureKiosk In the furniture industry, rarely has anything like this been so comprehensive and so exciting! It’s a new concept – a ‘clienteling app’. Just imagine … there are many products that you don’t want to display on your website, for a whole myriad of reasons – perhaps they don’t travel well, they’re not allowed to be sold online, or are too heavy for carriers … the list is endless.

We thought about it and came up with FurnitureKiosk, and now this works as a replacement to those hundreds of supplier brochures spread around the store, in the manager’s office (which is locked, as it’s his day off!) or in filing cabinets. Some have grubby pages, some even have coffee rings on them.

The one thing they all have in common is that they were obsolete before you were even given them.

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FurniturePay The take-up of FurniturePay has been phenomenal. We’ve secured some amazing savings on card-processing fees for furniture retailers over the last year or two.

“It’s one of those areas of overhead you just don’t get round to looking at,” a retailer said to us recently, and we secured them annual savings of over £40,000 (that isn’t a misprint!) against their existing provider.

There are two further benefits of using FurniturePay, and it’s all about integration of the PEDs (formerly PDQ machines). We’ve all had that sinking feeling at the end of the day when cashing up and, after hours of looking, find that instead of keying in, say, £249 for an item, only £24.90 has been charged – and the customer is long gone, and you didn’t take any details.

Net result – you have lost £224.10.

That same sinking feeling can also occur when a refund has been fraudulently put through using the manager’s card (you know the one, it just

FurnitureKiosk recreates all available product on an interactive screen

So, what we’ve done is recreate all the product that’s available to you, to be displayed on an interactive screen right there on your shop floor. The customer can select a complex product for themselves without any assistance, or your salespeople can build the order on screen with the customer. Staff can also use tablets and move around the store with the customer, building their wish lists (or, indeed, their order), never having to rush off to find the brochure.

Your salespeople have all the client statistics at their fingertips, to give every customer the VIP treatment.

If you aren’t using RetailSystem, it isn’t an issue – once complete, the order gets emailed to you from the kiosk. If you are using the EPoS, then it just drops right onto your RetailSystem dashboard.

The other real advantage is that the content for the kiosk is live – if a product is discontinued or a new fabric becomes available, it can be updated instantly, as can the ever-changing prices.

lies around in the bottom of the drawer – or, even worse, sits next to the PED).

Most of us will have suffered that fate over the years, and many won’t be aware and simply wrote it off. Now this problem is solved by FurniturePay, as refunds can only ever be issued if they went through the system in the first instance. Sleep better at night knowing that?

FurnitureBooks The world’s most widely used accounting software, QuickBooks by Intuit, was chosen as the partner for integration with RetailSystem. It has been in operation with our US clients since last year, and while the cost and time savings are outstanding, the real benefit is it doesn’t make mistakes – from the initial sale right the way through to the year end, it’s as automated as you want it to be.

Sit on a beach in Majorca (other beaches are available), and at 11:32am with a glass in your hand you can see

ANYTHING YOU WANT AND NEED TO KNOW ABOUT YOUR BUSINESS IS RIGHT THERE, AND IT’S LIVE

exactly what’s in the till at each store, what you owe your suppliers, and what deposits you’ve taken from customers – anything you want and need to know about your business is right there, and it’s live.

WebSystem by Shopify We took the leap in the middle of last year to partner with Shopify to produce some outstanding websites and bring clients of our original WebSystem along for the ride. As most of you know, building a website isn’t cheap, is very time consuming, and outside your comfort zone. Who do you choose? The one that has the best sales pitch?

We took a very different approach. We decided to provide a changeable template (which is stunning, by the way), build the content, upload all the high-resolution images and have it ready to use for nothing upfront – simply use a monthly subscription to cover the cost in the long term. We have a policy on all of our modules and products that there is no long-term contract – if you aren’t happy, you can walk away with a month’s notice.

Again, the take up by furniture retailers has been phenomenal, and we currently have over 100 WebSystem Shopify websites live or in the build stages.

Exciting times indeed

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PRODUCTS BEDROOM

HYBRID STEPS UP Beyond just mattresses, Simba’s offer now comprises beds, duvets, bedding, Hybrid mattress toppers and protectors

Simba is on a mission to develop cutting-edge sleep technology to improve the world’s sleep, constantly innovating to build better sleep tech … www.simbasleep.com

Simba’s Hybrid Firm Pillow is coming soon

Simba is best known for its unique Hybrid mattress, made with patented titanium Aerocoil microsprings. These smaller, slimmer 25mm springs are placed closer to the surface than they would be in a regular mattress, providing more responsive support.

After selling half a million Hybrid models, Simba has gone on to launch two advanced models that feature additional comfort technology. The Simba Hybrid Pro first introduced the double layering of springs, for extra support and comfort. Launched last year, the Simba Hybrid Luxe went a stage further by introducing a layer of taller 40mm springs towards the base of the mattress, forming a third layer of

microspring support.

Expanding the Simba universe beyond mattresses, the range now includes beds, duvets, bedding, Hybrid mattress toppers and protectors. Using the same engineered approach to beds, key innovations include Easy-Fit 10-minute assembly and a brand-new responsive slat system for superior support.

And that is not all – the Hybrid Firm Pillow is coming soon. The company has taken all of its mattress expertise and applied the same layered construction to offer exceptional head and neck support for the sleeper. Designed to cradle the head with a layer of Aerocoil microsprings, it can be adjusted using different layers within the pillow for the sleeper’s preferred firmness (medium, medium firm or firm) and sleep position.

The side sleeper option uses three layers, and the back sleeper uses two.

The upper side features cooling Stratos technology for optimum temperature control – so there is no need to turn the pillow to find the cold side.

Ultimately, Simba is committed to helping everyone achieve better sleep.

The Simba Sleep app, which is free to download, provides real-time data to help improve users’ sleep experience.

By tracking sleep patterns, the app gives the user a much better understanding of their sleep habits. It also offers tailored sleep courses, as well as sleep sounds and stories designed to help users drift off more easily

Vegan mattress ticking is designed to keep us sleeping soundly and healthfully without harming people, planet, or animals.

Engineered for Sleep We’re experts in the science of sleep, and over a million customers have already trusted us to give them the best night’s sleep they’ve ever had.

TOP RATED & AWARD WINNING We have 180,000 five-star reviews, which is more than any other mattress brand in the world; we’ve also won 50 sleep industry awards.

100% RECYCLABLE MATERIALS We’ve made sure that every single component of our Hybrid mattresses are recyclable, from our graphite-infused foam to our tiny, titanium springs.

We offer free delivery and returns, with a 200-night free trial and a 10-year guarantee. You can also shop with 0% finance over 12 months.

ENGINEERING EXPERTISE From our ingenious Aerocoil micro spring to our cooling Simbatex foam, we’ve engineered our own, unique solutions to the world’s sleep problems.

CARBON NEUTRAL All our mattresses, duvets and pillows are carbon neutral.

We use sustainable materials and processes across our range.

simbasleep.com

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PRODUCTS DINING

MORE THAN READY Kashmir

Forte is all set to deliver a raft of new dining, bedroom, living and home office product at the postponed January Furniture Show next month (stand 4-B45), as it marks the 30th anniversary of its foundation … www.forte.com.pl

Sewill

Forte is one of Europe’s largest manufacturers of self-assembly furniture. Founded by Maciej Formanowicz in 1992, Forte went on to be listed on the Warsaw Stock Exchange in 1996, and its shares grew in value thereafter.

Today, Forte comprises five state-ofthe-art facilities in Poland (all audited

by ISO and SMETA) and a network of local and international sales offices.

The brand has been present in the UK marketplace for some 16 years, but recently opted to up the ante across the territory with the deployment of new appointments, lines and services.

“The decision to relaunch Forte was taken in 2019 following an in-depth analysis of the current marketplace,” says Forte’s national sales manager (UK), Victoria Ross. “We could see the trend towards well-designed selfassembly furniture, and knew that we had already-successful products that would fit well in the UK. “Our original plan was set for a soft launch in summer 2020, but this was delayed due to the pandemic. We used that time to further develop our UKtailored offer and to build processes, enabling us to supply customers with delivery terms that suit them, following the changes since Brexit.”

Victoria says Forte has worked with a selection of its larger portfolio, making all the necessary adjustments to bring those lines directly to customers in the UK (who can also access the broader catalogue if required).

She concludes: “We were so disappointed that the January Furniture Show was postponed time and again, as we had planned for it to be our launch event back in 2021 – but that means we’re more than ready to showcase our latest products and designs at the NEC next month!”

PRODUCTS LIVING

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LOUIS DE POORTERE www.louisdepoortere.com

Louis de Poortere has launched its Rugs 2022 Collection, including 47 inspiring and brand-new designs alongside enduring classics and a new circular option in suitable designs.

With the new Structures, Meditation and Nuance, as well as additions to the existing Gallery, Mad Men and Atlantic, the new collection refreshes one of the most popular rug collections in the independent flooring retail sector.

Alan Russell, sales director UK, says: “We’re pleased to launch our 2022 collection, welcoming some fabulous new designs to an extraordinary range that has led the way in balancing accessible pricing with quality and design for many years. There are few makers in Europe that can offer such a distinct collection while still achieving a price point that lets design and craftmanship be widely enjoyed.”

Alongside the new collections, with high and low weaves, dazzling colours inspired by coral reefs and patterns inspired by the Bauhaus movement, Louis de Poortere has also introduced a new shape to the collection. A circular rug is now available on selected designs in a 240cm diameter.

The new Rugs 2022 Collection brochure can be downloaded from the company’s website.

The Furniture Makers’ Company the furnishing industry’s charity

IT’S TIME TO

STEP 2 IT

Step 2 It is the exciting new fundraising campaign by industry charity The Furniture Makers’ Company.

The Furniture Makers’ Company is launching its largest ever fundraising campaign in May, asking the furnishing industry to ‘Step 2 It’ and help raise £250,000 to support people from the trade who have been impacted by COVID-19.

Step 2 It aims to inspire companies and individuals to organise sports-based fundraisers between May 2021 – April 2022 in aid of the charity, encouraging friends, family and co-workers to join in the fun. What’s more – thanks to a benefactor, every single penny you raise will be matched, effectively doubling your donation.

Last year our charity awarded a record number of financial grants to people from the sector whose lives and livelihoods were disrupted by the pandemic. Now we need your help to raise funds so we can keep supporting the industry.

Have fun, raise money, support lives, Step 2 It Claim your fundraising toolkit: www.furnituremakers.org.uk/step2it

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PRODUCTS LIVING

DISTINCTIVELY DIFFERENT DESIGNS Libra Interiors has launched its new-season collection with inspiring themes from Neutral to Maximalism, a new fabric partnership for made-to-order sofas, and the Icons series, which reimagines designs from its 50-year history. In all, it is set to be a landmark year for Libra … www.librainteriors.com

53 Celebrated luxury homewares brand Libra Interiors’ bold designs have inspired home furnishing visions since 1972, and the supplier’s new spring/ summer collection sees it launch a diverse offering of premium products, with themes ranging from elegant and calm to dramatic and daring.

Beautiful in its simplicity, the Neutral Accents collection offers a refreshing approach to neutral hues. This emerges as soft, muted colours, warm wood tones, rich metal finishes and surface material with hidden depths, all of which bring an intrinsic warmth to create a calming and elegant space.

For the bolder profile, the Maximalism theme marks the shift towards the ‘more is more’ philosophy. Together, vivid colour palettes, sumptuous upholstery, layered textures and statement prints allow endless creative possibilities and create a truly unique look. For daring individual styling, meanwhile, the Midnight Hues collection pays homage to the enduringly stylish partnership between black and white.

Taking inspiration from the popular Mayfair theme, nickel and bronze

accents add interest to bold bursts of colour in this dramatic look.

Through a new partnership with one of the UK’s leading upholstery manufacturers, Libra is launching a collection of made-to-order sofas in a combination of shapes and fabrics – all of which are exclusive to Libra, and come with 10- and three-year

guarantees on the frames and fabrics, respectively.

To celebrate its 50th year, this season also sees the first launch of Libra’s exclusive ‘Icons’: a 50-piece collection, which offers a reminiscent yet contemporary nod to its most-loved designs from the past five decades.

With some models expertly crafted as exact replicas of their original design, and others carefully reimagined for the modern market, the result is yet more possibilities for those seeking to achieve the ‘Libra look’.

MD Paul McLaughlin comments: “We’re delighted to release the special Icons series as part of our new-season launch, to mark Libra’s milestone 50th anniversary.

“This year is a great opportunity to reflect on the stories that form the foundations of our brand, whilst celebrating our entrepreneurial and design heritage.

“Drawing on some of the greatest styles and cultural influences over the previous five decades, we can’t wait to share more details about our Icons series as we launch these throughout our 50th anniversary year. Watch this space …!”

WE CAN’T WAIT TO SHARE MORE DETAILS ABOUT OUR ICONS SERIES

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PRODUCTS TRADE SERVICES

THE VITA GROUP www.thevitagroup.com

Manufactured from renewable sources – castor oil, sunflower, and soybean-based polyols – Vita’s sustainable Origin filling is available in different grades across the group’s range of combustion-modified and visco-elastic foam.

“There is now a clear competitive edge to working greener,” states The Vita Group, “so Origin is the type of product that your customers want – if not demand!”

SATRA TECHNOLOGY www.satra.com/furniture

As a key technical and testing partner for companies in the furniture and floorcoverings industries, SATRA’s furniture and floorcoverings division held an open day on 17th February.

Delegates were welcomed by CEO John Hooker, who provided an overview of SATRA’s history and the services it can provide to the furniture and floorcoverings industries. This was followed by experts from individual divisions within SATRA speaking on how their knowledge and expertise informs their testing services for the industry.

For more information on SATRA’s furniture and floorcoverings testing and certification services, interested parties can email furniture@satra.com.

Creating Comfort, Delivering Performance, Enhancing Everyday Life Smaller Carbon Footprint

Hypo Allergenic

Optimal Airflow

Origin™ is the result of cutting-edge foam engineering and is the first step towards achieving our vision of a new generation of sustainable foams.

Our new Origin foam produced at The Vita Comfort UK offers the highest plant based polyols (10%-20% parts per volume) in any foam in the Industry. Vita Origin reduced the reliance on petrochemicals in foam production.

Made in The UK Available in HR, CM and Visco-elastic foam

+0161 655 2680

customerservices@thevitagroup.com

https://www.thevitagroup.com/

56

OPINION

STRESS-FREE HYBRID SELLING As Covid restrictions ease and more in-person meetings are finally possible, are you feeling the pressure of customer expectations set during the pandemic? Here, sales performance coach Peter Holland suggests how furniture professionals could benefit from adopting a new approach to outreach …

MANY ARE NO LONGER ABLE TO PROVIDE CUSTOMERS WITH THE IMMEDIATE RESPONSE THEY’VE GROWN USED TO

By PETER HOLLAND www.linearstructure.com

Over the last two years, you’ve been at your desk and able to provide rapid email and telephone responses to client requests.

If you’re now back on the road, with increased travel time and reduced access to email, this can create a problem. Many clients I’ve spoken with say they are no longer able to provide customers with the immediate response they have grown used to.

This can leave you feeling overwhelmed as you try your best to manage the situation effectively.

Unfortunately, your customers may feel frustrated by the ‘apparent’ reduction in responsiveness and service levels.

If this sounds familiar, take heart – you are not alone! Here are three simple steps to correct the issue and boost your productivity at the same time: 1. Communicate Don’t suffer in silence. Arrange a call with your customers and simply explain the change in your workday circumstances, and reset expectations on what is realistic and possible.

Discuss with them the best way forward. What is their preferred method of communicating – email, text, phone or Zoom? Find out the best time of day to reach them – is early morning or later in the day more convenient?

Create a plan together that allows you the necessary time to respond and provides them with an assurance you’ll get back in a timely manner.

2. Re-educate Sales has changed. To be productive with your time, you need to incorporate virtual meetings into your schedule.

But your customers may not immediately be open to holding some meetings on Teams or Zoom. During your next face-to-face meeting, why not discuss the benefits of using video conference for some of your meetings, and then demonstrate how simple this is to set up if needed?

3. Triage your meetings Now that virtual meetings have gained widespread acceptance in the business world, we need to review our productivity.Should we simply go back to our former workday schedule? How would incorporating several virtual meetings into our week affect our productivity?

Why not review each customer interaction beforehand to determine the most appropriate format? Could some conversations be handled over the phone, and would others only require a brief virtual meeting? Which ones would really benefit from that personal, face-to-face interaction?

Imagine the impact of triaging your calendar in this way – the huge time saving possibilities, and your ability to handle more sales opportunities, whilst reducing that stress! Why not discuss this topic as a team at your next sales meeting?

NOW THAT VIRTUAL MEETINGS HAVE GAINED WIDESPREAD ACCEPTANCE IN THE BUSINESS WORLD, WE NEED TO REVIEW OUR PRODUCTIVITY

SATRA supporting you Membership provides businesses with a range of benefits such as bespoke technical support and advice through our technical team, helping businesses to understand current legislation, influence new standards and develop product specifications.

F by ind vi ou sit t m in o g re fu a rn bo ish u in t m gs em .s b at e ra rsh .c ip om

SATRA Technology has launched a new furniture and floor coverings membership package, specifically tailored to meet the needs of these industries.

Also included are testing discounts, 20% of the annual subscription value returned in the form of vouchers and access to SATRA’s new online Furniture & Floor Covering Hub, a go-to repository for the latest industry news, technical information on standards and regulatory requirements, as well as industry focussed features such as polls.

www.satra.com furniture@satra.com Tel: +44 (0)1536 410 000

58

OPINION

PREDICTABLE PANDEMIC PERFORMANCE? Businesses are adapting to the pandemic’s vagaries, and, for the first time in three years, retailers will be able to predict with some assurance what their comparable sales growth will be – says Intalytics’ MD Dave Huntoon, who offers six predictions for 2022 …

ALTHOUGH ONGOING OUTBREAKS AND MUTATIONS WILL HAVE AN IMPACT ON CONSUMER SHOPPING HABITS, THESE WILL NOW BE ANTICIPATED BY RETAILERS

By DAVE HUNTOON www.intalytics.com

Since the beginning of the pandemic, and due to the associated closures, consumer behaviour changed – making forecasting exceptionally challenging.

However, although there will be ongoing outbreaks and mutations from Covid-19, which will have an impact on consumer shopping habits and demand, these will now be anticipated by retailers, and will be relatively predictable.

Steady ecommerce sales gains Online shopping skyrocketed during the pandemic due to a combination of store and restaurant closures. As a result, online sales saw a significant spike, with the ecommerce market growing at an exponential rate (in the US, nonstore sales skyrocketed by more than +25% in Q3 2020 alone, according to a Digital Commerce 360 analysis of US Department of Commerce figures).

However, online purchasing as a proportion of total retail sales has now returned to historical levels. In the US (again referencing Digital Commerce 360’s findings), online retail sales jumped from 12.4% of total retail sales in Q3 2019 to 15% in Q3 2020, and settled back to a more historically consistent 14% in Q3 2021. Looking forward, as the market settles, retailers can expect a slow but steady rise regarding online orders.

Therefore, an omnichannel strategy will be key, with a mix of brick-and-mortar stores and an online presence needed for retailers.

To generate profits, these businesses must be guided by their customer demographic when deciding their offering, making sure they’re leveraging all the data available – the average customer spending and customer profiles (age, gender, etc) – which will enable the forecasting of behavioural patterns.

From here, businesses can devise a steadfast omnichannel strategy that puts the customer first and does not solely rely on website algorithms – instead,

this approach will consider location intelligence.

Inflation (an excuse to raise prices, at last) Retailers have been constrained in their ability to raise prices for the past 10 years. However, rising labour costs and issues with supply chains have resulted in higher price points for consumers.

Expect price increases, or corresponding reduction in value, to persist throughout 2022, bringing little clarity for businesses regarding long-term inflation trends.

Private equity rollups The private equity world will continue to target selected industries with significant numbers of independent operators, looking to realise value through increased buying power, operational efficiencies and best practices.

The growth of the customer-centric rerspective Retail expansion has historically focused on the projected financial returns afforded by one-off store deployment decisions, or by investments in ecommerce and logistics. Successful operators have adopted a customercentric approach – what combination of physical stores, ecommerce, shopin-shops, channel partnerships and new prototypes will best serve existing and potential new customers? How to cater to audiences and provide the most profitable returns will be an ongoing and ever-changing conversation this year.

Asset reprioritisation As an adjunct to the customer-centric theme, tenants across various industries will increasingly look to reassess their existing brick-and-mortar deployments and close or relocate stores where appropriate. This is most significant for regional shopping centre tenants, who need to reposition soon if they want to stay relevant

60

OPINION

DISRUPTIVE MARKETING DISRUPTED Changing privacy rules are set to impact marketers’ ability to track consumers and their online activity – which could soon reconfigure digital advertising practices and confront retailers with a fresh set of choices when it comes to advertising, writes the editor-in-chief of US trade magazine Furniture Today, Bill McLoughlin …

BY BILL MCLOUGHLIN www.furnituretoday.com

For the past several years there has been a virtual gold rush to mine consumer data, turn it into marketing insight and target consumers with increasingly specific, timely and often ubiquitous advertising messages.While those who grew up reading Orwell’s 1984 in school may have found some of this a bit intrusive, for many younger consumers that level of, let’s call it ‘curation’, was preferred – and even expected.

Much of the D2C growth over the past several years has been fueled by this activity – including the ability to implant third-party cookies on consumers’ phones. This third-party data has provided a critical underpinning to customer acquisition and retention strategies, and birthed a new generation of digital marketing specialists.

However, the pendulum has begun swinging back in the direction of consumer privacy, and two key changes — one which occurred last year and another scheduled for 2023 — could soon force retailers and brands to reshuffle their marketing mix.

The first change was Apple’s release of iOS 14.5 in Q2 2021. As part of the release, the company required all apps to adopt a framework requiring those apps to ask the user’s permission to track them or gain access to their phone’s advertising identifier. To provide some context, Apple currently has an installed base of 113 million iPhones in the US alone, representing just under half (47%) of all smartphone users in the country.

As of July 2021, only 17% of

consumers were opting to allow their apps to track them, according to Statista.

The other significant pending change is Google’s plan to phase out thirdparty cookies and put in place new privacy technologies beginning late this year, that will allow publishers and advertisers to begin phasing out their use by late 2023. While that may seem a long time away, for comparison, that’s less time than we’ve been dealing with Covid-19 and its myriad disruptions.

Much of the D2C and digital marketing activity of the past few years has been built on this technology, and its elimination will force marketers to explore other alternatives.

That’s not to say that new technological options aren’t under development – Google itself is developing a so-called Privacy Sandbox of alternatives – but bear in mind that the purpose of all these efforts is to protect consumer privacy, so it’s reasonable to expect at least some diminution in the ability to track consumers’ digital behaviour at the same level of recent years.

It’s too soon to tell what all this means for the digital marketing landscape, but at least in the short term it seems likely that SMS marketing, email and good old-fashioned print alternatives may get a fresh look as the digital ecosystem seeks a new equilibrium. It also highlights the increasing role that technology will play in retail marketing going forward, and the investment that will be required to keep pace

THE ELIMINATION OF THIS TECHNOLOGY WILL FORCE MARKETERS TO EXPLORE THE ALTERNATIVES

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HOME & RETAIL FURNITURE DISTRIBUTION

62

OPINION

GET ON THE RIGHT TRACK Optimised delivery experiences can help furniture brands get ahead of their competitors, writes Alex Buckley, GM of EMEA and APAC operations at last-mile delivery platform, DispatchTrack …

MANY CUSTOMERS DO NOT SEPARATE THEIR PURCHASE EXPERIENCE FROM THEIR DELIVERY EXPERIENCE

By ALEX BUCKLEY www.dispatchtrack.com

At the end of last year, a number of leading furniture and homeware brands such as IKEA, Piet Hein Eek and Axor announced they had no choice but to raise their prices because of global supply chain issues created by worldwide shortages and price increases of raw materials, as well as a rise in transport costs.

Some experts say by the middle of this year it should ease – others predict it could be 2023 before we see this resolved. Customers who were already experiencing delays in production now face an increase in costs of goods as well. To keep their customers happy, retailers are understandably looking at how they can differentiate and improve in other areas instead.

Many customers do not separate their purchase experience from their delivery experience. There is therefore a huge opportunity for retailers and brands to delight their customers with an exceptional delivery experience.

With recent innovation and advances in technology, it is now possible to deliver intelligent, dynamic routing for ever-changing delivery parameters.

As a result, here are the key areas of differentiation for retailers to consider: 1. Think outside the box Often, when larger items such as furniture are purchased, they are typically scheduled for delivery on a specific day. What is so often overlooked is information regarding accessibility for these bulky items, which can result in a less-than-satisfactory experience for the customer, driver and retailer, if the item has to be returned. Any unexpected issues and delays will have a knock-on impact on all the scheduled deliveries for the rest of the day, too.

Retailers therefore need to think outside the box to deliver better experiences for their customers.

This requires a solution that can capture intelligence surrounding

more complicated deliveries to put the optimum combination of load, vehicle and team into the route using intelligence and all the factors involved.

2. Relinquish control Giving customers control to schedule or reschedule their deliveries as well as track where, in real time, the driver is, avoids the frustration of waiting for hours for a delivery and improves the convenience factor and experience for them. There are dynamic solutions that are able to intelligently re-route deliveries as well as accurately communicate the driver’s whereabouts.

3. Proof of delivery As many as 10% of shipments are either misdelivered, damaged or lost each year. It is incredibly frustrating for customers to be notified that their item has arrived, yet not have it – or worse, to have the item, only to find out it is damaged. Retailers need a solution that can accurately record proof of delivery, including pictures, video, notes and more, all from a driver’s mobile device, to ensure that the goods delivered are in great condition and are consistent with the consignee’s expectations.

4. Give customers what they want Customers care about the environment, and increasingly demand sustainable solutions. Cutting waste out of the last mile is one of the areas that can have the most impact for retailers in reducing their carbon footprint, and is an opportunity to impress customers.

Optimising routes to be as efficient as possible will reduce emissions and have the added benefit of saving time and fuel costs.

In order to overcome supply chain issues, furniture retailers and brands can seize the opportunity to delight customers with exceptional sustainable delivery experiences through employing intelligent, dynamic routing solutions

64

The centre of knowledge for the furniture industry

TAKE THE LEAD

Race into first place with our key issue Escalating Covid-19 cases in December prompted Clarion to postpone this year’s January Furniture Show to April – and Furniture News is lined up to deliver an unbeatable array of print and digital marketing opportunities around the industry’s big event.

April’s issue will be a tour de force of trade insight, packed with products, previews and industry voices. It’ll be distributed in bulk from our stand at the January Furniture Show (5-D4 this year), and at the nearby INDX Beds & Bedroom, giving advertisers even greater presence.

Find out how membership can help you

April’s bumper issue offers the following special features:

www.fira.co.uk/membership T: 01438 777 700 E: info@fira.co.uk

JANUARY FURNITURE SHOW It may have been postponed, but here’s the BIG preview of the UK industry’s main event, highlighting the best new product and where to find it

INDX BEDS & BEDROOM What’s lined up for AIS, highlights to see at AIS’ Cranmore Park exhibition

BUYING GROUPS & ASSOCIATIONS Why the industry is better together

IN-STORE DISPLAY/VISUAL MERCHANDISING It takes strong visuals to secure sales, so we’re asking the commercial creatives how retailers can get the look

INFORMING INDUSTRY, BUILDING BUSINESS

JYSK’S NEW DAWN David Ashton’s five-year plan

The issue will also present the latest in Bedroom, Dining, Living and Trade Services.

WILLIS & GAMBIER RETURNS INSIDE MADE.COM, SOHO

Is your marketing strategy ready to spring into action?

Call Sam Horscroft on 07764 650655 or email sam@gearingmediagroup.com

At The Helm Join Hydeline’s voyage of discovery BEDROOM / DINING / LIVING IFHS / AUTUMN FAIR / TRADE SERVICES

EXHIBITING AT JFS? We publish the official Show Catalogue and Preview Magazine, so can really put you on the map!

#367 October 2019 www.furniturenews.net

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25/09/2019 14:09

BOOKING DEADLINE: WEDNESDAY 9TH MARCH

The International Alliance of Furnishing Publications (IAFP) comprises 17 of the world’s leading industry trade publications.

As the IAFP’s UK representative, Furniture News can offer exporters and importers market information, contacts and reach through the most effective B2B channels. www.iafpalliance.com

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05/11/2019 15:07

OPINION

65

RIGHT SIDE OF THE BED National Bed Month is here again, and the National Bed Federation (NBF) has gone all out to deliver a host of promotional and educational tools, as well as reinforcing its sustainable agenda and support for industry newcomers – explains the NBF’s head of marketing and membership, Simon Williams …

LOOK AFTER YOUR BED, AND IT WILL LOOK AFTER YOU!

INDUSTRY PARTNERS

By SIMON WILLIAMS www.bedfed.org.uk

So many things have changed in the bed industry over the last three decades, but one thing remains a constant – National Bed Month – which this year celebrates its 33rd year.

This promotional event is the envy of the other sectors in the furniture industry, raising awareness of the most important piece of furniture in the home, promoting the health benefits to consumers of buying a new bed (particularly one made by an NBFapproved member), and how to care for it to prolong its lifespan – an increasingly relevant message in today’s sustainable society.

In line with our NBF Green initiative, we are keen to promote the importance of caring for the bed to prolong its lifespan, rather than the not-sostraightforward message of simply replacing it every seven years. If the bed still provides the user with the comfort and support they need, they should continue to care for it to get the most out of it – look after your bed, and it will look after you!

This year’s theme is Wake Up on the Right Side, with the Right Bed (#RightSideOfTheBed), and will focus on bed-buying advice to ensure consumers get the right bed for their needs, plus tips on how to care for it and expert sleep advice from The Sleep Charity.

An all-new, multimedia marketing toolkit is available to ensure retailers – and in particular NBF Retail Champions and NBF members – are well equipped to support their customers. As well as a suite of logos, infographics and website banners, there is also a fantastic new video which can be shared on social media or embedded into websites. NBF Retail Champions and NBF members have exclusive access to the free downloadable toolkit from our website.

If bed retailers aren’t yet part of the

NBF Retail Champions scheme, then we encourage them to apply to join the scheme and get fully involved with this fantastic promotional campaign, as well as receiving free PoS items and a listing on the new Bed Advice consumer-facing website.

After being offline for the last year, we’re excited to launch an updated Introduction to Beds course. It’s aimed at anyone new to the bed industry, whether in retail or manufacturing – in sales, buying, customer services, finance, production or logistics. What’s more, this course is now available completely free of charge and can be downloaded directly from the NBF website as per the above.

As well as providing an in-depth explanation of all the main product types – mattress constructions, divan bases, bedsteads and headboards – there’s sections covering major bed brands, relevant legislation, and a glossary of industry terminology. There are also up-to-date learnings about the UK bed market and consumer bed-buying habits, as well as a helpful overview on the NBF Code of Practice. A noteworthy addition to the latest version is an outline of the NBF Green agenda, covering existing and future NBF projects and advice for businesses making green claims.

The downloadable course gives users more flexibility, allowing them to go at their own pace and refer to it time and again as their go-to bed manual. At the end, participants can access a certificate of completion and offer their feedback on the course.

We encourage all businesses involved in the UK and Irish bed industry to include this free course as part of their employees’ induction process. It’s packed full of information that will particularly help any new starters and quickly enable them to get up to speed on the wonderful world of beds

66

OPINION

THIS MONTH, WE’RE ASKING …

Rob Walker, Orbital Vision Things change rapidly in the furniture industry, and the industry isn’t always geared up to face rapid change. We saw this during Covid – businesses either adapted and got online, or didn’t and suffered Andy Stockwell, Gardiner Haskins From any sector, keep innovating, keep moving forwards. The pace of change in retail has always been fast, and this has accelerated exponentially in the last couple of years. If you aren’t keeping pace, you’re sure to be left behind John Conroy, Morrisofa Europe The tech sector sells a full concept rather than a product – for example, buying an apple iPhone usually leads to buying Airpods, an iPad, iWatch and iPod to go with it. Why do we only try to sell a sofa, rather than a professionally designed roomset?

Mike Whitman, Iconography The importance of supplier-driven assets. If suppliers want their products to be chosen over their competitors’ (either by the end-user or by retailers), they need to offer that retailer support Wendy Martin Green, Peter Green Furnishers As a smaller company, distribution is something we could learn from the online sector. Amazon and, dare I mention, Wayfair, have it down. They know how to get products almost anywhere, and quickly

WHAT’S ONE THING OUR INDUSTRY COULD LEARN FROM ANOTHER SECTOR?

Mike Murray, Land of Beds I think our industry needs to look at a more varied supply chain and locally sourced materials Peter Harding, Fairway Furniture The past 18 months has illustrated just how far behind many sectors the furniture industry is – lead time management, keeping retailers updated and controlling costs are just some of the things that could be significantly improved. However, as online gets ever more important, the biggest thing that could benefit both retailers and manufacturers would be a full appreciation of the need to provide full marketing assets for each and every item in a product range

#390 March 2022 www.furniturenews.net

WE WANT TO HEAR FROM YOU! * Join the conversation on Twitter @FurnitureNewsED * Message the editor at paul@gearingmediagroup.com * For advertising and subscription enquiries, see p3

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Retail’s customer-tracking technology revealed JANUARY FURNITURE SHOW RETAIL TECHNOLOGY | BEDROOM DINING | LIVING | TRADE SERVICES

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Toons’ Huw Williams takes the stand Disruption ahead for digital marketing

25/02/2022 14:08

Huw Williams, Toons Furnishers To analyse the peaks and troughs in trading and try to fix them. At the end of my first year at Toons I realised we had some significant slow periods.

I used my knowledge of product sales in other retail sectors I’d worked in and introduced new product groups to level out the trading pattern – such as a Christmas department and garden furniture Steve Adams, Matress Online To be more transparent with our product-naming conventions. As an industry, we do a great job of confusing our customers with smoke and mirrors.

To complicate the buying process even more, our terminology is alien to many customers – we need to educate and demystify at the same time

Steve Pickering, Sussex Beds Traditionally our industry has always been swayed towards a male bias. I believe a rebalance toward females, especially in positions of leadership, would be beneficial in terms of views and ideas. Considering the majority of our consumer decisions are made or influenced by the female party, it makes great sense to increase their influence John Northwood (trade agent) Our sector has been lagging behind with the use of technology that is available now with some businesses. However, with the pandemic, a lot of individuals and businesses have now realised the benefit and are addressing this – but in my opinion, there is still a way to go

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