RETAILER SPOTLIGHT of its key suppliers, such as social enterprise Arthr and Quingo Scooters. Bryony worked carefully throughout this project, James explains, to select products that complement its own range of rise and recline chairs, adjustable beds and homecare furniture. “We will always focus on our own range of rise and recline and adjustable furniture, but the beauty of this new venture is that we can include many categories of the mobility sector, including scooters, bathrooms, gardening and personal items,” he says. The product areas within the store will be influenced by the feedback the store gets from customers. “We will closely analyse results and get to know people who walk through the door – both of which will direct future areas of growth for the shop.” MEETING CUSTOMER NEEDS As James explains, the mainstay of the store’s potential customers interested in mobility furniture will always be older people who are looking to live more comfortably and independently in their homes for longer. Its target market also includes those whose older family members need specific products, and younger people with health conditions too. He adds: “We’re always forging relationships with residential care homes as well, which is why it is important that the location of the shop means that it’s visible within the town and easy for anyone to drop in for a chat about their needs.”
Bryony Bell, Logistics and Retail Manager at The Mobility Furniture Company
Online and offline advertising of its brand and products are fundamental to the business, he says, and work in synergy with one another. To help achieve this goal, the company works with an advertising agency, Griffin Media Solutions, which has helped transform its marketing strategy. “Online activity drives traffic to our website, where people can look at our
Customers will discover a store delivering that personal touch
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products and book an appointment for a company representative to bring furniture to their homes for them to try out,” comments James. “Or customers can order stock items that are posted out or delivered.” Offline activity is focused around raising awareness of The Mobility Furniture Company’s products and brand, explains James. “People then phone up to book an appointment, or visit the website first and then book an appointment. “So when it came to advertising the shop opening, we took a dual approach that involved a door drop invitation to the launch weekend, advertising in regional press (offline and online) and reaching people in the area via social media platforms.” The Mobility Furniture Company has also been working with TV doctor, Dr Rob Hicks, over the past year – an arrangement which is set to continue into 2022. Over the past year, Dr Hicks has written a series of features for the company’s website, highlighting core mobility issues such as arthritis,