Furniture News 378

#378 March 2021 www.furniturenews.net

STATE OF PLAY Steens meets growing demand

Savoy shopper Savoir’s MD champions British craft RETAIL TECHNOLOGY / BEDROOM THE ONLINE FURNITURE SHOW STORE DESIGN & DISPLAY / TRADE SERVICES

The future of furniture retail Meet the agent – Karen Rowley

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UNDERNEATH IT ALL, IT’S THE PEOPLE THAT MATTER, AND THE SOONER THEY’RE ABLE TO GET BACK TO WHAT THEY DO BEST, THE BETTER “There must be some way out of here, said the joker to the thief.”

Funny how there’s a Bob Dylan line for every occasion …

With the announcement of the Government’s latest pandemic exit strategy (I’ll let you decide who or what the joker and the thief might be in this analogy), furniture retailers in England (more to follow) finally have an idea of when they’re going to be permitted to reopen their stores – April 12th, if all goes to plan.

I’ve come to loathe the term ‘nonessential retail’. The saving grace is that so many of us, stuck staring at the same four walls for so long, are currently viewing furniture as anything but.

Yet, having worked so hard to implement Covid-safe environments, the long wait to re-open is a bitter pill for our industry to swallow, and the need for the Treasury’s aid has never been higher. To echo the British Retail Consortium, tackling the big three issues – rates, rents and grants – will be crucial in stemming further store closures and enabling bricks-and-mortar retail to prosper after the pandemic.

The sector’s already proving adaptable, having been schooled in the necessity of ecommerce integration since Lockdown 1.0 – and, with heightened online demand likely to persist, it’s more pressing than ever to get all one’s ducks – store, website and mobile channel – in a row.

Just as we’ve managed to embrace the art of video conferencing (who knew Zoom could be a verb?), we’re coming to appreciate the wealth of technology

out there, and its ability to open doors to faster, smarter and more profitable ways of working – while some of us are acknowledging that an overhaul is long overdue.

In this month’s special feature (starting on p31), I ask a panel of sector-specialist vendors to explain what they offer, and how they can help furniture store owners avoid becoming the latest victims of ‘Retail Darwinism’. After all, sung Bob, “the hour’s getting late.”

That said, if you’re late to the party, you should take heart that you’ve probably got something the most advanced online pureplays can only dream of – personal connections and customer loyalty.

“Customers want to make big-money purchases locally,” says Andy Stockwell in his column on p58. “They want a point of contact if things go wrong, a number they can call, a real person they can talk to, someone they know and trust to sort things out.”

It’s a view shared by Adam Hankinson (p62), who writes: “Trust is the secret to recommendations and referrals, and loyalty the secret to creating customers for life.”

Buying furniture online might be a good deal more attractive than it was a year ago, but, fundamentally, people still like buying from people. Good technology, applied correctly, can help ensure a retailer’s best qualities aren’t lost in (digital) translation – but, underneath it all, it’s the people that matter, and the sooner they’re able to get back to what they do best, the better.

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5

#378 March 2021 www.furniturenews.net

CONTENTS

STATE OF PLAY Steens meets growing demand

07

NEWS

10

INSIGHT 10 Savoir / 16 The French Bedroom Company 18 Gavin Boden / 20 Karen Rowley

Savoy shopper Savoir’s MD champions British craft RETAIL TECHNOLOGY / BEDROOM THE ONLINE FURNITURE SHOW STORE DESIGN & DISPLAY / TRADE SERVICES

The future of furniture retail

24

Meet the agent – Karen Rowley

FN378_Pages1.indd 1 NM8736 - Steens FN Front Cover March issue vr2.indd 1

38 STEENS (COVER FEATURE)

31

CONTRIBUTORS 65

EVENTS 24 The Online Furniture Show

24/02/2021 12:32 15:58 16/02/2021

PRODUCTS 31 Retail technology / 38 Bedroom 42 Store design & display / 50 Trade services

55

OPINION

SPONSORED BY

56 The future of retail / 58 Marketing in a pandemic 60 Stand out online / 62 Building trust and loyalty 65 ACID / 66 Feedback Dids Macdonald, CEO, ACID

10

56

Dan Whytock, CEO, DownYourHighStreet.com

58

Andy Stockwell, buyer/ manager, Gardiner Haskins

WORKING WITH YOUR HANDS IS NOT HELD IN THE SAME REGARD AS IN SOME OTHER COUNTRIES, BUT CONSUMERS LOVE BRITISH-MADE

OVER E S T. 1 9 8 6

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READ MORE AT WWW.FURNITURENEWS.NET 7

The BFM has announced the dates and a new venue for the 2021 BFM Fabric Show London.

Subject to small indoor trade events being permitted, the show will take place on 8th and 9th June, at Twickenham Stadium The Children’s Furniture Company has appointed Derek Lovelock as its chairman. Derek previously held leadership positions at Mothercare, Mama’s & Papas, Jack Wills, Oasis, and Warehouse’s parent company, Aurora Fashions Rehau, a construction material and surfacing specialist that employs more than 20,000 staff at more than 170 locations worldwide, is mourning the loss of its founder and honorary president, Helmut Wagner, who passed away last month at the age of 95 Hypnos has announced that its commitment to carbon neutrality and environmentally friendly product design has seen it awarded The Planet Mark - Carbon Neutral Certification, a benchmark aligned with the UN Decade of Action Proposte 2021, due to take place this April, has been rescheduled to 7-9th September, to be held at Villa Erba, in Cernobbio, and overlapping with Italy’s Salone Internazionale del Mobile The NBF has welcomed four new members to its marketing committee: Ian Lambert, marketing director, Silentnight; Nick Williams, sales manager, Sweet Dreams; Chris Ward, group marketing director, Hypnos; and Paul Little, MD, CPS Group

READ MORE ONLINE AT FURNITURENEWS.NET

CONFIDENT DUNELM TO UPSCALE FURNITURE OFFER Dunelm has reported sales growth of +23% across the 26 weeks to 26th December 2020, despite the impact of store closures in the retailer’s Q2. Digital sales grew by +111%, while the number of active customers grew by +4.4% (driven primarily by online growth).

CEO Nick Wilkinson comments: “Beyond the near-term uncertainty, we have never been more confident about the future. Dunelm is a market leader with a challenger brand mentality, in a large and growing segment. We have a clear runway to grow active customers and their frequency across our total retail system and to realise our long-term ambitions.” Nick says Dunelm continues to make good progress on its Customer 1st plan, and has deepened its customer insight – now recognising that around 40% of its sales are derived from 12% of its customer base.

On the evolution of Dunelm’s product range, Nick adds: “We will continue to raise the bar in our core product offer as affordability and sustainability become even more important – offering customers

value they can believe in. We will help our customers ‘live well’ from home by introducing new desks and chairs, dinnerware and storage. We will build further scale into our furniture offer through the development of our sourcing capabilities, fulfilment capacity and improvements to the in-store selling experience.

“To date in the current quarter, we have been covering approximately 70% of our prior year sales through our home delivery and Click & Collect services. At this level of sales, we are making a modest weekly loss.”

BFC ASKS GOVERNMENT TO EXTEND INDUSTRY ASSISTANCE Britain’s furniture industry is calling on the Chancellor to extend Government help to the sector in his 3rd March budget. In a letter to the Rishi Sunak, the chairman of the British Furniture Confederation (BFC) Jonathan Hindle said that if the UK furniture industry is to return to pre-pandemic levels of business – supporting 330,000 jobs and worth nearly £17b of annual consumer expenditure – the Chancellor must: extend the Job Retention Scheme (JRS) until the end of June 2021; extend the VAT deferral period until June 2021; and extend the business rates holiday for another three months.

In his letter, Jonathan points out that many businesses across the industry have only been able to continue employing staff at current levels because of the JRS, and that without the support of furlough

payments, many would be forced to make significant redundancies.

With VAT deferrals until June also critical to business survival, the letter further asks the Chancellor for Q1 VAT bills to be deferred for 12 months.

In calling for the business rates holiday to be extended, Jonathan points out: “With orders for domestic furniture being predominantly in-store rather than online, furniture retailers are critical to the survival of many furniture manufacturers. It is therefore vital that the Government does all it can to allow retail businesses to continue trading, so that when restrictions are relaxed, orders for furniture can commence again and manufacturing businesses across the UK can respond.”

FURNITURE VILLAGE INTRODUCES VIRTUAL IN-STORE SHOPPING Britain’s largest independent furniture retailer, Furniture Village, has launched Virtual Village, its new 3D virtual store.

Offering a “fully immersive shopping experience”, customers are invited to browse the virtual showroom accompanied by expert advice, live from the shopfloor, via phone, LiveChat or video call. They can then ‘walk’ around the store, browsing products and zooming in for a closer look. Every product is shoppable, with all details, options, lead times and prices available at the click of a mouse, plus a handy shortlist option, too.

Peter Harrison, founder and CEO, comments: “Our 54 stores may be closed but our Virtual Village is well and truly open for business. We’re

the first independent furniture retailer to embrace experiential retail at scale and I’m delighted by how seamless it is. Virtual Village brings the discovery and excitement of in-store shopping to the digital environment. It’s great to be on the front foot with new technologies that genuinely engage customers and help with the decisionmaking process.”

Charlie Harrison, commercial director, adds: “It’s with real agility that we’ve brought Virtual Village to life. It’s wonderful to see our business thinking and behaving in such a multichannel way. I’m particularly proud of how quickly our retail teams have pivoted to online – jumping onto LiveChats, hosting video appointments and really embracing an online-first mindset.”

8

NEWS

READ MORE AT WWW.FURNITURENEWS.NET

SCS “CAUTIOUSLY OPTIMISTIC” ScS has issued a half-year trading update covering the 26 weeks ended 23th January 2021. Gross sales increased +13.9% to £182.3m, due to significant order intake growth in June and July following the first lockdown, together with the strong trading in Q1 of the current financial year.

The group’s online sales channel continues to make good progress, with the half year seeing an increase in order intake of +98% YoY. As of 23rd January, the group’s order book stood at £90.5m (including VAT) – up £16.8m YoY. “Whilst it is too early to provide clarity on the outlook for the weeks and months ahead, we remain cautiously optimistic given the strong trading experienced by the group following the first and second lockdowns,” reads the update.

“Given the tactile nature of our products, the majority of customers chose to wait until stores re-opened to try our products in person before

GNG Group has invested in new mattress machinery, and has appointed David Fletcher (ex-Belfield Group) as key accounts director for its Bed Division and Komfi brand

making their purchasing decision. This resulted in the business benefiting from pent-up demand, coupled with an increased level of investment by UK consumers in their homes. The group has built a robust balance sheet and continues to focus on cost and cash management to ensure we maintain this resilience in these challenging times.”

SATRA LAUNCHES TECHNICAL WEBINARS FOR FURNITURE AND FLOORCOVERINGS SATRA Technology has extended its regular programme of technical webinars to include more topics of specific interest to the furniture and floorcoverings sector.

Keeping up-to-date with legislation is a difficult and time-consuming task, so SATRA’s experts will highlight the key requirements that must be met.

The webinars are free to attend, and will each present a specific topic, followed by a Q&A session.

Planned webinars include: An introduction to the Furniture & Furnishings (Fire) (Safety) Regulations (25th February); Furniture and the General Product Safety Regulations (10th March); and Flooring and the UKCA mark (12th May).

Online homewares retailer Cox & Cox has reported sales growth of +74.5% YoY for its financial year ended January 2021, which culminated in sales growth of +85.4% YoY in Q4 Harvey Roberts (exArlo & Jacob, Gautier, Farrow & Ball) has been appointed MD of Hydeline Furniture, the business behind recliner brand Hydeline and holistic furnishing concept, At The Helm The NBF is offering bed retailers a flexible digital and print marketing resource for this year’s National Bed Month, designed to help maximise sales whatever this month’s restrictions

LECTRA POISED TO ACQUIRE RIVAL TECHNOLOGY SPECIALIST Manufacturing technology specialist Lectra has announced plans to acquire the entire capital and voting rights of its rival, US-based Gerber Technology.

A key Industry 4.0 player in the fashion, automotive and furniture industries, Lectra designs smart industrial solutions that help brands, manufacturers and retailers develop, produce and market their products. The acquisition, if and when consummated, would allow Lectra to complement its market position and continue to enhance its offerings based on Industry 4.0 technology, enabling its customers to boost the productivity and profitability of their operations.

Gerber’s CEO Mohit Uberoi, who would assume

the role of special advisor to Lectra’s chairman and CEO, Daniel Harari until the end of 2021, says: “Gerber Technology and Lectra share a long history of innovation and excellent customer service that, brought together, will create an even stronger company that provides best-in-class technology solutions and services to our customers globally.”

Daniel adds: “We will have investments in innovation and technological capabilities that will be highly beneficial to the industry. They will allow us to create long-term value for our customers and our shareholders. Together, we will be able to grow and expand the services we provide to our customers and help them accelerate their digital transformation.”

FURNITURE STORES TO RE-OPEN IN APRIL, INDICATES GOVERNMENT ROADMAP The Prime Minister has announced his roadmap for the easing of Covid-19 restrictions across England.

All shops – including those classed as ‘nonessential retail’ will be permitted to open from Monday 12th April, should varied conditions be met, namely: the vaccine programme goes to plan; the vaccine sufficiently reduces mortality rates and hospitalisation; there is no surge in hospital admissions; and no new variants fundamentally

alter the risk of lifting restrictions.

The current aim is for all restrictions to be lifted by 21st June at the earliest. The Government plans to pilot events including work conferences from April, to help inform its approach to handling large groups in time for the summer.

Scotland plans to enable the resumption of clickand-collect orders on 5th April, and the re-opening of ‘non-essential’ shops on 26th April.

The BFM has warned of the potential for further foam shortages this year. According to the trade body, two major producing plants are planning to carry out planned maintenance in spring and summer Furmanac has obtained a High Court judgement against Spring Craft Ltd, of Dewsbury, to prohibit the manufacture and distribution of imitations of two of its upholstered beds Furniture Village is to implement companywide lateral flow testing for Covid-19, making it one of the first UK businesses to adopt testing at scale

READ MORE ONLINE AT FURNITURENEWS.NET

10

INSIGHT

TAILOR MADE Savoir Beds’ MD, Alistair Hughes

11

WORKING WITH YOUR HANDS IS NOT HELD IN THE SAME REGARD AS IN SOME OTHER COUNTRIES, BUT CONSUMERS LOVE BRITISH-MADE

Savoir’s Paris store

Savoir’s story began in The Savoy Hotel in 1905, when Richard D’Oyly Carte, unable to find a bed that met his establishment’s lofty standards, created his own. The Savoir No. 2 is still available today, made by hand – like the rest of the brand’s high-class sleep solutions – in West London and Wales.

Proudly British-made, Savoir beds are sold through a global network of 14 showrooms. Each model is built to the buyer’s specifications by one craftsperson, and no more than 1000 are made each year, “because quality sleep needs the best beds, not the most”.

Savoir’s MD, Alistair Hughes, has led the brand since 1997. In this interview, he talks to Furniture News about the brand’s place in the market, the evolution of its sales channels, and what the future might bring …

MARKETPLACE On a national and global level, have you seen perceptions of your highend, British-made product change in recent years?

British luxury is a growth area, and increasingly important in terms of UK employment, exports and tax generation.

In all our overseas markets across the US, Europe and Asia, British-made is a real selling point.

There are so many great British brands, from Rolls-Royce and Burberry, through to our hotels (The Savoy, of course!) and cultural icons. London remains one of the most desirable cities for the wealthiest people in the world, which adds to the allure of high-end British products.

We are part of Walpole, the UK’s luxury association, which works hard to promote this. There is no question that

at a global level perception of Britishmade is high, and growing.

Within the UK there is, however, still a lot of work to do. We work hard to encourage the younger generation to consider craft-based careers. Working with your hands is not held in the same regard in the UK as in some other countries. Consumers, however, love British-made.

How much does your bespoke approach matter to your customers?

And do you really appoint just one craftsperson to make each bed?

Every Savoir bed is tailor-made to perfectly fit its owner. We continue to hand-craft beds at our North London Bedworks and in Wales, just outside Cardiff. Every Savoir bed is made to order for a particular client, crafted by hand to exacting specifications to deliver unsurpassed comfort.

Every element of a Savoir is created by just one craftsperson. For example, a single craftsperson takes each mattress from inception to completion, uniquely tailoring it to the client’s specification.

It’s a process that empowers and motivates the finest talent, encouraging ownership, pride and, ultimately, an extraordinary quality of product. Only when completely satisfied do they sign, like an artist, on the label.

Our clients are also increasingly interested in the materials we use. At Savoir, we only use the finest natural materials, such as curled horsetail, which provides a breathable sleeping surface and the ultimate temperature control for enhanced sleep. The end result is not only a wonderfully comfortable bed, but one that matches the owner’s style aspirations, as only a bespoke product can.

12

INSIGHT

As you compete for market share in your segment, are you seeing more brands trying to sell at your level these days?

More and more brands are trying to push the upper limit of their pricing architecture. For many it is a case of “if Savoir can charge £80,000 for a bed, why can’t we?” and then doing very little to the product except changing the price. I’m sure they will skim the market and make a few sales, but ultimately, to justify high price points you need to create something special.

We really only have a few serious competitors globally, but our niche is growing. There are increasing numbers of wealthy consumers globally who can afford our product, and increasing awareness of the importance of both sleep and design.

Savoir’s Paris store

What are the strengths/limitations of making beds in the UK? The UK has a tradition of high-end upholstery, with all the skills and craftsmanship that goes with this, which makes it a great place to manufacture our beds – together with readily available, high-quality natural materials from a range of suppliers. Add to that a global city, London, which really is a gateway to the world on our doorstep, and you have a winning combination.

Our limitations come in terms of a lack of a world-class apprenticeship system and an appreciation of the importance of manufacturing and a technical education.

WE ENCOURAGE CUSTOMERS TO LIE DOWN, ROLL AROUND AND READ A BOOK OR MAGAZINE – MAKE A DAY OF IT Having come a long way from your origins with The Savoy, how closely do you work with the hospitality sector these days?

We continue to have strong relationships with the hospitality sector. From London’s Grande dames to the classic New York façades of trendy Tribeca, our beds grace the rooms of many of the world’s finest hotels and cruise ships.

In London alone, our beds are in The Savoy Hotel, Home House, The Boundary, Hotel 41, Durrants and The Capital. You’ll also find Savoir beds in Ireland, Belgium, the Netherlands, America, Azerbaijan and South Korea. In 2019 we were delighted to partner with The Greenwich Hotel in New York, coowned by Robert De Niro. They have our No. 4 bed in all 80 rooms.

We are very proud of our heritage within the hospitality sector, and it is a relationship we will continue to nurture.

MULTICHANNEL Describe your showroom atmosphere and content, and explain what sets it apart Physical showrooms are very important to us. Given you spend a third of your life in bed, it is worth taking some care, and time, when buying one. We’ve designed our showrooms to be calm, quiet spaces. At Savoir, customers start with a ‘bed-fitting’ at one of our showrooms, where our expertly trained staff will discuss your needs and test you and your partner on various models and support options. We encourage customers to lie down, roll around and read a book or magazine – make a day of it.

Has Covid-19 prompted you to make any significant changes in-store?

At Savoir, we have always encouraged

INFORMING INDUSTRY, BUILDING BUSINESS 13

… and how has the pandemic affected your ecommerce offer and framework?

Like most brands, we have placed a greater focus on our digital offering and have seen an increase in our web traffic and enquires as a result. We have taken a new approach to virtual selling, with tailored communications with our customers over the various social and digital platforms. Also, following the steady increase of online UK sales, we recently launched US ecommerce. Our customers in the UK and US are now able to purchase Savoir bedlinen and bedding online.

Our phone consultations have increased also. We have developed and invested time in training our staff, as it requires a different approach to a showroom consultation. Our online chat and Savoir Virtual Concierge continue to be busy.

Globally, has Savoir responded to the pandemic in different ways in various territories?

We have aimed for a common approach across the showrooms, from Shanghai to Paris. We are, of course, a low footfall destination, and providing a one-client, in-showroom appointment experience has worked well.

We provide every client with a personal pillow, with a freshly laundered and pressed pillowcase put on in front of them. They then take that around the showroom beds with them – with, as you would expect, all the usual distancing, cleaning, mask wearing and screens where appropriate.

Where we have gone further is in the US, where for one client we drove three beds from New York to Boston and set them up in her garage for her to test.

Savoir in Harrods

our customers to make an appointment for a personal bed-fitting. Private appointments are even more relevant in the current Covid climate. With social distancing, our showroom experience is becoming even more personalised.

We have 14 showrooms around the world, from London to New York and Paris, as well as worldwide in China, Germany, Russia, Taiwan, Korea and Hong Kong. We have been able to keep many of our international showrooms open while London is in lockdown, and we are able to keep taking and delivering orders while respecting the Government guidelines.

PEOPLE ARE INCREASINGLY INTERESTED IN WHAT GOES INTO THEIR BED, AND WHY She placed a good order, so well worth the trip! We have done this a few times out of New York (although the others were more local, in New Jersey and Long Island!).

Is the sales process much different to selling beds at lower price levels? If so, how?

It should be the same, as we need to help the client to achieve the same goal. In our market, they need to be comfortable, supported, sleep fantastically and love the style of their bed. We certainly go through the same process for all clients, whether they end up investing in a £10,000 bed or a £100,000 bed. You need to listen to their needs, explain what you are trying to achieve (and why), and help them to test.

But my sense is at the lower end it becomes price, not quality, and features, not benefits. But, to be fair, I have test-shopped some bed shops selling at the bottom end and had great service, and the opposite has also been the case.

MEETING DEMAND Aside from the growth of online business, have you noticed any changes in customer behaviour?

During the last year, I have seen a shift in people’s understanding of wellness

and how our homes can impact it.

Good sleep is fundamental to our overall health and wellbeing, and our customers understand and appreciate the quality sleep a Savoir can provide.

Our beds are where we sleep every day, relax and wind down. Our bed is a sanctuary away from the stresses of the modern world. The right bed will not only last for many years to come, it also has the power to transform how we sleep and impact our physical and mental performance, immunity and creativity.

People spend more time selecting what is right for them, and are increasingly interested in what goes into their bed, and why. They are no longer satisfied with the dusty bed department tucked in the corner of the third floor of the department store – they want the service, style and satisfaction they find in other retail experiences, and this is what Savoir delivers.

How has your marketing strategy responded to the changing demands of today’s consumer?

Last year we launched our A Life Unhurried campaign, which was driven by the growing importance of sleep and its role in enhancing our wellbeing. We wanted to celebrate the joy of not just sleeping but ‘switching off’ in bed.

The campaign features recognisable faces embracing the joys of switching

14

INSIGHT

Can you hazard a guess at what the Savoir brand might look like in one, five and 10 years’ time?

The next year is about, I hope, getting the business back onto a regular footing. Every one of our 14 showrooms around the world has been shut for a number of months, and at the beginning of the new year our London and Dusseldorf showrooms closed.

Our locations are in city centres, and these had much less bounceback during the non-lockdown periods than the suburbs or out-of-town shopping centres. Our beds are a considered purchase, so clients want to test and research in a deeper way than for a less-expensive product. However, we anticipate a good rebound towards the end of 2021. The business is investing significant money and effort into digital growth and making sustainability central to what we do.

Over five years, we will be expanding our footprint internationally. We have two showrooms in New York, but the US remains a market with massive potential for Savoir. It is, after all, the world’s largest luxury market. Asia, too, will have more showrooms. Online and digital channels will continue to grow in importance.

I suspect most of our sales will be made online, but still mostly after a showroom visit – multichannel retailing, ensuring all customer touchpoints are integrated and seamless, will be absolutely vital. Our approach to product, sourcing, delivery and waste will have moved forward significantly to ensure that Savoir plays its part in protecting the planet.

In 10 years, global domination of our niche! We started exporting 10 years

Inside Savoir’s Marylebone store – one of three in London

off and relaxing in bed. The first couple featured within the campaign are worldclass ballet dancers from The Royal Ballet, London. Principal dancer, Steven McRae and soloist, Elizabeth Harrod are a real couple, with successful careers and a young family. They value their sleep and downtime, which often doesn’t come until the end of a busy day.

They were a perfect fit for Savoir and the interests of our clients.

Throughout Covid, we felt it was essential to keep momentum through our marketing activities, and have continued to advertise in a selection of media in the UK and other key countries.

THE END RESULT IS NOT ONLY A WONDERFULLY COMFORTABLE BED, BUT ONE THAT MATCHES THE OWNER’S STYLE ASPIRATIONS, AS ONLY A BESPOKE PRODUCT CAN ago, and it is now half the business. I expect it to be 90% in 10 years’ time. I am sure that the ways in which we get clients to test our products will have moved on significantly, too.

We all need to be environmentally much more aware, and in 10 years’ time we need to be beyond the talk and have taken serious steps to change our businesses for the better – greenwash will not do it.

What do you enjoy most about working with Savoir, and did you ever expect to stay in the business for such a long time?

Six months before my business partner and I bought the bedworks from The Savoy, I had no idea I’d be in furniture, or beds. What I love is being in a business where you have the freedom to simply make the best. I have always taken the view that clients will pay for something special if you can explain the value to them. This approach allows us

to give free reign to a wonderful team of craftspeople, creatives and those vital people who make it all happen.

The team, and the promise of something new every day, are hard to beat. Back in 1997, I could not even imagine 2021!

Finally, can you name any examples in furniture supply or retail that you look up to?

I still look back to Conran, who truly changed the way we thought about design and function, and innovated to make it more accessible.

Of course, IKEA, but I find myself asking how sustainable throwaway furniture is. My grandparents were given a bedroom suite when they married, and when they died over 60 years later it was still in their bedroom. It was high quality, and made to last. I feel we need to get back to that – cost per day, cost to the environment, all less than some of the ‘value’ products available today

FURNITURE SALES SOLUTIONS

Dom | 07921 577 103 Adam | 07703 371 190 Dom | dominic@furnituresalessolutions.com Adam | adam@furnituresalessolutions.com

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IS A ow Sh

Join Us For A Coffee!

It's AIS's first ever online furniture show between the 15th - 28th of March and we're delighted to be attending.

We always love the opportunity to network with other furniture lovers, swap industry gossip, and offer friendly advice whenever we can.

Dom 07921 577 103 Adam 07703 371 190

To make the most of it this year we're going to 'grab a coffee' on Zoom with as many people as we can.

Dom

It's open to members and non-members alike so if you're up for a natter give us text, call, or email.

dominic@furnituresalessolutions.com

Adam adam@furnituresalessolutions.com

www.furnituresalessolutions.com

16

INSIGHT

CUSTOMER FIRST Name: Georgia Metcalfe Position: Founder and creative director Business: Online bedroom furniture specialist The French Bedroom Company was founded in 2006 and sells over 800 SKUs encompassing bedroom furniture, lighting and accessories, with an emphasis on classic French style. The website receives an average of 90,000 monthly visitors. During the pandemic in 2020 the company saw site traffic increase by +28%, leaving the current year’s revenue up +60%. www.frenchbedroomcompany.co.uk

Why visit your website?

The French Bedroom offers a carefully hand-selected and curated collection of ornate and luxurious bedroom furniture, with an emphasis on classic French design. Our signature style is the combination of investment pieces with eye-catching and unique accessories for an interior that is classic but playful, on-trend but timeless, and luxurious but carefree.

How did you enter this industry?

I began my career in PR and marketing, working for interiors companies, so a transition to start an online furniture business (and during an exciting growth time for online retail) seemed a natural path.

Who is your ecommerce hero?

Jeff Bezos, for identifying and creating answers to problems before consumers even know they exist, and for his ability to offer complete, full-service support to retailers, both small and large. This includes: Amazon fulfilment centres, which offer logistical support to small businesses who couldn’t otherwise find fulfilment on a small scale; Amazon’s cloud server farms; and also the fullservice Amazon website, which offered instant retail solutions during the lockdowns.

Georgia Metcalfe

Describe a typical working day I oversee the brand, marketing and buying for the company, and I’m a perfectionist, so nothing is sent or put live without passing through my inbox! This morning I attended our monthly marketing meeting, where I am responsible for ensuring consistency of vision for the brand. This was followed by a lunchtime ‘same page meeting’ with our company manager. Midafternoon I will be discussing new bed designs with one of our UK suppliers,

and finally, I have a Zoom coffee with a wallpaper designer to discuss a bespoke wallpaper collaboration for our forthcoming photoshoot.

What part of your job would you prefer to avoid?

Brexit has caused a lot of aggravation, but I’m thankful that my co-director Ben [Cons] has taken the lead with our preparations here. We always put the customer first, so we’ve been very aware of the pain felt by international customers who have been trying to understand new taxes and tariffs. The extra burden of this inevitably adds complications and deters sales.

The political agreement came through too late for businesses to adequately prepare or to get clarifications. This meant we had to be nimble to identify all SKU commodity codes for our shippers, rapidly process VAT refunds on new exports, and to talk with customers about the new rules.

It’s required close collaboration with suppliers, delivery partners, customs agents, tax advisers, and our web development team, to implement the biggest trading changes we have ever seen – and all at high speed.

Brexit impacts all areas, at a time when the pandemic is already causing widespread disruption. Months of work was condensed into only a few days. It’s been a huge challenge, but I’m really proud of how my team has reacted and responded to this.

What has been your greatest challenge to date?

The year 2020! As if Covid wasn’t enough of a change for online retail, we moved warehouse and changed logistics partner in the eye of the Covid storm, moving nearly half a million pounds’ worth of stock. In addition, after a two-year project we re-platformed our

BREXIT IMPACTS ALL AREAS, AT A TIME WHEN THE PANDEMIC IS ALREADY CAUSING WIDESPREAD DISRUPTION

READ MORE AT WWW.FURNITURENEWS.NET 17

Palais Royal Avenue upholstered bed

Barbarella Bustle Blush chair

FURNITURE AND HOMEWARE IS BOUGHT FROM THE HEART, NOT THE HEAD website in Q4 (we’d already delayed the scheduled re-platform launch in Q2 due to the pandemic). We also moved head office in Q4, after increasing staff levels by +50% to handle the increase in sales.

Brexit represented a huge project that lay just ahead, and with the Far East container shortage we were ordering as much stock as possible, filling our warehouses to capacity.

How much do you invest in making your site more visible?

We have extensive online shopping campaigns that specialise in particular keywords. We constantly test, learn and analyse these campaigns to ensure our content is relevant to their search term and that we’re catching customers directly at point of purchase.

Our social media channels are supported with advertising campaigns – however, our organic social presence is high due to the number of years we’ve been active on Facebook, Instagram and Pinterest. We’ve built a large community of fans and followers who actively participate in comments, giving us valuable feedback across the business, from new product suggestions to product names. We also work with some trailblazing social influencers for outreach, and we find email marketing a highly effective communication channel.

What’s your take on how the relationship between online and physical retail might develop?

To support the high street, councils have to start cutting business rates for independent retailers who lack the economies of scale of the larger chains.

Rent and rates can be crippling costs for small businesses, and the pandemic has driven a lot of customers away – many for the long term.

Councils also need to provide additional parking (with reduced charges and also electric car charging points) plus better public transport infrastructure to help consumers reach their local high streets.

Bricks-and-mortar retailers need to consider all purchasing channels, and think about how their customers like to shop. Supporting a high street store with an online arm for evening and weekend shopping is key – not all customers are able to get to shops between 9-5 due to their own working commitments, so it’s imperative to offer consumers the option to shop when they have time, not just when the shop is open. Think like the customer, and put her first.

Do you have any plans to grow your business?

There’s no question we will continue to

grow. There’s been a long-term trend for consumers to purchase more online, and this evolution has been accelerated by the pandemic. We are working with some exciting new designers and factories this year, and are thrilled to see the new designs arrive. We are also collaborating with some big names in fashion and lifestyle, so we see The French Bedroom Company brand continuing to grow in the public’s consciousness.

What advice would you offer an aspiring etailer?

Put yourself in the shoes of your customer – how they live and how they shop. Understand what lifestyle commitments they have that may prohibit them from visiting a physical store, such as work, children, or transport.

Does your customer want to browse or purchase, and will one lead to the other?

If you build a community and a genuine relationship with your customers, the sales will follow.

Don’t always think about the money – think about the relationship and the emotional feeling your customers will experience when buying from your store.

Furniture and homeware is bought from the heart, not the head. Focus on removing the hassle, and spark the joy

18

INSIGHT

A FULFILLING CAREER A regular contributor to Furniture News, Gavin Boden is the sales director at Rhenus Home Delivery UK, which specialises in two-man deliveries into customers’ homes across the UK and Ireland. www.rhenus-home-delivery.co.uk/en/

How did you enter the trade?

I’ve been in the trade since I left school and started working for a local furniture retailer in Grimsby – first of all helping with deliveries, then I got a chance to be on the shopfloor.

I worked my way up through the company over a 10-year period and finally managed the store, before I moved on up to ‘field sales’, working for the Silentnight Group, Guardsman and Parker Knoll, and as an agent, for 14 years.

Who was your inspiration?

My inspiration for my work ethic and career is definitely my brother. He works hard but smart, has amazing networking skills and is very successful at whatever he does. He knows all the important people within his industry, and is well known within it.

What was your career high point?

I’m lucky, because I’ve had the chance to work with some amazing people – it’s difficult to choose my high point, as I don’t think I’ve had it yet. I will say that working with Rhenus Home Delivery’s amazing management team through our growth period has to be up there. … and low point?

This one is easier. While I was an agent, my largest account decided to close its doors, even though they were turning over around £16m. All of a sudden, 80% of my business was gone and I had to reassess my career and future.

Gavin Boden

… and the turning point?

Starting to work for Rhenus Home Delivery as business development manager – it gave me the opportunity to use all my experience to help grow the business and maintain really high levels of service. We will never be the

biggest two-man delivery company in the UK, but we are striving to be known as the best.

Describe a typical working day Well, it’s slightly different at the moment, because I spend all of my day in my home office, taking part in back-to-back video calls. In normal times, I would either be working from home, travelling around the country to see clients or working with the management team to make sure we are constantly improving the customer journey.

If you had to start over, which career would you pursue?

I would definitely be a brain surgeon. I love the pressure, and I’ve seen it on TV – looks easy enough to me!

What date on the business calendar do you most look forward to?

The Manchester Furniture Show, 100%. It’s a lovely little show with great exhibitors and great products. But the social side of it is amazing – with all the bars, pubs and restaurants within walking distance, you get to see, socialise and network with so many people. I’ve been attending it for almost 20 years and have met some amazing people there. The warmth, the summer nights and the atmosphere are difficult to beat.

What is the most important issue affecting your business right now?

Definitely Brexit, which is really causing us frustrations – mainly because nobody outside logistics knows the right thing to do, what paperwork is required, and what registrations you need to go through. And, because of the pandemic, everything is amplified 100 times.

I’VE CHANGED SO MUCH AS A PERSON OVER THE LAST 20 YEARS THAT I WOULDN’T RECOGNISE MYSELF

19 Which company do you look up to?

The company within the industry I look up to most is Westbridge Furniture Designs. Over the last five years they have come to be one of the most important suppliers in the industry. Making an amazing valuefor-money product with some beautiful designs, they are very difficult to beat at the moment.

I know a couple of the directors, and they are really nice people, which always helps – just have a look at their presence at the shows, it says everything.

CHOOSE YOUR PATH

What would you most like to change about yourself?

Apart from being younger and better looking?

Absolutely nothing. I’ve changed so much as a person over the last 20 years that I wouldn’t recognise myself.

“With personal visits to customers severely limited, we are all having finding other ways to communicate. With trade shows traditionally being the proven route to showing new products and ideas, we are now finding trade publications such as Furniture News are very effectively filling the void for us”

What do you enjoy most about working in the trade?

This one is easy – the people. From the moment I entered the industry, I was hooked. Even if you want to get out, you can’t – or end up back in it without realising.

Can you leave us with an industry anecdote?

I have plenty, but 90% of them won’t be allowed to be printed!

I had been trying to get in with a big retailer in my area, without any luck, for about 10 years – then one time while in Birmingham, a bunch of us, one beerfuelled evening, decided it would be a good idea to go into Spearmint Rhino to have a beer.

When we got in there, who did I see but the MD of the retailer … he was very embarrassed, to say the least, and after a few beers and a whole load of laughs he decided he would give my products a go on his shopfloor. Best thing he ever did.

Obviously, I can’t tell you who it is (but you know who you are!)

QUICKFIRE Early bird or night owl?

Early bird. I love to get ahead of the game, chasing your tail is the worst thing Comedy or mystery?

Comedy. This is a close one, but my heart can be won by making me laugh Sunrise or sunset?

Sunset. I’ve shared some amazing sunsets with a beer in my hand. I’ve been told it would be wrong to enjoy a sunrise in the same way (unless it’s a tequila sunrise) Fiction or non-fiction?

Fiction. Don’t get me wrong, I love fact-based stories, I’m always amazed what some people actually do … but to use your imagination and invent something which isn’t real is awesome

- Mike Rowley, CEO, Core Products

What’s your route to market?

Furniture News is the trade’s most engaging, insightful and far-reaching marketing platform, and offers your business the best chance of successfully negotiating 2021.

In April’s issue, alongside the latest in Bedroom, Dining, Living and Trade Services, we’ll present the following special features: Social media – the suppliers supporting stockists through online engagement CGI marketing – further fresh angles on product visualisation Training & education – the institutions and courses helping the industry level up Long Point – previewing Long Eaton’s showroom-based event Call Sam Horscroft on 07764 650655 or email sam@gearingmediagroup.com to find out more

BOOKING DEADLINE: FRIDAY 12th MARCH

20

INSIGHT

MEET THE AGENT:

KAREN ROWLEY Sales agents play a vital role in the furniture industry, acting as invaluable conduits between suppliers and retailers, and boasting a depth of experience that can only be derived from representing various, cross-sector accounts. This month, Furniture News meets Karen Rowley …

Describe your approach in five words Approachable, determined, focused and service-driven

THE PACE OF CHANGE OVER THE LAST YEAR HAS BEEN DRAMATIC, AND I SEE THE CHANGE AS POSITIVE

Why/how did you get into this line of work?

Initially I worked in the banking sector, then local government, followed by UK Government, and the last 13 years I have been in the furniture trade – not a typical career path, I agree, but having spent time dealing with bankers and Government officials, it makes a really pleasant change!

What have been the high and low points of your career to date?

The high points have been working with customers and suppliers who value each other in equal measures.

The low point is sadly finding a company you represent does not live up to your own or your customer’s expectations – it is difficult, but walking away is the only answer. You have to

value your own principles over any lost revenue incurred.

How can retailers make the most of your services?

First and foremost, talk to me. It is by far the best and most enlightening form of communication. Explain what you are looking for, and I will do my best to meet or exceed your needs.

Also, in these challenging times, if a different selling approach is needed to help your business, ask what can be done – from experience, I find some suppliers are ahead of the game in this respect, as they are driven by their most demanding customers. … and how can suppliers working with you achieve the best outcomes?

The role of the sales agent is rapidly changing. It is no longer all about selling, but much more about supporting customers to achieve their end-customer sale.

If a product or collection is not pulling its weight after being given a fair chance to shine, then clear it and replace it with a 21 potential better performing line. Test and measure the selling of all your products in a Greenwood Sale.

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The Digital Sales ABOUT SELLING, BUT ABOUT timesGreenwood what is normally your best know-how. Call to arrange an month? effective sales Plan Worked Brillliantly!”

SUPPORTING CUSTOMERStraining course.

Morrison, Planetvery Furniture, 2020the AsDavid our clients know well Glenrothes, (and will October tell you), TO ACHIEVE THEIR END“Greenwood Provides above sales results are not exceptional for a Greenwood CUSTOMER SALE • COMPETITION CheckClass your competition to in find out wha Sale. They are–First standard.

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Bemaintained. sure to out-do David Carroll, M. D., Abey Furnishing Co. Ltd. the sales first five days. new Greenwood Humberston, Grimsby, January 2020 My current agencies are enlightened enough to understand your competition on the mostmarketing relevant beneficial USP’s [Covid-modified] produced a and appreciate it is not all about a fast sale, but more about a including choice, and service.

Greenwood steady quality, flow of value customers over a Call longer sustained, long-term trading relationship.

Whenyour David Carroll enlisted the services of a different sales to mysteryperiod shop competitors. so we had no overcrowding and

we beat target!”

DISCOVER THE FORTUNE • PROMOTION – Promote your business effectively. Every THAT LIES HIDDEN IN good retailer from Tesco to Harrod’s does. Consider using a “We took 6 months turnoversales, in theturn 3 stock into ‘Greenwood’ sales promotion to increase YOUR BRAND…

What working practice, from either party, frustrates you most?

Not taking time to understand each other’s business and the challenges faced. This is especially relevant right now, with the difficulties faced around availability of products and raw materials in the supply chains, and balancing this with the endconsumer expects from their retail seller.

company, he regretted it. After hearing good things from around the trade, he switched to and stayed with Greenwood. It’s been fifteen years and seven Greenwood Sales later and he’s still very Cy Fogel, You’re Furnished, Essex. August 2020 glad he did.

David said “The attention to detail from Greenwood’s people is unbelievable. I was mega-impressed with their digital approach too. This led to a great sales result equal to a good quarter of a year’s turnover in four weeks. It’s been great and I could not overstate how pleased I am with Greenwood’s people, their excellent service and of course, the results!”

[with no problems at all] and have cash and weeks win future market share, while protecting your profit our lockdown losses. This at the same recovered time. Call Greenwood!

Do any of your beliefs/approaches go against the industry grain?

I believe ecommerce is an essential part of every retail business, and we should all embrace it and not see it as a Why not call me today on 01565 650101 for a free, threat. During the past 12 months of disruptive trading, it has enabled many businesses to continue to trade successfully andconfidential, no-obligation business consultation? I can James Fraser, M.D., Blackbridge Furnishings, profitably in a variety of different ways. outline sales projections andWilliam. costs over the phone.

Inverness, Elgin and Fort July 2020 The pace of change over the last year has been dramatic, and I see the change as positive.

Greenwood Sale has surpassed all my expectations!”

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Limited bookings for 2017 and 2018 are now being taken

Take a look at our website or call us now on 01625 521010, or, send an e mail enquiry, and we’ll gladly call you to discuss the exciting possibilities we can offer you, without obligation.

Why not2020 find out more about Greenwood Sales and the powerful During of our customers their previous How do you spend your free time? on a first come most first served basis.smashed The best launch dates new Digital Marketing Plans?

I confess to being a bit of a car enthusiast, with my workday Greenwood sales records despite the pandemic. always go first.

SUV loaded with catalogues, samples and swatches and my Greenwood Sales now generate better-than-ever results for weekend convertible for relaxing road trips (whenever we next quality retailers all over the UK and Ireland. With Greenwood’s have the chance to travel more freely!).

To find more without obligation, or toCAN book a sale, new,out Covid-modified, Digital Plan, Currie YOU TOO. Call Bernard Eaton orSales Donald now I have always been interested in travelling and the world we now onoptimum 01565 650101, or send ansales e mail I’ll and will explain exciting options andand live in, generally. Conservation is important to me – I’ve spent callRealise thewe potentialthe of your next big event.

Call possibilities for a truly record-breaking sales time on the Arctic tundra with polar bears, and at an internship gladly you. us now to find out more and to call discover the exciting possibilities at the Giant Panda Breeding Research Foundation in Chengdu, event, without obligation. and options we can offer you, without obligation.

China.

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BOOKING NOW FOR 2021 exclusivity Book your sales event early to guarantee What’s the secret of your success?

BOOKING NOW FOR 2021.650101 CALL BERNARD CALL 01565 Hard work, patience, and a phone that is always switched on. for your business.

OR DONALD TODAY ON 01565 650101

Current agencies: Core Products, Royams Upholstery and Indian Hub. Karen boasts a varied customer base encompassing furniture stores, multiples, DIY outlets and ecommerce retailers, predominantly throughout Wales and the South West, and is “always open to new opportunities and challenges”.

T 07789 692556 E karenrowley@furnitureboxlimited.co.uk

GREENWOOD RETAIL GREENWOOD RETAILLTD LTD Britain’s Leading Experts in Retail Sales Promotion

GREENWOOD RETAIL LTDLTD GREENWOOD RETAIL

If you’re a furniture agent and would like to feature in an upcoming issue, email paul@gearingmediagroup.com

UK and Ireland’s Leading Experts in Retail Sales Promotion sales@greenwoodretail.com

www.greenwoodretail.com

Britain’s Leading Experts in Retail Sales Promotion since 2002 sales@greenwoodretail.com www.greenwoodretail.com

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24

EVENTS THE ONLINE FURNITURE SHOW

THE SHOW MUST GO ON With face-to-face business grinding to a halt this winter, The Online Furniture Show gave buyers an opportunity to interact with 54 supplier exhibitors when it opened on 25th January. With a new (and improved) edition coming next month, Furniture News asked show director Peter Holdich to share the thinking behind the industry’s new virtual hang-out … www.onlinefurnitureshow.co.uk

IT REALLY DID PAY DIVIDENDS FOR OUR EXHIBITORS

Why did you create the show, and what skills did you bring to the table?

In August, my colleague David [Cobbe] – who has 45 years’ experience in manufacturing and in selling as an agent in the furniture business in the UK and Ireland – floated a concept to me, as he was seeing all these physical shows being cancelled and wanted an outlet to present his agencies’ products.

With my 20 years’ experience in the trade as a salesperson for the likes of Furniture Village and as operations director of Carlton Furniture (before setting up ZigZag Systems eight years ago to provide management systems for the wholesale and retail furniture trade), David felt I might be the man to know how to do it!

I suggested that we also needed to bring in a front-end web developer who could make the concept and experience right for the furniture trade. I’d already worked closely with Mike [Ogle] from Chord Designs on a number of projects, and as he creates ecommerce websites for the trade he was ideal to make up what is really the ideally positioned team to create the show.

What was the trade’s initial response to the concept, and the biggest challenge in getting it off the ground?

We were initially going to run in November, but, given the issue with foam shortages and the other challenges that Covid brought, we felt it best to delay, and that allowed us to work with the potential exhibitors to make the experience right for them and the visitors.

A number of potential exhibitors were sceptical of the concept and wanted to see how the first one went before committing, whereas we already had the core of our show, comprising exhibitors who fully embraced this new way of presenting – and it really did pay dividends for them.

Exhibitors took various approaches to presenting their newest lines

How many visitors did it attract?

We had just under 1700 unique visitors over the five days, and we found the Tuesday to be the busiest day. The average amount of time spent on the

site was only measured at range level (something we will change for the next show) – however, unlike a physical show, it is so much easier to dip in and out of, and we had visitors signing in multiple times over the five days.

Did any issues arise which will need ironing out for future editions?

We have learned so much, and we refined a number of things whilst the show was live, including making the login even easier and making the live chat a better experience for both the exhibitor and visitor.

The one thing we are working on for the next show is how we can make it more personal using video, so we can get as close to offering a physical show experience without being contrived.

What sort of visitor/exhibitor feedback have you received?

We had positive comments from the visitors in general – however, the common thread was that they wanted to see more exhibitors. From the exhibitor side, by way of example, Gallery Direct’s Bruce Bell said the supplier had connected with some new businesses thanks to the platform, and was in the process of building “fruitful relationships for the future”.

What is your response to criticisms that virtual shows lack engagement?

That there’s much more to come, in the form of live videos and a ‘welcome to our stand’ video from each exhibitor, plus industry leader interviews and a live chat area for retailers to interact with other retailers.

What are the plans for the next edition, and how will it be different?

Our spring show, running from April 26th, has just been announced, and will incorporate what we have learned from our January event. We are working closely with exhibitors to make sure our marketing hits the mark, and we will also be using a new furniture trade central database called Data House (something new from the team behind the exhibition) to power the show

26-30 APRIL Powered By

Use code ‘FN100’ for £100 off your exhibitor costs* Sign up online today! www.onlinefurnitureshow.co.uk/exhibitor-signup *Not eligible in conjunction with other offers given by The Online Furniture Show in relation to exhibitor costs

26

EVENTS THE ONLINE FURNITURE SHOW

SWEET DREAMS www.sweetdreamsuk.com Following the inaugural show, Sweet Dreams’ sales manager Nick Williams was upbeat about the future of this kind of event, especially while travelling restrictions and social distancing remain in place.

“During the show we had over 1700 unique visits to our show stand,” he says, “which has resulted in good orders, new accounts and many promising contacts for future business – clearly something to build on.”

The manufacturer’s ‘stand’ will be open until mid-March.

“I would delighted for the trade to visit and see our ranges – especially our new products due for launch in the spring,” adds Nick. For more information, email info@sweetdreamsuk.com.

BLUEBONE IMPORTS www.bluebone.co.uk

Seoul

Dawson

The Online Furniture Show came at just the right time for Bluebone, reports sales manager Elaine Anderson.

“We have plenty of new products for 2021, but with show after show being postponed and retailers closed, there was nowhere to show it,” she says. “The online show enabled our sales team to muster enthusiasm, meet new contacts (albeit virtually) and catch up with existing customers.

“We were pleasantly surprised by the number of visitors, and not only were we able to showcase our latest ranges – including our seasonal Monterray garden sets (pictured) – in a safe, Covid-free way, but all from the comfort of our cosy home offices. How very 2021!”

WIMEX www.wimex-online.com/en/

Saigon

German bedroom furniture manufacturer Wimex states that it is proud to have taken part in the inaugural online event, “the organisation and execution of which was excellent, and showed a glimpse of the future for exhibitions”.

Wimex states that the show delivered a broad range of new contacts from across the the UK and Ireland. “Our modern and contemporary German bedroom furniture ranges were excellently received by the many visitors,” says a spokesperson.

To obtain a summary show catalogue, email export manager Bettina Reinkenobbe at reinkenobbe@wimex-online.com.

27

FURNITURE IN SCOTLAND

Haddon, Varimatic

www.furnitureinscotland.co.uk Promising the best adjustable beds, mattress protectors and flat-pack cabinet furniture – all award-winning propositions – sales agent Gavin Douglas boasts a wealth of experience in the marketing and sale of furniture, and says he has the products designed to help retailers maximise their profit opportunity in these uncertain times.

“Every retailer needs more than just furniture – they need a reason for their customers to want to buy it,” says Gavin. “I offer this assistance, ensuring that the offering is tailor made and supported, whether in store or online, and that it is delivered.” Gavin can be reached by calling 07568 337084 or emailing gavin@furnitureinscotland.co.uk.

Augusta, Core Products

Direct’s new Kyoto collection has been designed GALLERY DIRECT Gallery with Japandi influences to give the ideal fusion of www.gallerydirect.co.uk

Japanese and Scandinavian style, creating a range of pieces which add sophistication and harmony to any interior space.

The collection consists of a sideboard, cupboard and media unit, plus coffee, console, supper and side tables.

All pieces offer practicality, to complement their stylish design. The sideboard has three individually sized drawers and two sliding doors – one of which features fine, hand-woven cane inserts. The media unit and cupboard also have cane inserts, while the tables feature slatted detailing – both of which are key design elements of the range.

The lightly weathered finish of the mindy wood and cane, and contemporary brushed bronze handles, complete the look.

28

EVENTS THE ONLINE FURNITURE SHOW

NATHAN FURNITURE www.nathanfurniture.co.uk

Oslo

Nathan Furniture prides itself on its tightly knit team, which strives to provide customers with a personal service. This year, the company was “delighted” to take part in The Online Furniture Show, says director Nicholas Radford, who proclaims: “It was such a great event, and helped many of us get off our lockdown sofas!”

The focus was very much on the Nathan Contemporary ranges, including: the urban-styled Palma; and the Gustavianinspired Helsinki range in ash, with a sophisticated, grey-weathered finish.

Meanwhile, two impressive painted ranges – Tiverton and Oslo – also proved popular. “There’s a wide range of colours and fabrics to choose from,” says Nicholas, “and to make the selection process easier, we have added the ability to configure these ranges on our website.”

Palma

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WE

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CAN

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YOU The Furniture Makers’ Company the furnishing industry’s charity

The Furniture Makers’ Company has been supporting the welfare of employees in the interiors and furnishing industry for more than 100 years. If you or someone you know is in need of financial support, let us help. Visit our website www.furnituremakers.org.uk/assistance or contact 020 7256 5558

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RETAIL TECHNOLOGY PRODUCTS

31

HI, TECH With ecommerce demand going through the roof against a backdrop of enforced store closures, the need to embrace technology has never been clearer. In this special feature, Paul Farley asks the furniture sector’s tech vendors to explain what they offer, and how it can help retailers rise to the challenge …

The pandemic has worked wonders for online shopping, with the furniture sector one of the major beneficiaries.

In 2020, online sales of home products in the UK grew by +74.4% (reports IMRG Capgemini) – indeed, online furniture sales were up +63% in December alone.

Interestingly, the real winners of this accelerated channel switch were not the big pureplay online businesses but multichannel retailers, which saw online sales growth of +57% (versus just +9.1% for the pureplays) – proving that bricks and clicks (and a pinch of ‘shop local’) is a recipe for success.

Increasingly, technology is playing a vital role in enabling businesses to meet demand. A retailer wishing to upscale or optimise their operation must turn to modern management platforms, which can provide them with a detailed and immediate picture of stock levels,

marketing activity ROI, buying trends and more, while cutting-edge services guarantee robust and engaging ecommerce websites at the front end.

Greater technological agility means businesses can pivot to meet changing demand, cut costs and reduce waste, at speed – while freeing up time spent on mundane tasks.

The area is complex, yet understanding its potential is necessary for keeping up with the pace of progress. To help demystify the jargon and explain how technology can help a retail business, we’ve assembled a panel of expert spokespeople from across the sector, comprising: Wayne Robbins, director, Iconography; David Thompson, MD, Swan Retail; David Hewitt, distributor (Central Europe), RetailSystem Group; and Branwell Moffat, UK director of CX consulting, KPS Digital.

Clockwise from top left: David Thompson, Branwell Moffat, David Hewitt and Wayne Robbins

Q&A

WHAT SERVICES DO YOU OFFER? Wayne Robbins: We’ve a great track record in providing ecommerce websites within the furniture sector, but we’ve evolved. Over the last two years we’ve been working on OMNIS – our unified commerce platform – with ecommerce, EPoS, CRM and retail management all in a single platform, run by one database. At Iconography, we believe in removing the limitations, constraints and operational inefficiencies caused by integrations and legacy retail management systems.

David Thompson: Swan offers a complete, end-to-end, in-house service, from the development of advanced retail solutions software to website design and marketing – with every function in between. We prioritise

seamless integration, the ability to influence customer behaviour and making day-to-day retailing more efficient. Put simply, we make retail easier.

overselling discontinued products, for example). If the retailer is a user of RetailSystem, then their system is automatically updated with all the relevant changes, added images, etc.

David Hewitt: RetailSystem’s TradeAxis is a digital solution that enables manufacturers, wholesalers, agents and retailers to keep up to date with their price lists, brochures and stock, removing the need to mail out hundreds of paper communications and the inevitable delay that causes on implementation (and avoiding

Branwell Moffat: KPS helps businesses design and build omnichannel digital commerce platforms that provide their customers with best-practice customer experiences. In layman’s terms, this means that we help join the in-store and online experiences to help our customers grow their ecommerce business.

PUT SIMPLY, WE MAKE RETAIL EASIER

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PRODUCTS RETAIL TECHNOLOGY

Q&A

HOW CAN YOU HELP FURNITURE RETAILERS OVERCOME TODAY’S CHALLENGES?

David Thompson: Overcoming the challenges of the pandemic means using retail technology to connect with your customers, no matter where they are.

Retail solutions need to go above and beyond traditional in-store requirements to give consumers the same experience of furniture retailers online.

That is why our solutions include the creation and integration of ecommerce. Our systems integrate with WooCommerce, Shopify and other leading ecommerce platforms. Having an in-house digital agency means we can equip the furniture industry with cuttingedge web design, backed by the power of

our retail management systems.

Consumers expect the omnichannel experience when buying furniture, and we give our retailers the tools to deliver that. For example, our new mobile app, Fuse, is fully customisable and allows retailers to engage with their customers in their pockets. It harnesses the power of push notifications, loyalty rewards, promotions, news, polls, events and more.

Integration is key for our retailers, and we make sure our solutions are joined up. It reduces admin, makes processes more efficient and gives retailers a single customer view. This brings together cross-channel customer data to give important insights into behaviour and loyalty.

David Hewitt: By minimising the backoffice work required in, for example, updating prices, the retailer’s time is freed up to allow them to concentrate on running the store and making the environment a safe place to trade from. It also reduces the need for representatives to have face-to-face discussions with buyers, freeing up more time for them to become ambassadors for their product and assist with training and merchandising, rather than waiting in line to see the buyer.

Branwell Moffat: At KPS, we have a number of customers (including furniture retailers) that have been impacted over the last year. Even before the Covid-19 pandemic forced most furniture retailers to close their stores for a long period of time, we were working with our customers to help bridge the gap between the in-store and online experiences.

Part of this is the tactile aspect of

PEOPLE ARE LOOKING FOR PRODUCTIVITY GAINS FROM SMALLER TEAMS, SO EFFICIENCY AND ACCURACY ARE ESSENTIAL

RetailSystem’s TradeAxis in action

Wayne Robbins: I think people are looking for productivity gains from smaller teams, so efficiency and accuracy are essential – these are the key benefits of a unified system. If a web order comes through for a madeto-order sofa, the lead time given to the customer online will be the right one – there aren’t different lead times for the website and back-end legacy retail system (this sometimes happens due to different calculation formulas, where one system uses working days only, or doesn’t factor in turnaround time in your warehouse).

If a phone order is received and the customer asks about stock availability for “those cushions” or “that lamp”, the information about stock and its location (across multiple stores or within a single warehouse) should be easily accessible and always accurate. With unified commerce there is no delay, no sales order file to be updated, no data to be re-keyed later in the day, or warehousing updates held up by an integration. All data is entered into one database, in true real time.

seeing, feeling and trying furniture – but also the personalised service you will often get within a store. We would describe most furniture as a ‘highconsideration’ item, which means that a customer is much more likely to spend time considering the purchase, and is much more likely to want to physically see it in person before purchasing than when they are purchasing a lowconsideration item.

The first step is to really understand what the in-store experience is like.

How do your showroom staff interact with customers, and what types of questions are they asked? How do they make a customer feel, and what are the key triggers to helping a customer make a decision to purchase? Once you understand that experience, you can look at how you can replicate some of this online.

We have worked with our customers to bridge this gap with initiatives such as enhanced product photography, enhanced product information (such as clear explanations of the different levels of firmness of a mattress or sofa), live chat with product experts, and also levels of personalisation which take into account a customer’s complete omnichannel engagement with a retailer.

While it is unlikely that a retailer can fully bridge the gap between in-store and online experiences, there is a lot we have achieved over the past few years, and this has helped to drive a much higher proportion of purchases online for all of our customers. We see a future in which stores will become showrooms for a digital business, and where every order is a digital order.

INFORMING INDUSTRY, BUILDING BUSINESS 33

Q&A

WHAT’S THE BIGGEST OBSTACLE TO THE SUCCESSFUL DELIVERY OF YOUR SERVICES? Wayne Robbins: Historically, the biggest obstacle was realising the full potential of our platform. Unified commerce is a step change away from traditional retail systems, so we have to show independent furniture retailers how it can add value to their store-based operation. Luckily, once we’ve demoed the system, they tend to be quick to see the benefits – especially if they’ve battled with integrations for the last 10 years!

We also have to be mindful of the impact of change on staff. For example, sales staff may get concerned about the impact of a website on their personal sales figures and targets, but once they realise that they can get the credit for in-store quotes which convert online, they get really invested.

David Thompson: We are fortunate that the delivery of our services has not been disrupted during the pandemic.

Our implementation and training can be done online, as our systems are

managed and hosted remotely.

We have been using Zoom for a number of years, and find that onehour online training sessions work just as well for our clients as full days of training on-site.

Changing retail system is a big step for furniture retailers, and a decision that requires careful consideration – so we aim to make our systems as userfriendly and intuitive as possible, making switching from familiar legacy systems smooth and straightforward.

David Hewitt: Obviously, during the pandemic, face-to-face demonstrations are not possible, but Zoom meetings have proved invaluable. I guess the biggest obstacle is a natural reluctance to change – but if the pandemic has taught people one thing, it is the need to evolve and embrace change. Some find it harder than others, but in order to survive and thrive we must all embrace the new methods of communication available to us.

Branwell Moffat: Never before had we delivered a project completely remotely. With our international clients, we would ideally meet them face to face, map out ideas through in a whiteboard session, and work out what was really wanted and how we could go about doing it. Visually building out ideas together on a whiteboard was a massive aspect of it.

Previously, we would encourage our project managers and business analysts to spend a lot of time with clients. It always seemed easier to truly understand what was required and what they were trying to achieve in person.

Zoom has completely changed that. We, as a company, have become dependent on it, and I’m not quite sure if we would have been able to achieve quite as much without it. Over the past year, we have run several projects that were completely remote, from start to finish – something we would have never dreamed of, and a first for us.

Iconography has delivered numerous benefits at Conwy retailer Julia Jones

IF THE PANDEMIC HAS TAUGHT US ONE THING, IT IS THE NEED TO EVOLVE AND EMBRACE CHANGE

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PRODUCTS RETAIL TECHNOLOGY

Q&A

WHAT’S THE LATEST PRODUCT/FEATURE YOU ROLLED OUT? AND WHAT’S IN THE PIPELINE?

David Thompson: We are constantly developing new enhancements to our software, based on the rapidly changing needs of the furniture industry. Currently, we are adding new features to enhance the online customer experience, to help our retailers grow their web revenue.

For example, the latest addition in our collection of ecommerce tools allows the customer to select from multiple product options (for example, colour swatches, leg styles, material types) to configure the combination of their choice. These selection options are designed for complex purchases like sofas, and so are fully integrated with our back-end systems. It allows the retailer to replicate their in-store experience and product range online, thus providing a consistent customer experience.

A LOT OF OUR CLIENTS HAVE TAKEN KEY LEARNINGS FROM LAST YEAR, AND HAVE BUILT ROADMAPS TO REFLECT THEM

Glasswells’ mobile shopping channel, by Swan

Wayne Robbins: OMNIS Retail is the future. We’re constantly working on additions to the platform which are specifically targeted to the furniture retail industry. Our development is all very much done with our clients in mind – from speaking to them about their needs, to tailoring solutions to make their businesses more efficient.

Right now, we are working on everything from supplier management to order fulfilment – and there are plenty more exciting developments to come throughout 2021.

David Hewitt: Digital Agent is a secure app that contains an agents’ portfolio of manufacturers on a platform that can be used on a smartphone, tablet or laptop. Orders can be taken whilst instore and emailed to the supplier, with confirmations sent to multiple emails.

The content is all kept up to date and uploaded the moment it’s received from the supplier. Included is the initial setup, all images and content – everything ready to go, for less than the price of a cup of coffee a day!

Branwell Moffat: We have had a great few months, working on some really exciting and innovative projects.

Recently we released one of the first global headless ecommerce sites using [SAP] Spartacus – it was our largest release, covering over 60 countries in 14

different instances.

For a lot of our projects, the last few months have been focused on rapid changes to meet the new demand – whether that is creating a D2C site in just nine days, adding new elements to existing sites (such as a clearance section to help with warehousing and stock flow issues), or slight redesigns to improve the customer journey.

A lot of our clients have taken key learnings from last year, and have built roadmaps to reflect them. With more B2B businesses wanting to venture into B2C and asking for D2C sites, we are also seeing more and more focus on customer experience. Improved search functionality, webchat implementations, simpler customer onboarding and product reviews are just a few of many improvements we are being asked for.

35

Q&A

CAN YOU PROVIDE AN EXAMPLE OF A CLIENT YOU’VE WORKED PARTICULARLY WELL WITH?

OPERATIONAL EFFICIENCY IS THE MANTRA – A PURPOSE-BUILT ONLINE SYSTEM WHICH SIMPLIFIES AND AUTOMATES WHEREVER POSSIBLE TO EMPOWER A LEAN AND EFFICIENT TEAM TO PUNCH ABOVE THEIR WEIGHT, ONLINE AND IN-STORE

credit istock/pagadesign

Wayne Robbins: Julia Jones are a lovely retailer based in Conwy – they were one of the first OMNIS Retail customers.

Their small, two-person team are able to manage their whole business, and all that this entails, using OMNIS Retail.

Complex made-to-order products, price-affecting options and all the swatches are managed effortlessly in one system, for both ecommerce sales and in-store orders.

Sales order processing happens in one place, and sales and customer data is not moved between systems – no files need to be moved or uploaded, and there are no problematic integrations.

Supplier management is easy, as sales orders are all collated, and the system will automatically set up purchase orders for made-to-order items. It’ll even flag when a free delivery threshold has been met! Booking goods

in (once received) is straightforward, and items are already associated with the customer order, for processing and dispatch on a ‘first-in, first-out’ basis.

Operational efficiency is the mantra – a purpose-built online system which simplifies and automates wherever possible to empower a lean and efficient team to punch above their weight, online and in-store.

Rob Jones, MD of Julia Jones, told us last summer: “There were four of us in-store, now there are two. But through having this system I believe two of us can run this business better than before.

One of the realities of the pandemic is doing better with less. Margins go up.

We are selling more efficiently online and in-store.”

David Thompson: Glasswells, the largest chain of independent furniture stores in East Anglia, required a new ecommerce website to match their standing in the industry.

Our agency designed and built their new site using a combination of WordPress and WooCommerce. The Glasswells website integrates directly with their Swan system, which ensures any changes made to the products in the retail system are pulled through to both

the back end and the front end of the website.

As well as allowing customers to buy products directly online (either using a standard checkout, click-and-collect or finance options) the Glasswells site is also a driver of footfall to the physical stores (lockdowns not withstanding), with targeted promotion panels and pages dedicated to the interior design centre, restaurants and meeting rooms.

The result is a single point of administration for products, and a feature-rich ecommerce platform on which Glasswells have built a unified customer experience and significantly grown online sales.

David Hewitt: Vogue Beds have taken on board our Trade Axis content catalogue, which facilitates a vast information highway. They have also armed their agents with Digital Agent.

In retail, we have enabled M6beds. com to go live with a brand-new website from our WebSystem. This is fully integrated with their EPoS, which is powered by RetailSystem – so no double-entering of orders, reducing mistakes, and of course the website is updated from the EPoS, thus minimising data entry

Call 01460 258530

by

38

PRODUCTS BEDROOM

CREATIVE DEVELOPMENTS Danish flat-pack supplier Steens has had its hands full lately, managing difficult supply chains and increasing capacity to meet “exceptional” demand – creating inevitable delays in new product launches. However, explains UK & Ireland MD Alan Cozens, Steens’ design and development process has continued unabated in the background …

Gaia

www.steensfurniture.com

“Despite all the significant challenges we’ve faced on materials supply and ensuring we respond to our customers ‘here-and-now’ needs, we have never taken our eye off the future,” says Alan “Product development has continued apace, with a raft of new ranges in the pipeline – including many for our evergrowing Kids collections.

“This segment continues to grow for us, both here in the UK and Ireland and internationally, so the onus is on us to continue to come up with great-value designs, which incorporate all our hallmarks of quality and sustainability.

“We have received many industry accolades for our Kids collections in recent years, so making the investment in new product has never been an issue, and we’re very excited with the latest output from the design and development teams. Not having an imm or January Furniture Show to launch the product has been disappointing, but again we’ve taken the initiative – our marketing team has developed a brilliant, market-leading virtual showroom, and this has allowed us to showcase all our new products really well.”

COVER STORY 39

THE ONUS IS ON US TO COME UP WITH GREAT-VALUE DESIGNS WHICH INCORPORATE ALL OUR HALLMARKS OF QUALITY AND SUSTAINABILITY

Nice

Loke

Included in the new collections is the top-of-the-range Oniria bed collection, which includes features such as easyassemble components, complete with fully concealed connectors, providing a sleek finish. Oniria is available in a number of on-trend colours, and features co-ordinated furniture options to create fully functional and desirable bedroom solutions. Oniria will be available for the AW21 season, says Alan.

Also launching are the Loke and Gaia bedroom ranges, incorporating the latest colour palettes with a wide range of furniture options. Another bed collection, Nice, promises simplicity and value, while still offering useful furniture pieces to maximise the available space.

Nice and Gaia are available now, and Loke will be available for AW21

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PRODUCTS BEDROOM

MILLBROOK GOES TRANSATLANTIC A joint venture between Millbrook Beds and leading American bedmaker Eclipse International has resulted in the creation of a new mattress brand for the UK marketplace – Chittenden and Eastman (C&E) in partnership with Millbrook Beds …

Hampton 3000, Chittenden and Eastman

www.millbrook-beds.co.uk

The Chittenden and Eastman range debuts with three mattresses – from 1000-3000 pocket springs, incorporating Ocean Blue Gel-infused cooling latex, alongside Millbrook’s Hampshire Wool. The range has been designed in the US, but is manufactured at Millbrook’s facility in Totton, Southampton.

A world leader in the bedding industry, Eclipse International designs products crafted with high-quality components including latex, memory foam, gel and eco-friendly materials.

The company holds several patents that deliver impressive sleeper support throughout its product line.

The partnership will also see the import, manufacture and distribution of Millbrook’s traditionally handmade mattress range throughout the US. Offered via Eclipse International’s Eastman House brand, this exclusive range will offer American consumers all the key features of a traditional British Hampton 3000, Chittenden and Eastman

Hampton 2000, Chittenden and Eastman

bed, including natural fillings, hand side-stitched borders, and the iconic Millbrook Black Tuft.

The range will initially be rolled out from two ‘Bedding Industries of America’ factories: the flagship factory in North Brunswick, New Jersey, to serve retailers on the East Coast; and the factory in Southern California to serve the West Coast. Later this year, the Millbrook Beds brand will be available in the US from all Eclipse and Eastman House factories, with quick service and delivery.

Mark Croll, MD of Millbrook Beds, comments: “We look forward to working with the entire Eclipse International organisation to help Millbrook Beds grow in the USA, and to see the Eclipseinspired range flourish in our country.

The finish and tailoring of the C&E range will have a completely different look to anything we have produced before, and will bring American style and innovation to the UK bed market.

Eastman House’s long American history, dating back to 1866, gives us a strong selling point in the UK.” Stuart Carlitz, president and CEO of Eclipse International, adds: “Not only does this joint venture give us the opportunity to bring some of the finest luxury mattresses into the US, we will also be growing our reach by adding distribution throughout the UK. “We look forward to introducing our customers to these exquisitely made, hand side-stitched mattresses, containing all-natural, farm-to-dealer materials, and to seeing the growth of the C&E range in the UK. We have established a great partnership by working with Mark Croll and Ross Thurston at Millbrook to develop these mattresses. Our mission of affordable luxury now includes 100%-natural, chemical-free designs that combine English and American technology for a true UK farm-to-mattress luxury for the US”

I N PA R T N E R S H I P W I T H

DESIGNED IN THE USA

HANDMADE

PA R T N E R S H I P

HANDMADE IN THE UK

For further information call 023 80 866111 millbrook-beds.com/chittenden-and-eastman

42

PRODUCTS STORE DESIGN & DISPLAY

ALL DRESSED UP

Ryan McNeish has taken Housing Units further upmarket with a thorough redesign

When stores get the green light to re-open, they’ll need to make a good impression on every customer that steps through the door. This month, Furniture News talks to a handful of showroom design and installation experts about their latest projects, overcoming pandemic barriers, and why good design matters …

The sourcing and fulfilment challenges brought about by Covid-19 have kept many retailers busy in recent months, yet with enforced closures through lockdown, some have turned their attention to longer-term improvements – including the evolution of their store interiors.

Manchester’s Housing Units, for example, enlisted Ryan McNeish’s creative agency, Gregor Ryan, to completely refresh its interior late last year.

Ryan – whose retail design portfolio comprises the likes of Lee Longlands, Sofas & Stuff and Gillies – jumped at the chance to apply his distinctive handwriting to the Failsworth-based furniture store.

“Housing Units Manchester asked us to create a high-end department offering in different product categories,” begins Ryan.

“It’s always nice to have the opportunity to strip back a space, redesign it and evolve with a new customer base. The new department is visually stimulating, and we had freedom to pull this together with the buying team and still make something inspiring and relatable to customers who wanted a little bit more elegant glamour for their homes.

“Using some of the individual brand assets and creating some retail theatre allowed us to execute a great mix of style options in an elegant living category.”

INFORMING INDUSTRY, BUILDING BUSINESS 43 Housing Units, Manchester

The store re-opened after the lockdown was lifted in early December, renewed and ready for business. “We’re proud to have had the opportunity to create a space that should capture a new customer base for Housing Units,” says Ryan, who handles a fairly steady pipeline of store redesign projects.

In practical terms, Covid-19 may have created some barriers to project execution, but Ryan has found that there are ways to get the job done, regardless of restrictions on travel and personal contact.

“Grampian Furnishers in Elgin approached us to design, develop and update their store presentation, and most of this was done virtually,” he says. “Our own in-house design team rendered a wonderful video walkthrough so the client could understand the space more effectively.”

Store installers do not always have the luxury of concentrating on one location alone. ADP Distribution, a West Midlands-based visual merchandising, storage, distribution and installation

specialist, is a seasoned veteran when it comes to designing store interiors and delivering them at scale.

MD Steve Birch explains: “In-store display installation generally takes place across multiple sites over multiple days or weeks. It requires meticulous planning and a high level of consistency.

“ADP are well placed to deliver this.

We offer a comprehensive service from quotation to completion, with a keen emphasis on client interaction throughout.”

Like Ryan, Steve has found that technology is essential for the timely delivery of each project. “We’re able to use modern, real-time reporting technology,” he says, “which frees up our clients’ time to concentrate on other areas of their business – with the peace of mind that ADP are in total control of their roll-out, but are no more than a few clicks away from it themselves.”

Given the extended suspension of trade shows, many suppliers are also working hard to revamp their in-house showrooms.

IT’S ALWAYS NICE TO HAVE THE OPPORTUNITY TO STRIP BACK A SPACE, REDESIGN IT AND EVOLVE WITH A NEW CUSTOMER BASE

44

PRODUCTS STORE DESIGN & DISPLAY

Housing Units, Manchester, designed by Gregor Ryan

Housing Units, Manchester

“We constantly update in-house showrooms for our manufacturing partners,” Ryan continues. “These will become more important this year, as we have all seen the importance of virtual interactions fast-tracked, and showrooms create the necessary brand assets for new product launches.”

Adam Ashborn, founder of Reborn Marketing and Design, is also in the business of delivering the full range of retail displays, in-house showrooms and permanent showroom designs (at North Carolina’s High Point, for example).

“A business’ brand touchpoints need to be consistent with their overall presentation – having the same design teams collaborating on all display will create brand unity and consistency,” says Adam.

“The approach and planning for retail and in-house showrooms is relatively similar – each has its own regulations, but ultimately each space needs to engage with the consumer.”

With sellers struggling to engage customers within physical settings right now, there is a strong argument for maximising the impact of any opportunity to interact, and a revamped interior is a great place to start

ULTIMATELY, EACH SPACE NEEDS TO ENGAGE WITH THE CONSUMER

The key to conveying the character of your business and increasing ROI is consistent signage. But the secret?

Internal and display signage.

Whether it’s for branding, wayfinding or atmosphere, internal signage that reflects your brand and redirects clientele to where you want them can significantly increase ROI

BENEFITS OF INTERNAL SIGNAGE: • Better branding • Access to information means higher customer satisfaction • Seasonal feel • Interchangeable, mobile and reusable • Can be creative and atmospheric where external signage cannot Ready to improve your customers’ experience? Get in touch with signage and branding specialists Graffiti Design International.

Contact us 01435 866763 sales@graffitidesign.co.uk www.instagram.com/graffitisigns www.facebook.com/GraffitiSigns www.linkedin.com/company/graffiti-design-international

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PRODUCTS STORE DESIGN & DISPLAY

SIGN LANGUAGE Award-winning signage solution provider Graffiti Design is no stranger to challenging furniture store projects, MD Bruce Pestell tells Furniture News … www.graffitidesign.co.uk

Bruce Pestell

INTERNAL SIGNAGE IS ABOUT CUSTOMER EXPERIENCE, AND HOW TO MAKE IT AS ENJOYABLE AND SATISFYING AS POSSIBLE

Can you talk about some of the furniture store projects you’re particularly proud of?

There have been many! From helping my father install signage for Sofa Workshop in Tottenham Court Road back in 2003, to working with Made.com and giving them a discount in exchange for one of their early football tables (which now lives in our offices).

But recently, it has to be developing Loaf’s signage package, using paint and lighting effects to create aged signs with an eclectic vintage look. From my perspective, Loaf are leaders in the furniture sector when it comes to customer experience, so it’s always a huge pleasure to develop these ideas with their creative team.

It’s kept us on our toes, too. Each ‘Slowroom’ presents new challenges. At Bristol, we had to produce a huge 10 x 3m external sign with fibreglass tiles to achieve their signature look, but in a way that was practical and worked within the constraints of the specific site, which in this case was a large retail park. The finished result was an incredibly unique sign that communicates the brand perfectly.

Why is in-store signage so important?

Internal signage is what we call a ‘triple whammy’ – it can work alongside a furniture display as art in its own right, help fill up a large space, and communicate the brand or collection’s identity.

While external signage is about communicating the brand effectively, internal signage is about integration. By the time customers see your internal signage, they’re in your store, so it’s no longer about conversion but about customer experience, and how to make it as enjoyable and satisfying as possible.

You have to think about atmosphere, interaction, and how to appeal to different audiences. I’d say that’s where our strength lies, because our design department is fantastic at working from prompts and putting creativity first.

What sets us apart from other suppliers is our attention to detail. At Graffiti, whether it’s a standard finish from our state-of-the-art paint shop or something more hand-finished, we will keep tweaking until it’s perfect.

Given the lockdown scenario, what projects/services have you been able to deliver over the last year?

Widespread store closures have definitely had an impact on our business. Fortunately, however, the diversity of our client base has allowed us to continue operating throughout this crisis.

Over the last year, we have worked more prominently than ever with bicycle and e-bike retailers, estate agents and fashion retailers. Because we work with international brands, our signs and graphics are often shipped across the world – the many parts of which are affected by the pandemic at different levels.

Fortunately, we have not had to alter much in the way we operate. The competitive nature of our industry, and Graffiti’s high levels of customer service, have put us in good stead, as we are able to react to any enquiry quickly and efficiently, therefore making the most of every opportunity that comes our way.

Over the last 12 months, we have

47

The bespoke sign-creation process behind Loaf’s children’s furniture display

LOAF LESSONS

invested in new machinery as well as a new website. It just feels like we need to be prepared for when the economy bounces back.

What branding lessons can be learned from other retail sectors?

What stands out for me is the communication of what drives the brand. This is, more often than not, achieved by literally writing the brand’s history, ethos or philosophy all over the wall, and unashamedly shouting it from the rooftops.

I like this approach, and hope it never goes out of fashion. When customers visit these stores, they feel like they are part of a club.

How should a retailer make contact with you, and what might the onboarding process look like?

It’s always great to have an oldfashioned chat on the phone, but an initial email is the failsafe way of getting in touch. We can then arrange a convenient time to talk through your requirements and develop ideas from there.

We do whatever helps to move the project along, all the way through to implementation. Around 95% of everything we sell is made in-house, which allows us total control and means we can produce drawings, samples, prototypes and the finished product in a simple and efficient way

Singnage plays an important role in Loaf’s ‘Slowrooms’, helping the retailer convey a warm, playful persona in a practical yet engaging manner.

Dawn Gregory, Loaf’s head of creative, explains why the retailer entrusted Graffiti with realising this aspect of the stores’ design: “Our brief was to find a company who could create an eclectic array of signs which had to look like they had been made years ago, and had been picked up for next to nothing at a car boot sale,” she says. “This was never going to be an easy task!

“However, from our first meeting at Graffiti, it was clear that if any company was going to be able to take our slightly offbeat signage ideas and drawings and bring them to life, it was going to be these guys – and they didn’t fail us.

“The attention to detail, care and craftsmanship that Graffiti applied to each of our signs was an art in itself.

It has been so refreshing to work with a company who have been completely open to trying anything to create the exact finish we were after. And they did! From dusting and rusting to the perfect ‘warmth’ of light, it was all spot on.

“It was no surprise that within just a few weeks of the Loaf Shack’s opening, we received endless compliments about our ‘very cool’ signage!”

48

PRODUCTS STORE DESIGN & DISPLAY

TOP OF THE POPS Recent events have taken their toll on the retail industry, and the sector is looking for ways to adapt to the new climate – and pop-up shops could be the answer, suggests MDF producer MEDITE SMARTPLY …

Bakers Timber Buildings used MEDITE MR to help showcase its garden room collection

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Pop-ups are nothing new, but as they are designed to be open for a short period of time, they could provide some much-needed relief to the high street, suggests the MDF specialist, which says that the UK’s pop-up industry is estimated to be worth £2.3b a year.

Whether a pop-up is standalone or located within another retail space, using the right materials for a retail fit-out is crucial.

MEDITE provides innovative, versatile and sustainable products to the industry, suitable for a wide range of applications including bespoke interior fit-outs and refurbishments.

Finely milled pine and spruce are pressed together to make MEDITE MDF boards flat and smooth without any knots and inconsistencies. These qualities allow fabricators to achieve an even and uniform finish across the project.

Recently, MEDITE SMARTPLY launched an exclusive, members-only community where MDF enthusiasts can share their work and gain inspiration – as well as having the opportunity to win industry-leading prizes from power tool brand Milwaukee Tool.

MEDITE MDF panels are suitable for both residential and commercial

properties. M&S in Westfield Stratford City has benefited from the installation of MEDITE PREMIER panels throughout the store, which boasts impressive machining qualities and contributes towards the store’s sustainability goals.

Offering consistent quality and thickness, MEDITE PREMIER provides flexibility, high durability and strength, and demands less tool wear from the joiner.

For its garden room collection, Bakers Timber Buildings used MEDITE MR for the internal walls and ceilings due to its moisture-resistant properties – handy for environments prone to changing temperatures, such as pop-up shops, which are often open air. The design, smooth surface texture and machining flexibility of MEDITE MR MDF also made it an ideal choice.

With its eminent machinability, strength, uniformity, and suitability for crafting bespoke structures, MEDITE MDF boards are a popular choice for fitting-out pop-up shops.

MEDITE invites interested parties to join its new and exclusive community and showcase their projects for the chance to win £1000 worth of prizes from Milwaukee Tool, and take their installations to the next level – register at meditemakesitreal.com

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50

PRODUCTS TRADE SERVICES

TRUST THE TICK Eight years on from the launch of the National Bed Federation (NBF) Code of Practice (CoP), the reassurance that Approved Membership offers both retailers and consumers has never been more important … www.bedfed.org.uk

Tristine Hargreaves

THERE’S NEVER BEEN A MORE IMPORTANT TIME TO ESTABLISH TRUST

With the pandemic further pivoting spend to online, consumers are increasingly being tempted by toogood-to-be-true bargains as Covid crooks up the ante.

As NBF technical manager Tristine Hargreaves points out: “The need for a robust scheme buyers can trust is even more imperative. Transparency is becoming more important – particularly as mattresses are mostly sold on the unseen features and benefits of what is inside them.”

It was this ‘hidden content’ element which the NBF set out to counter when it launched the CoP in 2013. It knew that, as an item largely bought on trust, consumers needed reassuring that when buying a mattress it was ‘safe, honest and as described’, with the NBF originally checking that all members could demonstrate compliance relating to flammability, cleanliness of fillings and trade descriptions.

Now the most comprehensive and trusted, independently audited system in the bed sector, the CoP has evolved to also cover: re-use of materials/ components; EU Timber Regulations; Textile Fibre Composition Labelling; chemicals (REACH, POPs, Biocidal Product Regulations); awareness of the Modern Slavery Act; process controls (such as sharps and broken needle policies); Health & Safety; and PAS 7100 – Product Safety Incident Plans.

The scheme has been given further validation by its adoption as Assured Advice by the NBF’s Primary Authority Partner, West Yorkshire Trading Standards (Wakefield Council).

Compliance with the code is not only a basic condition of membership, it is rigorously enforced. NBF members must sign a declaration of membership obligations when they join, and renew that declaration every year. They agree to meet all general and specific business legal obligations, to promote and foster high standards of consumer, customer, and employee safety, and to operate in an ethical manner conducive to fair competition and fair dealing with customers, employees, and suppliers.

Checks include regular auditing by an independent, external third party (with

NBF Approved Member products sport the scheme’s reassuring logo

assessments), and random sampling of models to ensure the appropriate records are available, maintained and up to date.

The NBF also acts as a ‘mystery shopper’ and selects random or intelligence-led products which it buys from both members and non-members for lab testing against CoP criteria.

Says Tristine: “This not only gives us an opportunity to see how members are faring against non-NBF manufacturers, but also gives a good indication of any industry-wide issues that may need to be considered.

“No major issues have been identified with NBF member products so far.

However, we have found major issues with some other products on the market, and often, in these cases, it has highlighted that failures are not just limited to one area. For example, products that failed flammability quite often had issues in other areas, such as incorrect material descriptions and lack of textile fibre composition labelling on the same product. These were all mattresses on sale to consumers, so this is very concerning to us.

“Put simply, thanks to the CoP, if you’re a UK- or Ireland-based mattress manufacturer or a supplier to the trade, becoming a NBF member will clearly demonstrate to retailers, consumers and specifiers for the retail, contract or hospitality sector that you are a trustworthy and compliant business which takes its responsibilities seriously and have successfully been able to demonstrate this. At a time when rogue traders are out there in force and taking advantage of vulnerable people during the lockdown, there’s never been a more important time to establish trust.”

Retailers keen to promote their support for NBF manufacturers should email simon@bedfed.org.uk to ask about the NBF Retail Champions scheme

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52

PRODUCTS TRADE SERVICES

FIBRELINE www.fibreline-ltd.co.uk Fibreline recognises the need to offer cushion manufacturers an environmentally friendly solution using recycled plastic – and has developed FibreFill Blue for that purpose.

In the last 70 years, the world’s consumption of plastic has increased dramatically – in fact, states Firbreline, half of all plastics ever manufactured have been made in the last 15 years.

Bottled water has become an important source of plastic waste, along with single-use straws, cutlery, food containers and other plastic items.

Fortunately, Fibreline has found a way to convert the equivalent of 100 plastic bottles into “a very comfy cushion – every little bit helps, as they say”.

SATRA TECHNOLOGY

Product testing at SATRA’s state-of-the-art facility in Kettering

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Since the UK’s transition period for leaving the EU ended on the 31st December 2020, the legislation that covers the product safety of consumer products safety such as furniture and furnishings has subtly changed, states SATRA Technology – the General Product Safety Regulations have now been modified to become UK-only regulations, rather than the enactment of the EU’s General Product Safety Directive.

SATRA’s experts can help furnishings businesses navigate these changes, and aid their understanding of what a ‘designated standard’ is (as opposed to a ‘harmonised standard’, and how they can endeavour to ensure their products are safe in both the UK and EU markets.

To this end, SATRA’s furniture and flooring team will present a free-to-attend webinar on Wednesday 10th March, at 10am and 4pm, entitled Furniture and the General Product Safety Regulations – register to attend at www.satra.com/events.

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Hopefully you’ve read enough to drop us a line. Call us on 01604 890956, or email md@yotfc.co.uk (and don’t forget to check out our website) www.yotfc.co.uk Before we go, we’d like to say a big “thank you” to our current customers, and extend a warm hand of friendship to any new ones who’d like to avail of our help and services – we’d love to hear from you all!

55

OPINION THINKING AHEAD 56 THE FUTURE OF FURNITURE RETAIL Dan Whytock, CEO of DownYourHighStreet.com, shares his top three predications for the sector, and explains how to meet evolving shopper demand

58 THE MORAL MAZE What is the long-term cost of short-term gain? Andy Stockwell considers the implications of marketing – and opening – during a pandemic

60 STAND OUT ONLINE Digital marketing expert Dan Jones shares his tips on maximising visibility and customer retention online

62 BUILDING TRUST AND LOYALTY Furniture Sales Solutions’ Adam Hankinson explains how sales staff can begin to remedy the poor perception many have of the profession

65 PARTNER COMMENT ACID’s Dids Macdonald warns that the UK’s Intellectual Property rights are vulnerable, and suggests how the industry can help protect this valuable UK resource

66 FEEDBACK Which businesses are setting the best example in furniture supply, and how?

56

OPINION

THE SHOPPING FORECAST Shopper habits are changing fast, writes Daniel Whytock, CEO of online marketplace DownYourHighStreet.com, as he outlines his top three predictions for the future of furniture retail …

THE DISTINCTIONS BETWEEN ONLINE AND IN-STORE ARE QUICKLY BECOMING IRRELEVANT

BY DANIEL WHYTOCK www.downyourhighstreet.com

Any time a new technology or trend appears, retailers are forced to adapt – or become irrelevant.

With ecommerce and mobile technology, shopping habits had been changing dramatically, even before the coronavirus trapped everyone indoors. Now, after almost a year of lockdown, furniture retailers need to ask themselves if anything will be the same again – and, if not, how can they adapt to stay relevant?

1. Shoppers are more comfortable than ever to share data Five or 10 years ago, people were very wary of sharing personal information, especially online. But this has changed.

Shoppers care less and less about privacy and more about personalisation.

They don’t want to spend time and energy searching for products they want, in the right size or finish or available nearby, and are happy to offer some data to help personalise results – and the more data online retailers collect, the more personalised the products and recommendations, and the more data customers are willing to share.

This trend has only been accelerated by the coronavirus, with shoppers having to share more information in order to buy products online since they can’t go out to the shops.

In the future, I expect we will see the emergence of data persona management services. Customers will set up a profile with a trusted management service who will then share relevant information with selected retailers, allowing for instant personalisation of products on any website.

For example, you could land on a bedroom furniture website and instantly share your cookie preferences to receive a tailored list of recommended products – no single beds and fitted black wardrobes to plough through, when all

you want is a king-sized double and a freestanding oak wardrobe.

To adapt to this shopping habit, retailers should be looking for ways to add value for their customers through data. If you can demonstrate the value to your customers, they will be far more inclined to share data. Even bricksand-mortar stores can start collecting data at key touchpoints to help them get to know their customers and provide a much more personal shopping experience.

2. Consumers buy products, not brands A few hundred years ago, there were fewer consumer protections, so shoppers needed to trust individual brands to make good products.

But this has changed, and with it so has the trend towards local shopping.

Google ‘near me’ searches have grown by +500% YoY, demonstrating the appetite for more local shopping. And it makes sense – local shops mean you can try products, touch and feel them, and then buy them the same day.

Products stocked only in local stores also provide an element of ‘uniqueness’.

Anyone, anywhere in the world, can own almost any online product. But local products are only available locally. Local furniture retailers can also be more adaptable and resilient than big brands, helping them to weather crises.

I see this trend continuing, with local bricks-and-mortar businesses using online marketplaces to advertise and personalise products and services, with some customers going in-store to complete their purchase.

By connecting online and in-store, brands can collect data, personalise product recommendations, and allow comparisons and reviews. Customers get the best of online search to find unique products, with the benefit of being able to see and feel the product before buying.

INFORMING INDUSTRY, BUILDING BUSINESS 57 iStock/urbancow

3. Consumers are more comfortable than ever with ecommerce It’s probably clear by now that the main trend is towards online, even where this connects to in-store purchases.

Many brands have embraced this omnichannel approach, connecting various customer touchpoints to create an integrated brand experience.

Retailers who have clung onto their in-store business, eschewing the shift to online shopping in favour of what worked in the past, are struggling.

Spending is actually up at the moment, so it’s not about customers being more cautious, it’s just that the spend is happening almost exclusively online.

The coronavirus lockdown has pushed the last few holdouts into online shopping, and it seems unlikely that they will ever go back.

Local furniture retailers need to adapt, providing an online presence and delivery options. The cost of

logistics has dropped dramatically over the past few years, and there is now a plethora of click-and-collect options (for smaller items), so there is really no excuse. And it is cheaper than ever to establish a web presence, whether an ecommerce site, marketplace or simply via Amazon.

While, ultimately, I think we will see a resurgence of local in-store shopping – especially once the pandemic is over – it seems inevitable that the distinctions between online and instore are quickly becoming irrelevant.

All retailers, whether exclusively online or in-store, need to adapt so that they are offering customers a well-rounded shopping experience that fulfils their needs. This will likely involve a mix of in-store and online, capitalising on the benefits of search and personalisation while still offering unique products that contribute to the local economy

WE WILL SEE THE EMERGENCE OF DATA PERSONA MANAGEMENT SERVICES

58

OPINION

MARKETING AND MORALITY Did the retailers that chose to put their own spin on the Government’s lockdown guidance really weigh up their options – and the potential longterm impact? Gardiner Haskins buyer/ manager Andy Stockwell shares his thoughts …

THE WHOLE PURPOSE OF A SALE IS TO DRIVE FOOTFALL – NOT A PROBLEM AS AN ONLINE STRATEGY, BUT MORALLY UNJUSTIFIABLE IN A PANDEMIC

BY ANDY STOCKWELL

‘Stay Home, Protect the NHS, Save Lives’ – it’s a simple, effective message, with little (if any) room for ambiguity.

So, if your business has been classed as ‘essential’, do you have a moral obligation to open? Or, if the definition is open to interpretation, is it right to stay open – or should you ‘do the right thing’, and stay closed?

The whole situation is an emotive one.

Are businesses really staying open as a public service, or because they will do whatever it takes to survive, even if that puts people at risk? Is it such a bad thing to want to keep your business going, and to protect the financial and emotional investment you’ve worked so hard for and the livelihoods of yourself and all those you employ?

Maybe there is no right or wrong answer – but, if you are still trading through lockdowns, how should you go about it?

January is the busiest month of the year in the furniture business, fuelled by winter sales with big discounts.

January 2021 was different. Most retailers solely selling furniture were closed. Online was the only way to make a sale – the internet became king.

The online operators suddenly had an advantage – this is literally their domain, their expertise, their bread and butter.

So, how can store-based retailers compete? They have to up their game and play to their strengths – service, heritage and reputation.

Stores benefit from something which internet retailers can only dream of – customer loyalty. Customers want to make big-money purchases locally.

They want a point of contact if things go wrong, a number they can call, a real person they can talk to, someone they know and trust to sort things out if it goes wrong.

This is the battleground on which marketing must focus.

Even online, price is not necessarily the deciding factor. Consumers will pay a little bit more for peace of mind and personal service. Knowing your retailer has your safety as well as your cash at the forefront of their operation gives a customer confidence. Your website and social media needs to reflect this.

Of course, you need an online presence to start with. For all the other marketing methods that can be used, in a pandemic it’s the website and social media which have the most reach. It’s been a growing trend for over a decade, but coronavirus has accelerated the impact of online marketing and retailing by years, maybe decades.

If you have a website already, make sure it’s up to the job. Make sure you have product on it. Make it clear what you have, make it easy to navigate and make it an extension of your business.

Make it about service, and make it personal.

All of this applies if your store is still open as well, but there is a different dynamic at play. If you are open during lockdown, it’s because you are classed as essential retail, selling essential products. This doesn’t apply to standalone furniture stores, but some general retailers will be affected, and it’s important to set the right tone.

It’s a difficult balancing act. You need to take enough to cover the costs of opening – but is it right to be encouraging people to visit your premises during a national lockdown for anything other than essential products?

It certainly doesn’t feel right to have a big sale event with discounts and incentives. The whole purpose of this is to drive footfall – not a problem as an online strategy, but morally unjustifiable in a pandemic.

Instead, stores need to focus on being open for essential needs, serving the community when they need it most, and explaining what they are doing to keep customers safe if they need to venture out. How safe they feel may be the determining factor between choosing to shop with you or at another store, or staying at home and taking their business online.

Getting this right is crucial – both for making enough sales to make being open viable financially, and for protecting your brand reputation going forwards.

Get it wrong, and you risk long-term damage to your brand, positioning it as one which is seen to put profit before people

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60

OPINION

STAND OUT ONLINE Digital marketing expert Dan Jones offers his top tips to help furniture businesses stand out online and ensure customers return time after time.

FLEXIBLE PAYMENT OPTIONS REMOVE ONE OF THE BIGGEST BARRIERS TO CONVERSION

BY DAN JONES www.searchlaboratory.com

Ecommerce is a rapidly growing industry, and as such it is becoming increasingly difficult for furniture retailers to stand out online. As business booms for many businesses, under the current circumstances it has never been more important to cut through the noise.

If a consumer can’t easily navigate your site to find what they want, they will simply leave to visit a competitor site.

Conversion Rate Optimisation (CRO) helps you to diagnose which elements of your retail site are a barrier to engagement and conversion, and then scientifically test solutions to fix these barriers, improving user experience and uplifting revenue.

real meaningful value ensures that, when they are ready to move down the sales funnel, your brand comes to mind.

If you’re a furniture retailer, think about what content at each stage might look like, and how it would differ. For example: Awareness – features such as ‘the essential guide to buying the perfect bed’ might interest your audience; Consideration – a free webinar on ‘trendy furniture to style your new home this year’ or a free catalogue and pattern sample will provide further value; and Conversion – use a discount of 10% off when you spend £50 or more, set up a personal shopper consultation, or offer a trial membership of an ‘interiors club’ to convince visitors to spend with you.

1. Become a design-oriented business Thanks to the rise of affordable digital technology, more consumers than ever are engaging with the online world, and the public has come to expect websites which are aesthetically pleasing, fully functional and quick to load – so usable design is essential for businesses who want to gain an advantage over their competitors and grow online revenue.

You should: set objective design targets for the output of your web design teams; create a clear picture of exactly who your customer is and how you will meet their needs; and design prototypes and trial them on real customers before spending time coding.

3. Offer flexible financial solutions Advancements in technology means it is easier for websites to offer integrated financial solutions that allow customers to spread the cost of their purchase.

Flexible payment options remove one of the biggest barriers to conversion.

2. Develop an advanced marketing funnel strategy A basic marketing funnel will attempt to meet prospects’ needs at different stages of the buying cycle, which traditionally includes the awareness, consideration and conversion phases.

Nowadays, consumers are exposed to hundreds of marketing messages across multiple platforms every day, so businesses need to go above and beyond if they want to stand out.

Developing an advanced marketing funnel which includes a top layer of engaging and valuable content that keeps users coming back to the site time and time again will help brands stand out. Providing consumers with

4. Optimise your site for mobile users With over 30 million Brits using smart devices to shop last year alone, online furniture retailers need to ensure their sites are optimised for the mobile experience to avoid frustrating and losing customers. Mobile optimisation can be as big as a full website redesign, or as small as prioritising key content on a page, and adopting mobile payments another way to improve the experience.

5. Trial innovative changes, even if they won’t scale easily Automation and scalability are now seen as crucial elements in marketing, as they improve efficiency. However, some businesses are ignoring trialling changes to their website which are harder or more time-consuming to implement – many of which may be the key to unlocking new growth potential.

When applying this concept to your own business, look for solutions in your industry that no-one else is doing due to inconvenience or cost, and build smallscale tests to see if they are worth implementing at scale

62

OPINION TALES FROM THE SHOWROOM FLOOR

REPEAT PRESCRIPTION With the sales profession suffering from a less-than-rosy image, it’s crucial to take the appropriate steps to establish a level of trust with the customer, writes Adam Hankinson …

BEFORE LAUNCHING INTO A BIG PITCH ABOUT THE PRODUCT THAT EARNS YOU THE MOST MONEY, ASK GREAT QUESTIONS OF YOUR CUSTOMER THAT ENLIGHTEN YOU TO THEIR SITUATION

In a recent Gallup poll (6th January 2021], nurses topped the ‘most trusted profession’ chart for the 19th year in a row. Respondents were asked to rate the honesty and ethics of 15 different professions as very high, high, average, low, or very low – and nurses remained the undisputed leader, earning a record score of 89% (4 points up on last year).

Doctors and pharmacists both scored highly, and were up on the previous year too. At the low end of the poll, politicians and car salespeople tied, at 8%.

A perception problem?

This depressing insight mirrors a HubSpot survey, in which a group of people were asked to imagine they were shipwrecked on a desert island with 20 strangers from different professions.

Where their first task was to vote for a leader, the doctor won comfortably – but the politician, salesperson and lobbyist all drew for last place, with only 1% of the votes each! So, what steps can salespeople take to build trust?

Seek at first to understand The old adage is that this is a ‘show’ room, not a ‘tell’ room, so before launching into a big pitch about the product that earns you the most money, ask great questions of your customer that enlighten you to their situation, needs, wants, desires and problems, so you can ‘prescribe’ the right solution – a good doctor would take the time to understand the full nature of your ailments and symptoms before prescribing the right treatment or cure.

Sell from the heart – not the wallet Empathy is the leading characteristic in nursing – that innate ability to understand how it might feel to be in the patient’s situation. Likewise, the best salespeople have a way of getting inside the mind of their customer to see things from their point of view and their own, which enables the salesperson’s expert knowledge to match the problem with the most appropriate solution.

BY ADAM HANKINSON www.furnituresalessolutions.com

Be patient How often have customers asked you

The ultimate target of any sales interaction should be establishing trust

the same questions? And how have you responded? Each customer is genuinely asking that question because they have a query or concern that needs answering to their satisfaction before they can proceed in the buying process.

Your bedside manner In 2000, a programme was launched at Michigan University to help doctors improve communication with their patients. By 2010, claims against the doctors had dropped -36%, and lawsuits by -65%. Special focus was placed on doctors ‘educating’ patients using tonality – especially by lowering their tone, and by the use of humour in their conversations. Talk with your customers, and explain why you’re recommending your products or services.

Listen with rapt attention The feeling of really being listened to – not just humoured – creates in the other person an inner warmth, the sense that you genuinely care about them. Picture a conversation with the most important person in your life when they were at their most vulnerable, with you ‘being there’ for them.

Doing all of this is likely to create a deep and meaningful conversation, not just a transaction – a unique interaction between two equally vested parties, the type of interaction that creates both trust and loyalty (trust in you, and loyalty in your brand). Trust, then, is the secret to recommendations and referrals, and loyalty the secret to creating customers for life

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OPINION

65

FIGHT FOR YOUR RIGHT Now Brexit has come to pass, the UK’s Intellectual Property (IP) rights are in a precarious position, warns Dids Macdonald, OBE, the CEO of Anti Copying in Design (ACID) …

THE UK REQUIRES A BOLD VISION TO HARNESS AND EXPLOIT ITS IP

INDUSTRY PARTNERS

BY DIDS MACDONALD www.acid.uk.com

The UK’s intellectual capital is the DNA running through most trusted British furnishing brands. Pandemic challenges have seen our designers and manufacturers adapt nimbly to new ways of design and manufacturing through innovation, and this speaks volumes about the sector’s versatility.

All this know-how is formalised by IP rights (patents, copyright, design rights and trademarks and trade secrets) with national, regional and international laws which allow us to protect and exploit these assets. So, not only could these innovations contribute to our economic recovery and growth, but the creation of additional IP assets also makes it even more valuable to the companies concerned if they look after them.

Post-Brexit, the world is our oyster, so capitalising on our know-how is a must while forging new trade partnerships. Planned is a new UK application to join the Comprehensive and Progressive Agreement for TransPacific Partnership (CPTTP), though this comes with a caution – we believe that the CTPPC falls short in its ambition to strengthen IP rights and protection.

We are concerned that the rush to join CPTPP may result in the embrace of IP standards that are significantly weaker than those present in UK law – and that this fact may have been missed.

We are concerned about potential inconsistencies with UK law, and that, in accepting region-wide standards that are far weaker than UK law, we will threaten the very existence of high-value UK exports (such as furnishings) in these markets.

ACID continues to be part of this dialogue, to ensure there is a raised awareness with Government for a level playing field if these talks progress.

Any concerns you may have about trade in these countries and the different IP

rights available should be directed to us (the UK’s IP attachés are also a great source of intel and knowledge).

Championing our IP, know-how and trade secrets should be Prime Ministerled in all our trade deal conversations – on the lips of every MP whose constituents rely on economic recovery and jobs, and from policymakers who need to think on their feet to match policy with 21st century commercial (and unprecedented) demands.

The UK requires a bold vision to harness and exploit its IP, to build an achievable economic vision to support a modern, dynamic and competitive economy in the decade ahead. So, at home, IP protection, enforcement and exploitation must be the theme running through all parliamentary conversations if we are to use the UK’s intellectual capital and IP assets as a positive force for growth and recovery.

The Treasury, as we all know, is facing a huge black hole in its finances – for obvious reasons, but also fuelled by those who do not pay UK taxes through indiscriminate copying, counterfeits and fakes that pay scant regard to safety regulations, sustainability or reliability.

To tackle this we need stronger enforcement, and ACID is determined to provide an additional deterrent with the introduction of criminal provisions for intentional infringement of unregistered design rights. This argument is made even stronger, having lost automatic EU unregistered design protection in EU27 post-Brexit because of the failure of the UK Government to broker reciprocity.

You can help our cause by providing details of any infringements you have suffered. The Government have refused our rationale for the introduction of criminal provisions, so we need to provide strong evidence to further our campaigning. The ball is in your court!

66

OPINION

THIS MONTH, WE’RE ASKING …

Kate Pilling (January/Manchester Furniture Show) I can’t give a name, but a supplier who is prepared to listen to customer feedback and make changes while maintaining their brand identity

Thomas Small (TCS) There’s many companies doing a great job, but Julian Bowen seems to do most things right – they seem to be in touch with their customers and the market’s demands

Paul Galley (Symmetry CGI) Howdens Joinery. They go from strength to strength, they are constantly adjusting what they do, opening more depots every year Peter Harding (Fairway Furniture) Harrison Spinks, for their innovative product range, competitive pricing and reliable lead times (which is more than can be said for many in 2020!). They also work hard with independents to help generate exclusive ranges, which is vital for margin preservation

WHO’S SETTING THE BEST EXAMPLE IN FURNITURE SUPPLY?

Rob Scarlett (Scarlett Furniture & Print) I work closely with Sable Island on my designs for Heal’s. They’re a great little company Steve Adams (Mattress Online) Silentnight, specifically in relation to product research, development and, importantly, commercial viability – all supported with retailer assets to communicate effectively with our customers

Gavin Boden (Rhenus Home Delivery) Westbridge Upholstery are leading the way in value for money (designs, cost and lead times), and Hypnos Beds are really in the forefront for sustainability and using traceable materials. They have also maintained their high level of quality, where other manufacturers are breaking under the pressure to make cheaper products James Hudson (Gallery Direct) We are so focused on how we can do our job better and develop exciting new products to stay ahead of the market, that we don’t really look at the competition …

Mike Murray (Land of Beds) Most of our suppliers are doing a great job – I think those focusing on logistics around delivery are going to be in a strong position moving forward Jerry Cheshire (Surrey Beds) Those factories offering the fastest delivery times. Some bed factories offer same-week delivery

Steve Pickering (Sussex Beds) Harrison Spinks are by far the most innovative. However, for us (and maybe more importantly), we love working with suppliers who respond to our requests positively, produce consistent product build and quickly rectify issues. The suppliers which come to mind immediately are Kozee Sleep, Health Beds and Breasley

Simon Ainge (Kettle Interiors) I think Gallery Direct are making some bold moves trying to cover many different sectors, and Westbridge continue to impress with their balance of quality and price

#378 March 2021 www.furniturenews.net

STATE OF PLAY Steens meets growing demand

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