President’s Tip of the Month How is your WAP? Is your website compatible with mobile phones? Consultants tell us that the average mobile phone user checks his phone 128x a day and opens 96% of their text messages. What does this mean for your future advertising strategies? Be ready to develop a text message advertising program.
president’s MESSAGE
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hat has been the secret to Dearden’s success, and how we have managed to stay in business for over 100 years? First of all, we have no secret formula. The practices we have employed over the years we have learned as we go. That being said, I can point to four things that have been the foundation for our longevity. The first has been our love and passion for our employees and our customers, which has led to very little employee turnover through the good times and the not so good times. The way we treat our employees is reflected in the way we treat our customers and that is why the majority of our business is repeat business.
Angel Lopez 2011 WHFA President
The second is how we view our organizational structure. I often tell our employees that there are only two job titles in the company, sales and sales support. I am sure you have all heard the saying, “Nothing happens until something is sold”. The job of every employee, including myself, is to ensure that we are doing everything we can to support our sales team. This support comes in many ways: great displays, the right merchandise and delivery personnel do their part to ensure the customer is satisfied with the delivery. The third is to make certain that everyone in the organization is aligned with the company’s priorities. This may seem simplistic but it is crucial that everyone is going in the same direction. We measure this by watching our sales results and setting goals for the key performance indicators. Fourth, we have adapted to the changing demographics and always tried to stay current with the latest not only in technology but also in the media consumption habits of our customer. In today’s digital age it is imperative that we have a presence in the digital world which includes not only a website but also Facebook, Twitter, etc. We must also be maximizing the use of email advertising. I was recently flying home from vacation, and as I was skimming through the in-flight magazine I was amazed at how many ads had QR Codes. Though we are using a QR code in our advertising, I do not think we have even begun to tap into its full potential. I truly believe that to be successful in this day and age, we have to come to the conclusion that we cannot do it alone. I would encourage every one to tap into the full line of resources that are available to you with WHFA.
Dearden’s Furniture Los Angeles, CA (213) 362-9600 angel.lopez@deardens.com
Journal of the Western Home Furnishings Association
western
NOVEMBER 2011
THE
ON THE COVER
of RETAIL
CA$H FLOW FLAGS
Geared for Success We bring you an issue full of tips to bring your store to the front of the pack.
est.1944
Western Home Furnishings Association
www.WHFA.org
Contact WHFA at www.WHFA.org or (800) 422-3778
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