HIGH POINT: The immediate progression of strength service and the most stylish products have made cell reclining seats and chairs one of the most popular entrances on retail floors in recent years.
With so many consumers spending so much time at home, on a worn sofa or in a reclining chair, the history of movement comfort has come to the fore, leading upside-down, leading to strong retail demand for many buyers.
There’s a lot to be said about the movement in sales floors and the combination of style, service and convenience in the demo and sales procedure so that stores get the most out of the booming category, even as the call for initial closing decreases.
According to Eric Vollmer, senior marketing strata at Best Home Furnishings, the company’s biggest demand is assembly.
“If I had been asked a few months ago, my answers would have been absolutely different,” Vollmer said of final sales and price ticket construction. “I would have talked about size, functionality, shape and pricing.”
However, in the existing environment, Vollmer said conversations with other people on the floor show that consumers are focusing on the sales pitch of the movement shown: comfort.
“It’s convenience and ability that seems to have more priority over taste than before,” he says. “While consumers spend more time at home, they realize that their existing furniture is as comfortable as they would like.
“The bigger it gets, and reclining sectionals are also on the rise because more people in a family are using furniture at once,” he added. “Whole families spend more time in the house than parents or just children. Additional seats are needed and sections are more needed because of this.
Customization on all fronts
Motion Resources said the key to the movement of vending machines for their functionality is to offer features that combine comfort, taste and functionality.
Comfort and taste can go hand in hand, especially at high prices.
“There are many other people who probably wouldn’t have been in a furniture store for some time and haven’t noticed advances in this category,” said Spencer Bass, artistic director of American Leather. “We’ve noticed a wonderful recovery of products like our reclining chair reinvented, consumers think, “What is this? Is it a reclining chair? »
Bass pointed to technological advances that would allow the creation of a “movement that does resemble a movement.”
“The movement looked like theater seats,” he says. “For our Serie A, for example, we encourage our suppliers to create a slimmer mechanism for transition and fashion styles with top folders without breaking the frame.
Personalization of taste (several arms, blankets, etc.) is the key to Bradington-Young’s high-end Luxury Motion and Luxe for Living lines, and vice president of vending, Cheryl Sigmon, said the history of retail category customization is also similar to convenience. .
“Consumers can put their bodies in the precise position they need for their ideal convenience,” Sigmon said. “Everyone’s stress point is increasing and it’s vital to have a comfortable chair. You can customize the look, but also the point of convenience.”
He added that taste trends for motion stores take precedence to make this history of convenience evident to shoppers.
The feature, especially power, has been in vogue, but stores looking to make the most of the movement in their flats will also have to cope with customization, according to Len Burke, vice president of marketing at Klaussner Home Furnishings.
“Given how things have changed in recent months and the increased attention paid to the home, it’s vital to demonstrate service and comfort, but we also want configurable features as well as taste and fabric features,” he said.
Southern Motion has just introduced a new design designed to be easy to use in retail outlets for RSA and buyers.
“SeO keywords are constantly up-to-date and the blog content is written for those keywords,” Davis said. “It’s a responsive site that caters to consumers more. We’ll also share the new look of social channels,” adding Facebook, Instagram and Twitter.
Soil goods
When it comes to moving floor sales, Bradington-Young Sigmon recommended a blend that combines flavor features with a variety of available parts, all backed by POP materials.
“If you look at a footprint, you definitely need a motion sofa, because that’s what’s really sold,” he says. “At Luxe for Living, he has another five arms. You can display one arm on the sofa, another in a reclining chair, another on a sofa and another in a swivel chair. If you don’t have room for all parts, use the removable sheets to show the other arm features than on the floor.
“Get the most productive price you can with the exhibits, then use your POP to back up all the features and parts available.”
Bass at American Leather said it’s vital to move past the presentation of those seats and chairs clustered on the floor in the living room vignettes to illustrate how motion pieces play a part of taste in decoration, not just in comfort.
“Put this reclining chair by the couch so that when you walk into the store, you see that you’re promoting the whole living room,” Bass said. “You see this most sublime reclining chair next to a coffee table and an L-shaped sofa, and the reclining chair becomes a great gem in the living room compared to “Oh, it’s just a reclining chair.”
POP is the key
With all the features proposed through movement, presentations and point-of-sale devices are essential to talk about everything you have in the category.
Klaussner’s point-of-sale dispensers are designed to express all those features and options, which come with arms, configurations and fabric loads, in a small commercial space.
“We spent a lot of cash to expand POP, which has never been more important,” Burke said. “We occupy 250 square feet of land area and offer near-infinite odds of increasing sales according to average square footage and tickets. The store can no longer simply sell movement as an item now; it will have to be a feature program to build final rates. »
Klaussner’s recent advances in the POP movement come with “Moving Your Way”, a sales demonstration with customizations available such as arms, sectional SKUs and fabric assortment. This complements the “Full Comfort Control” signage that describes strength and other functional options.
“The store wants to provide the sales aids needed for RSA to sell all those features,” Burke said.
Davis of Southern Motion said that the “best practice” for the retail movement is for the customer to sit in the product and see the features and benefits, and the company’s POP supports it.
“With the Next Level mechanism and the Zero Gravity mechanism, pop plays a role as a ‘silent seller’ in retail,” he says.
For example, one of Southern’s POP media suggests “accepting the challenge of the next level.”
“Some stores have also bought a sofa with a popular mechanism and a Next Level mechanism to show the difference in features and benefits,” Davis said. “All POPs are very easy to read and will attract customer interest to check the product. The benefits and features speak for themselves in comfort.
“The POP will come in the form of a banner, or it can be sent in a piece of furniture for a quick story when it touches the floor.”
With progress advancing with a desktop look, buyers don’t recognize the feature without the right POP.
“If you walk past a couch, and it’s a newer move, it doesn’t look like movement,” Bradington-Young’s Sigmon said. “The taste, the size, the bound appearance on the desk with a forged backrest, gives it a bound appearance on the desk. You have to let other people know things are moving.”
To this end, Bradington-Young has developed flying labels with messages like “I have an electric headrest” to attract the attention of buyers.
“We want to invent new flying and POP tags, and let each runner decide how to use them,” Sigmon said. “Our most productive POP is the tearable sheet, because it tells the customer everything that is available and he can take it with him as a reference.”
I’m Powell Slaughter, editor-in-chief of Furniture/Today. I returned to publication in January 2015 after nine years of writing about furniture retail methods and the most productive practices in a monthly magazine aimed at home furniture retail operations. Previously, I spent 10 years with F/T covering wooden furniture, the last five as editor-in-chief. When I returned to F/T, I developed a policy of the logistics and service facets of the furniture industry, as well as tracking the informal categories, home and home entertainment. In April 2018 I took over the furniture category, with the duty to cover the categories of fabrics and fabrics and leather furniture, reclining chairs and massage chairs.
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