-Feb.10, 1998 - Survey reports most Americans...
- -April 23, 1998 - Summer Furniture
-Nov. 2, 1999 - Retailers Face Quality Conscious
Key To Attracting Furniture Shoppers "Is Right Under the Retailer's
- HIGH POINT, NC - April 23, 1998 - America's furniture retailers need
- on the basics in order to attract consumers into their stores says
Britt Beemer, the country's leading consumer research analyst in the fUrniture
- "Many retailers depend on clever new advertising campaigns or
slogans to drive store traffic and in the process they overlook the basic
motivations that determine whether consumers will even consider shopping
in their stores," Beemer said at a news conference on Opening Day
of the Spring International Home Furnishings Market.
- The single most important consideration in the consumer's mind in determining
whether to shop a store, Beemer said, is store pride.
- "Customers want to know that they will be taken care of if they
have a problem," said the founder and Senior Research Analyst of America'
s Research Group.
- Store pride is followed closely in consumers' minds by store appearance,
- "The appearance of the store sends a signal to customers about
how financially stable the company is," he said. With the rapid changes
in fUrniture retailing furniture shoppers have become extremely suspicious
of whether retail operations will survive, Beemer said, pointing out that
a decade ago there were more than 16,000 furniture stores nationally while
today that number has dropped to around 12,000.
- "We know from research we have seen or conducted in North America,
Europe and Asia that American consumers are two to three times more appearance
driven than shoppers in other countries," he said.
- "Dirty stores, gaps in product displays, missing hardware on furniture
and incomplete groupings send the signal to potential customers that the
store might not be there next week," he said.
- Furniture shoppers are even more attune to store appearance considerations
than retail shoppers generally, Beemer said, citing a "Consumer Mind
Reader" TM survey which appears in the new paperback version of his
best-selling book, Predatory Marketing: What Everyone in Business Needs
to Know about Today's Consumer. While financial stability ranked fifth
in the overall survey of retail buying considerations, it was a strong
second place for furniture shoppers.
- In Beemer' s "Top 10 List" of consumer concerns, store pride
and financial stability are followed by:
- -#3 The store sells outdated or used merchandise, which ranked
14th among consumer considerations of all retailers.
- -#4 Style or breadth of selection in the store.
- -#5 Exterior appearance of the store.
- "Consumers ask themselves as they drive by a furniture store whether
it's worth their time to go in, whether the store lives up to its advertising
image," Beemer said. He added that six percent of furniture shoppers
drive into store parking lots and leave without ever going inside because
they are unimpressed with the store's outward appearance.
- -#6 The store's quality of merchandise, which ranked #2 in the
overall retail survey.
- -#7 The store's commitment to a furniture category.
- ''A customer can tell just by walking through a store whether a retailer
is serious about selling recliners, mattresses, leather or other types
of furniture,' he said.
- -#8 The store has legitimate sale prices.
- "The customer has to see point of purchase displays or signage
to indicate that; the products are really on sale," he said.
- -#9 The store's products and pricing must match the advertising
they have seen and read, which ranked #12 in the overall retail survey.
- -#10 The store manger's personality, rated #6 in the minds of
retail consumers generally.
- America's Research Group conducted the survey to determine consumer
attitudes about furniture retailers during September and October, 1997.
- Beemer' s book, Predatory Marketing, was published by William
Morrow and Company in 1997. The softbound version was released earlier
- America's Research Group is the leading consumer research firm in the
retail industry. Since its founding in 1979, ARG has interviewed more than
three million American consumers, adding to its database with 5,000 to
8,000 new consumer interviews each week.
Copyright © 1998 by America's Research Group|