by A portion of its showroom on the 16th floor of Building C will be devoted to the Coaster Community Network
LAS VEGAS — During the Jan 23-27 Las Vegas Market, Coaster Fine Furniture will dedicate a portion of its showroom to a display of digital marketing initiatives aimed at better connecting its retail partners with consumers in their respective markets.
The Coaster Community Network will occupy a portion of the 16,000 square feet of space across the hall from its main 45,000-square-foot showroom on the 16th floor of Building C.
“It’s a big focus of our plans for 2022,” said Don Deeds, executive vice president of sales and marketing at Coaster. “What we are trying to accomplish with our dealer base is putting them into a community network that allows them access to our digital assets.”
By devoting space to these digital services Coaster also is allowing retailers a chance to visit and speak with company representatives to learn firsthand how these assets can benefit them in their respective markets.
“All these folks will be in there,” Deeds said, adding that the space also will have a smattering of Coaster Furniture and other promotional tools that dealers can access.
But the main focus will be on the digital assets, including a Coaster Dealer Co-Marketing Program powered by Shoptelligence.
Through this co-branded targeted e-mail campaign, Coaster identifies the products in the line with the most customer clicks on the retailer’s website. Co-branded emails highlighting both Coaster and the retailers’ brands are sent to consumers featuring personalized content that showcases products of potential interest.
Meanwhile, a lead generation engine called the Smart Dealer Locator actually drives customer traffic directly to the store in their area that carries Coaster product. This, the company said, allows “your customers to choose exactly where to find their desired Coaster products without the trouble of you calling around to see if it’s available in their area.”
The Coaster Retail Connect tool also shows consumers what is currently available through an Online Digital Catalog that provides them a real-time inventory database of what’s in stock at a local warehouse. In addition, this provides information on current Coaster sales and specials as well as up-to-date retail prices and status updates on confirmed orders/shipments.
In addition to showing what is in stock within a particular market, the tool lets dealers pull inventory from those warehouses even they are outside that market.
“We let the retailer look at other warehouses on that same screen; they have that option to pull from that warehouse,” Deeds said.
Of the Coaster Community Network Concept, he added, “This is the first time we have put everything all in one place, to allow our retailers be able to take advantage of all these things we have to offer.”
