by Having the best presentation is often a balancing act of showing just the right amount of fabric and finish options that can be understood by the salesperson and the consumer
LAS VEGAS — A panel discussion at the recently concluded FMG Symposium here offered some key insights into the importance of custom upholstery on the retail sales floor.
A key takeaway was that offering options not only satisfies the customer’s desire for customization in the category but can also raise the sales ticket in the process.
Moderated by Oscar Miskelly of Miskelly Furniture, the panel included Steve Beeker, vice president of sales and marketing at Craftmaster Furniture; Carole Kyriakakis, sales manager at Décor-Rest; and Mike Andrews, vice president of sales at England Furniture.
But there were some cautionary notes as well in that there needs to be a balance that doesn’t overwhelm the customer with too many options.
“Start off with a smaller offering in the number of SKUs and price points across the handle,” said Kyriakakis. “You want to balance it out. You don’t want to have too many fabric options based on your floor placements.”
Andrews agreed that the selection of custom options on the floor should be simple for both the salesperson and the customer. He also noted that having POP is important to further communicate the message.
“It’s a great investment that doesn’t have to take up a lot of space on your floor,” added Beeker, of Craftmaster, noting that simplicity is also key for the RSA and the customer. “You have to make it simple and easy to understand.”
The participants agreed that having several groups on display offering custom options will create visual appeal and interest for the customer, plus the possibility of a larger sale for the retailer.
“It is a bigger ticket item in special-order upholstery and it’s a higher margin,” Beeker said, adding that for the supplier and retailer, “It really helps develop a partnership and it’s a win-win for both of us.”
“When you get into customization, it elevates the look of your floor and separates you from the competition down the street,” he added.
The participants also noted that there is an opportunity to further appeal to consumers with educational information about fashion, design and construction as well as 3D modeling and draping tools that can help them design a piece for their individual space.
“That is where we are in terms of the next generation of consumer,” said Kyriakakis, of Décor-Rest, noting that the company is in the process of developing similar tools to help the consumer develop and build product in 3D.
Beeker agreed about the importance of technology in that many of today’s consumers want to make sure they know what the product looks like and how it fits into their spaces.
“For that younger-than-40 consumer, it is what they expect and are looking for,” he said. “You have to keep yourself in that ballgame, otherwise, you will be left behind.”
Miskelly then asked the panel how dealers should promote their special-order programs to the consumer. As younger customers are becoming an increasingly important part of that mix, Kyriakakis encouraged retailers to use various social media channels as part of their messaging as well as other traditional advertising and marketing efforts. She also encouraged the use of educational videos and in-store consultation services.
Andrews also highlighted the importance of educating the consumer about other perhaps less obvious details such as the shape of an arm or the fabric selection for the pillows, for example.
“People want to make it their own way and be able to say that they customized this, even if it’s just a pillow or a roll arm,” he said.
In addition, the panelists agreed that the flow of accurate and timely information — ranging from pricing to availability — is key, particularly between the sales rep and the retail salesperson.
“That is the most important — being able to provide the information at the time they need it and create the confidence that is necessary to close the sale,” Kyriakakis said, while also highlighting the importance of maintaining updated price lists and fabric offerings.
