Retail Observer

FEBRUARY 2014 RETAILOBSERVER.COM 53 I n the furniture industry, there are several common types of promotions. Item ads feature a specific item, like a piece of furniture or mattress set, at a particularly hot price. These promotions are generally good to get "value shoppers" into the store with hope of turning a low-margin ad item into a bigger ticket with high margin add-ons. Higher-end stores prefer to run image advertisements that generally promote their selection and brand names whether they are touting their design services or the lowest prices in town. What has really been working for the BrandSource furniture retailer, however, is "Event" marketing— especially in the last few years. Many retailers have success when they plan an event promotion around a major holiday or create their own event. Fourth of July promotions, for example, are a good way to get people into your store during typically slower summer months, or staging a Warehouse Sale in April (another soft month). Dwight Horne of Clinton Appliance & Furniture has two successful events every year. Many dealers have a version of a 'Private Letter Sale', in which retailers invite only previous customers to an event. Horne conducts his with a different twist, however. He invites only previous customers and holds the event from 4 to 9 pm. Horne blacks out the front windows and has all customers enter through the back door. The event is aptly named the "Backdoor Sale." "Attendees have to have an invite, but of course, anyone who wants to get in, we'll simply hand them an invite," says Horne. "We've done as much as $150,000 in sales in those five hours. People come through that back door, and it becomes sort of a buying frenzy. Guests get swept up." Horne says that Clinton Appliance doesn't do anything more than they would normally in terms of markdowns. Now, the event has taken on a life of its own. Because it revolves around the same group of customers, with new customers added all the time, it becomes a sort of social event. "Our guests really look forward to seeing each other," says Horne. As an added incentive, the store gives away about $ 5,000 worth of prizes and has refreshments for guests. Another effective promotion Horne conducts is a yearly tent sale. "We put a big tent up in front of the store where we set up mostly odds and ends and closeout items, which generates a lot of store traffic," says Horne. "People turn into the parking lot because they see the giant tent and are curious about it." Horne advertises the tent sale in flyers that go out in the newspaper and to his e-club via bimonthly newsletters, as well as signage and some cable TV advertising. Dan Crain of The Appliance & Furniture Mart touts the use of door prizes as an enticement to improve turnout. It could be anything from a TV to a new mattress set to a set of pillows or a blender. He starts the event offering the first 100 customers a free gift. It was only a $ 3 cheese grater, but people lined up outside his doorway before the event even started to get the undisclosed prize. In order to retrieve their prize, customers had to walk clear across the store to the back, passing through all the merchandise on the way, including all the hourly door prizes that are highly visible throughout the store (balloons, banners, etc.). In order to keep the frenzy atmosphere, winners must-be-present-to-win. Crain also has his factory reps assist with the event including a three-minute "pitch" of their (donated) door prize to the scores of customers eagerly waiting to see if their lucky number is drawn. Whatever your promotional plans may be, adding event marketing to the mix can drastically improve traffic into your store, and has the potential to give you big profits in a short period of time. E. Michael Allen, BrandSource VP of home furnishings, has been with the organization for 15 years and overseen the growth of the category to one of the largest in the country. RO Clinton Appliance & Furniture Co 401 Northeast Blvd. Clinton, NC 28328 910-592-7077 www.clintonappliance.com We will meet or beat any competitor‛s deal! Clinton Appliance & Furniture Co. 401 Northeast Blvd., Clinton, NC 28328 919-592-7077 - www.clintonappliance.com Foundations are also on special! Mattress Size "Logan Manor" Euro Top Bedding by Serta 3/20/2013 Dear Preferred Customer , We are having a party! It is Clinton Appliance & Furniture Co.'s 61st birthday party. The only difference with this party is that you, our PREFERRED CUSTOMER get the presents. This year we are kicking off our 61 st Anniversary Celebration with our annual BACK DOOR SALE! Nothing is held back for this event. The best prices, great credit terms, and all of our brand name products are on sale for this event. There will also be bonus merchandise discounted as much as 61% in recognition of our 61st Anniversary. This event will take place on Wednesday, March 27 th 2013, from 4:00 PM until 9:00 PM! Last year we had this sale but we had it over a three day period. Our Customers told us that they really missed the fellowship with their friends and the party atmosphere that surrounds this sale! That is why we say this sale is "Back by popular demand"! Lowest prices of the year! The latest merchandise on display. Over $6100 in free Prizes to be given away the night of the sale, including a LG 47" LED "3D" HDTV, a LA-Z-BOY recliner, and a Serta mattress & foundation set. Please note that you will only be able to register the night of the sale and only if you bring this letter with you. Factory Representatives on Hand the night of the sale to answer any question you might have and help you with any special orders. Any special orders will also get the BACK DOOR SALE PRICE the night of the sale. Financing Terms to suit your budget ( Subject to credit approval ). 12 Months "No Interest" Financing available on all purchases the night of the sale. ( Subject to credit approval ). Free Refreshments and Fellowship with good friends. Aviso: ¡Tendremos vendedores que ablan espanol aquí la noche de la venta ! Continued on the back of this page! Clinton Appliance & Furniture Co. www.clintonappliance.com 401 N.E. Blvd. - PO Box 990, Clinton, NC 28329 910-592-7077 47" 3D LED HDTV by This HDTV also comes with a free 3D DVD Clinton Appliance & Furniture Co 401 Northeast Blvd. Clinton, NC 28328 910-592-7077 www.clintonappliance.com We will meet or beat any competitor‛s deal! Clinton Appliance & Furniture Co. 401 Northeast Blvd., Clinton, NC 28328 919-592-7077 - www.clintonappliance.com Foundations are also on special! Mattress Size "Logan Manor" Euro Top Bedding by Serta Clinton Appliance & Furniture Co. "We will meet or beat any competitor's price" www.clintonappliance.com 401 N.E. Blvd. - PO Box 990, Clinton, NC 28329 We are very excited about 2013. We have many new products to offer our customers. In our appliance department, we have taken on LG and Frigidaire appliances to go along with our GE line up. With these three major appliance brands we should be able to fulfill the desires of any appliance customers and fit their appliance budget as well. In addition we are unveiling our new line up of Napoleon Gas Grills. They will also have extra special discounts for our BACK DOOR SALE. Our Brand Source buying group feels that Napoleon is the best value in gas grills on the market today. During the BACK DOOR SALE any grill purchase will receive a FREE stainless steel grill set (a $29.95 value). In addition we will be unveiling three newly remodeled departments in our showroom Our bedding department, kids bedroom section, and floor covering departments have been completely remodeled for your shopping pleasure. Please bring this letter with you as your ticket to enter our BACK DOOR SALE , and please enter through the BACK DOOR of our showroom . Also, because this sale is so big, we are asking you to please be patient with us during this sale. We will try our best to assist everyone as quickly as possible. Don't forget the date and the time for the . . . BACK DOOR SALE Wednesday, March 27th, 2013 4:00 PM until 9:00 PM Sincerely, Dwight Horne, Al Williams, Jason Smith President Sec.-Treas. Vice President P.S. The extra special bonus merchandise will be tagged with RED BALLOONS and will be on a first come first serve basis. -2013 BACK DOOR SALE – NAME: _____________________________________ ADDRESS : __________________________________ ___________________________________ PHONES: Home ______________________________ Cell ________________________________ EMAIL:______________________________________ By putting your email here you will be enrolled in our ECLUB for specials, discounts and advanced notification of special events! Please fill out this registration form and bring it with you on March 27th. This will enter you in the drawing for over $6100.00 in prizes to be given away the night of the sale. The LG 3D HDTV with 3D DVD player could be yours on March 27th. With your purchases the night of the sale, you will get extra entries in the drawing.

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