Brand Source: Appliance Business Strong, Despite Economy
Beyond the Web site focus at this meeting, efforts to establish the group as a “mega retailer” and a one-stop shop for all home furnishings included the introduction of a Brand Source Home Gallery initiative that will help members with a narrower category focus to branch out into sales of other products, either in a small-scale or a large-scale way. The turnkey program, highlighted on the Buying Fair floor here, will allow members already in appliances, electronics and home furnishings to integrate floor covering, kitchen and bath, décor, window treatments and lighting into their product portfolios. “The average sale of a high-end kitchen is $118,000, but the appliances that are purchased for it only average about $19,000. We need to go after more of a percentage of that sale. You already have the customer in your store. So why not take a look at ‘Gallery’ and what it offers, and take some ideas from it?” he urged the audience.
The group is also rolling out an interactive customer service program that will provide store design and layout advice and phone sales and etiquette tips, along with addressing show-floor behaviors that affect upselling and cross-shopping. Citing the great potential inherent in cross-shopping, he pointed out that “14 percent of all our business today is done at a store other than the one at which the Brand Source credit card was issued. And there are many more cardholders versus stores that offer the card.”