The art of seduction: Retailers explain why they stop and shop; what turns them away

Industry experts offer their opinions on attracting buyers

By Susan Dickenson -- Home Accents Today, 3/28/2007 1:48:00 PM

Sandy Long, The Sandy Woods, Hanover, Pa. – I hope all the vendors know how much we appreciate all the efforts they make to seduce us as retailers and customers into their showrooms. I think that it shows they care about us and they care about growing their business. Pecaso’s bags are my favorites, but I’ve never been in their showroom, only because I don’t sell chandeliers. What drives me away? At one showroom, just beyond the doors there were all these guys standing around in dark suits; I didn’t even go in. When I do go in, it’s very important that I’m allowed to walk around for 10 minutes before a rep approaches me. And I want to hear from that rep about the product, like the Bassett rep who explained the construction of a piece to me, pulling out the drawers; she gave me information I wanted to hear. Some vendors cater more to the big box stores – you can see it in the displays and the hype.

Denise Graham, The Lite House, Hanover, Pa. – The dark suits are intimidating and say “too high end” to me. I’m inspired and intrigued by style, and the look – being able to browse without having a sales person come up right away. I look to look and see what they have before. The invitations I receive before market do make a difference in how I plan who I going to see, but often they serve as more of a reminder that they exist.

Marilyn Hansen and Lisa Coon, The Designers Furniture Gallery, Omaha, Neb. – I look for the same thing here that draws you into a store – personal service, and we’re constantly on the lookout for a good accessories line that is well-priced, plus something different from what everyone else is doing. Women run the buying here – they’re the ones wearing the comfortable shoes and the ones you see still shopping well after 7. A feeling of trust is important. I walked into a showroom a few years ago and there were two guys who sat in their chairs the whole time, smoking, who never got up from their seats – almost like carnie guys instead of servicing reps. I’m also wary of reps that push something they have hundreds of – do they do it to get rid of it? Or because it’s a really neat thing that your customers will want? The parties are great for getting noticed -- they get our attention

Kathleen Whitcomb, Ambience Home & Garden, Lambertville, N.J. – I like the bags, they’re useful; so are the fliers. Some of them (sidewalk entertainment) make me laugh. It’s all great -- the parties, the beautiful weather – they’re all part of the experience.

Jana Sanders, J. Sanders & Associates, Dallas. – Food is important. There may not be many restaurants, but there’s enough offered in the showrooms and buildings that it’s easy to find three free meals a day … plus snacks. When I visit a showroom, I like to browse for five or 10 minutes before being approached by a sales rep. As for the parties, I don’t attend too many of them; I think they’re more for the vendors.

Dana Bazzell and Laurie Rollins, Lulu’s Home Trends Gallery, Murray, Ky. – The bags raise our curiosity. We especially enjoy the free breakfasts and the Sterling bags. We receive a stack of invitations prior to market, go through all of them, and try to plan in advance where we go. When a company is announcing new products or specials, pictures are the most effective. Once we get there, it’s all about the atmosphere – how we’re greeted and treated from start to finish. We’ve taken some of the ideas home to try – water bottles with our store’s name, candles, baking cookies, things that encourage you to stay and shop. The more you can get your customers to open up and talk, the more you get to know their needs and the better chance you have to develop a personal relationship. There are some showrooms that come across as intimidating, and we’ll just keep walking. Show specials are a great incentive; we just responded to one on the sidewalk and ended up placing an order. Some of the gifts are so nice they make us feel flattered.

Anthony Meek, Meek Interiors, West Hartford, Conn. – I come to High Point to see if I’m up to date, take that away and then try to be a little more out of the box. It’s nice to get the food for fuel; it definitely has some bearing on what and where you visit. The bags are nice but I usually end up giving them away. I was at a party last night and gave one I’d received to someone who was admiring it. I also took a few back to the friends I’m staying with in Greensboro.

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