Bassett Mirror Company announced that its new promotion, Hidden Treasures being offered at the spring 2010 High Point furniture market, has four key components: quick-ship on bestsellers; volume discounts; special payment terms; and ADV loss-leaders. It covers the entire Bassett Mirror product line.
Pre-market testing of Bassett Mirror’s Hidden Treasures, the company reports, has proven successful.
Lori Konzen, accessory buyer for Homemakers Furniture in Des Moines, said, “I think it’s something we’ll take advantage of.” Bassett Mirror offers “great product,” she said. “It’s product we’ve sold before at full price, so to be able to get it at a better price and to be able to have a little bit better margin is great.” While Konzen expects the Hidden Treasures promotion will improve Homemakers’ margin, she said the company likely will pass along some of the savings to its customers – a welcome bonus during tough times. “Everybody wins,” Konzen said.
Hidden Treasures makes for an even better fit with the strategy at Family Furniture Discount Centers, said Harvey Zalis, who both buys in all lines and arranges advertising for the Landover, MD-based company. “We’re a promotional furniture store,” Zalis said, so Family Furniture is always looking for the best-valued items it can buy and promote to achieve volume. Buying Bassett Mirror product allows Family Furniture to offer customers higher-end pieces that they might not otherwise have been able to afford. And, Zalis said, it allows Family Furniture “to use a name that is so well-accepted.” So, he said, “We have (already) used Hidden Treasures and will continue to use it.”
Mike Lewis, the general manager of Furnitureland South’s outlet center, bought between 40 and 60 pieces – mostly lamps and leaning mirrors – using the Hidden Treasures promotion. The deciding factor for the Jamestown, N.C-based retailer with more than a million square feet of showroom space was “the great-looking product,” Lewis said, “but the discounts never hurt. We love the promotion; we love the product.” The items came in some five to six weeks earlier, and most had already sold. “I hope I can convince ‘em to let me use (Hidden Treasures!) one more time,” Lewis said.
For more information, contact Bill Frazier, Vice-President, Bassett Mirror Company, 276-629-3341