HFA Reports: Five-Star Customer Experiences

Expert insights on engaging customers, driving sales, and staying ahead in the retail home furnishings industry.

As consumers increasingly seek personalized, immersive, and convenient shopping experiences, retailers must adapt their strategies to meet these expectations. HFA asked industry experts Nora Gomez, Chief Merchandising Officer at Nebraska Furniture Mart (NFM); Michelle Adams, President of Marketing Brainology; and Maggie Ellison, Vice President of Event Marketing Strategies; to share their insights with Furniture World readers on how to elevate in-store customer experiences to drive business success.

1. Consider the Changing Face of Retail

   Over the past decade, the retail industry has undergone significant transformations, driven by the rise of e-commerce and shifting consumer behaviors. The COVID-19 pandemic further accelerated these changes, with customers expecting seamless integration between online and in-store experiences. Nora Gomez, CMO at Nebraska Furniture Mart, emphasized the importance of creating a customer-centric experience that addresses accurate inventory and ensures consistency of customer experiences across all channels.

   “Accurate inventory management,” she observed, “prevents frustration from out-of-stock items, ensuring customers trust product availability online and in-store. Consistency across all channels—websites, social media, stores, and apps—builds trust and reinforces a retailer’s image for providing uniform service and product quality. Addressing these aspects enhances customer satisfaction, fosters brand loyalty, and drives growth in an omnichannel world.”

“HFA’s panelists agreed that every store decision, product, and experience should begin and end with customers focusing on improving their lifestyles.”

2. . Empower the Well-Informed Customer

   Today’s customers are more informed than ever, with access to a wealth of product information. Michelle Adams, President of Marketing Brainology, emphasized the need for retailers to provide granular details through technologies like QR codes, enabling customers to make informed decisions. Retailers can build trust and foster long-lasting relationships by empowering customers with the knowledge they seek.

3. Provide Transparency and a Value Proposition

   In an era of financial uncertainty, pricing and value proposition transparency have become paramount. Clear and transparent pricing is important to 97% of customers, making it a critical factor in building trust and loyalty. Retailers must balance engaging salespeople and avoiding pushy tactics while maintaining pricing transparency, especially in commission-based environments.

4. Address “The Female Economy”

   With women making the majority of purchasing decisions, retailers must consider the female economy when planning and implementing strategies. Understanding female customers’ unique needs, preferences, and pain points can help retailers tailor their offerings and experiences to serve this influential demographic better.

   This involves recognizing the diversity within this demographic. Women often value products and services that offer convenience, quality, and value. They are also more likely to research products thoroughly before purchasing, emphasizing detailed information and transparency. Additionally, women appreciate personalized shopping experiences and customer service that acknowledges their preferences and feedback.

   Retailers who invest in understanding female customers’ pain points and expectations can enhance their shopping experience by offering tailored solutions. For instance, flexible return policies, loyalty programs, and personalized recommendations can significantly impact their satisfaction and loyalty.

5. Differentiate by Defining Core Values

   To stand out in a crowded market, retailers must differentiate themselves from competitors by defining and demonstrating their core values. Creating a unique customer experience that aligns with these values can help build trust and foster loyalty. Maggie Ellison, VP at Event Marketing Strategies, an experiential marketing agency, emphasized the importance of “Selling an experience rather than just a product, drawing inspiration from brands like Apple. Similarly, Patagonia stands out by aligning its business practices with its environmental values,” she said. “The company’s commitment to sustainability and ethical manufacturing resonates with eco-conscious consumers, fostering a sense of community and loyalty among its customers. Through initiatives like the Worn Wear program, which promotes the repair and reuse of products, Patagonia provides an experience that extends beyond mere transactions, reinforcing its values and deepening customer engagement.

   “Retailers can also use storytelling to communicate their values and create memorable experiences. By sharing authentic stories about their brand’s history, mission, and impact, companies can connect with customers on an emotional level. This connection differentiates the brand and fosters a deeper sense of loyalty.

   “Moreover, personalized customer experiences play a crucial role in differentiation. Utilizing data and technology to understand customer preferences allows retailers to offer tailored recommendations, exclusive offers, and customized services. This level of personalization enhances the shopping experience and strengthens the customer’s relationship with the brand.”

“So many furniture retailers still need to help their salespeople understand that sales presentations should focus more on selling the benefits shoppers visit the store to satisfy.” - Maggie Ellison, Event Marketing Strategies

6. Understand How Salespeople Facilitate Customer Experience

   “How retail salespeople sell to their customers is an important part of the experience,” continued Ellison. “Apple doesn’t sell a phone; they sell communication experiences. Likewise, bedding retailers should consider selling a good night’s sleep instead of mattresses.” Ellison emphasized, “So many furniture retailers still need to help their salespeople understand that sales presentations should focus more on selling the benefits shoppers visit the store to satisfy by integrating this way of selling into sales training programs. I’m a huge fan of brainstorming by bringing everyone into the process. Small single-store operations to top-100 retailers can benefit from bringing teams together to ensure that everyone in every department is on the same page regarding how the company buys, merchandises, advertises, sells and delivers its products to customers’ homes.”

7. Engaging Senses in Multiple Ways:

   Appealing to customers’ senses through color, texture, and personalization can create a more immersive and memorable in-store experience. Ellison suggested that retailers work to engage all five of their customers’ senses throughout the customer journey, both inside and outside the store, to create a truly immersive experience. Gomez agreed that it’s essential to consider sensory engagement as part of the sales process. Adams noted, “Interactive displays designed to create imaginative customer experiences using hands-on interactions have proven to drive purchases. These displays can range from touchscreens that provide detailed product information to virtual reality that immerses customers in different scenarios. By allowing customers to explore products in an engaging and interactive way, retailers can create memorable experiences that encourage brand loyalty and repeat visits. Even small gestures such as providing beverages or snacks in store can leave a lasting impression.”

8. Create Memorable Experiences Outside Stores

   Standing out requires more than just having an appealing storefront. Explore partnering with venues and businesses to capture potential customers’ attention and loyalty. This strategy can create memorable experiences that connect with people more deeply. Ellison explained that she encourages retailers to think beyond store walls. “For example, I’m familiar with a retailer that partnered with the Ohio State Fair to design various spaces for the event, from a concert space to public seating areas. These areas included the retailer’s branding. People who attended the Fair sat on the furniture and interacted with the retailer’s brand, creating an association that undoubtedly made a positive impression on people in the market to buy furniture.”

9. Personalizing theCustomer Journey

   HFA’s panelists agreed that every store decision, product, and experience should begin and end with customers focusing on improving their lifestyles. By using data to guide conceptual ideas and creating inviting store displays, retailers can tailor the customer journey to their preferences and needs. They also suggested that more furniture retailers should focus on listening to customers and providing them with the selection and service each customer deserves, regardless of their budget.

“Consistency across all channels—websites, social media, stores, and apps—builds trust and reinforces a retailer’s image for providing uniform service and product quality.” -Nora Gomez, Nebraska Furniture Mart

10. Streamlining the Checkout Process

    Another topic they discussed was streamlining the checkout process to cater to customers’ needs for efficiency and convenience. Tablets and other technologies help reduce wait times and provide more personalized experiences.

11. The Importance of Final-Mile Delivery

    Finally, the HFA panel agreed that delivery plays a critical role. NFM’s Nora Gomez emphasized the importance of focusing on “respectful and engaging delivery service that ensures a top-notch customer experience. By paying attention to every touchpoint, retailers can create a seamless and memorable experience from start to finish.”

Conclusion

Creating a memorable and engaging in-store customer experience requires a holistic approach that considers the changing retail landscape, customer preferences, and the power of sensory engagement. Retailers can build lasting relationships and drive business success by empowering well-informed customers, maintaining transparency, differentiating through values and experience, and personalizing the customer journey. As the home furnishings retail industry evolves, retailers who prioritize the customer experience and adapt to changing expectations will be well-positioned to thrive.

About HFA:
HFA is a trade organization dedicated to serving furniture retailers. Our mission of service is built on Community, Advocacy, Resources, and Education to support retailer interests and the success of the home furnishings industry. HFA provides members with programs, resources, services, and a unified voice in government relations. For more information about HFA and its programs, visit www.myhfa.org.