I recently listened to best-selling memoirist Kelly Corrigan explain her process for making writing come alive.
Her
comments (which I believe are relevant to retail furniture store marketers), edited here for print publication,
were:
“Don’t say ‘I had a drink,’ say ‘I had a soda.’ Don’t say, ‘I had a soda,’ say, ‘I had a Fanta.’ Don’t say, ‘I
had a
Fanta,’ say, ‘I had a grape Fanta,’ and don’t say, ‘I had a grape Fanta,’ say, ‘I had a grape Fanta, and the
condensation was making my whole hand wet.’ All of a sudden, you went from having a drink to being somewhere, a
place in
space and time, with a set of objects around you. That’s the difference between a good conversation and a great
conversation.”
In 2025, turning good customer conversations into GREAT conversations has never been more important for
furniture
retailers, who need to build and maintain relevance.
That’s especially true for legacy brands that have lost their way, observes FS’ Jaye Anna Mize. “Consumers don’t
care if
you operate a 150-year-old legacy-built furniture brand,” she tells Furniture World readers in this edition.
“They want
to know how it relates to them personally, their background, and the traditions they grew up with.”
What if a retailer lets shoppers know that it is THE “grape Fanta expert,” with the largest inventory of soda in
stock,
at the best prices available, offering unmatched customer service and fast delivery? Is that the best way to
connect
with a new generation of soda drinkers? Or is it just table stakes in a retail world where shoppers can easily
choose a
different option—perhaps one that seems more convenient or, as Corrigan suggests—starts a great conversation?
Even if you didn’t find my “Fanta” story relevant to your business model, please peruse the rest of this retail
forecast
2025 issue. You won’t be disappointed.
Check out Tom Liddell’s “What’s In Store For 2025” interview. Don’t miss David
McMahon’s article on adapting to change
in 2025 and the “Retail Success” interview with Lisa Hawkins at Room to Room. Her store sets
an
example for other
retailers who want to connect deeply with local shoppers, making them “feel the Fanta” in ways that might make
Kelly
Corrigan proud!
Wishing you good retailing in 2025!
Russell Bienenstock
Editorial Director/CEO
russ@furninfo.com