Sponsor/Supplier Division > Sponsor/Supplier Spotlight
If selling comfort rather than product is a credo for your company, then you’re in tune with today’s consumers and on the way to sales success.
Accenting the comfort factor has been a strategy of La-Z-Boy for 80 years, one that has generated the greatest brand recognition in the home furnishings industry. The company that equates with comfort in the minds of consumers has its roots in 1927 when two cousins, Edwin M. Knabusch and Edwin J. Shoemaker, embarked on developing a chair “designed for nature’s way of relaxing.”
The ancestor of today’s modern reclining chair which graces millions of American households was mocked up from orange crates — but it worked and evolved into the first upholstered model, which was introduced in 1929.
The cousins held a contest to name the innovation. Some of the submissions were “Sit-N-Snooze,” “Slack-Back,” and “Comfort Center.” The winner, “La-Z-Boy,” is now a household name throughout America.
For more than three-quarters of a century, La-Z-Boy has taken an industry leadership role in consumer education and encouraging retailers in providing exceptional levels of customer service. For more than 20 years, La-Z-Boy has been a partner with National Home Furnishings Association as a Corporate Sponsor, supporting programs and activities to raise the level of retailer professionalism that leads to superior service for consumers.
La-Z-Boy president and CEO Kurt Darrow emphasizes, “We conduct on-going consumer research to make sure we are meeting consumer needs.” He explained that research shows that consumers are looking at their homes as a respite from the busy world, and extensive research findings shows that comfort is now much more important than in the past.
Darrow says, “We strive to give customers the tools to make an informed purchase.” The company’s website is an important instrument in achieving this objective. Before visiting the retail store, customers can visit the website to check out product, browse fabric choices and get tips on preparing to make a purchase. There’s also an easy-to-navigate room planner.
It is suggested that the consumer begin the purchasing process by making a wish list of all the furniture and accessories she would like to have. Next, set priorities and a budget, taking into consideration a long range plan if the budget doesn’t allow completing the room all at once. Detailed priority and budget sheets are provided on the site.
After a purchase, the site enables customers to check the status of their custom orders, to request repairs if necessary, and even obtain warranty information.
Darrow says, “We are focused on giving the customer an exceptional shopping experience, and furnishing an entire room.” Tools for accomplishing this goal extend far beyond the Internet, though — La-Z-Boy retailers provide in-home and in-store design assistance, and salespeople and designers are educated to provide professional advice on product selection and decorating. The company conducts an extensive training program for sales representatives, equipping them to work most effectively with retailers. The goal, according to Darrow, is for all the players to really engage in consultative selling.
Darrow sums up the La-Z-Boy philosophy: “We are looking to give the consumer a comfortable product with excellent quality and durability. At the same time, when she walks into out dealer stores, our goal is to provide her with a pleasant and professional shopping experience while offering her vast choice and customization options – all with quick delivery.”
For more information about La-Z-Boy Incorporated, visit their website at
www.lazboy.com
.