The baby boomer generation, 76,000,000 strong, are now between the ages of 47-64+ and have driven the economy for the last 20+ years. We all know that the prime demographic for furniture buyers are between the ages of 32-45 years old and predominantly female. The baby boomer may be buying their last mattress or a couple of pieces like a recliner, but they are not the primary consumers of home furnishings. Generation X & Y, totaling 112,000,000 are the new demographic for home furnishings and they are "wired for the internet." And these wired consumers have NO tolerance if you do not deliver a content rich environment for them to explore that is also optimized for tablets and Smartphones!
Today’s consumers do not drive their father's Oldsmobile. They know virtually everything about your products before they come into your store. They find incredible detail online from every possible source, about the brands and products that matter to them. They search for, tunnel, explore, visualize and master their information requirements, and then they’re ready to visit your store and buy with confidence. And what they learn, and the experience they go through, they share with others.
Digital technology gives your consumer the "power" over everything. Consumers are smarter and more informed than ever. With a few simple keystrokes or screen tap, shoppers can find anything and everything they want to know about products, services, prices and reviews. No longer is an advertising "promise" enough, now it's all about delivering on what consumers define as your promise.
Here’s how you can be part of the new consumer’s buying process, instead of being part of the demise of the small and medium retailer to the large on-line retailers like Overstock, One Kings Lane, Houzz and others.
HUNDREDS OF PAGES FILLED WITH INFORMATION TO HELP RETAILERS AND BRANDS COMPETE IN TODAY'S DIGITAL WORLD
Bill is Managing Partner of Napier Marketing Group.