Trade Resources Market View Technology Has Changed The Way Americans Live

Technology Has Changed The Way Americans Live

Technology has changed the way Americans live, work and communicate, and home furnishings marketing executives must stay one step ahead of those changes to connect with today's consumers.

"The ability to see around the bend and anticipate changes in the marketplace is the hallmark of successful marketing strategies," says Jackie Hirschhaut, vice president of public relations for the American Home Furnishings Alliance. "AHFA's Annual Marketing Meeting will feature forward-thinking executives from both inside and outside our industry who will help marketers explore a wide variety of technological platforms for reaching consumers."

Adrian Madland, a 10-year veteran of Google who works with clients in the specialty retail sector, will headline the meeting with an exploration of digital solutions to driving business. Based in Ann Arbor, Mich., Madland helps Google business clients integrate online and offline strategies using Google's full portfolio of products and services, including Google Search, YouTube, Mobile and Display.

Also on the program is Beth Brenner, chief revenue officer of the new Domino Media Group, home to Domino magazine and, a first-of-its-kind e-commerce site. The quarterly Domino magazine has a circulation of 200,000 and a $12 cover price. The new website uses both original and archived content to inspire consumers to buy what they love ? without ever leaving the site.

Brothers and business partners Jeff and Jason Harris, both executive vice presidents at Furnitureland South, Jamestown, N.C., will shed light on yet another interactive retail venture, this one anchored in online video and a new broadband television network owned by the pair. They recently launched "Space Off," which airs on their network and offers viewers a glimpse into the process of "real people making real decisions for decorating and designing their homes." The shows feature online product integration, allowing viewers to click through to view or to purchase the products they see in the video.

Furnitureland South was founded by their father, Darrell, and is now the largest home furnishings store in the world. Last summer, the brothers launched a state-of-the-art Design Center with a range of sophisticated high-tech tools for the company's team of more than 135 design consultants. The 17,000-square-foot center incorporates interactive televisions that enable several people to view product images and information together at the same time. Positioned at eye level in collaborative work spaces, the TVs have internet access for viewing products, manufacturer websites and other online resources.

Attendees also will be the first in the industry to preview results of new consumer research exploring the generational differences between furniture shoppers. It is the latest edition of The American Living Survey conducted by Design Research Reports Inc., an AHFA Supplier Division member. It is the fourth "wave" of research by the company, which profiles how Americans are living, how their tastes and style preferences are changing and what they are seeking in future purchases.

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AHFA Marketing Summit Helps Companies Harness New Technologies to Connect with Consumers
Topics: Furniture