RSAs can make commerce charming by helping customers visualize the ready room

Abby Crichton of Doyle Home Furnishings & Interiors Design says skilled trades lie in style, size, color and function.

High point – when a customer walks into a store, spots a miniature of a fully equipped living room and wants to buy everything, that’s great marketing. Home touches and accessories play an important role in any retail strategy.

It’s the icing on our trade cake,” said Scotch Kortenbach, owner of Timber & Fieldstone in Chatsworth, Illinois, which specializes in a mix of vintage and vintage pieces and modern farmhouse decor. “Often, touches and accessories are what pull the look together or finish it off with just the right touch.”

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Kortenbach added that the most popular items are always those that a customer can visualize in their own home. Many people like to decorate their homes but aren’t sure how to do it, he said, and walking into the store and seeing something styled in different ways and as part of multiple displays helps them.

“In a furniture store, you get upset if you don’t have accents because they show customers what homes can really look like,” said Marie-Liz Curtin, owner of Leon and Lulu, a 15,000-square-foot shop in Clawson. “A furniture store without home accents is sad and probably only sells for price. Touches and accessories make the customer feel at home or represent the home they want. It’s ambitious.”

Accents and accessories have played a more important role in retail lately, according to Steve Riley, a retail consultant and former chief marketing officer at Nebraska Furniture Mart and Macy’s. “The last year or two has been a boon for the furniture industry. You want to romanticize the product and accents and accessories make a huge difference in the eyes of the consumer.”

Michelle Lamb, founder of The Trend Curve, said she sees many retailers bringing decorative accessories front and center. Her theory is that while many people wanted to update all the furnishings in their homes during the pandemic, not everyone had the resources to do so. “Instead, consumers opt for statement pieces that can quickly change a room’s personality,” she said. “Retailers are beginning to focus more on these categories, realizing that decorative accessories can be modernized and personalized, increasing their value to shoppers.”

Win Shows

Creating plentiful tabletop layouts by layering and stacking a range of objects from a variety of vendors with a common thread has been a winning formula for Mallory Fields, whose 5,000-square-foot showroom in Johnson, Tennessee, also offers interior design services.

“We think it can give importance to smaller things that might be lost visually to the consumer,” said David Mallory, co-founder of the store with Todd Fields.

Brad Priest, principal of Garber’s School of Interior Design in Elkhart, Ind. Which offers a wide range of home décor and gifts in addition to interior design services. “We had this handcrafted piece of glass art that was overlooked so I brought it front and center when entering our store and within a week this wonderful piece was sold out.”

With more competition online than ever before, retailers with brick-and-mortar locations have to work even harder to capture consumers’ attention, with vibrant and eye-catching displays in front windows as well as throughout the store.

What is behind the vignette?

Sometimes product categories need to be addressed individually, and there are a bunch of ways to show a variety of lamps or carpets.

“Any answer to the methods will always depend on the goals of the show,” Lamb said. “Is the idea of ​​sending a directional message? If so, a vignette focusing on a one-way style really offers the best approach. If instead the idea is to highlight a color – consumers always shop for color first – it is show-based On a color palette or monochrome display it makes the most sense (and will provide the most impact).”

Mallory said vignettes are a great way to showcase accents and accessories, but freestanding shelving units and pedestals are great space-saving solutions for displaying product categories.

To maximize limited floor space, retailers suggest incorporating distinctive pieces and accessories into vignettes, as well as using a category wall.

Online trade

How do you bring add-on and accent sales to the online world?

“The most important thing is… making sure your links work,” Lamb said. “Then don’t forget to suggest a companion piece. I love the way some online clothing retailers recommend various outfits built around the single piece you’re looking for. The same concept can be used for pillows or portable lighting.”

Schwarzkopf, who often works with Lamb on retail presentations, added, “Organizing and personalizing is also a great idea. … Proposing related constructions is a great way to present a solution and generate additional sales. But it can’t be haphazard. There has to be A thoughtful and purposeful rationale for the recommendation.”

Kortenbach said there are so many areas of home décor and accents that Timber & Fieldstone does its best to bring complementary classes together online. It displays stock photos of products on its website but adds photos of the product displayed in the store with other products or merchandise nested in the vignette.

It frequently updates its featured products online with items that can be easily paired with other premium items. “It helps drive sales and drives the product,” Kortenbach said.

“Not only do we want our displays to be eye-catching in-store, but we also want our displays to be well photographed,” he added. “Better photos posted online, not only by our social media accounts but by customers, create an increase in new followers and new shoppers in the store and encourage word-of-mouth recommendations for our store.”

Whether online or in-store, great commerce sells the product and retailers and experts agree.

“The way you present it is everything,” Mallory said. “The environment you create, the way you mix and arrange things, has to create a mood. It has to make the buyer want to be a part of that story. Besides the screen, the lighting, the music and the fragrance are all part of what I call ‘seduction’.”

Editors Lauren Roses, Anne Flynn Wear, and Thomas Lester contributed to this report. Home Accents Today is a sister publication of Furniture Today.

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