Woodley’s Fine Furniture has its roots firmly planted in 1979 within Colorado’s Front Range, as it was begun by brothers Mike and Pat Woodley as a waterbed manufacturer and retailer.
Since then, change has been a constant, as it moved to hardwood furniture in 1989 and full-line stores in 1982, currently with six stores.
Within the outdoor segment, lead times have come down across the board and are no longer a big issue. But today, as back in the beginning, merchandising and assortment are key, especially as the market continues to cool.
“Sales have slowed and we plan to use more digital media to try and reach more new customers,” says Randy Hayes, general manager.
Right now, the biggest challenge has been the timing of price reductions from vendors.
“You have to weigh selling prior stock with higher costs at lower margins or riding out some time to sell through older stock,” says Hayes. “It varies per vendor and product due to internet pricing shown by other retailers.”
This year, plans are to enhance the sales experience by adding a mobile POS/CRX addition to the store’s software, which will effectively give salespeople more information and abilities on the sales floor while working with customers, improve customer relations and assist the store in following up the sales process.
To succeed, Hayes says he has used product programs to highlight the ability to personalize a customer’s selection through special orders, especially for domestically produced merchandise. When it comes to deciding which manufacturers to carry in the store, Hayes says quality, the value that is provided, the ability to ship both inexpensively and quickly, are all factors — and that the store always focuses on goods that are made in the U.S.
For marketing, “digital has been a great new addition along with new products to highlight for focused purposes like health, space restrictions and special orders,” says Hayes. And to set themselves apart, Woodley’s makes its own bedroom and office furniture in Longmont, Colorado.
The good news is that locally there has actually been a reduction in mid- to high-end full-line stores in Colorado. For those remaining, advertising outdoor lines actually works to Woodley’s advantage, even for online.
“The more stores advertising a category, the better,” says Hayes. “It brings awareness and it comes down to what customers desire for products, service and selection. Online retailers have to focus on price, free shipping and returns since they don’t have physical locations. We offer the ability to touch, feel, trial and work with knowledgeable salespeople that will come to the home and help measure if needed. Technology changes have been geared to offer better service and more information to shoppers.”
Any advice for a struggling casual retailer?
“Price is what a customer pays. Value is what they get from the store experience, support and service. It’s never about making a sale … it’s always about earning the referrals of a satisfied customer.”
