ASHLEY FURNITURE UPDATE FOR Volume 2, Issue 8

DELAWARE, NEW JERSEY &

PENNSYLVANIA JULY 2010

Panel Highlights Social Media’s Effectiveness in Sales

Dwayne Welch, executive vice president of in Kittery, Maine; Kurt Ling, founder and CEO “We have relatively little money to spend on
components supplier, admitted he of latex bedding resource Pure LatexBliss; building our brand … but our return on
“couldn't even spell Twitter” a few weeks and Julia Rosien, communications director of investment is about 3,000% when we use a
ago, but said he has quickly come to real- specialty bedding resource Natura. coupon,” she said.
ize the importance of that and other social
Rosien recommended that companies that Chamberlin said she also promotes her
media sites. have never previously used social media business through a blog, and that they will
“It is a living, breathing experience in the sites should initially use Facebook as a vehi- soon launch an effort to reach other bloggers
form of advertising,” Welch said during a cle for getting out key marketing messages. encouraging them to do product reviews.
panel discussion at Furniture/Today's
DELAWARE, NEW JERSEY & PENNSYLVANIA

“Facebook is like a cocktail party … and “We're no longer marketing to people. We're
annual Bedding Conference here. “If you you're the host,” she told the audience. “You connecting with our customers,” she said.
put an ad on a social media site, you get want to encourage people who come to your “And we're turning friends into customers
Ashley Update

instant feedback. That's the part I like.” page to talk to each other, not just talk to the and we're turning customers into fans.”
Welch told attendees his company initially company.” Ling recounted how Pure LatexBliss opened a
tried marketing a new eco-friendly form She said an easy way to build an initial fol- YouTube account and initially posted a sales
through traditional advertising, but lowing is to hold a contest. Later, a company training video for retail sales associates. The
achieved far better results after putting can host “events” on its page that aren't tied company revamped it to shorten the content,
content on Facebook, YouTube and Twitter. to prize giveaways, but still keep customers creating a series of one-minute “slices of
The product gained 800 Twitter followers and potential customers engaged. information.”
after sponsoring a contest. “You want to encourage participation,” One of the revised videos, which show Ling
“It's an engaging process … and it can be Rosien said. “Allow your fans to post pictures rolling on a latex pad with eggs under it, was
addictive,” he said. … ask and answer questions.” especially popular, he told the group.
Joining Welch on the social media panel Chamberlin told the audience that sales at “The next thing we know, consumers are
were Christine Chamberlin, co-owner of her one-store operation “go up every time watching it and talking about it,” he said. “It
The Clean Bedroom, a retailer and e-tailer we put a promotion on Facebook.” was incredible.”

Featured Products
B553 - North Shore

A rich traditional design and exquisite details come together to create the ultimate in the grand style
of the "North Shore" bedroom collection. The opulent brown color flows beautifully over the decora-
tive pilasters and ornate detailed appliqués to create a rich elegant atmosphere to any home environ-
ment. takes traditional style to the next level.

50601 Ashton - Slate

With an inviting contemporary design covered in a soft upholstery fabric, the "Ashton-Slate"
upholstery collection brings both style and comfort to the decor of any living area. With the sleek
shape of the set-back arms and rich finished tapered block feet, the "Ashton-Slate" upholstery
collection perfectly captures the excitement of stylish contemporary design.

W158 Theo
The rich contemporary style of the "Theo" home entertainment collection combines faux marble and a warm
finish to create a collection that adds an exciting style. The thick tops are a beautifully patterned faux marble
that perfectly complements the dark bronze colored hardware that adorns this furniture. Available in 42”,
50” and 60” sizes, this will be a perfect fit for any area of the home.
 Page 2 A S H L E Y U P D AT E

Youth Bedroom & Back to School Customer Incentives

Impact Marketing put together items which

could be used for Youth Bedroom and back-to
school promotions. We’ve included a few of the
products currently available.

Options range from MP3 players to sporting

goods to bicycles to netbooks, with minimums
as low as one and your cost per item starting at
$4 each.

These items also have application with promo-

tions other than Youth Bedrooms. Contact your
Marketing Specialist, visit our website or con-
tact Mike Page at Impact Marketing, (866) 466-
2160) for ideas and details.

Help your Customer Go Green Planning your next Event

Water is good for you but what happens to 1. Choose the Theme
that water bottle after it is empty? Offer 2. Select your Dates
your customer’s a stainless steel water bot- 3. Set a Sales Goal
tle—not only will it help our environment, it 4. Establish your Budget
will help you generate more traffic! They are 5. Determine Media
100% reusable, toxin free and dishwasher 6. Decide Promotions
safe. Packaged in sets of 2, you can purchase 7. Develop Merchandising
for $7.10 a set. 8. Create Atmosphere
9. Plan Refreshements
Contact Robert Gutner & Associates, (440) 446-0200. 10. Schedule Entertainment

Contact your Marketing Specialist today

for more information and ideas!
 VOLUME 2, ISSUE 8 Page 3

Eight insights for maximizing online coupon use

By Christian Gordun, CEO, Coupon Craze

According to Borrell Associates, online coupon redemptions are projected to jump more than 50 percent to $12.7 billion in 2010 and to $22 billion by 2014. By definition, online
coupons are codes and special activated links and/or landing pages for online retailers. They are solely meant for the shopping cart checkout process and are not valid in brick and
mortar stores.

Here are eight key insights about online coupons that will help prevent customer disappointment and frustration, protect brand reputation and decrease cart abandonment.

Think Beyond Discounts: If you have a luxury brand and don't want to discount items, there are other creative ways to offer customer incentives, including free shipping
or gift wrapping or throwing in bonus items. You don't always need to cut the price!

Beware of Expiration Dates: These are always a big problem since some retailers don't put expiration dates on their offer when it is in limited supply. Others don't
clarify times (i.e., time zones), but those few hours can make a difference to a shopper. It's critical for a merchant to offer all the details up front and in a clear and
concise way to avoid customer frustration.

Mix it Up: Don't keep recycling the same offer over and over again each month. The monotony will stall sales since users come to expect the discount. Create urgency with
new offer and expiration dates.

Keep it Simple: Using lingo such as "$10 off after MIR" (Mail in Rebate) or unclear combinations such as "10 percent off purchase plus free shipping with $50 purchase"
will leave consumers confused and unlikely to apply the discount. Restriction details also demand clarification. Clearly outlining details on landing pages will prevent
customer disappointment when they arrive on the site.

Watch Number and Letter Combinations: Careful using coupon codes with "0" and "O" in the sequence. People often confuse the two and usually get upset at the
merchant when the discount doesn't get applied.

Test Out Different Offers: Retailers often assume there's one coupon that works better for them, e.g. new customer offers, dollars off, percentage off, free shipping.
The flexibility to add and change offers online is easy though, so never assume only one works best.

Align Coupons to Company Goals: Is the goal to increase basket size or raise minimums? Are you trying to clear inventory or reach new customers? There are many
different strategies that can be applied to coupons so always be sure to test and align with what the company's goals and needs are.

Be Transparent with Minimum Price Points: Deals are often listed as "20 percent off" but when customers get to the landing page it may say "20 percent off $100
purchase." This can be misleading to consumers and cause a negative impact on a brand. Always provide as much information as possible up front so that users click-
ing through are fully aware of the amount they must spend.

“Every strike brings me closer to

the next home run.”

—Babe Ruth

Remember to check out our website at www.tristatefurn.imagineretailer.com

Y o u r A s h le y R e p r e s e n t a t i v e s
Case Goods:
Care for Casegoods
Bill Nagle - (608) 304-1746
[email protected] Wood furniture is among the easiest to keep clean. Proper care will help maintain the finish. Cleaning and polishing
your furniture should be done regularly to remove dust. Dust attracts moisture, which can soften the surface and
Bob Nagle - (608)304-1745 damage the finish on the wood.
[email protected] Furniture Basics:
Jay Ferber - (267) 265-5597 • Dust regularly.
[email protected]
• Polish twice a year.
John Nagle - (215) 704-1174 • Keep all types of furniture out of direct sunlight.
[email protected]
• Clean up spills immediately.
Motion: • Avoid placing furniture directly in front of or under windows.
Sean Orlando - (215) 669-1242
[email protected] • Keep furniture away from heat and air conditioning vents.
• Change the placement of accessories on surfaces periodically, to avoid permanent marks and impressions.
Paul Morris - (267) 249-1010
[email protected] • Use coasters, placemats, hot plates and tablecloths to protect finish.
• Lift and place items on surfaces. Never slide items across the surface of your furniture.
Stationary:
Tom Moore - (973) 897-9122 • Avoid prolonged use of rubber and/or plastic on finishes.
[email protected] Care Products:
Anthony Forrest - (215) 880-5122  Furniture Waxes
[email protected] Furniture waxes provide long lasting protection and come in a paste or liquid form. Some paste/waxes
Todd Csencsits - (610) 909-3031 have color added to help hide minor scratches and light blemishes.
tcsencsits@ ashleyfurniture.com  Oils
Scott Deibler - (717)689-0142 Lemon and pure oil polishes can leave an oily build up behind. This can attract dust and moisture that can
[email protected] harm the finish.
• Furniture Cleaners
Dusting with furniture cleaner will help to protect the finish by removing dust and dirt that can scratch the
surface. Cleaners can also remove waxy build up on a surface.
• Furniture Polishes
Most furniture polishes that contain an emulsion base can be used regularly on most surfaces. To avoid a
cloudy finish make sure to clean and remove any wax from the surface before using a furniture polish.
Additional Hints to Preserving the Beauty of the Finish
• Immediately clean up any spills that contain acidic properties such as ketchup, mustard, alcohol, juice or soda.
• Products with orange or lemon as a base many contain acids that can harm the finish.
• Avoid solvent or alcohol-based products such as commercial household and/or window cleaners.
• Over waxing can cause build up and may damage the finish.
• Avoid using products that may build up, especially those that contain silicones or oils. Silicone-based polishes can
build up, discoloring or clouding the surface, and some furniture oils leave a waxy finish on the surface.

For more information and a downloadable copy of this information, visit our website at
www.tristatefurn.imagineretailer.com

NJ/PA Labor Day Territory Circular

 Orders due July 26

Mark your Calendars
 Delivery to Valassis/Newspaper August 20
Las Vegas Market August 2-6
 Visit www.imagineadv.com or call
Tupelo Market August 20-22
(866) 832-3214 for details.
 You can also find the full layout and order
High Point Market October16-21
form on our website.