The Number 42…
The number 42 is a significant number in culture and history. Here are some examples:
- The jersey number of Jackie Robinson who broke the color barrier in baseball.
- The jersey number of Pat Tillman who defines country over profession.
- In Douglas Adam’s book a “Hitchhikers Guide to the Galaxy” the number 42 signifies the answer to the meaning of life.
In furniture the number 42 is not as significant until you take a look at the Retail Planning Guide edition of your Furniture Today (page 20 in the print edition). According to retailer statistics, “58% of all furniture stores according to 2008 data have a website” (see below). That means that 42% of all furniture stores according to 2008 numbers do not have a website. That figure is down 8% from the year prior and 4% down from the 4 year average.
Another significant number that does affect furniture is that 75% of consumers shop online before they even head to the retailer. At any given time, there is only 2% of the consumer base that is in the market to buy home furnishings of any type.
What does this all mean? 42% of all furniture retailers are limiting their opportunities to reel in 2% of the market in a weak economy because they cannot satisfy 75% of the target consumer.
Recently, Amy Lively, of The Lively Merchant, wrote in the Word of the Week the delight she received from a Christmas present. The present took something she had done for years and now would have someone else do it. This task was to clean her house. She posed the question: What does Ms. Jones absolutely hate to do that you can eliminate for her?
I pose a similar question to you—what can you add to Ms. Jones shopping experience that will help make her life easier while gaining you more new sales?
I can give you a hint at the answer: It doesn’t involve being a part of the number 42.
To receive more information about website development or strategy contact our website development partner The Lively Merchant.
Call: 740-415-3192
Or
Click: info@thelivelymerchant.com
Tags: consumers shop, furniture retailers, furniture stores, home furnishings, Ms. Jones, planning guide, shopping experience, target consumer
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