Slow business, reflexive marketing myopia and an economy in transition are gnawing at furniture retailers in need of adopting an empathic focus better known as NaW marketing.
What is NaW marketing? It is a revolutionary, sensible and easily attainable principle: Recognizing the difference between needs and wants (NaW), and solving people's needs with authority, distinction, honor and candor.
The campaign for smart retailers is: Just Say NaW to gimmicks, deals and spiels about discount this and special that.
Present compelling reasons for meeting and exceeding people’s needs for comfort and living better with home furnishings.
NaW is obvious, yet befuddingly too simple, so much so the industry keeps missing the opportunity in its blinding, furious pursuit of business.
Most retailers aided by complicit vendors act more like frenzied mercantile dogs in heat chasing bitches than adroit business professionals responding to and satisfying needs.
NaW marketing could have mitigated the crippling impact of the current recession. People act on needs, and that virtue will continue, and that means a rejection of furniture marketing as usual.
People will be “right sizing,”as my friend and writer Gale Steves brilliantly observes: “Right-Sizing teaches and guides homeowners to live with the mandate that ‘less is more’ when it comes to their homes. This is the right time to look into new ways to reinvent their space.
“During these economic times, the word, downsizing, seems to be a pejorative term. No one wants to admit they are really cutting back, but whether they are driven by immediate needs or future ones, this is the time to shift gears. This Age of New Reality frees them from having to keep up with the Joneses," she rightly declares.
You will be hearing and learning more about NaW marketing as it applies to Right Sizing. In the meantime, learn about what to do: Ask people what they need and observe how they live.
The changing economy and prudent consumers are right sizing obdurate (persistently stubborn and hardheaded) retailers and manufacturers facing a new reality gnawing away the inefficient and unresponsive.
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