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Ethan Allen Rolls Out New Store Concept In 300 Locations

Shopping for furniture can be an inundating, time-consuming process. It may take consumers several months, or more than a year, to make a decision.

Ethan Allen is hoping to ease this process and help consumers craft the home of their dreams by unveiling a new content-rich web site and a new retail concept designed to enrich the customer experience. The new initiatives come on the heels of the retailer releasing more than 600 new product designs influenced by rustic beach houses and more chic, urban homes.

Approximately 300 Ethan Allen locations will be touting a more casual and relaxed lifestyle and attitude, but still maintain the DNA of the brand, “which is craftsmanship, design, classic style and great value,” said Farooq Kathwari, CEO of Ethan Allen. In addition to new flooring, windows and an art gallery space, the retailer also will unveil a deal center, designed to cater to consumers looking for sales and special offers in a more relaxed atmosphere.

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“People live more relaxed lifestyles today; there’s less formality in everything, from the clothes we wear to the restaurants we go to,” said Kathwari in an interview with Retail TouchPoints. “That’s why you’ll see a more casual, comfortable attitude not only in the look of our Design Centers, but also in the hundreds of new designs we’re introducing this fall. We’re calling these new designs ‘The Next Classics’ because they embody something we define as ‘livable luxury.’”

Improving Engagement And Collaboration With Technology

While the new store design will help create a more immersive shopping experience, new technology will empower Ethan Allen onsite designers to provide better customer service and, in turn, drive more sales. By adding tablets and touchscreens to the store, the designers will have fingertip access to extensive collections of wallpaper, fabric, drapery and window treatments.

Although the total number of devices in each location varies, each Design Center has at least one touchscreen kiosk and every designer has a tablet, according to Kathwari. Tablets can be used to pull up products not displayed on the floor, visualize and configure customized products, share inspiration and place orders online.

“Our designers are the ambassadors of our brand, and nobody can bring to life the advantages of Ethan Allen the way they can,” Kathwari said. “They know the breadth of products and options available as well as how to create that ideal personalized design solution for every client. That’s why our designers create relationships as well as beautiful spaces.”

The designers also have access to the Ethan Allen CRM system for clienteling, as well as POS software, room planning software and the proprietary My Projects software, which is used to create virtual design idea boards.

The My Projects feature, in fact, plays and will continue to play a central role in Ethan Allen’s omnichannel strategies, allowing designers and customers to interact and share ideas on a more ongoing basis.

“The My Projects app will allow a designer and customer to collaborate virtually on a design project through the use of an interactive virtual design board,” Kathwari explained. “A customer can go to our web site and use the My Projects app to start a design board at home and then engage with a designer online for help. They can also visit one of our design centers to work directly with a designer on their design board, which can be pulled up on one of the touchscreens. A designer can also create a design board and then share it to the customer’s online account so the customer can access it online from home.”

When Ethan Allen designers aren’t engaging with employees, they’re training. Taking a multichannel, multiplatform approach, the retailer provides live, online and remote webinars, and other e-learning options.

“Training begins on day one for all design consultants,” Kathwari noted. “All aspects of our brand are covered, including product knowledge, design principles, sales skills, and the importance of combining personal service with technology. Company-provided training is supported by local training efforts in each Design Center. This may include meeting with local sales reps to become versed on various product options, being mentored by top performing design consultants, and receiving systems support.”

After all, the more educated and empowered design consultants are, the more successfully they can engage and sell to customers. 

 

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