October 22-26, 2022

Plaza Suites - 1-527, Floor 1 Shuttle Stop: 6 (Green Line) Neighborhood: Downtown Main Corporate Phone: 916-757-1165

www.myhfa.org

Home Furnishings Association-HFA

Add to MyMarket

The Home Furnishings Association (HFA) with roots dating back to 1920, is North America’s largest, most-valued organization devoted specifically to the needs and interests of home furnishings retailers, with more than 1,500 members representing more than 10,000 storefronts across all 50 states and several foreign countries. Association offices in the East, West, and Central United States provide its members with programs, resources, services, and a unified voice in government relations by partnering with home furnishings industry suppliers, vendors, affiliates, and other organizations. For more information visit www.myhfa.org.

9am - 10am, October 21

Grabbing Customer Attention When Demand Starts to Drop with Visual Merchandising

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Visual merchandising is more challenging than ever, with supply chain issues, excess inventory, and eroding consumer confidence in the economy all weighing on the industry. Come to this seminar to learn what visual content and information is most crucial for driving business results and conversion in a tough market for in-store and online customers.

Speakers: Leah Kirkland


10:30am - 11:30am, October 21

5 Steps on How to Expand Your eCommerce Sales

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Learn how to get your products in front of eCommerce buyers today! In this session, you will learn the top 5 steps to optimize eCommerce sales. You will learn how to expand your sales online and get your products onto big box retailers like Wayfair.

Speakers: Lily Chan


1pm - 2pm, October 21

Using 3D to Create the Ultimate Hybrid Shopping Experience

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Major furniture retailers are 3D to improve the in-store shopping experience while also adding exciting new functionality to their eCommerce websites. Learn how major retailers like Jerome's Furniture, Macy's, and other well-known furniture retailers are using 3D online, in-store, and as a part of their remote customer support offering to improve the hybrid customer experience and amplify sales.

Speakers: Beck Besecker


2:30pm - 3:30pm, October 21

Best Practices for eCommerce fraud Prevention

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

As an eCommerce retailer, it’s crucial to understand the ins and outs of eCommerce and eCommerce fraud prevention. Did you know that in 2021, retail e-commerce revenue from furniture and homeware sales amounted to $132.7 billion, and that number will only continue to grow? In this session, you’ll learn how to best implement an end-to-end, adaptable fraud prevention solution that will optimize security while creating a solid base for customer loyalty.

Speakers: Evan Walczak


4pm - 5pm, October 21

Which Digital Marketing Is Working Today and Where You Should Be Investing

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Whether you are an expert in the field or just getting started, this session is for you. Together, we will uncover key strategies for eCommerce growth, increasing store traffic and brand awareness, and how to leverage your customer data to drive sales.

Speakers: Bryan Edsvaag


9am - 10am, October 22

Key Trends Defining the State and Future of Local Retail

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Retailers, are you looking to increase sales? For today’s shoppers, convenience is more important than ever, and Charlotte Shragge will explain how retail leaders can leverage it to increase sales. She will show through case studies how small to medium-sized retailers are driving traffic, growing shopper engagement, and increasing efficiency with SMS marketing.

Speakers: Charlotte Shragge


10:30am - 12pm, October 22

HFA Sales Academy Workshop: The Small Steps that Equal Massive Sales Increases

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Learn how to increase your sales by 30% in just three simple steps! Increasing sales can be a daunting task, but with the right training and tools, it can be easy. In this workshop, you will learn how to increase your conversion percentage, average sale, and traffic in the door. With these three methods, you will be on your way to consistent growth each month. Our top performing stores are using this method and seeing huge wins. You could be next!

Speakers: Rob Ball, Matt Pridemore


1pm - 2pm, October 22

Make Your Business Stand Out on Google and Transform Your Marketing Data

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Ready to take your business to the top on Google? Learn steps to maximize your Google My Business listing and increase your Search Engine Optimization to get ranked higher on Google search pages for keywords related to your business. Plus, learn how to use your Google Analytics data to market and find new customers.

Speakers: Fredy Wright


2:30pm - 3:30pm, October 22

CX Through the Consumer's Lens: Delivering on Her Expectations

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

For today’s retailers, digital is no longer just nice to have, it’s a necessity for success. It’s how to engage consumers at every point in their journey—including traditionally non-digital channels. How can retailers most efficiently (and cost-effectively) deliver on the type of experience today’s shoppers expect. In this session, we will look at digital across the customer journey and translate it to key requirements for furniture retailers.

Speakers: Laura Khoury


4pm - 5pm, October 22

Attracting Loyal, Experiential Shoppers

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Experiential shoppers are some of a business's most valuable and loyal customers. They’re looking for an emotional connection with a brand; if you can provide that, they’ll keep coming back. Our eye-tracking studies have shown five ways to attract experiential shoppers based on their shopping behaviors. We will also learn how to identify four key shopper types and how you can start attracting them with the right strategies.

Speakers: Michelle Adams


9am - 10am, October 23

State of the industry with Jerry Epperson

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Mr. Epperson has spent decades in the industry and will share his insights with you about how it is changing, prospects for growth over the next few years - including what companies can do now that may lead them toward success tomorrow (or even now), etc. This will be a must-attend seminar for your business!

Speakers: Jerry Epperson


10:30am - 11:30am, October 23

How to Trim Marketing Cost in an Economic Downturn Without Losing Share

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Today's economic environment can make many retailers slash marketing budgets to retain cash flow. This session will show you where you can cut, what you need to do to position your store well during a downturn, and an even better position when the market returns to take market share from competitors.

Speakers: Richard Harris


1pm - 2pm, October 23

The Hidden Costs of Your Home Delivery Program

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Suppose you’ve been thinking about your current home delivery costs, building a home delivery plan, or outsourcing to a home delivery provider. In that case, there’s much more to consider than just the cost of the driver and the equipment needed to complete deliveries. Factors behind the scenes can add significant dollars to your total cost. Build a delivery program that makes financial sense for your business and supports its goals. Come and we’ll show you how!

Speakers: Jenni Kimpel


4pm - 5pm, October 23

Recession Proof Your Business with the Right Digital Strategy

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Disconnected customer communications, scattered across siloed systems, are a key cause of poor customer experience. They lead to lost sales, low customer loyalty, and bad reviews. A growing number of retailers are using AI to automate and centralize their customer interactions to foster stronger connections with their customers, transforming them into brand advocates and repeat buyers. Discover how to become genuinely customer-centric organizations, uncover new sales and marketing opportunities, and complete their full digital transformation.

Speakers: Ralph Shulbert


9am - 10am, October 24

4 Real Estate Trends Impacting the Furniture Industry

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

There are several real estate trends driving the furniture industry right now as the needs and desires of consumers change, the depleting real estate supply, rising rents, and the impact of the ever-changing supply chain. This session will explore five real estate trends impacting our industry now, determine how they affect your business, and how to adapt accordingly.

Speakers: Ben Haverty


10:30am - 11:30am, October 24

The Human Element

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

In today's digital landscape of AI and Automation, your website, targeting, and algorithms are all crucial, especially with Privacy Restrictions changing rapidly. But you still need a pulse! Chris Hunt will discuss why the human element should always remain at the forefront of your marketing strategy and how to utilize digital tools while making your company approachable and customer-centered.

Speakers: Christopher Hunt


1pm - 2pm, October 24

Maximize Free Marketing with Customized Email Lists

Educational Home Furnishings Association-HFA, Plaza Suites, Floor 1 Neighborhood: Downtown Main Shuttle Stop: 6 (Green Line)

Generating email lists is essential for any business. Email marketing is a great way to keep in touch with your customers and increase sales. It’s also a very effective way to build loyalty among your customer base. With the right tools, you can easily create targeted email lists that will help you increase sales and better understand your customers. In this session, you will learn how to create targeted customer email lists and maximize free marketing that will help you boost sales.

Speakers: Brian Dodge