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Home Furnishings Association-HFA

Plaza Suites - 1-527, Floor 1
Area: HFA Retailer Resource Center

Shuttle Stop: 3 (Green Line)

Neighborhood: Downtown Main

Corporate Phone: 800-422-3778

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 1,800 members representing more than 7,000 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.

Our brands consist of:

9am - 10am, October 16

Creating a Memorable In-Store Experience for Today’s Consumer

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: North Elm

Shuttle Stop: 3 (Green Line)

Now more than ever, the consumer has MANY different paths to purchase, and we have the ultimate responsibility to ensure that every single path provides the exceptional service, selection, and transactional experience that they expect - and deserve! This session will dive into the tools needed for a fabulous in-store experience delivered by the sales professionals, AND ensure the consumer has a great and educational time preparing to visit your store when they are doing their research.


Speakers: Lorri Kelley

10:30am - 11:30am, October 16

Are You Struggling to Find and Keep Quality Employees?

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

You’re not alone. Recruiting, developing, and retaining outstanding team members is one of the biggest challenges for retailers, manufacturers, and designers alike. In this session we will dive into best practices for recruiting, developing, and retaining outstanding team members that will boost your bottom line while having a lot of fun in the process!


Speakers: Rene Johnston

1pm - 2pm, October 16

Three Tips to Help You Boost Your eCommerce Success

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

If you're a retailer, you need more website success. Whether that be lead generation for store follow-up or eCommerce sales. In this session, Jesse will walk you through 3 tips to help you take your website to higher levels.


Speakers: Jesse Akre

2:30pm - 3:30pm, October 16

Translating Consumer Psychology Into Sales

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Consumer perceptions and purchases of furniture are unique for many reasons. How consumers shop doesn’t match how retailers sell, leaving shoppers overwhelmed with choices and not fully satisfied with their home furnishings. What’s important to them? What’s specific to furniture? What assistance do they expect? What role do different channels play? Attend this session to gain practical insights on how to engage with consumers on their terms to achieve omnichannel success.


Speakers: Laura Khoury

4pm - 5pm, October 16

How to Get More Sales by Giving Your Customers Homework

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Homework? Yes! This is an untapped tool to keep customers who are missing a fundamental element in their decision-making process from continuing to shop your competition...and buy from YOU. Come and learn how easy it can be for you customer say YES by keeping them engaged with insights that will make the sale easier on everyone involved, including your sales team!


Speakers: Jody Seivert

9am - 10am, October 17

Furniture Industry Update with Jerry Epperson

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

It's time to get ready for the future! Join us at this informative presentation where you'll learn how Mr. Epperson will address trends, economic and demographic factors that matter most, as well as other topics important to today's home furnishings retailers.


Speakers: Jerry Epperson

10:30am - 11:30am, October 17

Optimizing Supply Chain for a Successful eCommerce Strategy

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

In today’s fast-paced, eCommerce environment, the ability to ship products quickly (as in overnight or even same day) is a powerful sales driver. Similarly, in brick-and-mortar stores, having merchandise in the store before your competitors makes the difference between a customer buying from you, or going to a competitor. An optimized supply chain is the foundation for a successful eCommerce strategy. In this session, we will provide a strategic, step-by-step framework to help you develop the right strategy and road map to success for your business.


Speakers: Riaz Husein

1pm - 2pm, October 17

Visual Merchandising as a Competitive Advantage

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Visual merchandising is more challenging than ever before. Consumers demand more variety from product page images and lifestyle retailers seem to have a never-ending photography budget. Who can compete? Come to this seminar to learn 10 practical tips you can deploy to punch above your weight online and attract those consumers to your store and 'add to cart' button.


Speakers: Leah Kirkland

2:30pm - 3:30pm, October 17

Designing for the Future: The Newest Trends in Furniture Stores

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

The retail landscape is rapidly changing. The way customers are now shopping is continuously evolving, and furniture retailers will need to be on top of the latest trends to stay competitive. Learn what other retailers are doing now to create a better physical shopping experience for the future. We will touch on how to create a more seamless online and in-store experience, how to personalize the shopping experience for individuals, how to enable customers to shop without a salesperson, how to create a simple circulation flow through your store, what in-store amenities you should be offering and more.


Speakers: Jennifer Magee

4pm - 5pm, October 17

Digital Content Planning Made Easier

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Are you drowning in content? Or are you in a content drought? If you’re engaging in social media marketing, email marketing, and web marketing, you have a content problem. Either you have too much content and you don’t know how to streamline it efficiently, or you don’t have any content and you lack the time, effort, or know-how to create it! This session will help you start creating content consistently even if you think you can’t. Learn how to create and share content calendars, create and repurpose content, as well as manage content effectively to save time and money!


Speakers: Marisa Peacock

9am - 10am, October 18

What it Takes to Build a Trusted Home Delivery Program

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

What kind of feelings does delivery day inspire in your customers? We hope it inspires excitement and anticipation about getting that purchase they’ve been waiting for. But for some, delivery day could mean anxiety and worry about who will be making the delivery and entering their home. Consumers trust the companies they patronize to send safe, reputable delivery teams into their most personal, intimate spaces—their homes. Is their trust well placed? We will review current home delivery trends and the consumer buying journey from the initial advertisement of your brand to the delivery which includes that final brand experience. How does your delivery team help maintain your brand?


Speakers: Jenni Kimpel

10:30am - 11:30am, October 18

Digital Streaming Advertising Made Easy

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

You know your customers are watching a lot less traditional TV, but you still need to reach them somehow. Are you confused by digital streaming, especially all of the complicated acronyms? There’s OTT, CTV, AVOD, SVOD, Addressable TV, and many more. Don’t ignore them just because you don’t understand them. Let us make them all easy to understand as we show you what they are (and examples of each!), so your business can take full advantage of streaming platforms!


Speakers: Fredy Wright

1pm - 2pm, October 18

SMS Marketing 101 / The Essential Guide for Effective SMS Marketing Campaigns

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Text is the only marketing channel with a 98% open rate. With that knowledge, how do you build an effective SMS marketing campaign? Covering everything from simple tips and tricks to compliance to building a world-class opt-in flow, this presentation will get you up to speed. Includes insights on how to market like a human with personalized messages, how to increase responses and promotional engagement and how to provide value to your opt-in list.


Speakers: Mark Evans

2:30pm - 3:30pm, October 18

How to Boost Sales by Redesigning Your Store’s Look and Feel

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Connie Post will explore new ideas for reinventing, revitalizing & renewing your store's look and feel. Buckle up for a fast hour of enlightening affordable ideas to recharge your team & change the way your customers view your brand in the marketplace!


Speakers: Connie Post

4pm - 5pm, October 18

How to Drive Your Website Visitors to Take Action

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

In this seminar, we’ll explore the important details that are often overlooked when thinking about getting people to interact with your website and purchase in-store, or online. You will learn how to interpret and benchmark online credit card authorization performance, why you should focus on customers (not transactions), see results from experiments run across thousands of furniture retailers, and get a preview of upcoming trends.


Speakers: Jake Freedman

9am - 10am, October 19

Continuity of the Customer Journey

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Customers engage with brands both in-store and online as well as shopping across channels. This presentation will dive into key attributes of a home furnishings retail experience and how technology can provide consistency wherever your customers chose to shop from Special Order capabilities, financing options, consumer-facing shopping carts, sales-led quotes, and self-service account management. Finally, we will dive into how mobile solutions can bring the digital accommodations your customers have become accustomed to into your store to modernize your showroom floor.


Speakers: Brendan Woods

10:30am - 11:30am, October 19

Best Practices for Successful Selling

Educational

Home Furnishings Association - Retailer Resource Center

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Add-on selling is a powerful way to increase your revenue. In this session, we will share the best practices, sales strategies, and a variety of closing tools that come directly from over 30 years of training top performers to maximize add-on sales like, protection plans, top-of-bed products, and more. You will leave this session with the tools needed to overcome objections and close the sale by sharing success stories from top industry retail salespeople. You can expect an engaging presentation full of real-life examples that you can take back into your store right away!


Speakers: Jeff McWey

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