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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

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.

9am - 10am, October 19

CLEARING THE CONFUSION: Your Guide to Creating the Right Digital Marketing Budget

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

One of the biggest challenges’ retailers face is knowing just how much they should allocate for digital marketing. In this session, we will discover how the marketing landscape for retailers has changed over the last 5 years and how successfully navigating these changes is critical to your business. You'll easily learn how to find the right budget range for your digital investment, along with best practices for using that budget to achieve great results.


Speakers: Ken Widger

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

Creating Social Media Brand Trust with Creativity, Consistency and Transparency

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Customers will begin to form opinions about your brand long before they set foot in your door by looking at your social media platforms. Join this interactive discussion to learn the strategies you need to encourage your potential customer to gain trust in advance through unique content that resonates with them on your social channels.


Speakers: Jeff Evans

11:45am - 12:45pm, October 19

Top Takeaways Home Furnishing Retailers Can Learn from The Auto Industry!

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

It’s no secret the auto industry is well ahead of the curve when it comes to digital marketing. Learn from their processes on how NOT to be a slick salesperson and instead build meaningful relationships with consumers before they ever visit your store. We’ll share best practices from training expert David Kain of Kain Automotive on how to best help consumers with emotional purchases, while co-presenter Rachel Tronstein, president of Gardner-White will offer tips on reaching out to consumers, setting appointments and ultimately turning website traffic into in-store sales.


Speakers: Scott Hill

1pm - 2pm, October 19

Marketing & Advertising Balance

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

In today’s marketplace, it’s important to build your brand effectively, but imperative to do it in an efficient way. Balance is the name of the game. Directing too much money into digital marketing can essentially reduce your brand awareness. In this session, through case studies, utilizing consumer research data and resources, we will walk through the process of balancing media to build a brand without spending a ton of money.


Speakers: Jim Filippi

2:30pm - 3:30pm, October 19

Reimagining the Customer Journey

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Retail is increasingly competitive, and the role of customer data is becoming progressively important and is now generally accepted as crucial for retail success. Nearly all retailers agree that capturing and utilizing customer data allows you to target your customers better. New technologies that utilize Artificial Intelligence to make customer data actionable is fueling a metamorphosis in the customer’s shopping journey delivering inspiration, assistance throughout the journey and crosses the digital divide from online to in-store.


Speakers: Laura Khoury

4pm - 5pm, October 19

Idea to Doorstep: Digital Influences on Retail

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Succeeding in today’s ever-changing digital commerce world requires mastering a complex mix of people, processes and technologies that must all work seamlessly together. From the originating idea of a product or purchase order through merchandising, marketing, content management, e-commerce, omnichannel, fulfillment and customer service – this session covers the full technology stack to support the customer journey. We explore the key areas you will need to master and the technologies, including the marketing stack, required to support growth.


Speakers: John Bancroft

9am - 10am, October 20

Keeping up with the Industry with Jerry Epperson

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Mr. Epperson will address the important trends within our industry, the economic and demographic factors that matter most, and other issues that are important for home furnishings retailers.


Speakers: Jerry Epperson

10:30am - 11:30am, October 20

What is Your Consumer Technology “Experience”?

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

We read about it as retailers, however we live it each day as consumers. The retail “experience”. The consumer micro-moments that retailers either “win” or “lose”. Having a seamless consumer “experience” across all touchpoints is often ignored and with that comes a poor consumer “experience”. Jesse will continue his series on retail technologies; focusing this session into how retailers need to deliver that “seamless” connection with the consumer and steps the retailers can take today to improve.


Speakers: Jesse Akre

1pm - 2pm, October 20

How Content Marketing Can Help Your Business

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Whether you realize it or not, you’re probably already engaging in some form of content marketing for your business. But are you doing it the right way? In this session, we will dive into real case studies of how CONTENT saves the day on your website, in blog posts, and on your Facebook and Instagram pages. You’ll walk away with tips that will bring traffic through your door.


Speakers: Kyle Doran

2:30pm - 3:30pm, October 20

Best Strategies to Drive More Traffic

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Would you like to drive more traffic? In this high impact seminar, you’ll learn about the best strategies to drive more traffic through marketing and advertising to improve your bottom line. You’ll walk away with a better understanding of the importance of your brand message. You’ll then learn about new strategies like Over the Top (OTT) video and Internet Provider (IP) Targeting along with time tested strategies that are proven to drive more traffic to your store. Your bottom line is about to get a whole lot better.


Speakers: Isaac Knorr

3pm - 4pm, October 20

KEYNOTE SERIES: Socialnomics- Winning Customers via Social Media and Mobile

Educational

High Point Theatre (in the Transportation Terminal)

Neighborhood: Commerce Concourse

Shuttle Stop: 3 (Green Line)

Based on his #1 Bestseller, Forbes Top 100 Digital Influencer Erik Qualman dives into the powerful concept of Socialnomics. Word-of-Mouth is on digital steroids and has transformed into World-of-Mouth. Organizations must learn the new rules of social, mobile and beyond, or they will miss this once-in-a-generation opportunity to earn customers' loyalty and drive long-term success. Socialnomics is the key to winning customers' hearts, minds, and wallets. Book signing to follow. Presented by the High Point Market Authority in partnership with the Home Furnishings Association. Sponsored by Synchrony Financial.


Speakers: Erik Qualman

4pm - 5pm, October 20

20/20 A New Vision in Customer Experience Store Design

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Twenty-twenty is not only a year, it also represents perfect vision. Home furnishings stores are searching for a way to succeed next year and into the future. They need to look ahead with clarity and create a new vision for the furnishings business and the customer experience. In this session, we will learn who has been effective in the last ten years and who will be the next generation of winners. We will engage with real-life examples of retailers who have created stores that work, discover the lessons and sustainable techniques to be adapted for the future to create buying behavior. Let’s develop your vision for 2020.


Speakers: Martin Roberts

9am - 10am, October 21

Leadership for Business Owners: Retention and Recruiting

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Getting ahead in business boils down to a simple, two-pronged approach: build off your strengths and shore up your weaknesses. The same principle translates to managing the quality of your staff, only it’s more formally referred to as “retention and recruiting,” or as I put it, “Keep your best. Hire the rest.” Today’s strong economy is a double-edged sword for employers. It has many employees looking for greener pastures, so those prospective employers (maybe you) looking to scoop up the strongest talent can, but if those prospects looking for greener pastures are your employees, you’re in trouble. We will take an in-depth look at today’s hiring practices and ways to attract and retain your most valuable employees.


Speakers: Lloyd Princeton

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

Understanding Today’s Design Business Opportunities

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Whether you are looking to move from being an independent designer to having a retail store, just growing your design business, getting into the furniture business for the first time or considering a significant change to your current platform, there are many areas you need to consider. During this seminar we will provide you with a pathway for increasing the probability of a successful sustainable launch. You'll develop insight on branding and marketing concepts, defining your design and sales processes, new client acquisition and lead generation, financial processes and forecasting, people processes and core merchandising techniques. You'll be ready to start a new path today.


Speakers: Lorna Hunter

1pm - 2pm, October 21

Increase Profitability through Improved Operations

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Because of today’s tight labor market, increasing facility, utility costs, and greater customer expectations, it is critical to be superior in your operations. Operational costs and poor-quality control no longer can be absorbed by high margin increases. The old adage, “work smarter, not harder,” applies here. Billy Lindler will help us take an analytical look at all areas of operations and evaluate what needs to occur.


Speakers: Billy Lindler

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

Making the Final Mile Your Competitive Advantage

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

In the environment of consumer experience your final mile could become your competitive advantage. Patrick Cory will detail solutions for retailers in hiring the right delivery company for your business and allowing you to concentrate more on selling. Many specialized delivery carriers will handle product from the manufacturer, to your facility to ultimately the final mile delivery to your customer. With these carriers you can customize your delivery experience from threshold, boxed in room of choice or full white glove delivery and Patrick will walk you through this process.


Speakers: Patrick Cory

4pm - 5pm, October 21

Financing Technology to Fast Track Sales

Educational

Home Furnishings Association-HFA, Plaza Suites, PS, Floor 1

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Offering consumer financing in your furniture retail business can increases sales orders and average ticket. Applying for financing has historically been a tedious and awkward experience. With technologies that integrate financing into your POS solution, you can streamline processes, finance more orders, and create positive customer experiences. This session will highlight tools to manage plans and lender relationships, automate payment calculations, offer store credit cards and financed loans, utilize a finance queue waterfall, secure partial financing from various lenders, offer customer facing applications, and expand financing to your website. Whether you hold your own paper or use third party vendors, financing should be streamlined.


Speakers: Sandra Schein