Co-Marketing Furniture and Consumer Electronics is a Growing Trend
Given the slowdown in consumer spending on furniture and home electronics, it’s no surprise that marketers are looking for new strategies to grow sales. An article posted in Twice last month summarized the historical tendencies of department stores and furniture stores to cross-merchandise furniture and TVs, one of the earliest pieces of consumer electronics. But the specialty retailing trends of the last decade led consumers to purchase electronics in one type of store and home furnishings in another. All that seems to be changing.
Alan Wolf highlights a new trend that’s been popping up in Boston, MA and a few other markets. Home furnishings stores are beginning to advertise their solutions for storing or supporting consumer electronics equipment like wide-screen TVs. And they’re also promising consumers a good deal on a TV. Similarly, CE stores are selling home furnishings to help consumers envision a total solution to a home entertainment system upgrade.
A Nebraska Furniture Mart spokesperson notes that strategies such as presenting these lifestyle settings are ‘attracting a customer base that’s heavily skewed toward women and families’. As the holiday season rolls in, more marketers may be promoting packages that include furnishings and consumer electronics, proving that the ‘what’s old is new again’ strategy yields results.[Source: Wolf, Alan. Retailers See Synergies in Furniture, CE Sales]