Press Release - April 14, 2009

NHFA Introduces HomeFurnishings.com, A National Marketing Program Designed To Connect Consumers With Retailers

HIGH POINT, NC – The National Home Furnishings Association (NHFA) is introducing a new national marketing program, HomeFurnishings.com, that will increase the number of consumers at retail by enhancing the perceived value of home furnishings with the consumer. This innovative program will have three key elements: a national advertising and promotion program, a furniture industry consumer web portal and a certified retailer program.

“Consumer shopping behavior has changed dramatically. We need to change the way we reach that consumer,” stated NHFA chairman, Doug Kays. “Our traditional ways of reaching her through promotional media - newspapers, radio, TV and the yellow pages - are not as effective as they once were. She is now beginning her shopping process on line, deciding where to shop and what to buy before she leaves her home.  NHFA’s new HomeFurnishings.com web portal program is designed to help retailers reach that consumer by identifying her needs and increasing her confidence.”

This national promotion program will capture the consumers’ attention as she’s seeking inspiration with compelling advertising in top national publications and online banner advertising. Using the strength of NHFA’s aggregate buying power, HomeFurnishings.com will reach major home and lifestyle advertising venues that no one retailer could ever afford. This will be combined with comprehensive online advertising and leading search-engine optimization techniques to guide her to HomeFurnishings.com when she first starts to shop.

The advertising will build awareness of and drive qualified traffic to the dynamic furniture industry consumer web portal, HomeFurnishings.com, where she will find a fun and interactive website that will inspire her and bring her decorating ideas to life. This will be a site that she will want to visit and revisit often to get decorating tips and professional advice to build her confidence as she learns up-to-date trend information. There is even a simple and confidential profile feature which saves her vital information and makes future shopping even more convenient. And most importantly, there will be a retailer locator to introduce her to local Certified HomeFurnishings.com Retailers.

The Certified HomeFurnishings.com Retailers program is designed to help the consumer build confidence and inspire trust in a retailer with this superior rating. The program will also feature the store in its own branded micro site so the store can present a tailored selling message, promotions and a choice of continually updated furnishings articles.  A direct link will refer her from the store’s micro site to the store’s current website to create the best online shopping experience and elevate the retailer’s brand image. The consumer will arrive at the store informed and ready to buy as a great new relationship begins.

The HomeFurnishings.com national promotional program, consumer web portal and Certified HomeFurnishngs.com Retailer program will launch to the trade media at the April 2009 High Point Market. The program will launch to consumers in the first quarter of 2010.

“The NHFA has made a major investment in this program to help the home furnishings category grow,” stated Steve DeHaan, NHFA executive vice president. “We believe this unique program supported by national advertising and promotion, a comprehensive industry web portal with dynamic and changing trend content, dedicated micro sites for each store and the Certified HomeFurnishings.com Retailers program will help connect retailers with today’s consumers and create a meaningful benefit for all involved.”

National Home Furnishings Association (NHFA) is the nation’s largest organization devoted specifically to the needs and interests of home furnishings retailers. NHFA’s membership comprises 2500 business entities representing over 9,000 stores in all 50 states and several foreign countries.  NHFA’s mission and vision encompass the association’s commitment to helping home furnishings retailers operate highly profitable businesses that provide an exceptional level of service to the consumers who buy their furniture.  The mission of National Home Furnishings Association is to provide its members with the information, education, products and services they need to remain successful.  NHFA’s vision is to excel as the definitive resource for information and leadership for home furnishings retailers.