HGTV-NHFA program attracts 700 retailers
By Gary Evans -- Furniture Today, May 5, 2008
Knoxville, Tenn. — The Preferred Retailer Program established through a partnership of HGTV and the National Home Furnishings Assn. has signed on 700 stores nationwide so far, representing more than $4 billion in annual sales, officials said.
Announced earlier this year, the consumer education and awareness program for home furnishings is slated to launch in October.
The $20 million marketing effort will include a co-branded HGTV-NHFA Web site offering interactive tools, articles, design ideas and localized listings of participating Preferred Retailers. The Web resource will be promoted to consumers in national print and broadcast ads, and in-store materials created and produced by HGTV.
"We will equip hundreds of Preferred Retailers nationwide with service-oriented marketing tools that educate and motivate customers to give them the confidence that will drive increased furniture sales," said Cherie Oswald, HGTV senior vice president of new business development.
Robert VanHoose of Big Sandy Superstores, with stores in Kentucky, Ohio and West Virginia, said he decided to join the Preferred Retailer Program to further position his family-owned business as a credible resource of expert information and quality merchandise.
"The HGTV-NHFA Preferred Retailer Program combines the brand strength of HGTV and the best practices of NHFA to deliver a great partnership that connects with our target market and adds credibility to our product," said VanHoose. "The program will give our business a competitive advantage and reach our customers on a national scale."
Participants in the program agree to contribute to its budget. They also must adhere to standards that improve the customer experience, including membership in the NHFA, ethics guidelines and community involvement. The program also will be available to manufacturers.
More information is available at www.nhfa.org, or by e-mailing Oswald at coswald@scrippsnetworks.com, or Steve DeHaan, NHFA executive vice president, at sdehaan@nhfa.org.
