From November 3-6, over 11,000 guests turned out to explore the latest offerings from 150 premium furnishings brands on display within the California cool venue of a
60,000 square foot air plane hangar. The fair kicked off with an Opening Night Party for 1,400 guests who convened upon the Barker Hangar on a balmy California evening to support the evening’s beneficiary, Los Angeles Ronald McDonald House. Sponsored by DCS, Fisher & Paykel, Pez Cantina, Reilly’s Whiskey, Schwinn, Tequilla Arette and Tito’s Handmade Vodka, the festive gathering was filled with cocktails, passed hors d’oeuvres, networking with design industry luminaries and a chance to shop the show before the weekend crowds. The highlight of the evening was an auction of 25 one-of-a-kind Schwinn bicycles, all customized by design taste makers, artists and brands such as Aaron Axelrod, Amy Devers, Bend Goods, Erin Condren, Gregory Siff, Hancock Design, Kelly Edwards, LA Closet Design, LA Galaxy, McGuire Denim, Nicole Facciuto, Peter Gurski, and Portola Paints, among others. The mass appeal of cycling and a bike movement which has clearly taken off in Southern California (just ask one of the 5 bike stores which have opened along Main Street in Santa Monica over the last ten months) made Schwinn eager to jump on board for this creative charity initiative.
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The three-day expo, which began on August 28, primarily focused on introducing members to new appliance, furniture, mattresses and bedding products, while offering great deals on all categories. As in previous conventions, exhibits were supplemented by a litany of informative lectures, presentations and activities designed to better inform members on new practices and developments in the retail industry. Invitees were also treated to various social activities so both new and old members could co-mingle in a more relaxed atmosphere while enjoying the sights and sounds of Sin City. Most importantly, the event gave BrandSource’s leadership an opportunity to apprise members on the group’s growth, new strategies and long-term plans in order to stay one-step ahead in the ever-changing world of the independent retail business.
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By Nicholas J. Webb
One of the rst lessons in any business or marketing class will revolve around demographics. If you know your typical (or desired) customer’s gender, age, approximate income, race, and ethnicity—the wisdom goes—you know enough about them to gure out what they want. That can be true, up to a point.
“Knowing your customers is no longer about segmenting them according to their ethnicity and bank account,” says Nicholas J. Webb, author of the forthcoming WHAT CUSTOMERS CRAVE: How to Create Relevant and Memorable Experiences at Every Touchpoint. “It’s about getting to know them deeply and understanding what they love and what they hate.” This simple but sturdy standard—know what they love and what they hate—is the backbone of WHAT CUSTOMERS CRAVE, and it should be the backbone of all marketing and customer service efforts.
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About The Author
Nicholas J. Webb is an accomplished speaker and corporate strategist, and has consulted with countless top global brands on customer experience design and innovation. His clients include Cigna, Gatorade, Microsoft, Freightliner, Daimler, and Kaiser Permanente, among many others, and WHAT CUSTOMERS CRAVE includes engaging and eye-opening stories from his extensive research and experience.