Rich’s has the honor of being the featured cover story in Hearth & Home’s March 2011 issue. Hearth & Home is the leading trade journal serving the hearth, barbecue and patio furnishings industries.
“Finding a Way,” by Bill Sendelback, notes that, unlike many retailers who have cut back during the recession, Rich’s instituted an aggressive marketing plan. And it worked!
Here are some excerpts from the 5-page article:
Rich’s “ended 2009 with revenues equal to the prior year. In 2010, management became even more aggressive, and closed out the year with a 25 percent increase in sales.”
- Patio furniture and Outdoor Room items were up 40 percent.
- Grills and spas were each up 35 percent.
- Hearth products were up 10 percent.
“We took the position that we were going to keep the barn full,” says operations manager Jon Chapman. “We put ourselves in a position where we could get product to the customer by the following week, at the latest. We ran promotions on patio items in which we promised to deliver within three days; we maintain an average inventory of $4 million to $5 million” (in our five Puget Sound stores).
- Professional merchandising
- Stunning showrooms and product displays
- Stellar customer service (Rich's has an A+ Rating with the BBB)
Co-owner Marianne Chapman and her daughter, Jennifer Parrick, redesign each showroom annually. “After selecting the new outdoor lineup at the Causal Furnishings Market in Chicago, Jennifer spends hours thinking through how to best merchandise and design Rich’s five showrooms.”
The focus is on designing realistic displays that help customers visualize how the items will look in their homes.
Grills & Spas
Delivery & Installation
Rich’s uses a combination of its own delivery and installation crews as well as independent contractors who work primarily for Rich’s. “We install, frame in, do the brick or stone work and whatever else it takes in the home,” says Jim Van Norman, general manager.
Rich’s brings their high-quality product lines to the public’s attention through aggressive advertising. In 2011, their entire advertising budget will be devoted to television commercials and internet marketing.
“Our products are ‘show me’ products, and the only way to really show them is with TV or the Internet,” says sales manager, Dennis DeMartini.
We’d love to show you our products. Stop by any of our five Puget Sound showrooms in Lynnwood, Bellevue, Southcenter, Tacoma, or Silverdale. Feel free to replicate our displays in your home!
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