HomeTeam Kiosks Launching In Home Centers
HomeTownHomeTeam, an online service connecting qualified home service professionals and manufacturers with buyers of home improvement products, is delivering multiple benefits to retailers, consumers as well as the advertisers that are supporting the initiative. In-store kiosks carrying promotional messages from advertisers, including national real estate and home improvement companies, reach consumers at home improvement retailers throughout the U.S.
“Consumers are enjoying unprecedented access to pre-screened home improvement services in-store, while advertisers are taking advantage of a new venue to reach buyers and retailers are getting the sales,” said Joseph Truscelli, CEO of HomeTown HomeTeam.
Tweeter Unveils New Store Concept
Tweeter Home Entertainment Group, a consumer electronics retailer, is debuting a new concept store in Las Vegas.
“We are moving from our current model of product retailing, and evolving into a service company that offers a new array of solutions and services,” said Jeffrey Stone, CEO. “Together with new industry partners like Microsoft and HP complementing our existing suppliers, Tweeter is creating an innovative way for consumers to shop.”
Using an “experience map,” customers will be able to navigate through display and demonstration areas. A team of “Entertainment Architects” will collaborate with customers to develop personalized entertainment solutions in an in-store design studio. Customers can walk through a series of rooms and switch seamlessly between movies, TV, music and photography. There is a special in-store area for mobile multimedia as well as rooms for home theater demonstrations.
The Tweeter prototype store was designed by Cincinnati, OH-based FRCH Design Worldwide.
Family Inada Opens First U.S. Showroom
Family Inada’s first U.S. showroom recently opened in Manhattan featuring a home theater area where customers can experience the newest home theater massage chair, Inada Chair W.1, in front of a large flat screen TV showing a relaxing movie.
The showroom will offer a one-of-a-kind retail environment where customers can experience a new calming Japanese visual art lighting technology called Digital Kakejiku (D-K) that amplifies the sensual relaxation benefits of the Inada chair. D-K is known to relax the audience with its unique visual presentation, and the showroom will be the first use of D-K in a retail environment.
The Inada Chair W.1 is the first massage chair to synchronize music and sound generated from a home theater unit with massage.
Gen X Represents Powerful Buying Force
The 40 million consumers who make up Generation X are negating the perception that they are not yet a viable market for the home building, design, décor and remodeling industries to pursue. A study by Kleber & Associates found Gen X, ages 25-34, will buy their homes and build new ones with a focus on individuality and personal style that will drive the trends in design and style, not follow them, for the next 20 years.
The recent study confirms that Gen X makes buying decisions differently than the previous generation. Product attributes that motivate them to purchase are quality, longevity, value and reliability. When they shop, the study found Gen Xers often research purchases on the Web, and then shop in-store where they rely heavily on point-of-sale information to make their selection. Their decisions on major home improvements are driven by the positive impact on the value of their home and its resale potential. According to the National Association of Realtors, the media age of first-time homebuyers is 31, five years younger than it was in 1993.
“This group is nomadic, pragmatic, active and non-traditional,” said Steve Kleber, President of Kleber & Associates. “Clearly, the high expectations of the 25-34 demographic will be a catalyst for a range of new products, fresh design ideas, and a focus on convenience.”
First-Time Buyers Fueling Housing Market
A large pool of first-time home buyers, who account for four out of 10 home purchases, is helping the housing market, according to a new survey of home buyers and sellers released by the National Association of Realtors (NAR).
David Lereah, NAR’s Chief Economist, said the market share of first-time buyers has been stable since 1993. “Strong activity by entry level buyers has provided solid and substantial growth for the housing market over the last decade,” he said. “The demographics of our country favor this trend going forward because echo-boomers, the children of the baby boom generation and almost as large, will be in the prime years for buying a first home in the next decade. These findings demonstrate an underlying demand that will drive the housing market for the foreseeable future.”
The typical first-time buyer is 32 years old, has a household income of $54,500 and makes a down payment of three percent on a home costing $139,000. Married couples continue to dominate the housing market, accounting for 62% of transactions through the first half of 2004.
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Lowe’s Reports That Women Are Tackling Home Improvement Projects
A survey of female homeowners, commissioned by Lowe’s, reveals women, especially Hispanic women, are taking a larger role in the home improvement arena. The survey found that 67% of women and 79% of Hispanic women feel prepared to be solely responsible for their home, including maintenance, repairs and improvement. More than half (54%) of Hispanic women identify themselves as intermediate do-it-yourselfers, while 49% of all women and 44% of African American women consider themselves intermediate do-it-yourselfers.
Nearly half (49%) of women tackled their first home improvement project between the ages of 21 and 30. In addition, 38% of women between the ages of 18 and 34 tackled their first home repair between the ages of 11 and 20. Older women, especially Hispanic women, continue to hone their do-it-yourself skills as seniors. 77% of Hispanic women say they would tackle home improvement projects on their own after the age of 55 versus 74% of all women and 64% of African American women.
Brita Water Cooler Is Introduced
Brita has introduced the Brita Water Cooler, providing hot and cold filtered water at less than half the cost of bottled or home delivered water. Three models are available to meet individual usage needs.
Brita Water Coolers are available at mass merchandisers and warehouse club stores.
Kitchen Magic Launches Mobile Showroom
Kitchen Magic, Inc., located in Phillipsburg, NJ, is introducing its new mobile Kitchen Design Showroom.
The mobile showroom is outfitted with the latest custom refacing and new cabinetry designs as well as Dupont solid surface countertops.
“We designed our mobile showroom so customers could see and touch a refaced kitchen alongside a kitchen with all new cabinetry,” said Brett Bacho, Kitchen Magic’s President. “We use an exclusive double lamination process when we reface cabinetry. Kitchen Magic developed the permanent process that completely transforms a kitchen for about half the cost of all new cabinetry.”
The mobile kitchen design showroom will be traveling to home shows and events throughout New York, New Jersey, Connecticut and Pennsylvania, conveying its message, "You Can Afford The Best."
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