Exhibitor Profile
Back to Search

Home Furnishings Association-HFA

Plaza Suites - 1-527, Floor 1
Area: HFA Retailer Resource Center

Shuttle Stop: 3 (Green Line)

Neighborhood: Downtown Main

The Home Furnishings Association (HFA) with roots dating back to 1920, is North America’s largest, most-valued organization devoted specifically to the needs and interests of home furnishings retailers, with more than 1,800 members representing more than 7,000 storefronts across all 50 states and several foreign countries. Association offices in the East, West, and Central United States provide its members with programs, resources, services, and a unified voice in government relations by partnering with home furnishings industry suppliers, vendors, affiliates, and other organizations. For more information visit www.myhfa.org.

9am - 10am, October 19

Do You Know the Lifetime Value of Your Customers?

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Retailers have long appreciated the importance of repeat customers to the health of their business. But how is this value measured? Donnie Surdoval will break down the metrics, including Repeat Purchase Rate, Repeat Customer Leverage and Customer Lifetime Value. He will share insights that you can apply to your business as soon as you get home.


Speakers: Donnie Surdoval

10:30am - 11:30am, October 19

Sell the Room, Not Just the Sofa

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

More than 80 percent of furniture purchases start online -- and consumers visit an average of 10 websites before stepping into a store to buy. You've gotten the customer to your website. Now what? Laura Khoury will present case studies on how top retailers have leveraged Artificial Intelligence to build engaging experiences across the entire customer journey and how inspiring customers to buy the whole room impacts Customer Lifetime Value.


Speakers: Laura Khoury

1pm - 2pm, October 19

Protect Your Customers’ Children From Tip-over Dangers

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Too many children are killed and injured by falling bedroom chests and dressers. Scott Whittier feared “it was just a matter of time before we’re going to kill a child.” Greg Crowley partnered with the parents of a child who was killed to try to prevent more fatal accidents. Whittier and Crowley team up to address a critical safety issue: furniture tip-over. Whittier will explain why he began designing more stable furniture and developed a unique tip-restraint device. Crowley will describe his safety initiatives. Both will tell retailers what they can and should do to protect their customers’ kids.


Speakers: Scott Whittier, Greg Crowley

2:30pm - 3:30pm, October 19

It’s About Teamwork: How manufacturers work with retailers to help drive sales

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

“Best in Class” manufacturers know that supporting retailers drive sales. Hear from manufacturers and retailers that work together and support each other to sell through to the end consumer. Find out about innovative marketing efforts that manufacturers are offering and retailers are utilizing to help reach consumers. Learn how to expand your in-house marketing to stand out in your market.


Speakers: Peggy Burns, Ellen Gefen

4pm - 5pm, October 19

Utilizing the Merchandising Matrix to Give Your Store a Lift in Sales

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Is it time to rethink your showroom? It takes more than just updating displays and traffic flow. Internationally known store designer Martin Roberts will walk you through the Merchandising Matrix that enables you to figure out how much square footage you might devote to each product category and several other key equations to utilize in your purchasing process and merchandising mix.


Speakers: Martin Roberts

9am - 10am, October 20

Keeping up with the Industry with Jerry Epperson

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Jerry Epperson will address the important trends within our industry, the economic and demographic factors that matter most, and other issues that are important for home furnishings retailers.


Speakers: Jerry Epperson

10:30am - 11:30am, October 20

The Changing Landscape of Ecommerce for Retailers

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Do you really have a good understanding of what ecommerce is in 2020? The definition of ecommerce has broadened. It’s no longer one-dimensional. Find out how ecommerce has evolved into more than just a shopping cart” and how to step into the ecommerce world at your own pace. Learn about the different channels available for ecommerce. You will discover that this brave new world is far less intimidating than ever before.


Speakers: Ken Widger

1pm - 2pm, October 20

How Does Your Omnichannel Performance Stack Up?

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Retailers must deliver a seamless omnichannel experience now more than ever. John Bancroft will give a pulse check on the current state of omnichannel retail, with a special emphasis on home furnishings. Get the latest insights and trends from the 2020 Omnichannel Retail Index. Learn today's best practices to see how your company stacks up.


Speakers: John Bancroft

2:30pm - 3:30pm, October 20

We Are All in Sales- How to Become an Extraordinary Influencer

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Regardless of the position we have, we are called upon many times to lead, set the vision and effectively influence others to see what we see and ensure we achieve all that we want to achieve. Understanding the basics of effective influencing- or selling- capabilities is an important foundation to build our talents and skills upon. This session will provide the seven basic steps needed to become an effective influencer, applicable to everyone, from CEO to Merchandisers to Sales Managers and Professionals.


Speakers: Lorri Kelley

4pm - 5pm, October 20

Understanding Facebook and Instagram Posts: Ads and analytics for your business

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Facebook and Instagram can help businesses of every size find customers and grow. Learn the tips for maximizing your business page. When is the best time to post? How often? How do you interpret your analytics? What about all the Facebook and Instagram ad types and the whole suite of Facebook advertising platforms including Messenger, Facebook Audience Network and Facebook Marketplace? Get up to speed and start to grow your customer base and boost sales!


Speakers: Fredy Wright

9am - 10am, October 21

Not All Digital Marketing is Equal

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Digital marketing is evolving, but not all digital is equal. Isaac Knorr will tell you what metrics are necessary to monitor, help you understand the goal of your digital marketing and its place in the sales funnel, and let you know how to make sure you have quality digital impressions in place.


Speakers: Isaac Knorr

10:30am - 11:30am, October 21

Critical Management Processes: How to right-size your organization

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Staffing your store is a science. You could be losing business with too few employees or draining your cash flow with too many. Why not learn how to calculate the right staffing in each key department of your overall operation? Then you can avoid the pitfalls that trip other owners and hiring managers.


Speakers: John Egger

1pm - 2pm, October 21

How to Handle Difficult Clients

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

What do you do when that dream client turns out to be a nightmare? Margi Kyle, The Designing Doctor, knows how to avoid such problems before they start or, if they start, how to handle them. If you run a business, you know that dealing with the quirks, whims and moods of customers is one of your greatest challenges. Learn from an expert how to manage them so that they make you money rather than take your money.


Speakers: Margi Kyle

2:30pm - 3:30pm, October 21

Brand Building and Selling

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

How well do you relay the value of your brand proposition to your consumers? Christopher Philips will cover building, promoting and managing a brand through focused merchandising methods, sales techniques and storytelling. When you’re mastered these techniques, your customers will relate and trust in your brand proposition.


Speakers: Christopher Philips

4pm - 5pm, October 21

Cutting Through the Clutter: Effective ways to activate a sales promotion

Educational

Home Furnishings Association Retailer Resource Center- Plaza Suites 1st Floor

Neighborhood: Downtown Main

Shuttle Stop: 3 (Green Line)

Reinvent your marketing strategy by upping the ante on your next big game, contest or promotion. How? With prize insurance. A series of case studies will show you how retailers increase customer engagement, boost brand awareness, drive foot traffic and stimulate revenue with custom promotions. The allure of big prizes speaks for itself while you sit back and relax, knowing someone else will pick up the tab.


Speakers: Robin Lang