Lane Home Furnishings Makes Shopping for a Sofa Fun - Event Marketer

Lane Home Furnishings Makes Shopping for a Sofa Fun

Year: 2009

Shopping for furniture can be a daunting task—just ask anyone who’s invested in a new couch or entertainment center. Lane’s Home Entertainment Tour hit 20 Lane retailers fall 2008 and visited another 90 in 2009 in a 1,000 square-foot trailer that took some of the stress out of those decisions. The big rig showcased Lane’s line of home entertainment furniture, with separate showrooms for guys and gals and an Ultimate Home Entertainment Room that featured what they can do together.

The centerpiece of the experience was fun, creative messaging on the big red truck that highlighted the differences between men and women. (Hint: She likes “Sex and the City” while he prefers ESPN.) An eight-foot-tall oversized Lane sofa served as a stage for an outdoor emcee hosting game show-like programming for interactive trivia contests between men and women. In between games, attendees could spin an oversized prize wheel for some cool swag or relax in one of six Lane recliners as they waited to enter. Once inside, they found a Made for Her room, a warm and bright atmosphere featuring neutral colors with patterned accents and upholstery samples. Catalogs filled with Lane’s living room pieces were available so she could mix and match and dream up her own styles. The opposite side of the rig housed the Made for Him room, filled with electronics and gaming and other manly stuff, along with storage for all those gadgets, a comfy recliner and a massage chair. In the Ultimate Home Entertainment room, men and women could sit down and relax while a Lane ambassador tracked their home furnishings and entertainment preferences through a software program that recommended furniture lines at the end of the process and provided an incentive to make a purchase.

“Nothing like this has ever been done in the home furnishings industry,” says Morgan Files, Advertising Director at Lane. “Retailers have been attracted to this tour due to that uniqueness and the fact that it is a way to create some excitement and add fun to the retail shopping experience.”

The numbers indicated the tour worked. In its first two months, the tour increased store traffic by 30 percent compared to a typical weekend, achieving 37,000 impressions and selling $300,000 worth of Lane furniture.

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