Editor's notes
Lisa Casinger, Editor -- Kids Today, 3/1/2007
Believe it or not, we're in the entertainment industry. Of course there are lots of other components like selling, safety, delivery, operations, merchandising, etc., but when it comes down to it, if you don't "show hospitality to; consider with favor; or offer something diverting or engaging" right off the bat, the other stuff doesn't matter.
For most industries, entertaining is a little easier, you have one target audience, but in our industry you have two — the parents and the kids. To really be successful you have to entertain, entice or engage both.
Our cover story, Grand Furniture, does just that. Parents are lured not only by the value, quality and service but also by the easy financing Steve and Craig Stein offer. Kids are catered to with their own part of the store — Grand Kids. It's distinguished by its own entrance and graphics and there's a theater and play area with video games to keep the younger customers entertained while the older customers are making the final purchasing decisions.
Lina and Victoria at Chocolate Milk weigh in on the subject in their Retail Diary this month. Who are you shopping for at markets, the parents or the kids? The lines are becoming even more blurred these days when kids know more brands, are exposed to more media and have a bigger say in what gets purchased.
In my house recently we were looking for mattresses. As soon as we walked into the store, both of my precocious kids said, "We need Tempur-Pedic beds." I was stunned. Where did they hear about Tempur-Pedic beds? TV. They've seen the commercials with the people jumping on the bed; they think they're cool.
Entertainment also is a big part of the High Point Market this month and it seems there's something for everyone. Hall & Oates, Eddie Money and Morris Day and the Time are performing. Of course the main reason for the market is to see what's new and we've got a preview of High Point introductions starting on page 18.
You'll also find our second Portfolio in this issue. This time we tackled furniture, from infant and youth to kid sized. It's a well-rounded overview of the business, along with a registry of resources and product. Portfolios are a new feature for us this year, one we hope is useful. Let us know what you think.
