Customer Trust, Partnerships, Emphasized in Web-Based Retailer Frontera's Keynote Address at Home Furnishings Online Conference

Furniture World Magazine

It is difficult to sell furniture online without first developing customers' trust in a brand, according to Frontera's CEO Harvin C. Moore, who gave the keynote address at this year's Home Furnishings Online Conference in Chicago. The retailing executive outlined several key elements of his company's successful Web strategy, based on building customer trust through old-fashioned brand management techniques and partnering with fine furniture makers. "When you are selling a product that 80% of Americans say is unpleasant to shop for, you have to do something to make it more appealing," said Moore, citing a recent study by the Home Furnishings Council. "It's important to provide more helpful and comprehensive product information than is available in physical stores or mail-order catalogs." Frontera has seen its customers growing more comfortable making big-ticket furniture purchases on the Web without the benefit of seeing or touching the actual pieces -- as long as they are well informed, have trust in the brands, and can view high-quality images. "When you add detailed product information to a program of excellent customer service and a collection of strong brand names, you have the formula for empowering the customer to make a purchasing decision," Moore said. Ranked third among online furniture stores in the Gomez.com summer ratings, Frontera at http://www.Frontera.com measures its success in part by an average online sale of $1400, approximately double the industry average, and a return rate below 3%, just a fraction of the industry average. "Furniture cannot be amazonned," Moore said, as he described Frontera's approach of partnering with fine furniture makers to earn the status of "authorized Internet dealer." Because most furniture makers are wary of bestowing this designation, many online sites carry private label products or less well-known brands. Frontera's partnerships boost credibility, a major factor in building customer confidence online. To provide a superior shopping experience, Frontera.com makes the decision process easier with a showcase feature allowing prospective buyers to email or print out choices to show a spouse or family members. Featuring attentive customer care from selection through delivery, the company provides a wealth of information both online and by telephone about its fine furniture offerings, helping consumers make informed decisions before they buy. The website publishes both a newsletter and a design magazine. Contact: Alison Eckman Bieser 713-623-0050, x317 abieser@frontera.com