www.themagazine.info: The Stores for Modern Furniture Experience Rapid Growth In Internet Sales

Furniture World Magazine

Somebody forgot to tell Rainer Lagemann that those go-go days when everybody was launching e-commerce web sites are long gone. In May 2002, Lagemann opened an online showroom for his modern furniturestores, and business is booming. “We started turning a profit online in the second month. Sales have steadily improved, and wex always had at least a 15% increase in visitors over the previous month,” Lagemann enthused. Lagemann credits the success of www.themagazine.info_ to its unique offerings based on what customers buy in his two stores in San Francisco and Berkeley, California. “We have the biggest selection of modern furniture and accessories on the web. Unlike other sites, we don’t limit customers to just a few models or colors but let them make their own decisions. Then, we give them as much personal attention they need to make the right choices,” Lagemann said. Some who visit the e-commerce site opt to come into the stores to try things out before purchasing. However, most customers purchase through the web site without visiting the stores. These Internet shoppers express satisfaction that they are dealing with a brick and mortar retailer with over 12 years experience selling modern furniture and accessories. So far, online customers have purchased from 15 states and Mexico. Lagemann’s success is remarkable considering that the two largest online furniture ventures, www.furniture.com failed despite receiving hundreds of millions of dollars in venture capital financing. Both enterprises spent huge sums trying to build nationwide brands but ran into serious difficulties getting people to keep what they had ordered. Customers returned approximately 35% of all furniture ordered from the large Internet dealers due to freight damage or failure of product to meet expectations. Lagemann makes sure that customers receive personal attention so they know exactly what they will receive before any product is shipped. Also, improvements he has made to the crating and packaging of furniture and accessories have ensured that his products arrive damage-free.”Fortunately, we just don’t have a problem with returns,” said Lagemann. Sales growth at www.themagazine.info has been so rapid that Lagemann believes that online orders will reach 33% of the revenue his two stores generate in 2003.