Early Peek at 2009 - 2010 Interiors and Environmental Forecast

Denyse Schmidt's line reflects the upcoming color trend "Vegetable Garden".

Rockras Jewelry Collection by Kimberly McDonald

Candice Olson Lighting Collection at A/F Lighting

The Color Association of the United States is preparing to release their Interior and Environment forecast for 2009/20010. The Color Association is the oldest color forecasting service in the US. Since 1915, the Association has been issuing color reports in elegant, fabric-swatched booklet form. The Color Association is the only forecasting service that selects its colors through a committee panel of eight to twelve industry professionals. The panels continue to be a 'who's who' list of trend makers in the fashion and shelter industries. I have to say, even after seeing Christine Chow speak a number of times, I am still shocked at how 'right on' their forecasts always are.

I am currently in Europe, and will bring back new trend data to support these two forecasts, and also seek out any other emerging trends I see. I am really excited to see what is happening in the way of design lines and surfaces. I also plan to take a look at retail and spot any new directions. I will visit Amsterdam, Cologne, Paris, Nice and Cannes. I expect to see a solid representation of the 'Vegetable Garden' pallette in the South of France. I'll return the week of November 11th, with lots of new information to share.

Candace Olson Collection from A / F Lighting

There are 2 major directions surfacing for 2009-2010. According to the Color Association, they are "Rock Crystal", and "Vegetable Garden". Knowledge of color and interior trends will support your goal of being a knowledgeable expert and resource to the new home consumer, and additionally ensure that your displays are current and forward in direction.


Rock Crystal

According to The Color Association: "The first group in the 2009-10 forecast is called Rock Crystal, evoking a sense of subtle but luxurious beauty. A nuanced palette includes variations on ivory, pearl gray, and bronze with colorful touches coming from soft blues and olives. Glossy or iridescent finishes add a modern polish." They direct us to the Rockras natural jewelry collection for trend direction, made from beautiful agates, blister pearls and natural crystals.

At Hearth and Home, we saw traces of this emerging during our 2007 Market trip in Las Vegas. Candace Olson launched a new line of lighting that reflected the spare, minimalist and clean lines, and combined them with natural influences such as shell and abalone.

Vegetable Garden:

The Color Association points out: "Vegetable Garden" is a delightful grouping of appetizing mid-tones like Heirloom Tomato, Butternut Squash, and a range of rich blues and leafy greens. The wholesome charm of this story is particularly suitable for the enhancing the comforts of the home." This is a natural progression of the rich hues in Provence inspired decor. They point us to Denyse Schmidt's work that you may have seen in Dwell or Metropolitan Home.


The Color Association Membership information and forecast purchase information are available at: http://www.colorassociation.com/site/corporatemembership.html

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537

Learning From Retail: Engaging and Entertaining the New Home Consumer

The recent International Retail Design Conference highlighted the trend of 'shopping for entertainment', and engaging the minds and senses of the purchasing public. Think about your last trip to the mall: chances are, there was some event scheduled, be it a boat show, or an in-store appearance of the latest Disney band (the Jonas Brothers were at Mall of America last Monday, and thousands of kids and parents showed up!)

If retailers were doing their jobs, all of your senses were engaged: Bright lights and great looking displays, the smell of cinnamon rolls or baking chocolate chip cookies, the sound of music in the stores, the temperature was purposely cool enough so you didn't overheat. Build a Bear Work shop might have engaged your child's imagination with creating and personalizing their own new stuffed friend, or they may have gotten a mini make-over at LibbyLu. Did you know that Abercrombie and Fitch sprays their signature scent through out the store regularly throughout the day? It isn't available for sale - it is the scent of the Abercrombie experience! Bath and Body changes out their main focal scent and front displays and windows 13 times a year!

How does all of this relate to your design center? New home sales are down. Getting new prospects to walk in the door could turn into a qualified lead. Engaging the customers you already have with a great experience will lead to higher upgrade and option sales.

"Dressed for Success", a recent article by Sherrie Giewald in Housing Giants Magazine highlights techniques successful design centers are using to engage their customers and to get more prospects through the door. The article highlights design centers who are adding 10 to 20 percent of the home's selling price in options. These design centers are relating to their consumers like retailers. Stuart Wahrenbrock, director of the John Laing Design Studio in Irvine, California said this: "In terms of service and expectations, we want the studio to operate more like Nordstrom or a high-end Mercedes-Benz dealer."

Estridge Homes, in Indianapolis, actually opened their design center in an upscale lifestyle mall. Open for shopping and browsing during mall hours, they offer home furnishings and accessories for sale to the general public, as well as offering new home purchasers 6,000 square feet of new home selections. Linda Kirby, Masco Design Solutions says "Builders need to change the way they go to market, and we believe that is to go to the consumer." The studio also educates the public about the builder, it's neighborhoods and floorplans.

Food for thought: What events could you create to drive additional visitors to your design center? We want them to think of you first when they are ready to purchase their next new home. Cooking demonstrations, celebrity appearances, book signings, and how-to workshops might bring in the interested consumer. Tap into your major manufacturers for workshops and training they can offer to educate the public. Presenting workshops about trends in interiors, flooring solutions, adapting your home for the aging consumer, and energy saving solutions are a few ideas.

How can we entertain the customer while they are experiencing the home purchasing process at your design studio? Bake cookies (the smell alone will lower consumer resistance!), offer lattes, get the kids engaged in the playroom with fun learning toys or a movie. Demonstrate appliances, have the consumer turn on and off the faucets, showers, even a bubble bath filled jacuzzi tub. Engage them in the experience of personalizing their home!

At Hearth and Home, we know that the consumer will more often choose a fireplace upgrade when we leverage the experience. Get the consumer seated in front of the fire: experiencing the warmth, crackle and flame, flat screen above playing a movie, and even hand them a small bag of popcorn. Who wouldn't want to take that experience home to their friends and family?

Make your next trip to the mall a study of engagement and entertainment. What selling ideas can you bring home to your design center?

Trends: Extend the selling season with an outdoor living room

Entertaining and family time at home is becoming more important to the American home consumer. The outdoor living room can be a key differentiator as the purchaser determines their builder of choice. Outdoor living rooms are growing in demand, and are now being used as extended season entertaining spaces in all parts of the country.

Martha Baker, author of The Outdoor Living Room: Stylish Ideas for Porches, Patios, and Pools points out "Building or renovating outdoor rooms illustrates our need to relax and reconnect with family and friends. Outdoor rooms increase our quality of life while also increasing a home's value."

Dakota Outdoor Fireplace by Heat & Glo

The Propane Education and Research Council sponsored a national survey this year to determine consumer preferences and popularity of outdoor living areas. The findings were dramatic.

35% of homeowners an already finished outdoor living room and an additional 34% said they plan to design and furnish one in the next 12-24 months.


Relaxation and at-home entertainment are the key motivators for homeowners:

• 89% said they wanted to create a space to relax in



• 87% said they wanted to spend more time outside



• 79% said they wanted to add value to their home



• 78% said the wanted to extend the living space of their home



• 74% said they wanted to create a space to entertain in

The survey supports educating your new home consumers about the many benefits of an outdoor living room, including impact on home value, and it's differentiation when entering the used home market:

"The opportunity for builders to educate consumers about the return on investment would have an impact on a homeowners decision to move forward, with the survey finding that if a homeowner knew he would recoup 100% or more of the cost, 74% of survey respondents said they would be very likely or somewhat likely to add or remodel an outdoor room."




To extend the season of the outdoor living room, an outdoor firepit or fireplace is a natural addition. Fall family bon-fires come immediately to mind. Update the POS elements in your showroom with lifestyle images featuring the seasons, to open the mind of the consumer. Be sure outdoor living rooms are featured in your model homes, and that the sales staff keeps them 'company ready' - with lush planters in the summer, swept in the fall displaying gourds and pumpkins, shoveled in the winter, perhaps featuring white lights laced through the pergola.



Fire Stone Home Products has been getting a lot of buzz in the shelter, home and patio publications as of late. They have created an entire line of components that would work well in the new construction setting. The cornerstone of their "GreatRoom" is the Fire Stone Pergola, a classic column and beam arbor designed to house all of your outdoor products. The pergola is 14' X 14' and weather resistant. The reinforced resin and fiberglass construction is designed to withstand all climates year-round, and they offer are a number of formats that fit most architectural styles. Fire Stone also offers campfires and firepits, outdoor fireplaces, elegant furniture, outdoor kitchens and outdoor propane lanterns. The pergola's effect is truly beautiful, it would be a wonderful setting for a fall wine and cheese gathering.

Fire Stone products are available through Fireside distribution (along with Heat & Glo and Heatilator outdoor fireplaces) or your local Fire Stone dealer.For more information about Fire Stone Home Products, call (866) 303-4028 or visit http://www.firestonehp.com/.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537

Choosing the SELLING Team In Your Design Center

As a design center manager, your plate is full. No doubt you are having to 'do more with less'; manage your team, achieve challenging financial results, represent consistent customer service experiences in your design center, and ensure you are true to the brand of the builder. Oh yes, all the while while working with fewer staff, unhappy manufacturers, and a very tough (and competitive) housing market that will probably continue for a while longer.

You can't do it alone. The most important decision and responsibility you have that will support achieving all your objectives is to hire well. Let's talk about how you build your team.

Recruiting, screening and selecting great design center staff candidates takes a great deal of time. It cannot be a 'quick fix', rather a weekly focus. It is important that this not fall to the bottom of your list, as the right key members on your team will support you achieving all of your objectives.

Qualities to Look For:
A great design center sales person has strong communication skills; verbal, written, and most important, the ability to listen. They show a high level of initiative, can solve problems, and can influence others without authority. They must be organized, creative, and flexible. They must be able to thrive in a sometimes stressful environment, be a team player, show creativity, and have some interest in design. They need to be comfortable with technology, whether using a selection tool like Envision or an Excel spreadsheet. Most of all, the salesperson must be results oriented, motivated, and genuinely interested in helping create solutions and satisfy your consumer. Someone who thrives on positive feedback, a pleaser. Sound impossible to find? They are out there!

Where to start?
Consider this: A great team builder is "always accepting applications". Set a consistent hour on your calendar each week when you review resume's for a superstar. In addition, take a page from retail, and "always be recruiting". Great customer service people can be found in restaurants, the malls, and places you visit every day. You can always teach a service and sales oriented person about product, but you can never teach a non service oriented designer how to listen to what the customer wants and needs. Have your business cards ready, and hand them out when you see great sales and service. You never know when someone might be ripe for a career change.

Screening Resumes:
Look for progressive growth in responsibility and leadership, job progression, and pride in achievements displayed on the resume. Great candidates could possibly show a mid-career change or consistent self development and enrichment such as classes. Look for stability, extracurricular activities, honors and awards. Ensure your salary falls in the range, although some candidates may consider a pay reduction to get in the door, but be realistic and honest about the job responsibilities and pay. Don't 'over sell' the position. Call the best candidates for an 'informational interview', even when you have no current openings. Start building your back-ups.

The Interview:
The informational interview can be held in an individual, group setting, or round robins. Ask your best design staff members to help. This is an opportunity to put a face with a name, get more detail about their background, and get a sense for communication style and 'fit'. It is also a great opportunity for the candidate to observe the design center selling process in action, learn more about your company, and 'break the ice'. Informational interviews provide information to both parties about the possible fit for a position.

Preparation for the second interview is key. Based on what you have learned from the candidate and their resume, there will be some skills or experiences that you want to learn more about. Prepare your questions in advance, and practice some follow up questions to probe further into their answers. Second interviews allow you a chance to pass by some of the nerves that both parties have going into the interview. The ice has been broken, the candidate has met the team and experienced the environment.

Behavioral Interviewing:
Many human resource experts and industrial psychologists encourage the use of 'behavioral' interview questions to get the best sense of a candidate and their abilities. The thinking is: If a person has behaved in a certain way in the past, it is very likely that they will tend to behave the same way in the future. It is a different style of interviewing, that many candidates will not be accustomed to, so it is important to brief the candidate about what to expect as the interview gets rolling.

As an interviewer, first review the experience and education of a candidate, then let them know you will next ask some situational questions. It is common to take a few minutes to remember specific examples, let the candidate know this is fine. They should take the time they need, as you will be seeking a specific example that has happened in the past. Also let them know you will be writing down their answers for your reference.

Your goal as an interviewer is to help the candidate tell the whole story. The S.T.A.R. technique reminds you to probe for the specific: Situation, Tactic, Action and Result of their answer. Behavioral interview questions very often start "Can you tell me about a time..." and may finish with "...what did you learn from this situation?". Yes or no questions will undoubtedly give you the answer you want to hear, but won't necessarily be reflective of past experiences. Ensure that the questions you ask cover all the desired qualities a designer needs to excel in your design center.

Some examples:
Communication:
Tell me about a time you were misunderstood by a customer. What was the situation, What did you do? What do you think the problem was? What happened? What was the end result? Did you change anything as a result?

Tell me about a time you had to communicate with someone who had difficulty speaking or understanding your language. What was the situation, what did you do. How was that received? How did you get across or get the information you needed? How could you tell you were successful?

Selling Skills:
Describe a selling situation where you failed to persuade a customer to accept your suggestion. What approach did you try? In hindsight, why didn't it work? What tactic did you change? Have you had an opportunity to test it? What happened as a result?

Service:
Tell me about a time when you were caught short with a customer's changing needs? What was the situation? Why were you caught by surprise? What did you do? How did you redefine the customer's need? How did everything turn out? What did you change as a result of this situation?


Tell me about a customer you satisfied that was 'hard to please'? Why were they hard to please? What tactics did you apply to meet their needs? How do you know if your customers are satisfied?

Problem solving and Decision Making:
Tell me about a time when you had to make a fast decision, without all the information you would have wanted. What was the situation, the decision What things did you take into account? What did you do, and what happened? In hindsight, what would you change? Why?

Stress Management and Flexibility:
Tell me about a very stressful situation you have been through at work? What did you do to manage your stress?

Tell me about a time you had to make a fast change in your approach. What was the situation, and what did you change? What was the result?

Tell me about a time that you championed a change that improved the work environment, processes or results, and others weren't supportive. What was the change, and how did you get others behind your plan?

Role playing:
Role playing is another great way to test the potential of a potential sales team member. Put the candidate out on the floor, in a mock sales situation. Measure their ability to 'think on their feet'. Ask them to pull together 3 recommended combinations of granite, cabinet and flooring to see their design thinking. Have them work with another designer for an hour, and ask for your team's input on their abilities.

Reference Checks:
Many companies are limited in the detail they can provide in reference checks. Some good questions to ask: Would you hire the candidate again? What is their key strength? What is one thing they could improve? What kind of results did the candidate deliver? What motivates them? How do they work with others?

Recruiting, screening and selecting great candidates is one of the most important aspects of your role as a leader. Only a sales focused design team will deliver for you in driving options and upgrades. With the right team, you will be well positioned in this tough business cycle, and very well poised as the market improves. Please contact me for more information or example interview questions on this topic.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537

Learning From Retail: Identify with Your Consumer using Lifestyle Graphics

Lifestyle Graphics depict a “lifestyle” your consumer identifies with or aspires to. Typically, lifestyle graphics show a large image of the type of person who is likely to buy the product. For industry innovation in lifestyle signing, review your local La-Z-Boy, Target or IKEA location. These retailers are on the cutting edge of this format.

The benefits of displaying lifestyle signing include:

• Consumers will identify with a person or lifestyle depicted


• Lifestyle signing creates an emotional connection to the consumer


• Lifestyle signing can feature diverse individuals and families that align with your home purchasers


• Consumers align themselves with a particular product or brand that relates to their current lifestyle


• Lifestyle signing can be used to draw the right customer to the aligning product offering: First time, Move up, Custom and Active Adult home consumers


• Consumers direct themselves to the section of the design center that most closely aligns with their shopping needs


• Lifestyle signing can contribute a professional merchandised appearance to your design center


• Lifestyle signing can create a focal point in your showroom

Displaying lifestyle signing can support your mission to increase upgrades and option sales in your design center. Check with your major manufacturer partners to get lifestyle signing that fits your target home purchaser.

Here are some examples of lifestyle POS pieces available for design centers offering Heat & Glo, Heatilator and Quadra-Fire fireplaces and hearth systems.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and new construction industry in selling options and upgrades to the new home consumer. Contact Krisann Parker-Brown for merchandising or marketing support of your design center.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact Krisann at brownkr@hearthnhome.com or 952-985-6537