Jordan’s Furniture was established by Samuel Tatelman in Walthem, Massachusetts in 1918 and was operated solely by him until his son entered the business in the 1930’s (Commons, 2017). In 1973, the grandson’s of the founder took over the business and utilized a new mode of advertisement, which was the radio. The radio was very important to the growth of Jordan’s furniture. The grandson’s, Billy and Eliot Tatelman, launched the Nashua, New Hampshire location in 1983. In 1987 at the Avon, Massachusetts location, customers flooded the store and waited in lines for hours to view the showroom. Throughout continued years, the Tatelman’s continue to intrigue customers with their elaborate showrooms including themes like Mardi Gras, and an IMAX 3D Theater. The family who established Jordan’s Furniture is still responsible for the stores that peaked interest in “shoppertainment” and incentives for discounted prices on furniture using special marketing promotions.
The experience gained from Jordan’s Furniture showrooms are unlike entering a typical furniture store (McCuddy, 2013). Customers receive a special furniture experience appealing to the senses which enlightens their experience, regenerating business. It has the standard living room, bedroom, home offices, casual furniture, rugs, etc, but it offers the customer much more than a display. One of the stores has a Laser Imagination Theater Experience (LITE) and the Motion Odyssey Movie. The LITE is a laser light show themed with Boston, rock music playlists. The MOM is a 4-D adventurous ride that is interactive with the customers. Another location emulates Bourbon Street and the French Quarter in New Orleans, Louisiana. The experiences at each store draw in customers by making them feel like their time and money is valuable.
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Jordan’s Furniture has used methods of stimulating sales by incorporating sports into the marketing promotions. For instance, in 2007 a special promotion for baseball fans in Boston had the opportunity to receive their total purchase free of charge if the Boston Red Sox won the World Championship that year. The stipulation of the promotion was that customers would need to make a purchase between March 7, 2007 and April 16, 2007 and would receive a full refund if the Red Sox won. This promotion was continued the following year, but the time frame to make purchases was shorter.
Marketing is very important to the growth of a business. A customer who is going into a furniture store expects to go into a showroom and see furniture delegated to department. Jordan’s furniture provides a different furniture store experience. It is captivating at first sight and at certain stores, it engages the customer. Also, customers that are interested in entering the store have heard of promotions via television or the radio, and upon entering, expect to receive a good price for quality service. First time customers in Jordan’s furniture may expect to be met to explain their needs, wants, and expectations. The customer service representatives should question customers when they walk in the door and listen to what they are looking for and help guide them to find the furniture that is suitable for them. Most customers will seek fast and efficient service, quality products and competitive prices, a clean establishment, friendly and helpful and trained staff to assist in customer needs (Estepon, 2011). When customer expectations are met on the first time visit, customers transform into loyal customers, which will increase sales and referrals for the business. Loyal customers will tend to achieve the same service or better each time they enter the furniture store. Because of Jordan’s Furniture store engaging and entertaining customer experience, customers receive consistent quality service at each location regardless of a first time customer or a loyal customer. The consistency of service creates repeat customers and extends the loyalty of current customers.
In conclusion, Jordan’s Furniture store has been very successful since its establishment. The advancement in marketing strategy and the quality service to promote a great customer experience has attributed to the success of the company. Jordan’s Furniture store has changed the standard furniture showroom by engaging the customers with themes. The service provided by the representatives of the store also has an important role in reeling in customers to become loyal customers and to spread the word through referrals. Jordan’s Furniture should remain in the furniture business, but expand throughout the eastern region.
- Commons, C. (2017). Jordan’s Furniture- History. Retrieved from Liquid Search: http://www.liquisearch.com/jordans_furniture/history
- Estepon, M. (2011). The Importance of Meeting Customer Expectations . Unitiv , 1.
- McCuddy, M. T. (2013). Business Ethics and Professional Management. Valparaiso: Cengage.
