Retail Operations 2008

RETAILER PROFILE
Which of the following BEST describes your retail operation?
   Department store
   Direct-to-consumer, e.g., TV, online, catalog, home party
   Discount department store
   Furniture store/chain
   Garden shop/center
   Home accent/gift store
   Home textiles specialist
   Interior designer
   Lamp/lighting specialist
   Warehouse club
   Other, please specify below
          

How many stores do you operate at ALL locations?
   store count

What is the size in total square feet (selling, of. ce, warehouse) of your store(s) at ALL locations ?
   total square feet

How is your space allocated between each of the following functions? Please give your best estimate.
Selling space %
Off-site warehouse/stock storage %
On-site stock room/storage/warehouse %
Administrative/office/utilities %
Other; please specify below %
Should total 100% of your gross space

In what region is your store located? If you have more than one store, please give the region for your headquarters location.
  Northeast
  Midwest
  South
  West

In an average week, how many hours are you open for business each day? What percent of your weekly sales does each day represent?
 
Number of hours open
% of sales
Sunday
%
Monday
%
Tuesday
%
Wednesday
%
Thursday
%
Friday
%
Saturday
%
    Should total 100% of weekly sales

In an average week, how many customers ...

visit your store(s) …

number/week

AND make a purchase …

number/week
If you have more than one store, please give the AVERAGE for ALL locations.

Please indicate your 2007 TOTAL annual store sales volume for all stores.
  Under $500,000
  $500,000 - $1 million
  $1 - under $3 million
  $3 - under $7 million
  $7 - under $10 million
  $10 million or more

How did your store’s 2007 total store sales compare with 2006 sales? What are you projecting for 2008?
2007 vs. 2006
 
2008 vs. 2007
 
Down by %   Down by %  
About the same     About the same    
Up by %   Up by %  

As a percentage of your total store sales, how were home accents sales in 2007? For 2008, what are you expecting for your home accents sales?
Home accents sales as a % of total sales
2007 vs. 2006
2008 vs. 2007
  Lower than 2006
  About the same as 2006
  Higher than 2006
   Lower than 2007
   About the same as 2007
   Higher than 2007

On average, what percentage of your TOTAL annual sales take place in each month?
  % of annual sales
January %
February %
March %
April %
May %
June %
July %
August %
September %
October %
November %
December %
  Should total 100% of total annual sales

Does your store have a Web site?
No Are you planning a Web site for the future?
     Not planning for one at all
   Plans are under consideration
   Will launch site within the next 6-12 months
Yes

In addition to selling to consumers from your retail store(s), do you also sell through …
Online orders over the Internet? Your own store catalogs?
  No    No
  Yes    Yes
% of your TOTAL annual sales for ...
Online orders
%
Catalog sales
%

MERCHANDISE and DISPLAY
What percentage of your TOTAL 2007 SALES did each of the following major product categories represent?
   % of TOTAL 2007 sales
Accent furniture %
Area rugs %
Lamps/lighting %
Permanent botanicals %
Tabletop and tabletop accessories %
Soft goods, including decorative pillows, throws, top-of-bed, table linens, etc. %
Wall decor, including mirrors %
Other decorative accessories, including baskets, boxes, candle holders, clocks, fragrance, garden, holiday, etc. %
ALL other products, such as case goods or upholstery, electronics, toys, apparel, etc. %
  Should total 100% of your 2007 total annual sales

Do you maintain a year-round clearance area for marked down goods?
  No
  Yes

How frequently do you hold sales of marked-down goods?
  Annually
  Twice a year
  Four times a year
  More than four times a year

What is your average mark-down for sales?
   %

Are any of the home accents products you sell private label?
   No
   Yes What percentage? %

In 2007 what home accents products did you carry? Will you add any product categories in 2008 that you didn't carry in 2007?
Carried in 2007 Will add in 2008

   Accent furniture - chairs
   Accent furniture - tables
   Area rugs
   Baskets/boxes
   Candles
   Candleholders
   Clocks
   Decorative pillows
   Garden accents/furniture
   Holiday-themed merchandise
    Home fragrance
   Lamps
   Lighting fixtures
   Luxury linens/top-of-bed
   Luxury table linens
   Permanent botanicals
   Photo frames
   Tabletop/tabletop accessories
   Throws
   Mirrors
   Other wall art, e.g. paintings, posters, etc.
   Other home accents; please describe below

   Accent furniture - chairs
   Accent furniture - tables
   Area rugs
   Baskets/boxes
   Candles
   Candleholders
   Clocks
   Decorative pillows
   Garden accents/furniture
   Holiday-themed merchandise
   Home fragrance
   Lamps
   Lighting fixtures
   Luxury linens/top-of-bed
   Luxury table linens
   Permanent botanicals
   Photo frames
   Tabletop/tabletop accessories
   Throws
   Mirrors
   Other wall art, e.g. paintings, posters, etc.
   Other home accents  
            

What were the lowest, highest and MOST popular price point for each? How many lines or brand did you carry for each?
 
2007
 
Lowest
price points
Highest
price points
MOST popular
price points
Number of lines carried
Accent furniture - chairs
$
$
$
Accent furniture - tables
$
$
$
Area rugs
$
$
$
Baskets/boxes
$
$
$
Candles

$

$
$
Candleholders
$
$
$
Clocks
$
$
$
Decorative pillows
$
$
$
Garden accents/furniture
$
$
$
Holiday-themed merchandise
$
$
$
Home fragrance
$
$
$
Lamps
$
$
$
Lighting fixtures
$
$
$
Luxury linens/top-of-bed
$
$
$
Luxury table linens
$
$
$
Permanent botanicals
$
$
$
Photo frames
$
$
$
Tabletop/tabletop accessories
$
$
$
Throws
$
$
$
Mirrors
$
$
$
Other wall art, e.g. paintings, posters, etc.
$
$
$
Other home accents
$
$
$
  

SOURCING
What percentage of your inventory do green/organic or sustainable products represent?
   %

What percentage of your store's inventory is made in the U.S. versus made overseas?
  Made in the U.S. %
  Made/imported from overseas %
  Should total 100% of inventory

How many vendors do you actively buy home accents from?
   Fewer than 25
   25-49    50-74    75 or more

How often do you order home accents?
  Daily
  Weekly
  Monthly
  Quarterly
   Semi-annually
   Annually
   Other; please describe below
        

How many different U.S. trade shows do you, or someone from your store, attend each year?
Attended in 2007 Already attended or plan to attend in 2008
  None
  Only one
  2-3 a year
  4-5 a year
  6 or more a year
   None
   Only one
   2-3 a year
   4-5 a year
   6 or more a year

Other than trade shows or markets, what other sources do you use to find new products and/or vendors?
  Ads in consumer pubs
  Antiques shows
  Artists/artisans
  Craft shows
  the Internet
   Manufacturers' catalogs
   Manufacturers' websites
   Sales representatives
   Trade publications
   Other; please describe below
         

What prompts you to attend one trade show over another? Type your comments in the box below.

ADVERTISING AND PROMOTIONS
What percentage of your 2007 annual sales was devoted to advertising and promotions? What do you expect to spend in 2008?
  Advertising/promotions spending as a % of annual sales
  Actual 2007 %
  Projected 2008 %

How do you build customer loyalty?
  Special sales for selected customers
  Offer in-store gift cards
  Discounts for repeat customers
  Advance notice for sales
   Special events for preferred customers
   Birthday or other special event discounts
   Other; please describe below
       

What types of advertising and promotions do you use? What percentage of your advertising and promotion budget do you devote to each?
Use
  % of ad budget
Direct mail %
TV advertising %
Special events %
Internet/web site %
Newspaper advertising %
Yellow Pages %
Radio advertising %
Billboards %
Other; please describe below %
  
  
  
Should total 100% of ad budget

Do you use direct mail?
No  
Yes What kind of direct mail pieces do you use?
  Use
   

  Birthday cards
  Catalog
  Discount coupons
  Newsletter/flyer/brochures/handouts
  Sales or special events announcements
  Other; please describe below
       

Do you hold special events?
No    
Yes What kind of special events do you hold? Which single event do you hold MOST often?
  Use   ONE used MOST

   Demonstrations
   Open houses
   Workshops/seminars
   Holiday events
   Trunk shows
   Other; please describe below

   Demonstrations
   Open houses
   Workshops/seminars
   Holiday events
   Trunk shows
   Other

         

Do you collect your customers' e-mail addresses?
   No
    Yes How do you use those e-mail addresses?
     Send newsletters/flyers
   Advance notice for sales
   Send special events announcements
   Recognize birthdays, anniversaries, etc.
   Send coupons or discounts
   Other; please describe below
        

EMPLOYEES
What percentage of your 2007 TOTAL REVENUES went to pay ...
Wages/salaries/bonuses
Include all salaries, bonuses, commissions, draws by owners, etc.
%
Fringe benefits
Including payroll taxes, workers' compensation, retirement plans, group health, disability, etc.
%

Please give the total number of full-time and part-time (those who work less than 30 hours per week) employees in each classification.
Number of employees
 
Full-time
Part-time
% of payroll
Administrative, office
Include store owners, store and sales managers, buyers
%
Sales, include designers
%
Warehouse, delivery
%
Other
%

Total number of each type of employees

Should total 100%
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