Coaster Company of America’s goal is “to drive traffic to our dealers,” its marketing manager, Carolyn Sham, said in an interview during the April High Point Market.
Coaster, a California-based importer with a network of more than 8,000 furniture retailers, announced a re-branding at the Las Vegas Market in January. Sham said the move has drawn “nothing but good, positive feedback.”
The initiative included the creation of three “sub-brands” – CoasterEveryday, CoasterEssence and CoasterElevations, reflecting three levels of price and quality. It continues its popular Scott Living line, promoted by HGTV stars Drew and Jonathan Scott. At the same time, the company revamped what Sham said was a “very outdated website.”
“Most shoppers go online to educate themselves,” she said, noting that the experience “could be overwhelming” because of the quantity and variety of products available from Coaster. “The three sub-brands act as a silent salesman,” Sham said, explaining that shoppers can self-select a sub-brand and then investigate specific lines and categories within the sub-brand.
Once they’ve made decisions, customers can use the store locater on Coaster’s website to find dealers near them.
That’s not all. Coaster is stepping up advertising across many channels to boost brand awareness, Sham said. “We really want to be a true omnichannel company.”
Coaster operates nine distribution facilities across the country, allowing for quicker delivery after customers place orders in stores. The overall strategy lets retailers keep less product in their own warehouses and spend less on their own advertising and website development.
“I think it gives them a competitive advantage,” Sham said, “so they don’t have to invest as much in driving traffic.”
Coaster pledges constant innovation, she added.
“For our dealers to stay ahead, Coaster has to stay ahead. Everything is to drive traffic to their stores.”