Coaster promises to drive traffic to retail stores

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.”

Carolyn Sham, Coaster's Marketing Manager
Carolyn Sham, Coaster’s Marketing Manager

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 At the same time, the company revamped what Sham said was a “very outdated website.”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.” 

Related Posts

Looking to grow your business? Look no further.
Becoming a member of the HFA has more benefits than we can list here. Click the button to learn more.
Trending In

HFA Solution Partners

logo for company Retail in the City

Retail in the City is a design firm specializing in designing new stores and renovating

nfinite_HFA Solution Partner

NFINITE is a Martech company specializing in e-merchanding. We offer a turnkey solution for creating,

Phelps Digital

“I want a full-time, experienced in-house digital marketing guru but I don’t want to pay

logo for company Retail in the City

Retail in the City is a design firm specializing in designing new stores and renovating

nfinite_HFA Solution Partner

NFINITE is a Martech company specializing in e-merchanding. We offer a turnkey solution for creating,

Phelps Digital

“I want a full-time, experienced in-house digital marketing guru but I don’t want to pay

Dovr_HFA Solution Partner

Brilliant® by Dovr Media rocks at digital sales for furniture retailers. We’re the best provider of

Myriad_HFA Solution Partner

Myriad Software continues to lead software innovation for home furnishing retailers, providing solutions to hundreds

Dovr_HFA Solution Partner

Brilliant® by Dovr Media rocks at digital sales for furniture retailers. We’re the best provider of

Myriad_HFA Solution Partner

Myriad Software continues to lead software innovation for home furnishing retailers, providing solutions to hundreds

Sign up for more!
From HFA events to the latest member news, get updates straight to your inbox.

Not an HFA member?

Don't miss out on all of our association benefits!