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RETAIL SLUMP IS NO MATCH FOR BARRY AND ELIOT'S MOM: THE ULTIMATE IN DESTINATION MARKETING

RETAIL SLUMP IS NO MATCH FOR BARRY AND ELIOT'S MOM: THE ULTIMATE IN
 DESTINATION MARKETING
 AVON, Mass., May 19 /PRNewswire/ -- Barry and Eliot Jordan, the two brothers who preside over Jordan's Furniture in Waltham, Mass., Avon, Mass., and Nashua, N.H., are up to their old marketing tricks again, this time promising to put fun back in shopping with "MOM" -- Motion Odyssey Movie.
 Although Barry and Eliot have been mixing pleasure with business for 20 years now, their antics are proving more sound than ever. Aside from shaky consumer confidence, analysts say a growing dislike of shopping among aging baby-boomers is ailing the retail industry. Even when an economic recovery takes hold -- and rebounding retail sales suggest a move in that direction -- this powerful segment of consumers is expected to look upon shopping as a necessary evil.
 And so there is, as usual, method to Barry and Eliot's marketing madness: MOM reinforces Jordan's position in the competitive home furnishings industry as a fun place to shop, at a time when consumers are approaching shopping with angst rather than enthusiasm.
 As Barry and Eliot explain in their current advertising campaign, MOM is a 48-seat theater that puts moviegoers smack in the middle of the action as it takes place on a four-story screen. Audiences actually "ride" through a series of adventures, their hydraulic seats twisting and turning as thrills unfold on high-impact 70mm film.
 MOM is no small venture. Barry and Eliot commissioned Sarasota,


Fla.-based Omni Films International to build the state-of-the-art theater for a cool $2.5 million. And with proceeds from a $3 admission charge earmarked for donation to various charities, Barry and Eliot will not realize a return on their MOM investment directly from MOM operations. Instead, the Jordan brothers are banking on a payback from increased furniture sales.
 That's because MOM is a not-so-subtle invitation for moviegoers to browse around and shop for "under-priced" furniture at Jordan's. Visitors must walk through the entire furniture showroom to enter and exit the theater. Since the opening of MOM on Mother's Day, Jordan's Furniture has increased traffic at its Avon store by over 30 percent, according to Eliot Jordan.
 This is vintage Jordan's marketing, a tried and true method of spinning the possible into the probable for handsome rewards. When Barry and Eliot wanted to increase waterbed sales back in 1983, for example, they did so by giving away a free $40,000 house. They saturated the media with ads that urged shoppers to, "Come in, lie on a bed for 60 seconds and register to win!" The promotion attracted 60,000 people in six weeks.
 The feisty ads and wacky marketing themes that have become a Jordan's trademark yield fruitful results. The protracted recession has put many furniture stores out of business, and those still standing turn their inventory an average of 2.3 to 3 times a year. But Jordan's sold its inventory 10 times in 1991, ringing up $70 million in sales in the process.
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 NOTE TO EDITORS: Photos available upon request.
 -0- 5/19/92
 /CONTACT: Laurel M. Keith of Schneider & Associates, 617-783-5530, for Jordan's Furniture/ CO: Jordan's Furniture ST: Massachusetts, New Hampshire IN: REA SU:


CN-SH -- NE002 -- 1696 05/19/92 10:00 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 19, 1992
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