Home | Business | Direct Marketing
Mass Retailers and Direct Marketers are acquiring the powerful DIFM (Do it For Me) marketing tool in response to the continued upward trend in consumer demand for in-home services. DIFM (also known by other Industry terms such as Installed Sales, National Installation, Shop at Home, Furnished and Installed, and Sold, Furnished, and Installed) involves the marketing of measuring, installation, assembly, and/or repair services for home products such as lighting, bath fixtures, window/floor/wall coverings, doors, windows, electronics, HVAC, garage doors, outdoor products, energy saving products, and over a dozen more product categories. The financial impact of this strategy has been stunning, earning retailers unprecedented incremental top and bottom line revenue. Experts agree that the sociological trend of Boomers creeping past 50 explains why retail giants such as The Home Depot and Lowes, once leading advocates of the DIY (Do it Yourself) model, have redefined their business strategy by shifting to a DIFM model. CNN Money states, “…instead of climbing a ladder to install a new ceiling fan, homeowners would rather pay someone else to do it,” and “…acquiring DIFM capabilities…” ranked in at #3 on American Express’ Top 10 Innovations for Growth into 2010. Leading Direct Marketer Smith+Noble recently acquired DIFM capabilities and performed an extensive analysis on the effect it had on their existing DIY sales. The analysis confirmed that the launch of their DIFM program immediately increased sales to such a degree that the company President said DIFM was the most powerful marketing tool in the company’s 15 year history. “At the core of DIFM’s unique strength is its ability to significantly expand a retailers’ universe of potential customers while leveraging existing advertising and promotional vehicles,” explains Todd Banhidy, who specializes in creating DIFM programs for Mass Retailers and Direct Marketers, including Smith+Noble, JCPenney, Montgomery Ward, Sears/The Great Indoors, Home Depot/Expo, HomeBase/House2Home, NienMade/Norman International, Vista Paint, 3 Day Blinds, and Jessitt-Gold Interiors. “In addition to being a powerful marketing tool, DIFM is the critical enabler to numerous Business Development and Customer Experience Enhancement initiatives.” explains Banhidy, “It allows the retailer to expand existing product lines, enter new markets, open new sales channels, decrease product returns, increase repeat purchases, and increase the customer’s overall buying experience and satisfaction. The net impact of DIFM will support a retailer’s long term sustainable growth and profitability position.” Considering the impact DIFM has on sales and the multitude of competitive advantages it provides to today’s DIY retailer, deploying DIFM may be the most powerful marketing tool available in today’s ultra-competitive marketplace for the Home Décor/Furnishings industry.
Article Source: http://www.share.onlypunjab.com
Please Rate this Article
5 out of 54 out of 53 out of 52 out of 51 out of 5
Not yet Rated
