Advertising feature: www.yourdepartmentstore.co.uk

YOUR DEPARTMENT STORE BRINGS WORLD CLASS INTERNET TRADING TO INDEPENDENT FURNITURE RETAILERS

RUN BY FURNITURE PEOPLE FOR FURNITURE PEOPLE

Independent furniture retailers can now launch their own online trading site thanks to the arrival of Your Department Store (YDS) – the most exciting new business opportunity to hit independents in decades.

Established by well known furniture importer David Ruddiman and run by former Amazon high flyer Jeremy Paterson, YDS offers retailers the chance to expand their business from ‘bricks to clicks’ with a customised, transactional website offering a ‘gold standard’ online trading concept. “There is simply nothing else like it,” says David Ruddiman. “This makes high-level internet retailing an affordable and real proposition. It gives independents the wherewithal to launch a safe and secure, customised site for a fraction of the cost it would take to develop their own. And they can do this without any of the back office hassle associated with a transactional site and without the worry of warehousing, deliveries or customer service issues.”

For the retailer that means NO stock commitment, NO loading of products, NO transport issues and NO stock control.

Here’s how:

• Entry to the site is via a bespoke, retailer branded home page
• Online trading is not at the expense of in-store sales: the site can be used as an effective marketing tool to drive customers into store
• All online product is supplied – there are some 1,500 (soon to be 2,000) different lines of furniture
• The online product offer is regularly refreshed to offer seasonal lines such as garden furniture, offering retailers additional sales opportunities at otherwise quiet trading times
• All site content and updates are handled by the eight-strong and still growing team at YDS
• An account manager is assigned to work with each retailer to offer online sales and marketing advice and to ensure the smooth running of their site
• YDS is supported by a seven day a week 8am-6pm call centre service
• Online shoppers are encouraged to call an 0800 number if they need further information –and all calls are answered as if by the retailer involved
• All transactions, warehousing and delivery – to most UK mainland postcodes - are handled by YDS
• Delivery prices are included in the product price with some lines on 24-hour delivery. Two man teams are used and there is a fitting service
• Customer and aftersales service is handled by YDS – to the same high standard offered by the best independents.

Says David: “We work in partnership with all our retailers and each is assigned their own account manager who will ensure their website reflects what is happening in their store – from sales to special promotions or events. In short our team effectively becomes an integral part of theirs.”

Why trade online?

• Industry experts predict 11% of all furniture will be sold on the internet
• The online furniture market is worth £500 million – and growing
• Internet penetration is growing fastest among 45+ year olds which means the people spending online are the very target audience wanted by independent furniture retailers
• YDS capitalises on the furniture sector’s greatest asset: the local brand strength of the established independent retailer
• All the multiples have transactional websites and online sales are gathering momentum
• Research has shown two out of three people rate convenience as a number one priority – not just in terms of actually travelling to stores but opening hours too. Over the Christmas shopping peak, 40% of transactions were made before 9am or after 6pm.

YDS technology

A completely bespoke program that uses world-class technology, the YDS concept took 12 months to develop and was done in consultation with highly experienced retailers. A ‘white label website’, YDS is flexible enough to work in tandem with any existing site retailers may have established: or it can be set up from scratch. Sites are fully customised with shop details, colours and graphics, adding to the retailer’s offer, brand image and income.

What’s the investment?

A fraction of what it would be to build, administer and maintain a comparable quality, stand-alone site. The development of YDS represents a massive investment by the owners and offers retailers the opportunity to bring cutting edge technology combined with industry expertise to their business with a range of entry options tailored to their needs and budget. The internet is here to stay and those who don’t make the investment risk losing an increasing share of market to those that do.

But you can set up a website of your own pretty cheaply these days?

Yes you can with ‘off the shelf kit sites’ – but with YDS all the teething problems have been ironed out, it’s a tried and tested system and transactions are secure. But setting up a website is only the start of online trading. A successful online business needs to be regarded as another retail outlet with all the complexities, running and maintenance issues associated with it. That’s where YDS really comes into its own – we take care of the detail leaving the retailer free from any stock commitment, warehousing and distribution, stock control and back office hassle.

The product offer

A comprehensive selection of living, dining, bedroom and home office furniture (cabinet and upholstery) from largely British suppliers. Many known brands are featured and the range is constantly refreshed and updated with special seasonal lines. Depending on their place in the market, retailers can personalise their online offer with three different product levels through ‘good’, ‘better’ and ‘best’ pods – selecting as much or as little of the offer as suits their needs.

Who’s already on board?

Since its launch last autumn, leading independent stores have been queuing up to join YDS. Recent sign ups include Ponsford’s Furniture For Less, Gilberts Furnishers, MacDonalds of York, Furniture XL, Homes and Bargains, Newtons of Bury Online, Fosters Furniture Online, Bakers Furniture Online, Direct Furniture Stores, Dickinsons Furnishers, Hatfields2Go.

Key people behind YDS

David Ruddiman (chairman and head of sales): Well known in the furniture trade through Ruddimans Furniture – a family business for the past 40 years. Vastly experienced in the logistics and warehousing side of the furniture business as well as retail sales.

Jeremy Paterson (operations director): Formerly involved at a senior level in the logistics, buying and merchandising side of the UK home and garden section at Amazon - a role that took him closer than any other position in the UK to the online sales of housewares.

Mike Quaife (product sourcing): Another well-known face in the furniture industry with particular expertise in the upholstery and bed sectors. Mike also has a huge understanding of mail order retailing.

Facts and testimonials

According to the KPMG/Synovate Retail Think Tank, the current downturn adds renewed emphasis for retailers to become ‘truly multi-channel’: a recession tends to accelerate trends which are currently in ascendancy, such as the rising popularity of online shopping. The group noted that rising fuel prices may also be accelerating this trend.

What they say about us

“From first “enlightened spark of interest” to the website going live took just 20 working days. This was a phenomenal achievement and a credit to the team at Your Department Store: their expertise and “can-do” attitude are a breath of fresh air. Within the first week our first order was taken, and we are now very confident of taking additional business from our competitors over the coming months!”
Steve Traviss, Dickinsons Furnishers, Hexham

“I always find Jeremy available and willing to discuss any feedback or ideas we may have. YDS is focused on promoting both our website and the store it represents”
Simon Frodsham, Furniture for Less, Sheffield

“We have had great feedback from our customers. The site voucher scheme has brought people into the store and helped drive sales.”
Martyn MacDonald, MacDonalds, York

For further details, contact us on 0800 8030 692, email customerservice@yourdepartmentstore.co.uk or visit www.yourdepartmentstore.co.uk