What's Happening
* The Minnesota-based Room & Board furniture chain dropped a Fall 2007 mini-catalog that uses actual consumer homes to illustrate how R&B furniture fulfills real space and design needs.
* Each decor profile includes the homeowner's personal style tips and inspiration, so readers aren't left wondering how to make eye candy actionable.
WHAT THIS MEANS TO BUSINESS
* Consumers want to know the furniture details before a piece arrives on the doorstep. How will that computer desk help organize my 500-sq.-ft. walk-up? How will that sofa look once my pillows, kids and pets are sitting on it?
* In the home space, many consumers view their peers as reliable sources of information and inspiration, so the advice included in promotional material shouldn't be limited to certified experts.
Source: Iconoculture, 9/20/07
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