We’ve written a lot about product design and trends, and how consumer preferences affect their product purchases. But the road to success for retailers today is only 50 percent about the products. The other half of the equation has to do with keeping up with technologies that facilitate retail processes and consumer data analysis.
Soft Surroundings (800-240-7076, softsurroundings.com), mailed its first catalog in 1999 and opened its St. Louis, MO flagship store in 2005. Today, it operates approximately 50 stores across the country with more on the way, in addition to catalog and online businesses. Merchandise ranges from women’s clothing and jewelry to bedding and home goods. Rick Torres, senrior buyer—bedding and home, Soft Surroundings, discusses elements of this omnichannel retailer’s success.