Gary Friedman
Analyst · Matthew Fassler with Goldman Sachs. Your line is open
Yes, I don't think they really tie together. I think that we have a dynamic F&B experience that is clearly driving incremental traffic into our galleries. And if you stand back and think about shopping for furniture, right, going to a furniture store and how often people do that. It is massively infrequent, it's massively infrequent, I mean, most people might go to a furniture store every five or ten years. And it's driven by a real need, it's an event driven business, it's based on people buying a new home, remodeling a home or redecorating, redesigning their home. So, you've got the dynamic of the industry we are in that has really low frequency of visits. And what we are trying to do is one, when we have a visit, they are long extended visits. If you are doing your job and you are helping a customer design their home, it's multiple visits and they’re long visits. And what we are trying to do is really enhance that experience. So, they don't have leave for lunch, we can offer them coffee, a glass of wine. We can really present hospitality experience that’s more home than store, right? And that was one of our initial goals. So a second goal was just understanding the business we’re in and the customer behavior of infrequency is would we because we believe we build pretty inspiring spaces and present goods in a really artistic and inspiring fashion. Could we by driving more foot traffic, and not just food traffic, but driving the right consumer traffic into our galleries, could we have people come in when they might not have come in, experience the gallery, sit and experience the restaurant, look around them, be inspired by the environment and say geez, honey, look at that beautiful chandelier I wish we had that in our dining room or as a walkthrough the gallery, while they’re waiting for a table and enjoying a glass of wine and see a living room or a bedroom setting and be inspired by it and say why don't we redo our bedroom, why don't we redo our living room or possibly redo our whole home. And because I think a lot of us with our -- and it's interesting about the furniture business, but people spend significantly more time obsessing about buying a $3,000 couch than they do $100,000 car, right? And it doesn't make a lot of sense, but it just is what it is, where for some reason there is a perception that when I change my furniture, it's for the rest of my life. And so -- and I get it because again most of us really if we just think about our days, we don't really go a lot of places that we see inspiring environments, inspiring architecture, inspiring installation of home products, inspiring into redesign. And so -- there is nothing is really exciting as to kind of pull a trigger or to kind of think about that. So, we believe by having people come into these galleries that are massively unique in the industry, right. And architecturally and from installation point of view, interior design point of view and be inspired and then say, I wish our home looked like this. The biggest comment I think I've said it before when we first did the first few galleries all the way back to Houston, was when we got feedback from our clients and customers and we asked our teams like what are people saying. The number one comment, people were saying is I want to live here. I've been in this business for almost 40 years and I have never heard anybody say they wanted to live in a retail store, until now. And I think there is something to that. So getting people to come into these environment, feel inspired be in place that makes them to say, Gosh, I’d love to live like this. And we think it’s highly important and it was always a goal and that’s the most important piece of hospitality. Trying to tie in a membership or make things -- it's like there's so many people that through loyalty programs and other things that are doing so many meaningless things with points in this and that, like does it really effect anybody's behavior, I don’t know, I get so much of that marketing stuff coming out at me. We don't want to complicate membership, we really don’t. It's simple and it's working, and it has smooth out our business and allowed us to build and it allowed us to begin building an entirely new operating platform that is going to leap frog this company’s operating performance.