By Dhanya Skariachan

The recession spelled doomsday for many furnishings retailers. The ones who survived learned the need to downsize. So what does the $133 billion highly-fragmented furnishings industry need right now?

How about a promotional campaign that actually manages to reach the consumer?

Robert Maricich, President and CEO of furnishings showroom and trade complex World Market Center, thinks it could work.

And that’s exactly why World Market Center Las Vegas, along with leading industry groups including the National Home Furnishings Association and Western Home Furnishing Association, just recently launched the “Is it Home yet?” campaign.

The $20 million multi-year campaign, which marks September as “National Home Furnishings Month,” culminates in a highly promoted 10-day sales event at the end of the month. The industry-wide event, supported by retailers, will include sweepstakes throughout the month in which five winners per week will win room makeovers valued at $5000.

“We want to paint this picture that investing in your home is something that’s very, very rewarding and we think this resonates with consumers,” Maricich said in a interview. “An investment in your home is a good and valid investment. It maybe is an emotional one, but it’s really akin to investing in your family.”

So why would people who are worried about job security be willing to spend money on furniture — the most discretionary of purchases?

“This may be a better time to invest in your home than there’s ever been because of the value and the whole idea of ’stay-cations’ where people are not going out and staying at home,” Maricich said.

The initiative is also aimed at building momentum for the World Market Center’s upcoming Fall Las Vegas Market Show, slated for Sept 14 - 17.

But will the “Is it Home yet” campaign have legs?

“We think that there will be a hangover into October and early November from our efforts in September,” he said. ”It’s our hope that not only are we able to get some ‘mind-share’ of consumers but that we actually ring the cash register!”

(Photo: Reuters)