Creating outstanding customer value and building relationships with the right retailers will be key elements for housewares suppliers to succeed in the hyper-competitive retail marketplace of 2025, said retail executive Jeff Evans in a keynote session today at The Inspired Home Show 2025.
Hosted by the International Housewares Association, the Show is being held March 2-4 at Chicago’s McCormick Place Complex. Buyers from more than 100 countries are joining 1,600 home and housewares companies to explore new products, new insights and countless opportunities to strengthen partnerships and drive growth.
To succeed, Evans said that suppliers should educate their team about value, use a customer lens in every decision, believe in the power of an item and continually raise the bar to exceed customer expectations.
Evans, who most recently served as president and chief merchandising officer of At Home and before that as executive vice president of entertainment, toys and seasonal for Walmart U.S., has deep experience in e-commerce, product development, sourcing, building brands and identifying new business opportunities.
Examine Value Proposition
In his presentation, Evans outlined four areas to examine when it comes to creating value with consumers: product quality, features and benefits, brand and price.
When it comes to quality, he suggested examining not just the product itself, but also how it is packaged, both in-store and online.
For online content, he said photos, product descriptions and reviews matter. “People read reviews,” he said. “Just one online review can increase conversion by 40 percent.”
Use a Customer Lens in Every Decision
Customer reviews are also important for self-improvement. Evans said that suppliers should always be evaluating what customers are saying about their products, in addition to loyalty data. “If your items are receiving below four stars, they are in danger of going away,” he said. “Go back and look at why, and fix it.”
Evans recognizes that suppliers can become emotionally attached to their products. But he advises taking a step back and evaluating them as customers. When comparing similar products, he suggests asking, ’Is my item really better?’ Answer that question and then determine where you want to play,” especially concerning price.
Believe in the Power of an Item
An entry point with a big retailer can be a single, key item. It may not be profitable to start, but it could open the door to something much bigger in the future. “Woo retailers with something they don’t have,” Evans said. Suppliers can stand out by thinking creatively about things like price point and extra special details in a growing category, he said.
He also said to look at an item’s overall dollar potential, not just the margin. He was able to achieve high velocity on an item that sold for 50 cents. He worked with the supplier to lower the cost and double the margin rate. He went on to sell 100 million units and earn $50 million.
Exceed Customer Expectations Every Year
When you throw a party every year, you have to keep evolving to make it exciting, Evans said. The same goes for great products. “There’s always something you can do to improve your product,” he said.
Whether it’s updating quality, driving down price, improving the brand or features and benefits to keep it fresh, always be improving. “Exceed customer expectations, and keep moving. If you aren’t doing it, your competition is,” he said.
Find Ways to Partner and Build Trust
In addition to building customer value, Evans discussed how to partner with big retailers, even when it seems impossible. He cautioned that suppliers to be aware of retailer guidelines; some can be very strict. Many cannot accept gifts, or even meals or beverages at meetings.
He also advised taking time to build trust with a retailer. “People bet on people; they don’t bet on companies. It’s basic but true,” he said.
Evans also advised taking time to understand your customers. Know their pain points and problems. “Take advantage of the times you do get to meet with them. Don’t be a salesperson; bring solutions.”
For suppliers just starting, he said marketplaces are great incubators for new products to show proof of concept and growth potential. A first step with a retailer could be as a featured product or as part of a retailer’s new supplier program.
Evans said suppliers typically only have one chance to make a first impression once you get in.
“Make sure you’re buttoned up and everything’s in place, because they’re going to expect a lot of things from you that you need to make sure that you are in the right place to execute on.”
A video recording of the keynote presentation will be posted on the Show’s website at TheInspiredHomeShow.com/education/#keynotes.
