Casual Living Store Operations 2008

Store Operations 2008

As a reminder, all your answers are confidential and anonymous. Your store's information will not be attached to your store's name in any way. Only aggregate data will be reported. Thank you for taking time to participate.

COMPANY PROFILE
Which BEST describes your retail operation?

Casual furniture specialists Hearth, patio, pool, and/or spa store Full-line furniture store Garden center and/or nursery	Home center and/or hardware store Discount department store Direct-to-consumer, Internet, catalog, TV Other; please describe in the box below

Is your store … Please check ALL that apply.

   A franchise operation
   Publicly held
   Independent or family-owned

Total number of stores at ALL locations?

Please indicate your TOTAL 2007 annual sales volume for ALL stores.

  Less than $250,000
  $250,000 to $499,999
  $500,000 to $999,999
  $1 million to $1.99 million
  $2 million to $2.99 million
  $3 million or more

In an AVERAGE week,
		Number per week
	How many customers visit your store(s)?
	And make a purchase?
		If you have more than one store, please give the average for all locations.

Q6 In what region(s) is(are) your stores located?
Northeast	Midwest	South	West

How did your total 2007 sales compare with 2006 sales?What do you project for your sales this year?
2007 compared with 2006 sales		Projected 2008 compared with 2007 sales
Down by ...	%	Down by ...	%
About the same		About the same
Up by ...	%	Up by ...	%

SOURCING
In total, how many different vendors do you buy from, for ALL the products in your store?

  Fewer than 20
  21 to 40
  More than 40

What percentage of your total ordering for the 2008 selling season came from early buy purchases?

SPACE ALLOCATION What is the size in total square feet (selling, office, warehouse, etc.) of your store(s) at ALL locations?
Total square footage
	If you have more than one store, please give the TOTAL for all locations.

How is your space allocated between each of the following functions? Please give your best estimate.
Selling space	% of total square footage
Off-site warehouse/stock storage maintained by your company	%
On-site stock room/storage	%
Administrative/office/utilities	%
Other, please specify in the space below	%
	Should total 100% of total square footage

How is your space allocated between each of the following product categories? Please give your best estimate.
Casual furniture	% total space
Grills	%
Lighting	%
Outdoor hearth/heaters	%
Umbrellas/shade systems	%
Accessories, e.g. decoratives, placques, etc.	%
Tabletop, textiles, e.g. dishes, placemats, hot pads	%
Other, please specify in the box below	%
	Should total 100% of space

YOUR MERCHANDISE MIX What percentage of your total casual sales are in each of the following categories? Estimate for the current selling season.
Casual furniture	% of total casual sales
Grills	%
Outdoor lighting/lamps/torches	%
Outdoor hearth/heaters	%
Umbrellas/shade systems	%
Accessories, decoratives, plaques, etc.	%
Tabletop, dishes, placemats, hot pads, etc.	%
Spas	%
Other, please describe in the space below	%
	Should total 100% of casual sales

What percentage of your total casual furniture sales are in each category? Estimate for the current selling season.
Dining groups	% of total casual furniture sales
Motion pieces, gliders, swings	%
Chaise lounges	%
Deep seating/conversation groups	%
Other; please describe in the box below	%
	Should total 100% of casual furniture sales

What percentage of your total casual furniture sales are in each material type?
Aluminum, cast	% of total casual furniture sales
Aluminum, tubular	%
Iron, cast or wrought	%
Resin, PVC, pipe, other plastic	%
Stainless steel	%
Woven, all-weather wicker	%
Wicker/rattan, indoor	%
Wood, teak	%
Wood, all other woods	%
Mixed materials	%
Other material, please describe in the box below.	%
	Should total 100% of casual furniture sales

What percentage of dining set sales are ...
Dining height versus bar or counter height?		With sling seats versus cushion seats?
Bar/counter height	%	Sling seats	%
Dining table height	%	Cushion seats	%
	100%		100%

What percentage of your conversation groups are sold as 3-piece, 5-piece or 7-piece sets, or in some other configuration?
3-piece	% of conversation group sales
5-piece	%
7-piece	%
Other, *please specify in the space below*	%
	Should total 100% of conversation group sales

What percentage of your total grill sales are in each type?
Gas	% of total grill sales
Charcoal
Electric
Grill islands
Other, please specify in the space below
	Should total 100% of grill sales

PRICE POINTS What are the lowest, highest and best-selling price points for each of the product categories you're carrying this season?
	Lowest	Highest	Best-selling
5-piece dining set, aluminum	$	$	$
5-piece dining set, wood	$	$	$
5-piece conversation group	$	$	$
7-piece conversation group	$	$	$
Bistro set	$	$	$
Market umbrella	$	$	$
Shade system	$	$	$
Gas grill	$	$	$
Charcoal grill	$	$	$
Electric grill	$	$	$
Grill island	$	$	$
Portable lamp	$	$	$
Firepit	$	$	$
Patio heater	$	$	$
Chiminea	$	$	$
4-person spa	$	$	$

SALES PRACTICES/TIMING Does your store maintain an Internet site?
No	Are you planning for one in 2008?
	No	Yes

Yes	Can consumers make online purchases on your web site or is it an informational site only?
	Can make online purchases
	Informational web site only

In an average week, how many hours are you open for business each day? What percentage of your total weekly sales are done each day?
	No. hours open	% of total weekly sales
Sunday		%
Monday		%
Tuesday		%
Wednesday		%
Thursday		%
Friday		%
Saturday		%
		Should total 100% of weekly sales

On average, what percentage of your TOTAL annual sales take place in each month?
January	% of annual sales
February	%
March	%
April	%
May	%
June	%
July	%
August	%
September	%
October	%
November	%
December	%
	Should total 100% of annual sales

REVENUES AND EXPENSES What percentage of your 2007 TOTAL annual sales did you commit to advertising and promotions? What are you planning to allocate in this year?
Actual 2007	Projected 2008
%	%

What percentage of your 2007 TOTAL annual sales went to ...
Wages/salaries/bonuses INCLUDE all salaries, bonuses, commissions, draws by owners; EXCLUDE fringe benefits	%
Fringe benefits INCLUDE all payroll taxes, workers' compensation, retirement plans, group health, disability, etc.	%

What was the dollar value of your revenues and expenses for 2007? As a reminder, all your answers are confidential and will be combined with those of other retailers to provide industry benchmarks.
		For 2007 or most current fiscal year
Revenues/income
	Merchandise sales	$
	Services, *e.g. interior designers*	$
	ALL other income, e.g. finance	$
TOTAL REVENUES		$

Costs and expenses
	Merchandise costs, INcluding freight	$
	Payroll, INcluding salaries/commissions, draws to owners and fringe benefits	$
	Occupancy costs, EXcluding payroll, INcluding real estate taxes, utilities (heat, lights, water, sewer, etc.), building rent and depreciation, interest on mortgage indebtedness, personal property taxes, depreciation on furniture, fixtures and equipment, amortization of leasehold improvements, property and casualty insurance, building repairs, cleaning and maintenance supplies. Delivery vehicle costs are EXcluded.	$
	Advertising/promotions	$
	All other costs, EXcluding income taxes	$
TOTAL EXPENSES		$

In order to avoid duplicate entries, please indicate below your store's name and location.
Company's name	City/State

If you have any additional comments to share about your store's operations, please use the space below.