Clint Engel — Furniture Today,
OMAHA, Neb. — Nebraska Furniture Mart launched e-commerce sales of furniture, electronics and appliances Tuesday on its redesigned nfm.com Web site.


The retailer, part of Berkshire Hathaway’s furniture division, said the e-commerce capability is designed mainly to take care of consumers in the five-state coverage area of its two giant stores in Omaha and Kansas City, Kan.

Previously, consumers could shop NFM’s site but had to complete the order process by calling a phone sales representative or visiting the stores. Now the roughly 10,000 items sold online — not the entire lineup in the stores — can be ordered on the Web for UPS delivery or pickup at NFM’s distribution centers in Omaha and Kansas City.

“With a call to NFM’s phone sales department, home delivery of large furniture and other items purchased online can also be arranged,” said Mark Hamilton, the retailer’s marketing director.

NFM said the redesigned site, using proprietary technology, is the result of two years of research and development.

“We asked our customers what was missing and they told us they’d love to be able to make purchases online,” said Jeff Douglas, Internet marketing manager. “We made that happen, along with a host of other conveniences and improved friendliness.”

He said nfm.com is now easier to navigate. Consumers can now narrow their searches by using descriptive words like “contemporary,” for example.

Hamilton said the retailer hasn’t made any projections on incremental sales gains. He said new products and categories will be gradually added to the e-commerce catalog, which makes a sales figure a moving target.

“Consumers are going to adopt this if they choose,” he said. “We’re going to tell them that it’s out there, and we’ll see what happens.”

Bob Batt, NFM’s executive vice president, said the e-commerce enhancement is a logical way of reaching out to younger, Internet-savvy consumers and shows “we listen to our customers.”

Batt said his vision of great service involves coming into a store, being greeted by knowledgeable salespeople and finding a great selection and price. But he said some younger consumers want to “surf a great selection online, click and buy. This is the 20-something version of great service.”