Nora Gomez on redefining retail with timeless appeal | Home Accents Today

At a glance:

• Nora Gomez of NGGrowth advocates “gen-less” retail strategies.
• In-store experience is key to attracting and retaining customers.
• Authenticity and nostalgia build emotional consumer connections.
• Trade programs and design partnerships enhance retail success.

HIGH POINT — Consumers are a moving target, influenced by economics, pop culture and whim, among other factors, and even long-time members of the retail industry can be challenged to find the marketing flavor of the week for getting people in stores. Yet despite the challenges presented by 24/7 digital access to purchase, one seasoned retail executive thinks there are actionable solutions to the quandary.

Nora Gomez is CEO of NGGrowth, a new company founded by Gomez to “bridge the gap of generations within teams, invest in tomorrow’s leaders today and position individuals, teams and businesses for growth.” The move is the next step on a career path that included several C-suite retail roles for Gomez, and in an exclusive interview with sister pub Furniture Today, she outlined some of the strategies she believes can move the needle in a competitive environment, from demographic characteristics to experience-based retail.

“In today’s fast-paced world, longer lifespans and rapid technological growth are changing how we live,” Gomez said. “There is a great book — The Perennials by Mauro Guillén (vice dean at the Wharton School) — that explores a societal shift driven by these changes. He argues that outdated labels like Baby Boomers, Gen X, Millennials and Gen Z limit our potential. Guillén introduces ‘perennials:’ people not divided by age or experience. This approach aims to free everyone from traditional life stages, and Guillén explains how this revolution impacts both young people starting their careers and those working and living longer, highlighting the changes needed to embrace this new way of life.”

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Gomez, a former Nebraska Furniture Mart executive, pointed to the recent opening of Gardner White’s GW Home in downtown Detroit as an example of a retailer embracing a variety of consumers without emphasizing demographics.

“There is no mention of generation labels, but rather a focus on merging artistry and affordable luxury furnishings through a curated shopping experience,” Gomez said. “There is an homage to the city’s creative community through GW Home and Detroit-based ArtClvb.”

The eschewing of generational labels was part of Gomez’s strategy when working on 37B, a curated collection created by Nebraska Furniture Mart in 2023. In a story with Furniture Today, Gomez said, “Consumers are ready for a confidence boost, and brands can provide this to them in the form of new experiences or products that feed their curiosity as they form new tastes, routines and preferences that align with who they are or who they want to be.

“I say 37B is ‘gen-less.’ There is heightened awareness around the personalization of space, and 37B speaks to how we live today. It is about buying what you love and making it fit into your lifestyle.”

Fast forward to 2025, and Gomez said it is important for vendors and retailers to keep the idea top of mind.

“People are interested in inspiration and want pieces that are easily mixed to create their own unique style. Quality, usefulness, comfort, and style are not negotiable. Today’s consumers want a thoughtfully designed space reflecting how they want to live. There are no boundaries with demographics need for this,” said Gomez.

Creating the X factor in stores

When considering what drives foot traffic into brick-and-mortar stores, Gomez said that retail is “no longer just about selling products; it’s about creating unforgettable experiences.” She added that thinking “less transactional” is key and instead encourages reevaluation of “the point of the store between how much assortment per square foot versus how much experience per square foot.”

“In today’s competitive landscape, brands must offer compelling reasons for online shoppers to step into their stores and engage with their brand in person,” she said. “Leading retailers are proving that immersive experiences drive foot traffic and deepen customer loyalty. Lululemon seamlessly integrates fitness classes and wellness spaces into its stores, transforming shopping into a holistic lifestyle experience. Sorel’s pop-up in Brooklyn’s Williamsburg neighborhood exemplifies this trend. Featuring a boot customization bar and an augmented reality (AR) experience, the store allowed visitors to interact with dynamic effects like snow and rain through a full-body mirror-sized screen.

“How cool is this?” Gomez continued. “This innovative use of AR not only showcased Sorel’s products in action, but also created a shareable, memorable experience that kept customers engaged. Retailers that embrace experiential shopping are redefining the industry, turning stores into destinations rather than mere points of sale.”

Design/retail synergy

A competitive market dictates a design component as part of a successful furniture retail strategy, Gomez said. For interior designers, home stagers and luxury realtors, she recommends that trade programs be tailored to the designers’ specific needs for projects centered around “exceptional living spaces.” For furniture retailers, trade programs enhance relationships with the design community and allied industries, but Gomez noted that the program goes far beyond showcasing products in a showroom.

“This is about providing flexible discounts, delivery and logistics, and aligning with a brand who has a reputation for reliability, quality and exceptional customer service,” she said. “I like what Star Furniture has done with its Trade Program, not only partnering with the very best brands in the industry — Century, Bernhardt, Canadel, etc. — but naming Jessica Duce, principal and founder of JDuce Design, as its first trade ambassador, adding commitment and credibility to their trade mission and vision.”

Authenticity meets nostalgia

Brand loyalty and authenticity matter to consumers when making a purchase decision, Gomez said, noting that some research shows that approximately 86% of consumers prioritize authenticity as it “fosters emotional connections and aligns with their personal beliefs.” She added that brand authenticity — defined as being genuine, transparent and true to values — is vital for building trust and loyalty with customers.

“A study found that 81% of consumers need to trust a brand before making a purchase,” explained Gomez. “Authentic brands evoke an emotional connection. Brands that fail to deliver on their promises or misrepresent their values risk losing customer loyalty. Humanize your brand through truthful story telling. Be transparent, even in the face of adversity. Ensure your brand voice is consistent across all platforms and acknowledge and address mistakes transparently.”

Gomez pointed to a letter from Jake Jabs on the American Furniture Warehouse website as an example of authenticity and brand loyalty.

She notes that in the letter, Jabs writes, “Despite the growing conversations around tariffs and the rising costs of the industry, we have a lot of beautiful furniture in stock right now at our usual low prices. We’re working incredibly hard behind the scenes to keep our current pricing. Why? Because offering you the best value has always been at the heart of who we are.”

She added, “It’s easy to get caught up in the ever-changing news stories and the day-to-day routines and forget the joy we feel when a customer finds the perfect piece for their home at an incredible price. That moment of excitement and connection; that’s what the American Furniture Warehouse experience is all about.”

Along with authenticity, Gomez believes any retail strategy should include an element of “no place like home” inspiration, a factor that is defined by long-time emotions and memories that fuel personalized consumer purchases.

“There is a yearning for nostalgia, a sentimental longing or wistful affection for the past, with happy, personal associations. A colleague of mine recently lost her grandmother and reminisced about sitting on the couch listening to all her stories. The clock may have stopped, the couch may be faded, but the blessing of their time together and those memories will remain close in their hearts forever,” Gomez said.