As proven by El Dorado’s 50 years of existence, it is clear to see that the store has managed to appeal to its core demographic effectively, typically defined as those whose of ages of 45-64 years of age. Through our research online, we discovered advertisements that were played frequently on local media channels, particularly local news channels such as channel 10 and WSVN. These advertisements mostly advertise modern, sleek furniture that is clearly in a very high price range, very rarely are modestly priced furniture sets and displays shown. Rooms To Go, the leading furniture company in Southern United States has accomplished their higher sales by advertising furniture that is within a reasonable price range for the average income household. Where Rooms To Go excels, El Dorado falters, El Dorado is alienating potential …show more content…
El Dorado has been quoted as saying that they still uphold the standards and ideology that the company's’ founder began the company with, and that they pride themselves on being a family owned and operated company. They try to adhere to their humble beginnings, and while El Dorado alienates some potential buyers, their strongest trait is their customer service. Through our research, we looked at different reviews for El Dorado, all seemed to agree that the customer service was excellent. Most reviewers mentioned that they felt welcome and were not pressured into making a purchase, they also mentioned that they felt they had received good deals on their purchases. In looking at reviews we found that Rooms To Go had many poor reviews on customer service, many felt that the salesmen were “pushy” and not genuine. It is clear that El Dorado has the upper hand in customer service, they treat their customers like family, and they actively work to be fair with