The business of retail is consumer-centric and highly motivated by emotive factors, which was a counterintuitive approach for a manufacturing company focused on operations, efficiency and supply issues. Therefore, it became apparent that in order to succeed as a retailer, Klaussner would need to consider separating out its retail effort from its manufacturing practice, which valued different goals and metrics. With this insight  in mind, a retail strategy was developed, dissecting the issues facing the home furnishings business and identifying the typical industry approach that was desperately in need of new perspectives and innovation. Shook Kelley proposed several opportunities for Klaussner to ensure its retail success by offering distinct lifestyle approaches that tapped into different mindsets, identities and life stages of its audience.