Everyone has their own unique concept when it comes to shopping for sofas. They all have a different image of the furniture solution they are imagining. It would be a rare case where looking for a sofa would be a completely utilitarian endeavor. Furniture is not one of the lower level physical needs that Maslow defined in his hierarchy of needs. People can just sit on the floor, or throw some blankets down on the ground, they really don't need furniture in terms of survival.

So in every sofa shopping experience there is the element of a higher level desire being fulfilled. In buying sofas we have risen to the level of love/belonging and esteem needs. Buying new sofas would always entail a search for personal identity and realization of self-concept. The shopper may consciously be thinking in terms of price and function, but in their sub-conscious they are playing an internal movie about fulfilling their image of family life and of their role in society.

One could even move these "looking for a sofa" considerations up to the top of the pyramid and regard the choices of styles and fabrics, that are part of the sofas buying process, as self-actualization. The customer is after all, projecting their own tastes and preferences out into a product form and then bringing those formulations into the center of their domestic life.

When we are crafting the interior design of the environment in which we spend our voluntary time, it represents our personalities in a unique manner. The time and attention we give to these issues speaks effectively whether or not they have received much deliberation or little. One can not help but express oneself in this regard.

There are often imposed limits to this self-expression. Sofas have risen in price to such an extent, that the shoppers are often frustrated in their desires to satisfy their idealizations. When this situation occurs, the customer has to accept something less than their ideal. Continuing with the purchase creates a tension in the buyer, because the reality is at odds with their mental model of what the transaction would accomplish.

Home Reserve has been trying to remedy this compromise. We've analyzed the sofa shopping process and studied the behavioral nuances of the women and designers, those with unlimited budgets, to understand the salient essentials in self-fulfillment when sofas are the conveyance of these ego related emotions.

It largely centers on the conditions of selection. Sofa buyers, (those without financial constraints), are presented with a large range of styles and patterns and accessory items and are free to customize within the offerings. This application of their own creative energy out into the world is what produces the corresponding internalization of sense of achievement.

Understanding those fundamentals, we sought to drive cost out of the system and open up this holistic interaction for a new generation of sofa customers. We eliminated distribution layers by using the internet to forge a direct connection with our customer base. And we developed our ready-to-assemble sofa shipping method whereby we could use parcel delivery services like UPS, rather than high-cost large item shippers like the freight companies. In accomplishing these goals, we were able to set the stage to duplicate a "sofas shopping without price-limitations" experience.

Low prices on sofas, would not in itself however, be enough to duplicate the experience. Web site visitors must also have the flexibility to customize fabric patterns and accent items to unify their rooms and acquire a sense of completion.

At our site, using real time fabric draping technology, customers can choose from a wide range of the latest textures and fabric colors and see the result of their choices on screen. The sofas appear in their specialized selections and can be further customized by the addition of throw pillows and accent items.

These additional product selections make use of the draping software as well and further extend the customers sense of freedom and experimentation in the sofa shopping progression.

Home Reserve brings the "designer sophistication" to everyone. When the internet was in development in the late 1990's, it held promise that it was going to change the world of commerce completely. It hasn't come through in quite that way universally, but there have been pockets of development that have held true to that original hope. Home Reserve is one such realization.

In our TV advertisements our designers sum up our desire to fulfill sofas shoppers at their highest level of aspiration. Here's the text:

"Hi I'm Casey…and I'm Jenny. We're designers at Home Reserve…an online furniture company. Our customers have kids, careers and budgets, but they still want to choose sofa styles and colors and make their homes beautiful and comfortable.

We'll show you ideas and provide affordable solutions that will create a warm and stylish room.

So join the thousands who have already discovered the new sofas shopping experience."

We hope that you enjoy your visit to Home Reserve, and that we are successful in relieving you from the stress of high prices and disappointment in limitations of choice and style. We understand that it is your world that is important, your ideas of a life with family and friends. We hope we are able to effect your deepest level of affirmation in those regards.