Welcome to Retailer Roundup, a new feature showcasing some of the leading retailers in the industry and their tips for success. Know someone who should be highlighted? E-mail ChmieleckiM@bnpmedia.com for consideration.
Maryanne Adams, president and ceo of Cherry Hill, N.J-based Avalon Carpet Tile and Flooring, said the success of her company comes down to one thing: listening to customers. This includes ensuring the salespeople in Avalon’s 13 stores across New Jersey, Pennsylvania and Delaware are properly trained with the latest techniques. It also means using the Internet to attract potential customers.
“The Internet is a very powerful tool. We have a full-time person in-house dedicated to our website. Michael Cheek [Mohawk interactive marketing manager] also works with us developing our website,” Adams said. “We are also in the midst of developing our Facebook page and have a person dedicated to posting on Twitter.”
She noted she understands retailers have sometimes needed to cut costs to stay afloat, but she warns against cutting too deeply. “We continue to improve our showrooms, because when customers come into the store and they want to see new product. We’ve invested in an extensive training program for our sales staff. And we advertise. The second you stop advertising, you stop bringing customers through the front door.”
Finally, Adams recommends attending as many trade shows as possible. “It is very important to attend all trade shows, whether a yearly show or a regional show, just to stay connected with what other dealers are doing, and the new products.”