Spring 2020 Strategies

CUSTOMER PROFILE

Blish-Mize gave Stortenbecker the freedom to customize his hardware planograms so he could build his categories to fit his customers’ needs.

website. He also buys booth space at local fairs and events so he can show a sampling of the many products and services he offers. Stortenbecker also joins local organizations to host a family event that gives exposure to his business while supporting a good cause. Last fall, he partnered with the local YMCA for a Halloween carnival. He hired a magician, gave away hot dogs and had games for children to play while raising money for the fire department. “We had more than 600 people in the store during that day,” he says. “It may have cost a little money to put on, but it was well worth the response we received in the end.” Before long, K&M Hardware and Glenwood Farm Equipment will become household names in the small town. “We want people to know that even if you’re not a farmer, we have what you need,” Stortenbecker says. “We want to be the multi-destination place where someone can get what they need, but see something else that will drive a future visit.”

“Anytime someone buys a shed or a lawn mower, for example, it gets entered into our system,” he says. “About a week or so after the sale, we call them to follow up, telling them we appreciate their business and ask if everything is going well with their purchase. Having that call allows me to take care of problems a customer might have, which we may have never known about if we hadn’t asked. We’re able to solve their problem and we have a happier customer.” As he trains more customers to consider his store first as a destination for hardware, Stortenbecker realizes he must look for opportunities to market his business. He’s going to keep the name Glenwood Farm Equipment, but he’s created a new identity he can use to help area shoppers understand more about his business. He’ll be adding K&M Hardware to his storefront (named after his two children, Kalynn and Mason). To increase his advertising, he hired an outside marketing team to help with Facebook posts and help manage his

“This has been a huge boost to our appliance sales because he can provide professional installation and has given a big boost to the reputation of our business,” he says. Stortenbecker is also confident that the prices on the shelves are competitive, which has boosted his price image, often surprising customers. He uses the suggested retail prices supplied by Blish-Mize. “I’ve been very impressed with pricing from Blish-Mize,” he says. “I stick with the prices they send, and I can still stay competitive and maintain a good margin.” While Stortenbecker has been looking for new categories to increase his average sales, larger purchases, from zero-turn lawn mowers to sheds and appliances, are still his bread-and-butter sales. He’s improving his customer service in that area with new customer management software. The program helps him keep track of everyone who makes a large purchase or comes shopping for one.

40 Spring 2020 • Hardlines Strategies