Spring 2022 Hardlines Strategies

CUSTOMER PROFILE

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hard to always find what the customers needed, whether it meant doing a special order or looking on Google or Amazon, Shoemaker says. The company services over 500 business accounts with specialized needs, so being able to procure items is crucial. “Our business accounts don’t want to go to a bunch of stores, they want one-stop shopping. Thanks to our team, they can get it,” Shoemaker says. The company grows by adapting and updating its marketing efforts as well. Early on, BES Supply advertised on local radio stations and then moved to digital marketing outlets, improving its website and posting regularly on social media to promote the stores and engage with customers. During several exceptionally hot weeks last summer, BES Supply advertised everything from ice to helmet coolers to bottled water on its Facebook page, promoting the stores while having fun and connecting with customers in the process.

Along with industrial gear and hardware, customers can shop other products like general workwear and seasonal items.

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