Spring 2022 Hardlines Strategies

The Product Selection RAKS’ clean and extensive product selection features a complete line of building materials and home improvement offerings from top brands, including Milwaukee; DeWalt; Penofin; Lasko; Midwest Fastener and Stanley, Black & Decker. The store’s top-selling categories include plumbing supplies, such as pipe fittings; paint and painting supplies; fasteners; heating, ventilation and air conditioning; lawn and garden; and power tools and accessories. When it comes to purchasing, RAKS purchasing manager Lorraine Martinez says her strategy is to order a three- to six-month supply to ensure a quick turnaround so the product is not sitting on the shelf. “They have all departments covered from A to Z,” says Blish-Mize sales representative Glen Morris. “And when you walk into their stores, they’re there for customer service.”

Blish-Mize Partnership RAKS has done business with Blish-Mize since 2013, and Lorraine is a regular visitor at the Blish-Mize Markets. “Blish-Mize offers great customer support and they are willing to go the extra mile,” Lorraine says. “We have found the Markets to be helpful due to the fact that so much information is provided, which helps in making purchasing decisions. It’s nice to talk to vendors and have hands-on interaction with the product.” At the last Market, she won a raffle for a year of advertising services and has since worked with the Blish-Mize team on monthly flyers. Blish-Mize has also assisted RAKS with store resets and remerchandising. Getting the Word Out While there is a company website with an option for site-to-store ordering, and the business also uses social media to communicate with customers,

RAKS’ focus remains on doing business in-person, according to Kerry. “We know that tech is important, but we still believe in and want to provide face-to-face service,” she says. As far as advertising and promotions, RAKS publishes a store catalog twice a year, holds a shopping sweepstakes through its social media channels and promotes its paint offerings with mailers. The unique RAKS logo, core to the operation’s branding, has remained unchanged over the years. Bobby Trujillo, Kenny’s brother and Richie’s nephew, works in IT for RAKS and he designed the logo—which features a nail running through it—on a napkin when he was in high school. A Focus on People Approximately 250 employees work at the different RAKS locations. If they all seem like family, well, it’s somewhat true. Many family members do work at RAKS—from the owners and their

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