Page 45 - Demo

• Attract new customers to the store during the sale and increase the mailing and email lists
• Recommend an incremental pricing strategy to maximize cash flow and margin
• Design and develop a customized marketing and advertising strategy
• Manage and analyze the sale to react to possible changes in local market conditions
“A new customer came in our store and told us that he has lived in this area for 18 years and said he never knew that we were here until he saw our advertising.”
– Calvin Smith
The Gordon Company Solution and Accomplishments:
• Outperformed the company’s gross margin expectations on its owned inventory by 35.41% and surpassed the projected return on excess original inventory sold by 39%
• Acquired 212 new customers, accounting for 41% of the total sales
• Expanded the company’s customer base, increasing direct mail
and email lists by 10%
In Calvin Smith’s words, “We were shocked at the sales results and number of customers when we opened on the first Sunday of our sale. We have a history of not being open on Sundays. The sale was 33 working days and the biggest month in our history.”
45
GordonCo.CaseStudies1.V9_WinterSpring2020.indd 45
1/8/20 12:13 PM