For Summer Classics Louisville owner Allison Carothers, the scary news out there in the economy isn’t a reason to pause, get nervous, wring hands, lose sleep and run around in little circles.
Better yet, get to work.
“We are ignoring the experts because, for us, it’s heads down and business as usual,” said Carothers.
If that sounds a bit like the out-of-the-box thinking that you would associate with industry veteran Bew White, who is the president of Summer Classics, then you would be right.
Years ago, Carothers’ family owned a successful pool business called Pools Plus — in which it sold Summer Classics furniture in the showroom and to its pool customers.
They fell in love with the brand — and convinced White to allow them to open a Summer Classics franchise in Louisville, Kentucky, in 2008. Eight years later, Allison bought the store from her mom, dad and sister Kelly.
If you have a chance to talk with Carothers, you find out pretty quickly that she doesn’t so much talk as she plans — and then she acts.
“We are going to double our best February ever, we are staying connected as a team and we are doubling our efforts to maintain traction,” says Carothers. “It’s our refuse-to-lose attitude and we have decided not to participate in a slowdown.”
Carothers says her plan for 2023 is to take market share. Gabby, which is Summer Classics’ indoor line of furniture, has done so well that Carothers invested in a complete renovation of her showroom — thus giving her a year-round product to sell to all its customers.
“Our success comes from our branding and our customers’ trust in both the product and, of course, my staff,” says Carothers. “Customers from 10 years ago are coming back and buying indoor furniture. We laid the groundwork and are now reaping the rewards.”
How It’s Sold
Carothers is using a variety of methods to market the merchandise. For one, she is accelerating in-home sales calls, with each sales associate required to make a minimum of four in-home calls per month. She says that customers get excited about purchasing their furniture when they see a custom home design, which translates into both a willingness to spend more, as well as to return for future purchases.
For another, she is making it easy for store staff to themselves buy the furniture they sell, so they will have more product knowledge.
“One of the ways we have incentivized the staff is they can earn a commission to be applied for both our indoor and outdoor furniture,” says Carothers. “Obviously, our staff loves our furniture, so they get excited creating their Summer Classics/Gabby lifestyles in their homes. And it pays dividends because they live and breathe the brands and can communicate the lifestyle to our customers. So, it’s a win-win situation.”
Carothers says she views the store’s marketing as holistic, as building on the strengths of each tactic that is used.
“It’s not one thing that works,” she says. “Our TV branding supports our word of mouth. Our social media ads speak to our personality and allow us to show ourselves to our customers. Our word-of-mouth marketing builds business throughout the years. People want to participate in our brand because they know us and recognize us. And it’s not what we are just doing today, but what we have built upon since 2008. Having that strategy and implementing it tactically day in and day out is how we have set ourselves apart. Combine that with an amazing staff that understands their roles and hard work and determination — you set yourself up for success.
Competition and Challenges
As far as competitors go, Summer Classics Louisville has seen them, both online and in brick-and-mortar, as well.
“People want our product; they want the Summer Classics and Gabby lifestyle,” Carothers says. “I believe we do an amazing job of showcasing our furniture and product. We aren’t just a store … we truly are a way of life. We are always looking for new mediums and new opportunities to advertise our store. Some have worked out great and some, we’ve tried and had limited success. But we always have a what’s next attitude and we aren’t afraid to stand out.”
This year has seen some challenges. One of the store’s seasoned sales associates retired — and the store is in the process of onboarding and developing a new person on the team.
But in all of it, it’s working both in 2023 and is set for more business success in the years to come.
“I could not be more excited about our future; our storeroom has a brand-new footprint and is absolutely beautiful,” she says. “The growth of Gabby is allowing us to sell beyond the traditional outdoor furniture season. And it allows us to capitalize on both new and long-standing customer relationships.
“We can provide our customers with a complete indoor and outdoor home solution. The Summer Classics/Gabby corporate team is amazing and truly provides us with the support and products we need to be successful,” she says. “My success has not been easy, but it has been an amazing ride.”
Any advice for retailers?
Yes. Work on it.
“My advice to retailers today is to implement a great strategy and implement it like your life depends upon it,” says Carothers. “Put yourself out there in your market and at events. Put yourself out there on social media. It does not happen overnight, but it happens! And surround yourself with people that share your vision and can execute that vision. Host events and create reasons for people to come into your store. And always network, both yourself and your store!”
