At Outdoor Living Center in Covington, Louisiana, manager Tammy Bacon says she has found that success comes when you are willing to put in the work.
Will this year turn out to be a successful one if retailers concentrate their efforts on merchandising, or product assortment or lead times? Bacon’s answer is yes.
“It’s really all of the above,” says Bacon. “We are always looking for new and unique furniture and accessories. We do a lot of special order so lead times are always important. Most manufacturers have gotten back to a pre-covid time frame.”
Outdoor Living Center has been in business since 1988, expanded in 2016 and its present owner bought it the next year. One of its biggest business benefits is its location.
“I haven’t heard any predictions of a slower season in our area,” says Bacon. “We do not buy containers of furniture and we have ample inventory.
Still, there are challenges.
“We specialize more in custom orders so lead times will be important,” she says. “We’ve seen merchandise and freight increases, much more demanding customers and lack of help. We have had to raise prices and add a percentage for freight. We always used to cover freight, but costs have really gotten out of hand and we cannot absorb all of the cost.”
In terms of sales tactics, Outdoor Living Center relies on the tried-and-true.
“We do have several incentive programs for repeat customers,” Bacon says. “Hardwood charcoal and garden flags are regular repeat purchases that we have a rewards program for.”
Similarly, the retailer takes experience into consideration when it comes to choosing manufacturers to put on its showroom floor.
“Quality, customer service and warranty are all important,” she says. “If manufacturers do not honor a warranty that we think is reasonable, we will not order again. For example, if the same issue keeps coming up with their product and it’s clearly a problem and they won’t cover it. We carry mid to high-end furniture so we don’t have a lot of issues.
To make the sale, Bacon says the store relies on a mix of old and new.
“We hired a computer-savvy young person that keeps us current online,” she says. “We do print in upscale local magazines and advertise on a very popular radio station in our area. It’s pricey but it works. Customers frequently mention they heard them talk about us.”
To set themselves apart from the competition, the key is to pay careful attention.
“We have been in business a long time and know what our customers like and try to cater to their needs,” says Bacon. “We have a lot of box stores in the area so unless they are looking for a very low price point, we can usually get what they need. We are constantly changing out merchandise to keep it fresh.”
That same emphasis also works well to fight back against full-line retailers who’ve come into the marketplace.
“We do ‘outdoor’ every day of the year which says a lot more about us than other retailers just bringing it in seasonally,” says Bacon. “We carry a higher-end merchandise; the salespeople know the quality of our products and the value that they have. We know how products hold up in our climate with kids, pets and everything in between. We work with our customers to make sure they will be happy with their purchase long term.”
If full-line stores want to carry outdoor, they need to decide to go all in on the category, she says.
“I get that they want a piece of the pie,” she says. “If they decide to do it, they have to be committed to it. Salespeople need to learn the products and know how to sell them. We have had several stores in the area add outdoor products, even the grocery stores. When someone has a problem, they send them to us. We are always happy to help but if they sell the product, they should stand behind it. I have seen several stores near us bring it in and then the next year they don’t have it.”
As far as online goes, Bacon says her store has decided against it.
“We don’t really try to compete online,” she says. “We do not sell online. We are a full-service store and we want people to be able to sit in the furniture, feel and see its benefits. I feel someone who buys online is shopping price or just a look and really doesn’t care how it feels or whether it will hold up for any period of time.
“Usually what they get is not what they expected as far as colors, size and durability. We sell some products that have a very big online presence. We can usually get them to order from us by offering a bigger selection of frame colors and fabrics, assembly and delivery. It’s much better than trying to unload from the back of a semi!”
Any advice for a struggling casual retailer?
“Know your area and clientele,” Bacon says. “Figure out how much people are willing to spend and stock accordingly. Keep your showrooms fresh and current.”
