Since the Kettler showroom came to Virginia Beach, Virginia, more than four decades ago, it has developed a retail approach of using everything it has to get customers in the door.
When asked whether merchandising, or product assortment or lead times would be the most important consideration for retailing at Kettler this year, the response was simple:
All of the above.
“In this ever-changing, ultra-competitive industry, having a multistrategy, flexible sale approach that allows your team to pull out all the tools in their toolbox to reach the customer is imperative,” says Jack Frost, showroom manager. “Merchandising, product assortment, lead times, exceptional customer service and great employees are all key pillars of success.”
Kettler got its start in 1949 in Germany by the late Heinz Kettler, who established his retail store in Virginia Beach in 1981. These days, Kettler is the go-to for premium outdoor furniture and game tables in Hampton Roads, from its 30,000-square-foot retail showroom.
Frost predicts that sales will be flat this year, more like pre-Covid levels, which means that Kettler will be looking to emphasize social media marketing and create referral and affiliate programs.
One current challenge has been carry-over inventory, which Kettler is looking to overcome with newly implemented procedures and strategic marketing.
“Instead of just trying to sell to a customer, more emphasis is on servicing them including building long-term loyalty relationships,” said Frost. “We have implemented customer loyalty programs and built up our contract and design services within our community which is being revitalized post-Covid.”
Part of that loyalty comes from choosing the right manufacturers to carry.
It’s through “evaluation — team effort — based on established company criteria,” says Frost. Kettler is known for premium-quality products that add value and unique qualities not available in big-box stores and run-of-the-mill online offerings, which is what drives us in our decision-making for manufacturers.”
To set itself apart, Kettler relies on product selection, trust, uniqueness and excellent customer service. It’s paid off — the local newspaper has given Kettler an award for being the best place to buy patio furniture for 25 consecutive years.
And it’s not sitting still: This year, Kettler will be expanding its product offerings, revamping its website, continuing to remodel its store and launching new marketing campaigns.
“Our approach to marketing is a blended strategy of social media campaigns, e-blasts, local radio and TV ads, customer loyalty programs, in-store promotions, community connectivity (Kettler Cares initiative), etc.,” says Frost. “Through all approaches, we bring awareness of our unique qualities that no other casual store in our area offers: the latest and greatest from premium vendors, custom orders, design and contract services, excellent customer service and after-care.”
Frost says that full-line retailers do help by bringing more awareness to the category — and therefore being on a consumer’s mind. The intelligent consumer — the one who has done his or her homework — makes the best customer for Kettler.
As far as what it means to the industry as a whole, Frost says that the pie is only so big, and it depends how close they are located to a patio store.
To compete with online retailers, Kettler mostly carries products that are price-protected, which prevents an unfair pricing advantage online — and then follows that up by doing a better job on customer service.
“As a specialty dealer, we can create a full-care sales approach, from the moment a customer walks through the door all the way through the life of their product, that cannot be replicated online,” says Frost.
Any advice for struggling casual retailers? “Find your niche by knowing your customers’ needs and providing solutions to their needs and hone your customer service skills in your team,” says Frost.
