With so many stores busy with the no interest, no down payment bandwagon, no GST options, the relationship with the customer, loyalty, is essential to build so they will come back to your store. Smitty promotes through radio, television and newspaper and preferred customer events are high priority. We have 55,000 preferred customers on computer. They hear of special events before our flyers go out. We hit eight times a year with flyers, a million and a half in each flight.
Preferred customers receive special coupons and other incentives.
But it puts a lot of fun into it. You have to inject fun into selling on the floor. Smitty works closely with Cam Lorenz, his Operations Manager, and Bob Gray, Comptroller. And three of his four children are maintaining the family tradition. Alex is a floor sales consultant at Cambridge, Lani at the Hanover store and Kathie at the new Pickering outlet.