We get as excited as our customers when they're buying something. Interaction with them is not forced or phony, and people pick up on our sincerity and relaxed attitude. Once hired, associates are trained on the stores' computer systems and in product knowledge. There are regular information sessions, all members of staff receive two design publication subscriptions to keep them au courant, and friendly in-house competitions offer trips to San Francisco and New York to visit key design establishments and art galleries. DeGoutiere and her retail director, Meredith Durham, who oversees all four enterprises, travel the face of the earth maintaining their position on the cutting edge of international design, seeking inspiration and the truly unusual, then buying and shipping home their treasure trove.
Marketing is a hands-on process.
Take, for example, the recent ad for Nouveau Antiques. Designed, stained and distressed to reproduce old world antiques. Sand cast brass hardware. But certainly even more important to building strong customer relationships are the frequent and well thought out promotions. Twice during the past year and a half, we have planned and staged Sanderson teas.