HOUSE OF THE RISING SUN
Lim and his family have devised several ways to attract Asian customers to Reborn. While he says it starts by having a multi-lingual staff, promotions and inventory have also been successful. “We use the radio to promote,” says Lim. “Every weekend we have a promotion. We hire clowns. We give out balloons and we have drawings inside the store to win prizes.” Lim says family events can be important because many of these families shop together. “If you go into Circuit City, I don’t know if they will really pay attention [to this demographic],” says Lim.
Even after Reborn does the job of attracting customers, he says having the products Asians want will mean the difference in sales. “We had a promotion last week where we sold 300 rice cookers for under $20,” says Lim. “The Vietnamese customers were lined up outside the store just to get this rice cooker.”
Lim says the Asian customers also tend to be attracted to brand-name electronics, like Sony, Panasonic and Samsung. “That’s the first thing they’re going to look for,” says Lim, “brands they recognize from home. Appliances, too. They all buy Whirlpool and GE.” He says by reaching out to new immigrants with products they need to start building a home, Reborn wants to cement relationships so they return. “If they like a karaoke machine—as the majority of Asian people who come here—then you should have karaoke machines. It’s something that tells them they’re welcome.”