Shining Light on the Industry
Lavine: Our website is now simpler to read. Before, it was way too messy, and too hard to find things on; too many layers, words that customers don’t read. No one wants to hear about the labor—just show them the baby!
I think what happens in this business is we try to explain the ‘labor’ too much. Customers just want model, price, whether it’s in stock, and how soon can they get it. They don’t want to click 10 times to find that out. Now that’s all clear. On so many other websites it’s not clear whether it’s in stock or not. People can’t wait for certain things like refrigerators.
Dealerscope: Will 2013 be a better year for business than 2012?
Clemens: We’re confident we’ll continue to grow in 2013. The new stores, new technology and high-quality new employees we’ve added are all reasons for us to be optimistic for increased sales. Plus, we worked hard to solidify old relationships and gain new ones with builders, designers, remodelers and property managers during the economic downturn, in hopes that it would translate into more business when things turned around. As the building market has come back, we’ve seen signs that those investments are beginning to pay off. There’s always the chance we’ll add another location as well, but nothing is imminent on that front at this point.