Hardware Retailing

MAR 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://hardwareretailing.epubxp.com/i/945288

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Page 95 of 114

March 2018 | HARDWARE RETAILING 89 Manager Jason Hight presents a check to the Humane Society of Boulder Valley. and to capitalize on the idea of shoppertainment. At Christmastime last year, we rounded up all of our employees and they sang Christmas carols on Facebook Live," he says. Wilke says video- and photo- based content is crucial for success, and it can also help bring in younger customers. "Our goal is to find new and creative ways to appeal to the younger demographic," he says. "That's something we're always tinkering with. We're going to work with Snapchat this year, since it's geared toward a younger crowd." The company is also looking to grow its email list by focusing on community-related content in its messaging, although Wilke says he is happy with the performance of the current e-newsletter, which has an open rate of about 25 percent. "We send a monthly e-newsletter to about 41,000 recipients," he says. "We want to expand our reach, and we try to do that by not selling something every time. We make sure to fill our newsletters with information about what's going on in the community, what we're doing and how it's all related." Wilke says everything about being successful in digital spaces boils down to content. "Making yourself as relevant to your local community as possible will help your customers recognize your value," he says. "They need to know they're more apt to get service and get someone who cares about their project." While Wilke says "content is king," he also says coming up with fresh content shouldn't be a stressor. "Content comes from your people: your employees and your customers. Open your eyes and ears to your store and your community, and the content is often right there, hidden in plain sight." Hardware Retailing staffers Melanie Moul and Todd Taber contributed to this article.

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