[Kansas City, Mo.] With a sharp eye focused on the upcoming challenges
facing specialty retailers from home centers, changing consumer
shopping patterns and increased competition, the leaders of Big Bob's
Flooring Outlet of America sounded what might be called a battle cry at
the group's annual meeting.
"WalMart put small mom and pops out of business and now home centers
are doing the same thing,bCrLf said company founder David Elyachar, aka,
Big Bob Himself. "Home Depot knows Lowe's is going to survive, it's the
specialty retailer they want to eliminate.bCrLf
To combat this and other growing threats, Big Bob's has rolled out some
strategic and tactical moves that will help the company build on its
existing strengths while opening up new markets for growth. As well,
after a moratorium on new franchises due to the recession, Big Bob's is
once again opening franchise opportunities in new territories.
Big Bob's, said Elyachar, is particularly well positioned for today's
business climate. He explained that even wealthy customers are more
value conscious than ever and it is creating what he calls the "Costco
effect.bCrLf
Elyachar thinks that Big Bob's, with its outlet format and its focus on
value and savings, can capitalize on this growing trend. One way to
entice these buyers will be to move upmarket with better quality goods
while still maintaining a strong hold on the value end of the market.
The result, said Elyachar will be a wider shopping audience and market
share gains.
"We are in the right place,bCrLf said company president Scott Perron of Big
Bob's discount/warehouse approach. "Dealers are looking for the kinds
of programs we offer. Value is more important than ever.bCrLf
Tom Garvey, who owns the Williamsport, Pa. store along with other
franchised stores in the same market, said value resonates with
customers, "and Big Bob's let me deliver on that value promise.bCrLf He
added, "This store lets me serve the entire market and gives customers
the feeling of value that others can't match.bCrLf
LaVone Pirner, also a Bib Bob's owner and founder of the highly
successful CAP carpet chain of stores, said, "We've never seen
consumers more value oriented than they are today.bCrLf
On the more tactical side, Big Bob's introduced new vendors, displays,
product programs and new marketing approaches. It was also part of a
new convention format that included vendors among member discussions.
"Vendors,bCrLf said Elyachar, "are one of the most important parts of the
equation. From now on they will be sitting at our table as partners.bCrLf
Part of the new requirement for dealers is using RFMS. Terry Wheat,
RFMS president, honed in on the importance of technology as a sales
tool and as a way to better serve customers. "Home centers,bCrLf he said,
"are using technology to enhance the shopping experience. Consumers
have smart phones; we can't come in to do a measure with a two dollar
calculator from WalMart.bCrLf
Patricia Flavin, vice president of marketing for Beaulieu also offered
her insights on how to reach today's consumer. "Trustworthiness is
critical for selling to women,bCrLf she said. "Make her feel special and
often it is the little things that make a difference to her.bCrLf
Members said that they appreciated this higher level of vendor
participation. "Now we are all working together,bCrLf said Gary Jobe, store
manager of five Big Bob's in the Cincinnati area and part of the KW
Flooring chain of stores owned by Ken Weisbacher. He also liked the
manager's meeting format that allows store managers to get together to
discuss the problems facing today's market.
"This is the best convention we've had,bCrLf said Frank Minton of the
Colorado Springs store. Minton is retiring this year after 18 years
with the franchise.
Taking over Minton's business will be Guy Ferrell, formerly with Big
Bob's corporate. Said Ferrell, "This is a good time for us to create a
new look in the (Colorado Springs) store.bCrLf
Part of the organization's success comes from the members themselves as
they explore and share new ideas. For example, Brad Millner, owner of
the Yuma, Az., store, shared with members his experience with working
with charitable organizations under a new Big Bob's program.
Another session focused on small incremental changes that can grow your
business one percent at a time. Members eagerly shared strategies in an
open forum format.
"Our message,bCrLf said Elyachar, "is to meet your fears head on and overcome them with confidence and hard work.bCrLf