James is an excellent businessman who puts into practice all the strategies that we consultants often preach about.
Location, Location, Location
James opened his second store on
Advertising in the 21st Century
James understands that his that the process of building a clientele is organic. He doesn’t believe in too much advertising, instead choosing to donate art to events in the neighborhood and building good will that generates buzz for his business. He also piggy-backs on EPBID’s evening social events by raffling off art and providing gift bags to participants and truly understands the power of great visual merchandise display. He takes extreme care with his window displays – changing them every three days!
Also critical to James’ success is his email distribution list of 3,000 customers. He makes every possible effort to get every person’s email and is the quintessential provider of customer service. He makes every effort to greet every single customer who walks into the store, telling them first about his strong concept of ‘frameless, affordable, custom-sized’ art. You can’t be in the store for more than ten seconds before hearing these buzz words. As a customer, I was immediately intrigued (anything ‘affordable’ intrigues me these days – and I’m not alone!).
James also created a website where customers can purchase art and provides free consultations. In fact, customers can send a picture of the wall they want ‘designed’ and he will create an assemblage of art to meet the customers needs. What a great concept!
It’s Not Just the Store, It’s the District
James understands that his business is not successful in vacuum. He was instrumental in helping to form a merchants group at his first store in
Overall, I say kudos – and what a fantastic addition to this already bustling commercial district!