Commercial Construction & Renovation

JAN-FEB 2014

Commercial Construction & Renovation helps our subscribers design, build and maintain better commercial facilities by delivering content to meet the information needs of today's high-level executives.

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experience. They want value; they want price; they want amenities, and they want to be entertained. I think that is the value a shopping mall and shopping centers provide. Our customers are predominantly more mature men and they want convenience and good customer service. They like someone to bring the merchandise to them and assist them in matching accessories. They don't want to have to go search for merchandise throughout the store. Our online business is about 10 percent of our company's total sales in the United States. That's pretty strong. It's our fastest growing outlet for sales. We started as a catalog business many years ago, so we still have a catalog following. The internet is a growing business for us. CCR: When a purchase is made online, who gets credit for the sale? Joseph A Bank's Gallant: The stores get credit. Our stores can check other stores' availability. We can check if we have the item in our warehouse. The customer can order it online and ship it directly to the customer or to the store, but that store gets the credit. In the end, it all comes down to customer service – that in-store experience. Evan Sturgis, RaceTrac Petroleum: The in-store experience is very crucial for us. Gas stations are on every corner and convenience store customers are very loyal. Some commute every single day, and whether it's gas or something inside, they spend a lot of money with their retailer of choice. If they have a bad experience you could lose that customer forever. So delivering a WOW experience to our guests in-store is a key element for RaceTrac. CCR: How has the world of Groupons (coupons) changed everything? Colleen Biggs, The Little Gym: The Little Gym is positioned as a premium pro- gram. But that becomes a challenge when today's consumer is always looking for a deal. Many of our locations have tried different deal-a-day services with mixed results. In those instances, our gyms strive to prove the value our programs provide so we can retain the families beyond the initial trial period. Joseph A Bank's Gallant: We don't partici- pate in the Living Social or Groupon programs or any others. It's not worth it to us. The Little Gym's Biggs: We're proud to have very loyal and passionate members. Each The Little Gym location is family owned and operated and they treat their members like they're a part of the family. That's our culture and it extends to every new customer that joins us. Mike Hudson, CEC Entertainment: We've never gotten into the deep discount daily deals or Groupons. We try to appeal to savvy parents by offering solid every day value deals that families trust. We do offer coupons on our website or in the Sunday morning circular a few times a year to make it a little easier for mom to say yes to that extra trip to Chuck E.s." To build brand loyalty and increase room nights booked, Best Western is focused on educating consumers about its Best Western, Best Western Plus and Best Western Premier branded hotels and the level of amenities travelers will experience at each type of hotel. – Andrea Bagneschi, Best Western rising up 36 CommerCial ConstruCtion & renovation — January : February 2014 CCR-JanFeb.14_991-.indd 36 2/7/14 2:04 PM

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