SINGLE STORE CATEGORY Leisure Living, Salt Lake City, Utah
Heath E. Combs -- Casual Living, September 9, 2010
IN GOOD times and bad, Marc McDonald turns to what he knows will keep Leisure Living growing.
"My Dad taught me that if you work hard, even in bad times you can get good results," said McDonald, president.
That philosophy has driven the family business since 1925, when McDonald's grandfather opened Southeast Furniture Store. By the time McDonald opened Leisure Living in 1982 with his wife, Sharon, and his parents, Charles and Bethann, the family's commitment to providing highquality products and service to the Salt Lake City area was well known.
This season, Leisure Living drew serious customers who wanted value without having to forego quality and comfort - a combination McDonald promoted more than usual in his television advertising.
"It seemed to work," he said. "Our customers still wanted quality but where they had been spending $10,000, this season it's $5,000. I think they want to get as much as they can for their dollars."
Because the slow economy continues to filter out shoppers more interested in looking than buying, Leisure Living's close ratio this season was higher than in the past.
"The people who come in are really interested," McDonald said. "They are wanting to buy something."
In addition to good merchandising and a knowledgeable staff, McDonald cites the company's distribution center as a factor in this season's success.
Built a few years ago, the 67,000-sq.-ft. facility has made it easier to receive and ship product as well as accommodate customers' immediate or next-day deliveries.
"As with any new facility, we had a few bugs, but we've worked those out now, and having the larger distribution center has reinvigorated our service," McDonald said. "It's allowed us to be better prepared and offer our customers even better customer service."
This is Leisure Living's fourth Apollo nomination.
A full range of accessories appears at Leisure Living.