Apollo Award nominees: AuthenTeak, Atlanta
Nominees meet their challenges head on
Kristine Ellis -- Casual Living, 9/14/2011 7:01:33 AM
WHILE SOME RETAILERS HUNKER DOWN TO WAIT out bad weather and trying times, this year's group of Apollo Award nominees stands out for their determination to create their own destinies. Their ability to adapt is exceeded only by their drive to succeed. This group sets the bar for industry excellence in today's marketplace.
Finalists will be honored and winners announced at the Apollo Awards banquet at the Field Museum on Sept. 14, during the International Casual Furniture & Accessories Market in Chicago.
Single store | AuthenTeak, Atlanta
DAMON FOGEL AND ERIC BRENNER HAVE COME A long way since opening AuthenTeak as a weekend-only business in 2004. With their second Apollo Award nomination now in hand, the business partners have a clearly envisioned, four-pronged growth strategy via their retail showroom, online presence and trade and contract relationships.
"We are an outdoor furniture and grill specialty business, but we've determined that we also can be a trade showroom specialist and a contract specialist. The same is true with the Internet," Brenner said.
That means making cold calls and aggressively going after design trade and contract business as well as leveraging social media and selling online. To that end, they hired two additional full-time staff members this year.
"We now have a full-time marketing person as well as a full-time staff person to focus on the interior design community, which really helps. People don't have to be multi-tasking all of the time," Brenner said.
AuthenTeak's 15,000-sq.-ft . retail showroom, however, remains the primary focus. Over the past two seasons Brenner and Fogel pulled back their mix slightly, adding just a bit more to their middle-price point offering. Customers still consider the big-ticket items - in particular, they're still willing to spend $5,000 on a grill - but seem to be more interested in spending $10,000 on a collection rather than a single piece of outdoor furniture.
To counter any expectations for deep discounts, AuthenTeak set pricing tiers this season. If a customer spends a certain amount, they get a certain percentage discount; the more they spend, the bigger the savings.
"Customers know they'll only get what they qualify for which keeps discounting to a minimum, and that goes right to the bottom line," Brenner said.
That clarity and a decent season set a positive tone at AuthenTeak this year. "Doing business was much more pleasurable this season," Brenner said.
We would love your feedback!
- Sep 14, 2011
- Sep 14, 2011
- Sep 14, 2011
Most Recent Resources
- Getting the most out of offline leads
- Free Shipping and the Importance of Onsite Promotion
- Should Branded Manufacturers Participate in Flash Sales?
- Rugs 101 - Special Edition
- How Big Is Your Label
- Choosing a Web Site Developer
- Convergence: Tie Your Online & Offline Experience...
- Social Networks to Social Shopping
- Why Brands and Their Retailers are Facebook’s Biggest...
- Web Based Intelligence Gathering
- The Future of Tablets
- Shopatron: Bicycles & eCommerce
- A Guide to Holiday eCommerce Success
- Mattress Buying 101 - Connecting with Consumers
- Designing Your Brand’s Website for eCommerce
- Global Sourcing in 2010: Doing More With Less
- Comparing Four Options for Turning Web Site Traffic into...
- Are You Prepared for the 2009 Holiday Season? A Branded...
- Design, Develop, Deliver: The Three D's to Digitally...