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www.IndependentRetailer.com COMPANY SPOTLIGHT Family Biz Best
In West continued from page 82
hook. “We list our ‘Made In The USA’ products on our website,” he adds. Since launching the com-
pany website in 1997, Internet sales have kept on coming, while traditional ways of reach- ing customers, such as trade shows, have not. “It’s so much less now from shows,” accord- ing to Mottsman. “We’ve really cut down on the shows because most of it is ecommerce now. I can’t give you any numbers, because somebody might fi nd us on the Internet but order over the phone. But the trend
an informational website to an ecommerce site to daily changes and updates. “Now we’re start- ing on Facebook and Twitter,” he adds. Although the Internet may be
is greatly toward ecommerce.” That means using the latest
technologies, like making sure that buyers on the web can fi nd the company site. “We have good search engine optimiza- tion,” he says. “That’s where the bulk of our new customers are coming from.” And that on- line evolution continues, from
attracting new customers, the way Western Express keeps them is old fashioned great service and high margins. “We ship quickly, normally within days. We have very high customer satisfaction,” says Mottsman. The company also offers fl oor and counter displays for hats, jewelry, and trailer hitch covers, to help its retailers. And those displays can be purchased as package deals already prestocked with product. The company prides itself on of-
continued on page 84
INDEPENDENTRETAILER.COM for Industry News & Updates
November 2010
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