Q&
How has the laser program impacted your business?
A
Ò We have had our laser system for four full months. Although our general gift sales are lower, the combined total of our general gift sales and laser engraving sales is more than 30% higher than our general gift sales for the same period last year. We have noticed that many customers who are unable to find a suitable gift from our general gift lines will choose to purchase a laser engraved gift. These are sales that we would have lost without the laser system.Ó
In what way have you promoted the laser program?
Ò Having our laser system located near the main entrance allows us to easily talk to customers about personalizing a gift. Word-of-mouth has already impacted our laser engraving sales. Several customers have told us that the laser engraved gift was the hit of the party! Our store name is on the back of any product that we sell, either with a sticker or engraved with the laser. Most of our laser engraving sales have come from explaining options to customers coming into the store and showing them sample products. They also love watching the laser machine engraving!Ó
What would you say to someone thinking about getting into the laser program?
Ò Organization of the laser center is important. Having staff who operate the laser system performing all tasks the same way helps the laser center run smoothly. Although we have found the laser system is increasing our overall gift sales, it is more labor intensive. Planning for additional staffing may be necessary.Ó
Mike Woodard Bethany Book & Gift
WITH Mike Woodard BETHANY BOOK & GIFT
www.PGrahamDunn.com
1.800.828.5260 213
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