Retail Merchandiser - July/August 2013 - (Page 89)

E-Commerce SHOPPERSCHOICE.COM LLC Living the Lifestyle Whether online or in the store, arms consumers with the confidence they need to make smart purchases for all of their indoor and outdoor grilling needs. I t may have changed its venues and even its name over the years, but the LLC that exists today is still, at heart, the same company that started as The Grill Store & More in 1998. The company was founded as a brick-and-mortar store located in Baton Rouge, La., by Michael and Ladina Hackley. The seven-days-a-week operation built enough following to open a second brick and mortar store in 2000. It was the same year the company went into e-commerce with its first website,, followed by in 2001. Just like its brick and mortar stores, the websites proved a successful endeavor, so successful, in fact, that the company closed its physical locations and went strictly online in 2002. Last year, however, the company decided to revisit its roots and opened a ShopperChoice showroom in its Baton Rouge home base. The showroom features a three-quarter-acre display area filled with high-quality patio furniture, a full line of indoor and outdoor kitchen cookware and more than twenty fully-functional outdoor kitchens. Like all of the retail iterations before it, the ShoppersChoice showroom is focused on two things: customer service and product knowledge. According to CEO Corey Tisdale, ShoppersChoice is not simply in the business of selling indoor and outdoor cookware products. Instead, the company is focused on supporting the griller’s lifestyle. “One of the things we wanted to create with this showroom was to a have a place where people could try before they buy,” Tisdale says. “Just like you can test drive a car, why not test drive the stuff you cook on. We’ve built multiple working kitchens with islands and grills and related appliances that customers can try out. You can bring whatever you want to cook and call ahead to schedule a time. Or you can come watch a live demo or take a cooking class, ask questions and learn the differences between products.” Excite and Engage ShoppersChoice fosters the same type of customer engagement on its website. Before becoming its CEO, Tisdale joined the company in 2000 with the specific task of building its online platform, which has continuously evolved over the years. The company has implemented, tested and refined a number of ideas over the years. Just like the showroom, it July/August 2013 Corey Tisdale, CEO Baton Rouge, La. retail merchandiser 89

Table of Contents for the Digital Edition of Retail Merchandiser - July/August 2013

Retail Merchandiser - July/August 2013
Digital Messaging
How to Bring New Life to the Center Store
Fall Toy Preview 2013
WWWDMAGIC 2013 Fashion Preview
Hispanic Footwear
Firm Fashion Fixture
Macy’s Magic
Generating Buzz
Looking Sharp
On the Trend
Shoe Sensation
Victorinox Swiss Army Inc.
Hiller’s Market
Patrick James Inc.
Art Van Furniture
Fairway Market
Architec Housewares
Easy Rest Adjustable Sleep Systems
Burnstad’s Market
Shoe Carnival Inc.
Destination XL
Hibbett Sports
R.H. Ledbetter Properties
Goodwill of Central Arizona
Beyond the Rack LLC
Cymax Canada
Diamond Nexus
New & Notable

Retail Merchandiser - July/August 2013