Retail Merchandiser - January/February 2015 - 57

started by just selling product," he recalls, noting that it eventually moved
into producing newspaper ads for the
Little Bucky Saving Centers chain.
When Promotions Unlimited's clients saw diminishing results from
newspaper ads, it produced circulars
that could be inserted into newspapers and sent through direct mail. The
circulars' resulting success "gave us an
opportunity to go across the country,"
Greenberg recalls.
The company also expanded its reach
in retail. When it purchased the Ben
Franklin discount stores franchise, it
gained "entry into the flowers and craft
area," he says, noting that Promotions
Unlimited also moved into drug stores.
Today, the company sells to more
than 8,000 stores nationwide, as well as
stores in Puerto Rico and the Bahamas.
"Not only do we provide 4,000+ products for immediate shipment, we have a
monthly prebook program that we do,"
Phelps says. "We come up with 3,000
to 5,000 different items every month.
"They can buy anything from us from
toothpaste to Christmas trees," she says,
noting that Promotions Unlimited also
provides coupon books, which have
been its strongest promotional vehicles.
"We're a believer in direct mail to
the consumer in their area," Greenberg
says. "[It gives the client] better penetration around their store. By going
with direct mail, you're going to get it
to the customer directly."

Ready to Evolve
Promotions Unlimited is not afraid of
change in its market, Phelps says. "We
know that for retailers to survive, they
have to offer new things to their customers all the time," she says.
Greenberg agrees. "We've always
gone with the concept that it has to
work for the customer, the store, the
wholesaler and the manufacturer, and
then it will work for us," he explains,
noting that the company recently added a new website.

Called CmainStreet, the site acts as
a web store for each of its independent
retailers. "In 2014, the Internet [had]
$329 billion in sales, and 77 percent of
teenagers and 66 percent of adults shop
on the Internet," he says. "Our stores
will be able to reach out wider with
more products."
Promotions Unlimited also fulfills and ships orders under its clients'
names, Greenberg says.
"We're giving our stores the opportunity to compete with mass merchandisers and anyone else that's on the Internet," he says.

Growing Forward
The future is unlimited for Promotions
Unlimited, particularly for the Greenberg family, Lorraine Greenberg says.
"My children grew up in the business,"
she says. "I now have grandchildren
that are coming into the business."
Phelps adds that the company will
continue its success, thanks to its relationships with its stores. Biannually,
its clients visit its 60,000-square-foot
learning center showroom to view merchandise and learn tools that will improve their business. "We fly stores in,
we pay for their airfare, hotel and their
food," she says.
But the experience brings both Promotions Unlimited and its client closer,
Ira Greenberg asserts. "It helps us to
better understand them, and it helps
them to better understand us," he says,
noting that the company will continue
changing for its clients.
"The only thing constant in this
world is change," he says. "You've got
to make it work for everybody, not just
for yourself. We've always been able to
create a rapport with our stores.
"We have a lot of plans," he continues, noting that Promotions Unlimited
plans to grow its cosmetics line. "We
are going to carry more and more products as we go along. We're also going to
get more and more people going with
us and shipping to the consumer." O
January/February 2015

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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
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Retail Merchandiser - January/February 2015 - 14
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Retail Merchandiser - January/February 2015 - 18
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Retail Merchandiser - January/February 2015 - 20
Retail Merchandiser - January/February 2015 - 21
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Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
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