Shopping Center Business

MAY 2018

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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RETAIL REVIEW 58 • SHOPPING CENTER BUSINESS • May 2018 of our clients problems — we don't just sell furniture. We offer products geared towards entertaining, the home, profes- sional space, swimming pools, and even functional products like dusters that allow for dusting a large light fixture. We really sell for the entire holistic home experi- ence, not just furniture." One of the ways Frontgate is working to connect with their consumer is by hosting events. "In Plano, Texas, we recently had an event where our design team taught shoppers how to take faux florals and work them into the various urns and vases that we sell," says Reeves. "Having those kind of events where people can come in and learn hands on is a big hit with our customer." "Those workshop experiences help how we merchandise as well," says Thompson. "We don't typically sell lots of faux botanicals in this setting — mostly online and through the catalog — but we found that this is something the custom- er really wants pre-arranged in a vase so that they can take them with them. We're learning from our consumer at the same time during these events, and we're able to cater our merchandising to the prefer- ences of our shopper." Looking towards the future, the compa- ny hopes to continue to incubate its new retail experience before embarking upon an expansion. "In terms of the future for our retail space, we'd love to spend the year testing and learning within the two spaces that we have opened with our new design, while trying to pursue more events and learn more about what the custom- er would like to see and hear from us," says Reeves. "Beyond that, we're looking at creating a much more holistic journey for the customer through all of our experi- ences, including our online presence, our catalogs and all of our communications. Eventually we'd like to expand our retail presence as well, time will tell." SCB Frontgate stores are laid out in vignettes that are customized seasonally to allow the consumer to visualize what the products might look like in his or her home. ....................................................................................................................................................................................................... DISNEY INVESTMENT GROUP ...................................................................................................................................................................................................... 3131 Turtle Creek Blvd., Suite 1202 | Dallas, Texas 75219 | 214.206.3020 a highly-experienced boutique investment sales firm. To dig deeper visit www.disneyig.com WE KNOW SHOPPING CENTERS. OUR TEAM HAS CLOSED OVER $222 24 MONTHS IN IN THE LAST MILLION www.gerardconstructioncorp.com BUILDING Quality, Value, and Trust • Design Build • Preconstruction Services • Construction Management • General Contracting • Roof Raising

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