DBC Ride Shop’s Makeover
Recently, I read an article in the LA Times business section that caught my attention and so I wanted to share it with you. The article talks about DBC and it’s owners and the steps they need to take in order to make this one time thriving store a successful one once again. Industy expert Tommy Knapp offers advice and recommends that DBC narrows it’s focus and establish a niche.
Tommy advises DBC Ride Shop owners Greg Armer and George Beard in San Clemente to focus on their core: drop surf and do skate, and get new vendors and product that isn’t sold everywhere else. He also mentions to establish grass roots marketing and have hot dog days and other cool events at the store that will increase their in-store customers. Marketing seems to be one of those budgets that goes first during tough times, when in fact there should be more emphasis placed on it especially when the strategies are cost efficient.
Since the shop is moving to San Clemente, where there are many other surf retailers, DBC will have to make certain changes in order to differentiate themselves from the rest of the competition.”Their business is very viable,” Knapp says. “It’s only a lost cause if they continue to be in a sea of sameness.”
With that being said, be creative with your marketing and merchandising and offer something unique to your customers.