MARKETING MANEUVERS Online advertising helps keep down marketing expenses and reaches a broad array of consumers.
Furniture made from recycled plastic meets the demands of Florida’s weather
ABOUT THE CUSTOMER Anne’s goal for Patio Casual is to keep its focus on the customer experience. She says, “We have grown, and people seem greatly responsive to the products we carry.” When people walk through the showroom doors, she wants them not only to feel happy, but to have positive experiences throughout the entire buying process. “Customer satisfaction is what drives us here, every day,” she says. This customer-centered philosophy not only works for sales growth,
Bright, tropical colors in cushions and pillows are popular
but has also helped spread the word about Patio Casual. Over and over, the delivery truck goes back to the same neighborhoods. Anne says, “Customers are telling their friends and neighbors about us. The store has become a secret find for people who love to share it with their friends.” While Patio Casual carries the top casual lines in the industry, it also strives to keep a keen focus on accessories. “We want to be different and want people to come in and see items they don’t ordinarily see in a patio store,” Anne explains. This includes merchandising with colorful rugs, whimsical-quote throw pillows, hammocks, and unique Haitian and Peruvian decor accessories such as those from K&M Imports Inc. (Oviedo, Florida). The line has bright, vibrant products that fit the area’s coastal design theme. Furniture made from recycled plastic is popular with customers because it meets the demands of Florida’s
weather, which can include the damaging effects of rain, salt, and wind. Frames that offer durability, comfort, and style are important to the store’s clients, as are bright, tropical colors in cushions and pillows. In addition, employees continually learn about the needs of Patio Casual’s particular market. One example is seating height for an older population. Anne says, “Counter-height seating is much easier for them to use because it is easier to sit down in (and stand up from) a higher seat. It is important for us always to listen to the customer’s needs.” STANDING APART Anne regularly shops at competing stores to help her differentiate Patio Casual from the crowd. She says, “We will always be up against some of the bigger patio stores in Florida, so we try to stay away from the products they carry.” This sets Patio Casual apart
26 • PATIO & HEARTH PRODUCTS REPORT | JANUARY/FEBRUARY 2018
Merchandising focuses on accessories, including colorful rugs and whimsical throw pillows
and gives customer more options. It makes Anne happy when she sees commercials or hears radio advertising from other patio stores. “It only helps the industry by bringing awareness to the category, and it continues to challenge us to be different,” she says. The customer experience extends to the services that Patio Casual provides. These include design consultation at no charge. Anne says, “We are always encouraging people to bring in photos of the exteriors and interiors of their homes. We are very hands-on here.” Employees strive to help customers make the best buying decisions based on a home’s color, style, and available space, along with the vision buyers have for their own outdoor rooms. For a moderate fee, fullservice delivery is available within 100 miles of the store. Patio Casual is run as a lean operation. Anne and her husband both work full time in the business. A fulltime administrator, a full-time delivery
person, and a part-time decorator (who works only on the weekends) make up the remainder of the staff. “Our employees are great. When you have furniture people who are passionate about what they do, it doesn’t feel like work,” Anne says. Patio Casual did not sustain any damage from Hurricane Irma in September 2017. Anne says, “I have lived in Florida for over 40 years, and I have never felt the level of anxiety I did during Irma.” The store has a large outdoor display, and to prepare for the storm, employees brought every piece of furniture inside the store. Anne comments, “We were very lucky and lost no power—and had no damage— at the store and at home.” Anne is passionate about the casual industry. She is equally excited about the customers she serves. “It is all about them,” she says. “When customers walk into our store, they feel our vibe: both that we are here to help them and how much we love it.”