Running a successful business is always a tough job, but
times of economic stress create a whole new set of obstacles.
The recent economic recession hit the housing market
especially hard here in Atlanta. And
with it, consumers became very hesitant about investing in their homes—inside
or out. Casual Image had quite a
few negative forces to overcome but incredibly, was able to not only survive
but also grow!
We sat down with owner Ronald Skeean and asked him about
Casual Image’s strategies for success:
What factors do you
think contributed to the downfall of similar businesses in the area?
I don’t think anyone could have imagined how bad the recent
recession would be, particularly in the housing market. The best preparation
for this kind of situation is to always maintain a smart business model—even in
a good economy. At the end of the day, you have to run a responsible business,
which means you can’t spend more than you can afford. A lot of companies
learned that lesson the hard way!
During hard times, you also discover just how much customer
loyalty you’ve created. Many businesses realized too late that they neglected
to build a strong foundation of good service and quality products.
What strategies did
Casual Image implement that made it stand out among other retailers in your
market?
Four years ago, we made the decision to change our product
mix and move ahead of the curve. We dug deeper into our core competency and set
our focus on the entire Outdoor Living experience.
This certainly includes furniture, but we are also a one-stop resource for the
design and building of Outdoor Living spaces.
Additionally, we began providing a wider selection of quality
furniture in an effort to create real value. No one wants to buy junk, but you
also don’t have to break the bank to buy quality. Our vendors reacted to the
current market by providing value via reduced prices on high-end, quality
products. We then pass that message on to our clients, who have responded very
well to our emphasis on quality and genuine value.
As a family business, we were raised to be responsible. We
responded to the worsening economy by not being too heavily invested in
inventory but ready with the means to purchase inventory in response to the
market. Our business heavily relies on special orders, but we make sure to keep
a balance of inventory in stock for those clients who desire outdoor living
products immediately.
Our customers continue to come to us for all their Outdoor
Living needs and have also provided years of referrals from friends and family.
This loyalty stems from 24 years of quality products and service. Our core
competency is Outdoor Living… and we know our business!
Why should customers
now feel safe to resume spending on Outdoor Living?
Now that some consumer confidence is returning in 2010,
Casual Image has been doing great! Many of our clients are fed up with
worrying, so instead of pouring money into shaky investment accounts, they’re
investing more time and money in their lifestyles at home. By creating their own backyard dreamscape, our customers
can take a vacation every day after work by simply stepping out their back
door.
We’ve begun seeing more and more screen porches, pools,
outdoor fireplaces and grilling kitchens pop up all over the metro-Atlanta
area. Now more than ever, folks here are really beginning to embrace the idea
of Outdoor Living!
