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EDINBURGH, Ind. – In its four-year
history, the highest or best month in sales for the
Exit 76 Antique Mall has traditionally been the
month that included Labor Day weekend, but not
anymore.
According to Nic Nicoson, general manager of the
Exit 76 Antique Mall, July’s sales set all
new records for the mall. According to his figures,
sales were up by 19 percent over last year and they
were up 13 percent over the previous best month’s
total, which was set in August 2003. Additionally,
the total number of items sold at the mall was also
up by about 20 percent from last year.
Among the factors Nicoson attributed the strong
sales month to were an overall economy improvement
despite what some press reports have stated, a
special Customer Appreciation Day event, and
increased advertisements through local and trade
newspapers, billboards and television commercials.
According to Nicoson, even the weather played an
important role in sales, as this was one of the
wettest Julys on record.
During Customer Appreciation Day a $50 Exit 76
gift certificate is given away every hour from noon
to 5 p.m. At the end of the day, the mall staff
figures out which customer bought the most items
and which customer had the highest total sale; both
receive a $100 Exit 76 gift certificate in the
mail. The next Customer Appreciation Day will be
Oct. 2.
“Average sales have continued to go up in
many recent months, going up 7 percent in the past
month,” said Nicoson. “Even with gas
price increases we have more buyers than lookers.
The recent addition of a Checkpoint system might be
part of less traffic, but that is also keeping out
some customers we prefer not to visit Exit 76.”
Checkpoint is an anti-theft device.
“We also started staging the ‘red
vest’ floor team on weekends a few months ago
to give better service,” Nicoson said. “This
way I know the entire floor (72,000 square feet) is
covered and I can assign coverage based on sales
patterns.”
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According to Nicoson, the mall has nearly
doubled its weekend floor coverage due to more
customers on weekends than on weekdays. Although
floor teams are given a lengthy list of “things
to do” when out on the floor, customer
service is always their number one concern. After
that, security, continual cleaning and
straightening and putting back carts and baskets
are their priorities.
“Our floor team walks anywhere from eight
miles a day to 15 miles on a weekend according to
the pedometers we have used in the past to measure
their walking distance,” said Nicoson.
According to Nicoson, the mall has sold more
expensive furniture within the past month than it
has in past years. After reviewing customer
feedback, he attributes this to the mall having a
better collection to offer its customers and a
better overall presentation than it has had in the
past.
“Our 340 merchants have brought in
additional great merchandise including more
furniture and some higher price items,” said
Nicoson. “I’m excited to see what the
upcoming months of August and September will bring.”
Exit 76 is located about 30 minutes south of
Indianapolis on I-65.
Contact: (812) 526-7676,
info@exit76antiques.com
Kim Tibbs
Editor’s Note:
AntiqueWeek encourages antique mall owners and
managers, shop and show owners and auctioneers to
send in success stories. Articles should include
information that other business owners can use.
Send information to Connie Swaim, P.O. Box 90,
Knightstown, IN 46148 or e-mail connie@antiqueweek.com.
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