In the lead-up to Super Bowl XLIX, there was more than one team from Seattle preparing its attempt to repeat its championship performance of last year.
While the Seahawks were gearing up for their on-field clash with the New England Patriots, the team at The Bartell Drug Company was building on last year’s success in providing loyal customers the licensed products and other offerings that they desired, and in maximizing front-end sales.
At the NACDS Regional Chain Conference, NACDS.org asked George D. Bartell, the company’s chairman and chief executive officer and a member of the NACDS Board of Directors, about the lessons the company has learned in back-to-back years of transforming its stores into rallying points for Seattle’s famed “12th Man” fan frenzy.
Amid what had to be mixed feelings of disappointment with the game’s ultimate outcome, yet appreciation for another fantastic Seahawks season, Bartell was gracious to provide the following insights:
- Passion for licensed products within our communities far exceeded our expectations.
- It is critical to get to the front of the line in a dynamic space, be on top of the product as the availability evolves.
- Differentiation is important because the product is sold everywhere.
- Social media can help capitalize on word of mouth. It allows one to be timely.
- Use impactful displays, along with other products cross-merchandised, to complete the “homegating” story.
With sound strategy and determined execution, is there any doubt that the Bartell team is well-positioned for a three-peat if the Seahawks’ continued success provides the opportunity?
