| The facade
of the Stitching Post Superstore in Dayton.
Superstore" conjures up the vision of a
grossly oversized warehouse with jam-packed aisles jutting out in all
directions. Now imagine a sewing machine superstore. Would you believe
automatic, easy glide doors opening to a European retailing atmosphere
neatened by Grecian columns, a marble-floored entryway and warm maple
fixtures? This Xanadu exists. The new Stitching Post Superstore in
Dayton, Ohio is a modern sewer's sanctuary.
The Husqvarna Viking dealership, unofficially dubbed
the largest sewing machine store in the world, was conceptualized,
designed and implemented by Joe Fulmer, a second-generation sewing
machine dealer. Twice named Husqvarna Viking international dealer of the
year, Fulmer is so loyal to the Husqvarna Viking brand that even the
store's red and blue color scheme, including custom designed carpet,
reflects the Husqvarna Viking brand image and company's overall global
mission: "Keeping the World Sewing: "With this new sewing "haven;'
Fulmer seems to be undertaking this mission single-handedly. His father
Darrell opened the original Stitching Post in Dayton, Ohio in 1958. He
passed the reins to his son after 25 years. In his first year as owner,
the junior Fulmer sold 100 sewing machines.
Customer checkout area.
Ten years later Joe Fulmer moved his
growing business to a larger Dayton location and in the '90s opened
eight additional outposts inside JoAnn Stores in the Columbus,
Springfield and Dayton, Ohio areas. Now Fulmer sells in excess of 8,000
sewing machines in a single year.
In July 2000, he unveiled his first
Superstore at Cross Pointe Centre in Dayton. The 25,000 sq. ft. store is
a prototype for future stores.
With the advent of computerized sewing
machine in the early '80s, Fulmer rode the wave of technology that
fueled home sewing into a $3 billion dollar industry. He's a
self-proclaimed techno-junkie who's fascinated with all the latest space
age gadgets, not just sewing machines. For instance, at the Stitching
Post check out counters, the cashier makes a computer image of a written
check and hands the paper copy back to the customer.
In the classroom, walls and floors are acoustically
balanced to soften the hum of umpteen machines running in unison.
Advanced lighting throughout the I store is near perfect for fabric
coloration and matching thread to k fabric. The store is entirely
handicapped accessible, from wide entryways to lower counters.
"Technology, particularly computers, has built the
sewing machine industry;' Fulmer says. "It's taught people
obsolescence. Twenty years ago, someone who bought a machine expected to
have it forever. Today, they know it's computerized and that the
technology is going to be outmoded in six months. If they are using the
machine they will eventually want to do more."
Training Customers to Outgrow
Equipment
To teach customers how to outgrow what
they have, the Stitching Post invests heavily in promotion and
education. More than 40,000 free copies of The Stitching Post News, a
color magazine-formatted newsletter, are mailed out four times a year.
The editorial covers a list of classes, special events, projects, tips
and even maps to the various Stitching Post locations.
Stitching Post University, Fulmer's
classroom area and extensive education program can accommodate 240
students at any give time. During a three-month period, the store offers
140 classes taught by store personnel. A separate computer room with 11
work- stations offers basic Microsoft Windows@ classes for sewers who
are anxious about stepping into the computer age, but eager to try out
the latest sewing machine models. Extended weekday hours, early morning
or late evening classes, plus retail hours on Saturdays and Sundays are
convenient for Fulmer's working customers. |
The
demonstration area is in the center of the floor and is surrounded by
other departments.
An informational website
www.stitchingpost.com provides store information around the clock and
experiences 2,000 hits a week.
"When you are in business for 26 years,
you get to hear what customers like, but you also hear what they don't
like:' said Fulmer. "We send a 24-question survey to everyone who makes
a major purchase, and in my opinion, the most important question we ask
is, 'If you could implement one change, what would it be?' I don't think
you can ask a customer enough times, what more you can do for them:'
Designing A Dream Store
While ruminating plans for his superstore, Fulmer
tallied years of customer survey data in order to realize what he calls
"a sewer's dream:' It's a place where people who love to machine sew can
flock to have their creative and technical needs met.The store flows
logically in the round.
The raised sewing machine center occupies the middle
of the 25,000 square foot space with no less than eight TV monitors
overhead running informational videos. Various departments -notions,
classrooms, designer
Fulmer tallied years of customer
survey data in order to realize what he calls "a sewer's dream."
and quilting fabrics, machine repair, patterns,
computer lab and sewing cabinets -are positioned around the perimeter.
Fulmer goes the extra mile. He doesn't just hang
machine feet out for sale; he displays a clear description of usage with
each foot and continuously runs a how-to video in that department. He
stitches out and displays new embroidery designs so customers don't have
to guess what they might look like from a catalog or packaging.
He devised a waiting area complete with
two TVs, toys for the kids, and comfy leather chair and ottoman to let
family members kick back while the sewing enthusiast shops in peace.
Every department is visible from the entryway and clearly marked
overhead. Customers don't have to walk back and forth from one end of
the store to the other in search of a particular aisle or item.
While this much open space would have
most retailers obsessing over revenue per square foot, Fulmer feels it
makes for a user- friendly environment that is indicative of the new
direction in retailing and in home sewing. It seems he has taken his
lead from national chains catering to an environment that says "come in
and stay awhile:'
"We look at the Stitching Post as an
excellent concept store, as a destination in itself where Joe has
focused on education and an environment in which to relax and enjoy what
sewing has to offer:' said Stan Ingraham, senior vice president of sales
and marketing for Viking Sewing Machines. "I liken it to a Borders or a
Barnes& Noble Bookstore that draws you in and keeps you for hours:'
And that's exactly what Fulmer intended.
The Stitching Post Super- store is a home away from home for his
customers, a place where nothing else matters except for sewing. And,
that is Fulmer's dream. .. sewing and sewing and sewing. CNA
Uniform sign age assists customers who
"don't want help."
Twenty years ago, someone who bought a
machine expected to have it forever. Today, they know it's computerized
and that the technology is going to be outmoded in six months.
Amelia johanson is a
freelance writer based in Ohio. |
