Eric Brinsfield founded Calvert Retail, a kitchenware business, in 1999, catering to consumers who love to cook, bake, grill and entertain. He’s since expanded to eight stores and three brands—Kitchen & Company, Reading China & Glass, and Southern Season.
“Everyone loves to eat,” says Marketing Manager Stephanie Graves, who describes store visitors as “anyone who loves to cook for their family or invite friends over for drinks, as well as chefs and restaurateurs.” Today, the company uses the power of the web to draw “guests,” as Stephanie and other Calvert Retail employees call them, into their brick-and-mortar stores. “When you walk into one of our locations, it’s like you’re walking into our home. We want you to have the best possible experience.”
“Our web presence gives us authority and helps us build trust with the community.”
Stephanie Graves, Marketing Manager
Related: Junzi Kitchen [Google Case Study]
AdWords, Google’s advertising program, helps Calvert Retail attract consumers searching for a range of cooking and home-entertainment items.
“We just want to show people that there’s a local and relaxing shopping option with friendly, knowledgeable staff,” explains Stephanie. “AdWords lets us do that.”
Their Google My Business listings keep guests up-to-date on all of their stores’ information, especially during holiday seasons. Stephanie notes that the listings are always accurate, which eliminates confusion and builds trust with their communities. They use Google Analytics to measure the success of their online campaigns. “Three clicks, and I have the data I need,” she adds. And G Suite tools, including Gmail, Docs, and Drive, keep internal operations cooking. “Google is very user-friendly. We can jump in and do things without a big learning curve. That’s a huge relief for a small business.”
Calvert Retail has 300 employees.
Calvert Retail is “small, but mighty,” Stephanie says. They host canned-food drives that benefit food banks all across the East Coast and try to support programs that teach kids the importance of nutrition and developing confidence in the kitchen. They plan to open more stores in the mid-Atlantic and southern states and hope their community impact will grow alongside their locations.
“We love to see our stores packed with happy people,” Stephanie says. “It’d be great to share our vast selection of products, company values, and the great things that we do now with everyone.”
For more information on the Calvert Retail case study, visit http://economicimpact.
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