Page 50 - AVN August 2016

CUSTOMER SERVICE
There is unanimous agreement that the way to prosperity for any
retail outlet lies in good customer service. Says Castle Megastore’s
Franks, “Customers go to where they get the best service. Coming
into an adult store customers want to be treated like coming into any
store.”
At Good Vibrations outreach is created “with trusted information,
quality products, excellent customer service, loyalty programs, and
special fun events, receptions and workshops.”
For the Hustler Hollywood chain, “First-class customer service
is our retention strategy. We see a lot of repeat customers in our
stores and it’s because they enjoy the experience. If they don’t enjoy
the experience they won’t come back. It’s as simple as that, in my
opinion. We also like to offer monthly or bi-monthly (depending
on the store) workshops. This really helps us continue to connect
with our customers. Again though this is still about the experience.
In terms of new customers we are getting more involved in digital,
mobile, and social marketing.”
In the Lion’s Den stores, “We introduced our customers to a loyalty
program in late 2014. It has been a tremendous success for us. The
loyalty program has allowed us to get a glimpse of who our most
frequent customers are and the factors that drive them to make a visit
to our stores. We hope to expand that program in the years to come.
“As for reaching new customers, we have numerous marketing
initiatives under way to catch the attention of as many folks as
possible. Those programs range from the traditional outdoor and
electronic campaigns to geo-targeted digital efforts.”
FUTURE CONCERNS
What do retailers want from manufacturers and distributors? Good Vibrations’ Rednour-
Bruckman is blunt: “Good margins and MSRPs held, and not selling to multiple online
distributors who eventually denigrate the brand and confuse customers.”
Looking to the future, Rednour-Bruckman voices some common concerns. “From
a brick and mortar perspective, the biggest obstacle is always zoning ordinances and
landlords with stigma and shame around sexual health. But that’s always been. I guess
the biggest ‘concern’ I have is dealing with regulations and legislations against our
industry … I don’t want a government entity telling us what constitutes safe sex.
“I prefer that information come as recommendations and not as requirements from
medical professionals. It’s completely on par with how I feel about the government
mandating women what to do with their bodies and reproductive health care choices. I
love that the adult industry is mostly based in California and don’t want to lose it to, say,
Nevada or Florida.”
Lion’s Den’s Miller asserts, “We work hard to maintain the relationships and
partnerships we have with the industry’s best manufacturers and distributors. They are
critical for our success now and into the future. We are all trying to be creative to figure
out how we can work together to insure long-term success for everyone in the industry.
That cooperation and innovation are the only way we can achieve a bright future for the
industry.
“I know it’s a cliché,” Miller concludes, “but we try to only concern ourselves with the
things we can control. We have been a heavily regulated and scrutinized industry since
our inception. Confronting the issues and challenges that are placed in front of us on a
daily basis and providing industry leadership in overcoming those issues and challenges
will continue to be a priority for the Lion’s Den.
“Upholding the rights that all of us enjoy, through defending the First Amendment,
will always be a force driving us to make the decisions we make and the actions we take.”
FEATURE
50 | AVN.com | 8.16