Fall 2016 Hardlines Strategies

CUSTOMER PROFILE

A Little Bit of Everything Blish-Mize Helps New Mexico Retailer Diversify

Boom times for the nearby oil companies translate to increased traffic at the store as employees stock up on supplies. During times when the oil industry is struggling, however, the team at BES, which also has a second store in Artesia, New Mexico, about 40 miles away, has had to develop strategies to keep the registers ringing. In large part, this answer has come through diversification of the store’s product mix—a solution made much easier because of its relationship with Blish-Mize. A Plan for Diversification Within BES Supply Store’s 18,000-square-foot salesfloor, customers can find thousands of SKUs covering just about every category. This broad array of merchandise is all part of management’s plan for diversification. With the volatility of dealing with oil companies, purchasing manager Robert Baze and store manager Anne Shoemaker say they have to stay on top of customers’ wants and needs to continue to compete. Sometimes this means special ordering products, while other times, it means adding niches that help differentiate the store from the offerings of local competitors, like the nearby Walmart. In fact, Baze says Walmart has even begun sending customers to BES Supply Store when they are looking for a specialized item. Carlsbad, New Mexico, has learned to take the good with the bad. L ike many businesses that service customers in the oil industry, the team at BES Supply Store in

Purchasing manager Robert Baze and store manager Anne Shoemaker rely on Blish-Mize to quickly and efficiently provide them with the products their customers are looking for.

The ability to offer customers a unique product selection, quick turnaround on special orders and competitive pricing are key reasons BES does business with Blish-Mize, a relationship that began seven years ago.

“They provide a quick turnaround for orders,” Baze says, “and you know when your order will arrive. And for things we don’t have, I can check the Blish-Mize system, see that they have something, and get it here overnight.”

12 Fall 2016 • Hardlines Strategies