We use the customer database generated by our direct business to ensure that customers receive catalogs matching their merchandise preferences, identify new customers and cross-sell merchandise to existing customers. Our website offers all of the merchandise included in our catalogs and contains more extensive product descriptions and photographs, as well as additional sizes and colors of selected merchandise.
Through our extensive customer database and analysis of historical sales data generated by our direct business, we are able to identify geographic areas with a high concentration of customers that represent potential new markets for our destination retail stores. As we continue to grow our business through opening new destination retail stores and building our direct business, we believe that we will improve our operating efficiencies by optimizing and investing in our management information systems, or MIS, distribution and logistics capabilities.
Our website is our most cost-effective means of offering certain specialized or hard-to-find merchandise that may not be available through our catalogs or destination retail stores.
We also tailor the merchandise selection in our destination retail stores to meet the regional tastes and preferences of our customers. We operate as an integrated multi-channel 2645, offering our customers a seamless shopping experience through our catalogs, website and destination retail stores, thereby capitalizing on our strong brand recognition. We have ly aimed to obtain tailored economic development arrangements from local and state governments where our destination retail stores are located and we expect to obtain similar arrangements in connection with the construction of future destination retail stores.
Our direct business uses catalogs and the Internet to increase brand awareness and generate customer orders via the mail, telephone and the Internet.
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Dropping my pants for someone that doesn't even know my last name is NOT going to happen. This is my 4th ad and I have gotten a lot of responses BUT nobody seems to follow through. Inwe opened a second destination retail store in Sidney, Nebraska. We currently plan to open four large-format destination retail stores inall of which have been announced.
Our general catalogs range from to 1, s and our specialty catalogs range wahts 52 to s.
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Additionally, we believe that smaller-format destination retail stores could provide further opportunities for future retail expansion. We believe that our catalog distributions have been one of the primary drivers of the growth of our goodwill and brand name recognition and serve as an important marketing tool for our destination retail stores.
We also will seek Aeult continue to effectively broaden the application of our brand through opportunistic acquisitions of complementary businesses, as well as through the internal development of relevant businesses and product. Expand our direct business.
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We intend to continue to acquire, develop and sell additional land adjacent to some of our future eants retail stores. Inwe acquired the assets of the Gander Mountain direct business and integrated them into our business.
Contact About Where are all the good men? We have Fie our destination retail store base from four stores in to ten in Direct Business Our direct business uses catalogs and the Internet as marketing tools to generate sales orders via the telephone, the Internet and the mail.
Other service marks, trademarks and trade names referred to in this prospectus are the property of their respective owners. Through our established direct business and our growing of destination retail stores, we believe we offer the widest and most distinctive selection of high quality outdoor products at competitive prices while providing superior customer service. This includes the costs of real estate, site work, public improvements such as utilities and ro, buildings, fixtures including taxidermy and inventory.
Business Strategy Our business strategy wahts the following key components: Continue to open new destination retail stores. Our destination retail stores generally offer the same merchandise available through our direct business augmented by a selection of seasonal specialty items and gifts appropriate for the store.
Store Locations and Ownership.
These attributes differentiate our destination retail stores making them appeal to entire families and we believe increase the average shopping time customers spend in our stores. In addition to the ability to order the same products available in our catalogs including the use of the catalog product identification for quick orderingour website gives customers the ability to purchase gift certificates, research outdoor activities and choose from other services we provide.
We have acquired selected other businesses that comprise a part of our direct business which we believe are an extension of our core competencies. We also market our products through our website which has a of features, including product information and ordering capabilities and general information on the outdoor lifestyle. This allows us to 5 Table of Contents offer rare and highly specialized merchandise to our customers which enhances our reputation as a leading authority in the outdoor recreation market.
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Hoping to spend cold winter nights watching or talking WestVirgiia drinking hot chocolate. Our extensive product offering consists of approximatelystock keeping units, or SKUs, and includes hunting, fishing, marine and camping merchandise, casual and outdoor apparel and footwear, optics, vehicle accessories, gifts and home furnishings with an outdoor theme.
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These destination retail stores are similar in format, merchandise offered and ambiance, despite variations in their size. I don't seem to be having much luck on here but thought I'd try one more time before giving up and spending the winter alone. Building on our success in the direct business, we opened our first destination retail store in Kearney, Nebraska in We will continue to leverage our brand recognition in selected areas through corporate relationships and alliances.
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In fiscalwe circulated over million catalogs with over 60 separate titles and received approximately In addition, we intend to improve destination retail store productivity by adjusting our in-store staffing levels and refining our destination retail store layout strategies. Sincewe expanded our retail business by opening eight additional destination retail stores in seven states. The large size of our destination retail stores allows us to offer a broad selection of products, helps to provide us with flexibility to respond to seasonal needs and merchandise trends and enables us to manage the flow of customer traffic.
We also plan to improve our customer relationship management system which we expect will allow us to better manage our customer relationships and more effectively tailor our marketing programs.