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Business World |
February 2015
10
VARIETY OF CHOICE
According to Dahl, each of the group’s
brands is set apart by their extensive product
offering and easygoing customer service. The
Great Frame Up, for instance, offers a “warm
and welcoming environment” to customers.
They also offer the most comprehensive se-
lection of frames and mats available in their
industry, as well as a large selection of prints,
posters, framed art, wall-hangings and struc-
tural pieces.
Each and every The Great Frame Up store
– as well as every Deck the Walls and Fram-
ing & Art Centre store – offers a variety of
framed art of that is displayed in a gallery
area, which customers can view, purchase
and bring home ready to hang. Their stores
also offer unframed art, prints, and posters
which customers can arrange to have framed
to fit their décor. On top of that, a computer-
ised catalogue system is present in each store,
as well as online through the group’s website
shopforart.com. Customers who use that
website can arrange to have specific pieces
shipped directly to their local store.
Each individual store is also encouraged to
carry a selection of “local art” – something
that reflects the community they are in. If
there’s a professional sports teamnearby, they
might carry art and products related to that
team. Stores in New York, for example, in-
clude plenty of New York Yankees material.
Locations in the Upper North East, mean-
while, include a lot of maritime art, while
stores in the southern states have NASCAR-
related products.
“Anything that’s generally available in the
art world is available in our stores,” Dahl ex-
plains. “If you can buy it, you can buy it in
our stores.”
“We’re set apart by our breadth of product
offerings,” he adds. “No one else in the in-
dustry offers the variety of choice that we do.
We recognized very early on that that would
be the key to our success, so we’ve made it a
priority. Most other franchises and chain art