Apricot Lane Boutique | 9 about we embrace this cause and set up a training center to employ victims of sex trafficking with great jobs and provide a hope for their future?’” he says. “It’s not an easy cause to embrace, but it’s something that we need to do.” “We’re going to make a difference in this world beyond just selling fashion and apparel.” They’re also involved in the breast cancer awareness month campaign in October and each franchisee supports their favorite local charities. EMBRACING TECHNOLOGY Another critical component to Apricot Lane is technology. Social media is “huge” within the company, Petersen says. They have an aggressive approach with their grassroots marketing campaign to use social media to engage their customers. “The customer experience is very ivmportant to us and we’ve embraced social media to enhance that experience and relationships are being developed through them,” he says. Their franchisees are also starting to engage in e-commerce at the store level. Two of their stores are currently testing e-commerce – one in Peoria, Illinois and another in Dallas, Texas. “We’re very pleased with the results. Not only have they added new sales, but they’ve added on new e-commerce sales at a very aggressive rate,” he says. “It’s something we’re excited about and hoping Ken Petersen
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