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Lezzer Lumber Holds Expo for Loyal Customers

Lezzer Lumber Holds Expo for Loyal Customers

With all of the new products on the market, updates in building codes and changes in workplace regulations, it can be difficult for contractors to keep up. Lezzer Lumber makes it easier.

Every February, the company, which operates 11 retail locations in Pennsylvania, holds its Vendor Expos. The purpose is to bring together vendors and customers to see and learn what’s new.

This year, the company held four Expos—in different locations spread between the stores—and attracted approximately 2,000 customers.

The Expos are productive for our vendors, because our outside sales force does a good job of taking customers to the different booths, so everyone’s time is well spent.

—Bill Thomas, marketing coordinator of Lezzer Lumber

It’s a special event designed for both existing customers and potential customers who want to see what Lezzer Lumber has to offer, says Bill Thomas, marketing coordinator for the company. While there may be some business transactions made at the Expos, the events are just as much about offering information and building relationships between vendors and customers as they are selling.

“Our contractors and vendors look forward to this event,” says Thomas. “The Expos are productive for our vendors, because our outside sales force does a good job of taking customers to the different booths, so everyone’s time is well spent.

“Some of our customers are small-scale contractors, and they are not able to keep up with all of the new products on the market and the code changes,” he says. “The Expo gives them one place to get that information.”

The half-day events are held at a hotel or other convention space, and may include as many as 40 of Lezzer’s vendors.

In addition to the vendor booths, attendees can sit in on seminars covering timely topics, such as OSHA fall protection or a presentation by the local builder’s association.

There are also door prizes and a buffet dinner as a way for Thomas and the rest of the staff to show their appreciation for their customers.

This year, Lezzer Lumber celebrates its 90th anniversary, and it’s events like the Expos that emphasize how the company has earned its customers for nearly a century.

“The Expos have helped us create a lot of loyalty with our customers, because they know we’re looking out for their best interest,” says Thomas.

“We’re helping them to promote their businesses, too, because they’re up to date on all of the new products for their customers,” he says.

About Jesse Carleton

Jesse Carleton

Jesse Carleton has visited independent hardware retailers, conducted original research on the industry and written extensively about the business of hardware retailing. Jesse has written for more than a dozen of NRHA’s contract publishing titles, all related to the hardware retailing industry. He also was instrumental in developing the Basic Training in Hardware Retailing courses now used by thousands of retailers across the country.