Business

Garrett Popcorn Turns To Web To Boost Sales

CHICAGO (STNG) ― Garrett Popcorn CEO Scott Schroeder does not sugarcoat his words.

Six weeks after Garrett lost the lease to its flagship location at 670 N. Michigan, Schroeder recognizes that his company needs to plant new seeds to make up for the lost business.

"The loss could not have come at a worse time," he said. "Imagine your number one client walking away just as the economy is tanking."

Schroeder shared this kernel of truth during a recent panel discussion hosted by the Chicagoland Chamber of Commerce that focused on how to "recession-proof" your business. In an economy more salty than sweet, Schroeder is investing heavily in the Internet.

While the plan is for Garrett to open another Magnificent Mile location by the holidays -- the company has four stores in the Loop and two opening at O'Hare this month -- being able to build upon its 50 percent online sales growth is equally as important.

When Schroeder says "many companies are turning to the Web as their first line to the consumer," he means it literally. No customer communication to www.garrettpopcorn.com goes unread by Schroeder before being forwarded to the appropriate division head. A big believer in word-of-mouth marketing, Schroeder and his staff regularly monitor the blogs to see what people are saying about their product.

The company recently developed a Web-based ledger system to better keep track of inventory and purchased an offsite kitchen on the West Side to more cost effectively fulfill Internet orders. When Oprah tells the world how much she loves Garrett Popcorn, the company has the Web infrastructure in place to process the international demand and transactions her endorsements invariably generate.

Garrett is also increasing its distribution of e-mail blasts and search-engine marketing placements via Google Adsense. As companies like Garrett continue to shuffle their advertising dollars from traditional media to the Web, the distinction between the two marketing channels (at least according to one interested party) becomes fuzzier.

"Thinking of regular customers and digital customers is outdated thinking," said Google's Chicago-based managing director, Jim Lecinski, who also participated on the panel. Lecinski recently surveyed some of Google's top local retail clients and confirmed ongoing reports of doom and gloom in the sector.

(Source: Sun-Times News Group Wire © Chicago Sun-Times 2006. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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