Hansen Flooring Gallery, St. Cloud, MN

Hansen Flooring Gallery, a full-service flooring retailer since 1973, is located in a busy retail district of St. Cloud, Minn. The trouble is, access to the business is along a less-traveled side street, so potential customers didn’t know about the business or the products and services it offered. Clearly, advertising with an older wall-mount backlit sign just wasn’t doing the job.

Hansen Flooring Gallery is St. Cloud’s full-service resource for carpet, tile, laminate and wood flooring. Since 1973, CEO Lenny Hansen and his staff have worked hard to provide personalized, professional service for their customers. But in 2010, Hansen Flooring had a challenge to overcome; potential customers traveling along busy route 23 breezed right by the store front. Hansen tried newspaper ads and radio spots, but needed more effective advertising to take advantage of his high-traffic location.

Hansen consulted with experienced area sign dealer Scenic Sign Co. and began to research digital signs at other local businesses. Scenic Sign Sales Manager Bob Gruber, Jr. knew that Watchfire’s blend of durability, visibility and selling power was exactly what the store needed. “With Minnesota humidity, it is impossible to
keep moisture out of a sign. Watchfire has the only encapsulated modules on the market — that made our recommendation easy.”

Hansen chose a color 25mm sign, and customers responded right away. He reported that overall sales jumped 15% within a year, “We keep track of every customer who walks in the door. We have experienced a 20% increase in walk-in traffic. Many customers who have driven past for years say they saw the sign and didn’t realize there was a flooring store here!” The improved visibility helped increase the store's customer base, giving the sales staff the opportunity to turn first-time customers into repeat clients.

The sign has enabled Hansen to cut his advertising budget significantly; he has cut $10,000–$12,000 per year in paper advertising alone. “We run a couple of short radio campaigns and then use our Watchfire sign all year long,” he said.

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