Customer Spotlight: Dollar Daze Stores

Dollar Daze stores, located in Michigan, started ten years ago with a small store in a mall, and has opened two stores every year since. We asked owner Anne Wiltse, who manages the chain with her children Jennifer, Dan, Bonnie and David how she runs the business.

Slow and steady describes Dollar Daze's approach, and it seems to be working. “We try to give the customers really good value, and we pay every bill on time. We emphasize interactions with the customers and get things that satisfy the treasure hunt mentality. Particularly if they have a big family and are buying for grandchildren, all those things are appreciated. She feels that the retail environment has changed dramatically in the last few years as competition has heated up and more dollar stores continue to be opened. Survival of the fittest is now the order of the day.

In order to remain competitive, Dollar Daze has a simple, direct approach: give the customer the best bargains and everything else will take care of itself. The company doesn't do any advertising, instead relying on such things as store location, appearance and word of mouth for promotion. They also do special in-store promotions at the holidays as a ‘thank you' to the customers. It's a personal approach that seems to suit the family owned business well.

One innovation recently introduced is the closeout store, designed to relieve the other Dollar Daze stores of slow-moving dollar items. The target is dollar store merchandise that hasn't sold in 30 days, and the items are usually marked at 50 cents. The idea is to attract other buyers who are attracted to deep discounts.

Best selling categories include stationery, silk flowers, gift bags, and balloons. “Every community we're in, it seems every painter in town buys from us. Gloves, drop cloths, paint brushes- Nobody cleans paint brushes anymore. That's been a huge business for us. The key thing is to get a lot of variety and keep it stocked, give people a lot of choices. ”As an example, at Christmas time every dollar store will carry a special selection of porcelain dolls, basically as a way of thanking their customers for their loyalty and support.

She also is a firm believer in keeping only the very best employees. “The people that don't perform we don't keep. We're too busy. ”There are higher costs with this approach, but “in the long run you're better off with the people that really want to be there. ”

Asked about how her relationship with Kole got started, she says it's “perfect” and relates a story about meeting at a trade show.

“I talked to Danny Kole- I interrupted him in a meeting one time when he was on the sales floor with some of his people, and I asked him if he would coordinate a container for me. He was willing to do it. ”

Once again, attention to the customer makes the difference, for Kole and for people like Anne Wiltse of Dollar Daze.