In 1978, the Lenzi family opened a small-scale liquor store in the center of Franklin MA. Over the last 40 years, it has grown from strength to strength, moving to a new premises in the downtown area and offering an impressive selection of fine wines, beers and spirits. Today, Franklin Liquors is an iconic part of the community known for its great customer service and high-quality products.
Owner Mark Lenzi worked in the store all through high school and college before leaving his job to take over the family business “In 2007 I left my medical career as a clinical engineer to take my dad’s place in the business. Today I run the store along with my brother Mike and sister Terri. We’ve always been staffed by friends and family – they know the business inside out and understand customer value”.
Discovering New Technology & Driving Sales
Like any good store owner, Mark is always on the lookout for new products and services that will improve his store’s online presence “We love any technology that helps us get found in web searches. Pointy was a no brainer for us!” Mark installed the device and all of his products appeared online, ready to be found by people searching nearby. “We ran into some difficulty with the installation as we had connected it wrong. We called the Pointy team and they fixed the problem within minutes – they are always available for technical support which is great.”
For the last three years, Franklin Liquors has been voted best liquor store by the local Reader’s Choice voters. Mark says they owe this title to their excellent customer service both in store and online “We love interacting with our customers and getting their feedback. We like to make it as easy as possible for them to reach us and find out information such as opening hours and special offers. We put a lot of effort into engaging in all major social media channels and publishing daily and weekly industry newsletters. We’re always posting about Pointy so that customers know where they can see our products online.”
Competing With The Online Giants
In addition to being highly active on social media, Mark wanted to find other ways that he could compete with online giants like Amazon. Pointy provided a way for him to display all of his products online and to rank highly in local Google searches “Any time you can help your store and products be found online it’s a win! We like that it’s about getting people into your store rather than selling online – we want people to visit Franklin Liquors and get the full in-store experience that we work so hard to deliver.”
For Mark the best thing about Pointy is that you can see instant results, with very little work required on the retailer side “I was told that once a product is scanned it can be found in a web search in about two weeks. I’m very pleased to report that this is completely true!”
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