Shifting strategies to boost traffic.

Author:Lockburner, Todd
Position:LETTERS TO THE EDITOR
 
FREE EXCERPT

It has been an interesting year for the firearms industry. With a relaxed buyers' market, retail/range operators, distributors and manufacturers will need to modify the way they have been operating for the last eight years.

On the range/retail front, shifting marketing dollars to draw more customers to the non-retail parts of the business will increase those higher-margin sales. This move will also add more customers walking through your retail area and increase retail sales. Business owners tend to reduce marketing spent in this type of...

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