Small Dog customers vote with feet — and paws

first_imgThe numbers are just coming in for Small Dog Electronics’ new flagship store and by all measurements, it’s an undisputed winner.The Apple Specialist (#1 in New England, #3 in the nation) opened its doors in Burlington, Vermont and it was clear that customers voted with their feet – and their wallets.”We knew that the Burlington store would blow all earlier records we had ever set for retail,” says Don Mayer, founder and CEO of the online Apple reseller, “but the pent-up demand was even bigger than we projected.” Small Dog Electronics ( is external)) started its internet enterprise in 1995 and added an adjunct retail outlet a few years later, nestled in the outlying mountainside village of Waitsfield, Vermont. Four months ago, a retail space in the busiest shopping intersection in Chittenden County opened up. “We knew if we were ever going to grow the retail side of the business, it had to be the perfect location,” Mayer describes, “and suddenly – it just appeared.” The store occupies 3700 sq. ft in a highly trafficked shopping center just south of Burlington, Vermont’s largest city and most populated county. It opened on October 28.”Twelve days into the new Burlington store, sales are trending more than two and a half times the volume of its counterpart in Waitsfield.” Mayer reports. “Heck, if I had a dollar for every person that said ‘thank goodness you’re finally here,’ it would be triple.”Between the flurry of ribbon-cutting festivities, and a blitz of special theme days for students, photographers, and other professionals, more than 2000 people visited Small Dog Electronics in its opening week. Over $10,000 worth of iPods, computers and other prizes were given away in special events and promotions with the help of vendor attendees including MacWorld, Canon, Olympus, LaCie, and Apple.The opening of the flagship store catapults Small Dog Electronics into new territory. One, Mayer describes as “very Mac-friendly and Mac-sophisticated. “Vermont has grown considerably in the past twenty years,” Mayer explains, “and Burlington is the epicenter for thriving national businesses like Ben & Jerry’s as well as a popular college town. Vermonters have been our online customers for years and they let us know in this first stretch, how happy they are with our new, more accessible location.”Dogs, too, are always part of the mix at Small Dog Electronics, and the new store is no exception. Dogs are welcome and christened the store in a variety of ways. “There’s a reason why we chose hard wood floors,” says retail store manager, Hannah Parfitt. “They’re nice looking and so easy to clean.”last_img read more