Premium Partner Success Story: Perry's Gun Shop, Inc. in Wendell, NC 

Throughout the 20th century, it was usual to find firearms for sale in gas stations and hardware stores across America. It was common seeing rifles next to rakes. And so it was with Perry's Inc. hardware store in Wendell, North Carolina. In 1981, as the store approached its 100th anniversary, a young Barry Perry branched out from his father's traditional hardware inventory and added firearms to their offerings. Things have never been the same. Since that time, that little corner of the hardware store has exploded into a 20,000 sq. ft., thriving firearm and outdoor retailer. Carrying products from Benelli, Smith & Wesson, Glock, Browning, Winchester, Berretta, Remington, H&K, Liberty Safes and a broad variety of merchandise and apparel, Perry's Gun Shop has evolved into a firearms authority. With three generations of Perrys working the store, fifth generation customers roaming the aisles, and a knowledgeable and experienced staff always ready to help, Perry's Gun Shop has perfected a recipe for success. But it hasn't always been so easy.

According to Barry, "When firearms experienced a downslide in the early 1980's, it was companies like Federal who gave us the help we needed. Their support–and the support of the entire shooting industry–is what saw us through the tough times." And to their credit, Barry and his team never lost focus regarding customer service. "Keeping our shelves stocked with quality products and keeping open lines of communication with our customers is what it's all about," stated Barry. "When a customer walks through the door, they want to see new products. They want to learn from the sales staff. That's how we stand apart from mass merchandisers. We do more than simply fill an order. We provide answers to questions and solve problems." It's this philosophy that has made Perry's Gun Shop a shopping destination instead of just another outdoor store.

With all the traffic from experienced outdoor enthusiasts, Barry quickly realized that he needed to continue to give his staff the tools to succeed. That's were he believes his Federal/ATK sales rep becomes an invaluable resource. Since Barry fills his store with virtually the entire spectrum of Federal and ATK products–from Federal, Speer and CCI ammunition to Alliant Powder, Shooters Ridge, RCBS, Gunslick, Outers, Weaver Rings/Bases–he receives broad support from ATK personnel. "Since I consider my store a shooting supplier, I take part in almost every promotion that ATK offers and rely on Federal to help me deliver the best shopping experience. And with the help of Ken Jefferies (ATK Rep from Jones & Company), I know that my store will continue to be on the radar for great deals and smart promotional efforts. That's because Ken is always there and always dependable. He takes the time to teach my staff about new products and innovations."

Barry is quick to point out that over the years he's tried just about every marketing method and advertising medium. Radio spots, TV ads, direct mail, print ads. The method might change but the message is always the same–giving customers advanced notice of upcoming sales, promotions, rebates and new product innovations. Barry feels this personal touch demonstrates how much his customers mean to him and shows they are not simply numbers in a ledger book but real people who are valued. The results speak for themselves.

Posting steady revenue increases over the past five years, Perry's Gun Shop has experienced double digit growth in almost every product category. "But I can't claim all the glory. Our success is definitely a team effort. And manufacturers have played an instrumental role in our growth." Because according to Barry, there are many manufacturers that have lost touch with the everyday retailer and refuse to look long-term. They are only concerned with what profits can be made today. "But not Federal," says Barry, "Federal gives the time, attention and service when I need it most. Their timing is unbelievable and I can't stress enough how much their Dealer Services team tends to my needs and those of my customers. I can tell they are in for the long haul."

Since his store attracts a large target shooting segment, Barry deals with avid shooters of all disciplines. To satisfy their needs, he employs a staff that is knowledgeable in each special interest. Have a question about skeet chokes and loads? No problem, Perry's Guns has an expert. Need help deciding which optics deliver the best long range accuracy? Yes, there's an optics expert as well. That's because each of Barry's employees knows the industry and lives it. "If there is one thing I demand of my workers," says Barry, "it's that 'I don't know' isn't an answer and will never be said to a customer.

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