Focus on Quality During the Holidays

Summer NAMM 2013 kicked off with the NAMM Retail Summit. The session looked at ways music retailers can supercharge their fourth quarter and holiday season. In this segment, NAMM President and CEO Joe Lamond interviews Lauren Haas Amanfoh of Royalton Music Center.

During the holidays, Amanfoh decided to forgo guitar pack sales and focus instead on promoting mid-level, individual guitars. The outcome? A 300-percent spike in her individual guitar sales.

"We changed up the floor plan in the store," Amanfoh said. "Instead of having three rows [of guitars], we made it more front-facing and had six rows.

"Guitars over a certain price point got a free gig bag—a really nice one. And we did a tiered rebate system … The fourth quarter of last year is when we ran the promotion, and depending on however much you spent, the rebate kept increasing.

"Instead of having the customer feel like they they're getting less, we almost customized packs for them, based on whatever they wanted.

​"We grew over 300 percent in the individual guitars."