LUX - August 2017 15 Destination for Specialty and Boutique Clothing Lines Company name: Cornerstone Shop & Gallery Contact: Karin & Bruce Bennett, Owners Address: 214 Broad St., Lake Geneva, WI 53147 Email:
[email protected] Telephone: 262-248-6988 Website: www.cornerstoneshoppe.com In addition, the Cornerstone Shop helps decorate local restaurants, hotels and resorts with wall art, floral arrangements, rugs and other home accents, as well as holiday décor. The store has also been selected to stage homes for tours during area events, such as the annual Antique & Classic Boat Show. Designers also work with local Realtors and visit homes to give sellers tips, based on their budget. The designer will hand-select items to help style the home in a competitive market. Holiday decorating accounts for a significant portion of the design services. During the store’s annual Holiday Open House, team members and vendors share tablescape tips with customers. Projects range from decorating trees, tablescapes and mantels to creating custom wreaths and floral arrangements, outdoor décor and full home transformations for the holidays. How does it feel to be part of LUX 2017 Leading Designers? We are truly honored to be included as part of LUX’s 2017 Leading Designers. We continually strive to evolve, and enhance all aspects of the Cornerstone Shop & Gallery – from customer service and experiences to our products selections, merchandising, hiring, staff training and communications, efficiency, marketing and more. Over the years, we have developed a strong team of associates who work well together and with our customers. It’s through their dedication, commitment, efforts, creativity and skills that we have been able to expand not only our store offerings but our design services. With LUX’s reputation and following in the high-end lifestyle market, we are flattered to be recognized for our efforts. And while it’s nice to be recognized for today’s efforts, it is imperative to continuously change with our customers’ needs. If we could offer any advice to any retailer it would be, “Never stop evolving.” Special Events Special events are a very important part of the overall customer experience at the Cornerstone Shop. Special events throughout the year, including book and art signings, trunk shows, private shopping events, and the store’s largest event – the Holiday Open House – draw local and regional customers not only to the Cornerstone Shop, but also to Lake Geneva. The Holiday Open House takes place the first two weekends in November. The entire store is transformed with holiday décor, and customers come to be inspired by the displays and unique merchandise selections. Many plan a trip to Lake Geneva for this event months in advance. Planning for holiday displays begins nearly a year in advance, prior to the Atlanta International Gift Market in January, when the design team determines the upcoming year’s holiday themes and store layout. Owners Karin & Bruce Bennett have travelled to the Netherlands to Kaemingk, Europe’s leading designer of seasonal décor, to select additional holiday trees and décor. The Cornerstone Shop was one of the first stores in the U.S. selected to offer Kaemingk. Also key to the Open House success is the guest line up – which has ranged from artists and authors to lifestyle expert Monica Pedersen. Artists and authors provide personalized gifts, vendors offer specials and giveaways, designers share holiday decorating tips, and the store hosts children’s activities, offers treats refreshments, drawings, goody bags, and more. The annual event draws over 12,000 customers over the two weekends. Marketing Overview The Cornerstone Shop uses a mix of social media, print and online advertising, eblasts, direct mail, trunk shows and events, and a website. Local businesses (hotels, resorts, restaurants, cruise line) are also supportive in sharing promotions with their customers and followers. Utilizing the mix of advertising and promotions mentioned above, the store continually enhances its marketing efforts that have proven successful in drawing customers and increasing sales: • Special guests and events, such as the Holiday Open House, trunk shows, art and book signings, and private shopping events • Customer loyalty program • Targeted postcard mailings and eblasts • Promote holiday decorating services • Co-marketing programs with local businesses Community & Industry Involvement Since moving to the area, the Bennetts have been active in the community. Karin is a former Board member and serves on the Marketing Committee of Visit Lake Geneva Chamber of Commerce, working to enhance local tourism efforts year-round. She has mentored other local business owners, and developed co-marketing programs to help attract customers to the area. “We all need to work together – the City, the Chamber, the Business Improvement District, local businesses, and employees – to keep downtown Lake Geneva thriving, not only as a destination for tourists, but also for local area residents,” said Bennett. The Cornerstone Shop supports the fundraising efforts of many local charities and schools, donating more than $50,000 worth of gift baskets and gift cards, $10,000 in monetary donations, and many hours working to support area charities last year. “Although Lake Geneva is known for its high-profile lake homes and residents, there is much need that goes unseen within this community,” said owner Karin Bennett. Awards & Recognition The Cornerstone Shop has been recogized both locally and within the retail industry, earning honors including: • 2016 & 2013 Top 50 Retail All-Star – Home Accents Today • 2016 “25 Gifted Retailer” by Gifts & Decorative Accessories Magazine • 2016 Retailer Excellence Award Nominee for Marketing Achievement – Gifts & Decorative Accessories Magazine • 2016 – Top 25 Quarterfinalist for the Independent Small Business of the Year Award (Indie Award) by Independent We Stand • 2013-2016 Voted “Best of Walworth County” Specialty Gift Shop • Owner Karin Bennett was selected to participate in a Retailer’s Roundtable along with other retailers and industry players from across the United States during the Atlanta International Gift & Home Fundraising Market in January 2017 • Owner Karin Bennett was selected to serve on the panel addressing the challenges facing brick and mortar stores, share collaboration ideas, discuss opportunities to connect with customers and enhance the store experience during the Atlanta International Gift & Home Furnishing Market in January 2016