Purveyor Of Heirlooms
CAPEL RUGS
High end retailers know that sales increase customer traffic. But as Capel found out, using low cost items as the lure can often attract the wrong customers and cheapen brand value. To attract the right customers - those who understood the value of owning a great rug - we positioned Capel Rugs as a knowledgable purveyor of heirlooms, occasionally available at a modest discount.
First month sales were highest in company history and year-over-year individual store sales improved 7%.
