When the founder of Lauerman’s Department Store in Marinette, WI died,  author Michael Leannah reports that “thousands of people — rich and poor, of all faiths and of every rank and class — visited his home to pay their respects.  Flags throughout the city were flown at half-mast, and many stores and institutions remains closed in his honor.” 

While we can only aspire to reaching this level of admiration, there are lessons that even independent retailers can learn from Leannah’s book Something for Everyone: Memories of Lauerman Brothers Department Store (State Historical Society of Wisconsin, 2013). In profiling this very successful store that was located in an unlikely spot for success — a small northern Wisconsin city — Michael Leannah points out several reasons that the store came to epitomize the golden age of department stores.

#1 Service. Not much has changed in this regard since the founding of Lauerman’s in 1890.  Even though the way we deliver customer service no longer requires horses, a great retail store is still judged on its level of service to its customers.

#2 A Wide Variety of Merchandise.  Lauerman’s excelled in its largely rural market because of shrewd buying (often of closeouts) that guaranteed low prices.  They also were willing to carry a wide range of products and of price points, often featuring the same item at a bargain price and a “better” quality at a higher price. This allowed them to appeal to customers of varied income levels and needs.

#3 Courtesy.  Please, thank you and a smile have the same value 125 years later.

#4 Skill in Hiring.  Good employees are essential in order to provide both courtesy and excellent customer service.  Lauerman’s at one time had hundreds of employees, many of whom stayed with them for decades.

Leannah’s book also talks about how involved the store was in the life of the community, creating events that became fond memories for generations who shopped at the store. They developed a few signature products, including the malt cone, that were exclusive to them and became part of the experience of visiting Lauerman’s.  Creating a memorable shopping experience is still our goal, and if we could find the secret recipe for malt cones I’d be game to give that a try!

Happy Retailing,

Carol “Orange” Schroeder