The Christmas Light Emporium

business /

The Christmas Light Emporium

I have always wanted to try my hand at running an online store. With the success of my lighting business I found that we were order such large volumes of lighting that I might as well bring in some inventory and start selling online. The first effort in 2012-13 was pretty lame do to the platform I got locked into with my first drop ship supplier. I quickly found that drop shipping can be a nightmare. You see, the drop shipper has no incentive to provide great customer service. They don’t have to answer to the end customer. So in 2014 I set out to rebuild everything from the ground up myself. I got rid of products that weren’t selling or were inferior, brought in new suppliers and beefed up the volume of inventory I carry and ship directly. I built out a call center to manage customer service, dumped all the money I could find into advertising and promoting the new site – and I built an all new TheChristmasLightEmporium.com by myself over the course of about 10 months. I was ready to launch phase 1 in October of 2014, but that is *really* risky because October is the start of our peak selling season. So I almost opted to delay the launch until 2015. But I did it anyway. And sales dropped to nearly nothing almost immediately as Google and the other search engines scrambled to re-catalog the site and I scrambled to keep up with managing all the 301 redirects. Sales were slim for the first 2 weeks of October 2014. But then in week three they shot up like a rocket and the 2014 Christmas season was the best we’ve ever had with The Christmas Light Emporium.

I made a lot of changes with a 100% focus on providing the best quality products at the best delivered price and with the best customer service in the industry. I think our numbers bear out the fact that this approach works. We added nearly 3,000 new customers, maintained a 100% satisfaction rating, have tons of ecstatic reviews from happy customers, we had only 9 returns – none of them due to quality, defects or errors. Our mis-ship rate dropped to almost 0, and our profitability jumped more than 500%. All in less than 3 months. Plus we got a cool new phone number that’s easy to remember 🙂 888-444-XMAS.

I am very proud of this accomplishment and am very much looking forward to seeing how we can serve customers *even better* in the years to come!