Lori Mason and The Store
How They Succeed at One of Canada’s Leading Chandleries
By Doug Dawson
Way back in 1978, when the Port Credit Harbour Complex
was a long way out of the city and the concept of a marine centre was scoffed at, Jack Mason jumped on board. The Masons
opened Canada’s first chandlery and one of the few in North
America that was owned independently from a marina. He
called his business “Mason’s The Store”.
Jack and his wife Bette were and still are, avid boaters and
sailors which of course, afforded them first hand knowledge of
what their customers needed.
Their daughter Lori, started working in The Store part time
for a couple of years, then graduated to full time in 1980. Lori
took over day-to-day operations in 1988 but Jack did not officially retire for years after that. Lori kept him working weekends in sales. Jack loved the interaction with their boaters and
so does Lori, but that is only the start of what has made this
one of Canada’s most successful chandleries
.
STAFF RETENTION
Mason’s retain their good staff by not only paying them comparatively well, but also through get-togethers to show their
appreciation and an occasional reward after a special event
when the team was really successful – as a reward but not to
spoil them.
COMPUTER USE
Mason’s have been taking advantage of what computers can do,
even before suitable programs were offered. Lori and her crew
created bar codes for products years before their suppliers put
on codes. She uses the codes for pricing, inventory control and
ordering. Lori takes advantage of technology and communicates regularly through newsletters, alerting everyone on the
mailing list of upcoming events in the area, family and staff
news, as well as specials on products.
Another recent innovation at Masons, is their “Customer
Loyalty Card Program” rewarding customers for their loyalty
and of course, keeping them coming back.
.
DISTRIBUTION PARTNERS
Mason’s suppliers are required to offer excellent products and
service. Keeping their promises regarding delivery, warranty,
etc., are vital to the relationship. Broken promises puts that
supplier in Lori’s “bad book” really fast. The good suppliers
work harder, the others get dropped and replaced. When a
supplier promises delivery or service to Lori, it’s her word that
the customer is relying on so, she needs suppliers that keep
their commitments. With a “Lori smile and chuckle, her two
words of advice to all her suppliers are, work harder!”
SET APART
Many things set Mason’s The Store apart from most other chandleries and marine stores.
Mason’s buyers use their customer lists and computer data
to shop wisely and select the best products at the best prices,
so that customers (both power and sail) will get quality and
selection at very competitive prices.
Customer service also puts Mason’s ahead of the pack. Lori
has a strategic plan and sticks to it – “Service the customer to
death”. Most other stores and chains don’t offer service at this
level so again, The Store is set apart from the rest. Through
their knowledge and experience, Mason’s carries the products
boaters want, and maintains a large inventory – even for the
specials. They stock wide and deep.
