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A few years ago, while spending some of my career on the advertising agency side of the business, I had the pleasure of working with the marketing people at Beall’s Department Stores in Bradenton, FL. The company had been in business for several years and had become of favorite shopping place for “mature” customers in Florida and Arizona by understanding who they were NOT trying to be. Beall’s (pronounced Bells) was not trying to be Macy’s, nor Kohl’s, nor JCPenney, nor Ross, nor TJMaxx. For that matter they weren’t trying to be just like any other stores competing with them in their select markets. The company understood the casual lifestyle of its customers. They understood that they were looking for a lower prices. They wanted quality brand names. They were no slaves to fashion. And they wanted a pleasant shopping experience at the store.
Well, it really seems to be working. Now with over 530 stores doing over a billion dollars in sales in relatively few markets, Beall’s recently opened a brand new store near me in Seminole, FL, so I decided to take a trip over to see it during its soft opening the week prior to its big Grand Opening. Not so soft. The lot was full. The stores were as crowded as any Black Friday experience I’ve had, and 
the registers were line up down the aisles with shoppers taking advantage of pretty much the same promotional offers that Beall’s offers regularly to its customers. The store was well organized and contemporary, but frankly not much different than the store that was demolished just 6 months earlier when the mall was torn down in favor of a new town center concept. Beall’s was the first to open this week. The store wasn’t exciting, and that’s the point. Beall’s brand isn’t necessarily exciting. It just works for the customers that they have targeted in over 100 years of doing business. Consistent, clean, well-merchandised, effective graphics all living up to the brand promise. A solid mixture of national brands like Columbia, Gloria Vanderbilt, Skechers and Dockers mixes well with Beall’s own Reel Legends, Guy Harvey, and Carribbean Joe.
The company has recognized the value of the mature customer. Notice I did not say senior or retirees. While these demos are loyal shoppers, the styles and fashions fit a lifestyle more than a demographic. So young mothers are just as likely to be there next to a grandmother. I find there collection of sports and golf shirts as good as any around and better priced. Home décor and appliances are fit for the casual home but work well in the other 14 non-tropical states that the company operates in. That’s the point of brand—be consistent and understand what customers like about you more than the other stores offering similar merchandise. While the company has expanded to include an Outlet division and a robust online marketplace, the offerings and the commitment to the customer and the communities that they serve is consistent and one of the unique selling propositions that Beall’s has maintained steadfastly over the years. Simply put, they succeed by being themselves and doing it well. And the brand continues to succeed and grow.
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