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INNOVATION
Technology
I believe that technology is an important tool, particularly for small business in a very competitive retail environment. It allows us to level the playing field in an environment that often favours the big players. Yet it still allows us to take full advantage of being small enough to offer personal service and responsiveness. In 1987 we establish a customer database and mailing list. We developed the database into our marketing outreach campaigns with direct mail marketing. This allowed us to add toll free phone and mail order service to our retail operation. By measuring response rates and tracking advertising in our point of sale system, we were able to maximize our efforts and expenditures. We started our website in 1996. The website does more than present an online retail experience. It allows us to communicate with our customers. In addition to the usual shopping cart experience we provide educational information and articles profiling my cycling and skiing adventures around the world. We have just added a bi-weekly e-mail newsletter. The availability of cost effective technology has allowed me to maintain the Velotique website, produce our mail-order print catalogue and develop our own unique hardware and software.
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 Ski tester
Fitting cross-country skis is a true art that I have turned into a science, with the development of our own computerized “Ski-nal-y-sis System”. Each ski that we sell is individually tested and labeled so that any member of our staff can properly match the skis to the customer’s individual requirements, based on weight, ability and technique. We have satisfied customers across Canada and abroad. This unique technology has established Velotique as the premier ski fitting service.
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