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To reflect on 50 years in the business, The President Of The Shelving Store, Joe Schodowski sat down for an interview with Sully’s Blog. Mr. Schodowski discussed how he has evolved his business to stay on top of the competition and keep current with the modern times through his eCommerce store while never sacrificing customer service or quality! Read interview highlights below, or check out the full article here.

Sully’s Blog: Can you give a little background on your business?
Joe Schodowski: Shelving, Inc was started in 1960 by my father Jack. Back then shelving products consisted mainly of slotted angle and nut & bolt shelving systems. Because Shelving,Inc was based in Detroit, MI a majority of the customer base was either an automotive manufacturer (GM, Ford, Chrysler) or one of the suppliers. In 1996 we registered because we are “Shelving, Inc”. From 1996 – 2002 we utilized the domain as a sales lead tool for our sales representatives. Late in 2002 we decided to try our hand in e-commerce and launched Next, we launched a business to consumer site in 2007 and have explored many more sales channels for that site.
Sully’s Blog: How has has owning the domain impacted your business?

Joe Schodowski: It’s been very positive. From 1960 – 2002 a majority of our business was conducted in our local geographic market (SE Michigan). Since 2002 our market has expanded to all points of the USA and some international business as well. It opened our boundaries for business and allowed us to weather the economic storm fairly well because we have developed a larger, more diverse customer base and in a larger geographic market.

Sully’s Blog: Any advice for start ups, small business, or business of any size for that matter on choosing the right domain name?

Joe Schodowski: For start ups make sure you are well capitalized. Have cash and know what you are going to do with it. So many people I meet think e-commerce is simply building a website and sitting back letting the orders roll in. That is so far from the truth. You have to work constantly on driving qualified traffic to the site through many sales channels and monitor the results and spend to return on investment. You have to work on SEO, PPC management, CSE feeds, Affiliates, Social Media, Blogs etc… In addition you have to change your merchandising, update pricing and stay on top of ahead of your competition. You can’t ever sit back or you will soon be taken out by your competition.

Sully’s Blog: Any other information you’d like to share?

Joe Schodowski: We love what we do. Selling shelving. By selling shelving the old fashioned way (face to face with a sales rep and customer), online or through our call center our passion is to “Make Space Work Harder” by supplying the right shelving products for the right storage project. We’re happy to help any customer no matter how small or large their storage project may be. We have been doing this for fifty years and have tens of thousands of satisfied customers. We look forward to continually serving our current customers storage needs and always willing and able to bring on new customers. We make it known throughout our company that our customer is the Boss. They are the only reason we exist and if we don’t take great care of them someone else will. We do everything in our power to make our customers happy and organized.

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