6 ideas to attract customers: WOOD 100 Strategies for Success
October 29, 2018 | 10:34 am CDT

Website optimization, online and 3D ordering systems,  plus traditional marketing efforts are among the ways these WOOD 100 companies are keeping their name at the forefront of customers' minds. This year's WOOD 100 includes cabinet and casework manufacturers, residential and office furniture producers, architectural woodworkers, store fixture manufacturers, wood component manufacturers, closet companies and more.

Photo: Gator Millworks

Gator Millworks, Denham Springs, LA —  A lot has been happening at the cabinetry and casework firm. “We are always investing our money into new ways of improving our product, process and people,” said Chad Foster, president/CEO.

Gator increased its marketing over the past 1-1/2 years with a new website, case studies and new messaging. It has also invested  millions of dollars in new technology, including an ERP system, Homag panel saw, Weeke CNC, Intellistore, SNX contour edgebander, ROBATech sander and Makor finishing system, and added employees.  Gator also recently broke ground on a state-of-the-art facility.

“Gator Millworks is pushing ourselves and our team to be better, every day,” Foster adds. The firm also gives back to the industry, and community,  including donations to Pittsburg State University and creating a summer internship program.

More Bright Ideas

Bella IMC, Huntertown, IN
President Chad Shelton credits “creating our online 3D ordering system and improving our production process,” for helping the cabinetry firm’s 2017 sales grow a whopping 225.0%.  “The results are only the tip of the iceberg.” Bella has an extensive online ordering system that allows customers to customize the cabinets, hardware, finishes and dimensions. Bella also has a patent-pending ordering kiosk that can integrate with other cabinet shop’s offerings.

RiverCity Cabinets Inc., Austin, TX
“We focus on relationships with our builders,” said Randy Hardin, owner of the high-end residential cabinetry firm. “Obviously we have to provide excellent quality, we have to deliver cabinets on time, and we have to service the cabinets quickly and efficiently. But without developing trust and creating a bond with our builder, it means nothing.” A new CR Onsrud CNC also has dramatically increased throughput.

URDrawer, Clearwater, FL
The dovetail drawer maker uses a seamless online system that quotes, converts to order and sends automated acknowledgements when orders move into production and delivery. “This provides service, convenience and quality that customers realize helps their bottom line,” said Randy Koch, GM/owner. 2017 sales grew 26.4%,

Morantz Custom Cabinetry Inc., Lauderdale Lakes, FL
“We worked closely with custom home builders to prove to them that we can handle large homes and provide a one-stop shop” for all cabinetry and design services, as well as seamless project coordination, said Harold Morantz, president. The firm also rents a large warehouse to store projects until installation and sends progress pictures during production. Sales at the cabinetry and closets firm grew 28.4%.

Pacific Crest Custom Cabinets, Ridgefield, WA
2017 sales at the residential and multifamily cabinetmaker grew 28.6%. “We have been able to stay consistent in both lead times and pricing over longer periods of time than both our local competitors and the national brands selling in our market,” said Brian Boggs, GM. “We also employ a large field team that makes sure houses are ready for closing.”

The 2018 WOOD 100 is sponsored by Pollmier Inc.

Read more 2018 WOOD 100: Strategies for Success

Marketing Initiatives
Go-to-Market Strategies
Business Strategies
Productivity Enhancements
Technology Integration
Product Innovations
Customer Service
Return to WOOD 100 main page
Read the special 2018 Leadership issue of FDMC online

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About the author
Karen Koenig | Editor

Karen M. Koenig has more than 30 years of experience in the woodworking industry, including visits to wood products manufacturing facilities throughout North America, Europe and Asia. As editor of special publications under the Woodworking Network brand, including the Red Book Best Practices resource guide and website, Karen’s responsibilities include writing, editing and coordinating of editorial content. She is also a contributor to FDMC and other Woodworking Network online and print media owned by CCI Media. She can be reached at [email protected]