Hand-Painted Signs Add to Creative Merchandising

Making an effort to welcome every customer that comes into the store, Steven Edele, the owner of Edele & Mertz Hardware in St. Louis, Missouri, is continuing the legacy of customer service his family started in 1912.  

“I truly believe the secret to our business’ longevity is customer service first and foremost,” Steven says. “Calling people by their name makes a huge impact on customers, and while I’m not always great at it, it does make a difference.” 

Part of that customer service is creative merchandising that makes it easy for customers to find what they need in the store. Edele works with Joe Allhoff, owner of the Tip Top Sign Shop, to come up with fun and attention-grabbing hand-painted signs that Edele uses for merchandising and decor throughout the store. Allhoff has also designed store-branded merchandise like mugs, hats, stickers and T-shirts that the store sells.

“Working with Joe has helped me do a better job with creative merchandising,” Edele says. “He was a customer before we started working together, so he understands my business and has lots of different and unique ideas.”