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Microcap & Penny Stocks : Ames Department Stores (AMES)
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To: Arthur Tang who wrote (1577)3/8/2000 7:11:00 AM
From: Arthur Tang  Read Replies (1) of 1911
 
AMES' national policy failed in OHIO, because OHIO citizens have higher per capita income. AMES low income only policy will fail when products saturate in low income households.

Limited upscale and 3600 vendors policy if performed will guarantee the success of AMES for a long time. In retail there is only discount or upscale. When discount saturate the area, upscale has to be the next plan. JC Penny had to go upscale and now they are back to discount.

The power of limited upscale is you can adjust the product mix quickly and effectively without a pause in business. AMES have more brand names now. And stockholders such as myself still push them hard to get more variety with higher price point goods. You can always deep discount them as door busters.

So, OHIO will be a test ground for AMES to upscale their merchandise. The trial will shape the future AMES market share. E-commerce will then be successful selling to the affluent computer owners. Customer targeting is extremely important to tie to the advertizing effort. Mr Lamire is in control of merchandising and advertizing. I would encourage him to have a separate plan for affluent customers if they visit AMES. More brand names in small quantities. More classy products such as what the old Marshall's, Filene's basement or Cherry & Webb have. One small step at a time is the successful formula?
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