Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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[ RETAIL PROFILE ] www.beveragedynamics.com November/December 2015• Beverage Dynamics 25 and social media, and has worked to make the most of its limited advertising budget that pales in comparison to many larger chain stores. Gomer's is actually well known for its promotions, perhaps the most notable being the sponsored spots that air during all televised Kansas City Royals base- ball games. In addition to showing two commercials during the game, Gomer's sponsors a post-game segment called "Gomer's Homers" which summarizes home runs and other game highlights. On the Kansas side, McLeroy's store employs between 16 and 20 staff members at any given time, but there's no one else steering the ship but him (though he credits his wife for her help). McLeroy says he's worked seven days per week for the past 30 years, which is essential for him to keep all operations on track. In addition to maintaining Moody's business philosophy of always being fair to the customer, McLeroy takes things a step further by placing an emphasis on his vendor relation- ships as well. "You can't put a price on the kind of relationship we have with our vendors," he says. "I haven't checked an order in over a decade. I don't have to. These people are my business partners. We each know that we have each other's best interests at heart." Looking out for people's best interests doesn't stop with his business associates. For McLeroy, one of the most important aspects of his role in the liquor industry is one that isn't often talked about by retailers: social responsibility. "Here at Gomer's, we know 80 percent of our customers by name. We have a good and honest reputation with them, and they trust us," McLeroy says. "I train my staff to look for customers who are overconsuming. They look for signs and try to help people if they can. Selling the most product isn't always the most important thing, or the right thing to do." Jim Probst agrees that close relationships with customers are what helps set Gomer's apart from other retailers. Each Gomer's store has an owner in place, which makes a difference. "People like to come in and talk to you, and they like to know the people who own the store," he says. "It also makes a difference in the way the store itself is run. Many larger stores won't have an owner onsite every day who is so personally invested in the business and involved in the decisions that are made on a daily basis. That kind of involvement makes a big impact." PLANNING FOR THE FUTURE So what does the future hold for Gomer's and the various stakeholders in the chain? Expansion is always a possibility, at least on the Missouri side. The Probsts report that they're always seeking addi- tional opportunities and iden- tifying future locations where they can serve a new customer base, specifi cally in the north and east areas of the city. Re- gardless of whether the busi- ness expands or not, the Probsts hope to keep it in the family for a very long time. "We have no plans to retire anytime soon, but we wonder if eventually our sons will take over the business," Jack Probst says. "I think they will, to con- tinue it on and keep it in our family. I've enjoyed my entire time here, and there's never been a thought in my mind about selling." As for McLeroy, he's not sure what will happen to his store. His children are still young and McLeroy hasn't exposed them much to the day-to-day operations of his business. "My kids could steer it if they wanted to, but they have their own interests as well," McLeroy says. "I don't ever want to make them do it." Regardless of what the future holds for the families in- vested in the Gomer's legacy, with so many talented people driving the business, it's likely that Gomer's will continue serving the people of Kansas City for the next 50 years--and then some. BD MELISSA NIKSIC is a freelance writer and marketing communications strategist from Chicago, IL. Her work has appeared in Chicago's Daily Herald newspaper, Time Out Chicago, Suburban Life newspapers, and various magazines. She is also the author of several children's books. Follow her @MelissaNiksic.