Page 14 - CMA PROfiles Spring 2019

ASSOCIATE OF THE QUARTER: MCFEELY'S

PRESERVING SOLID TRADITIONS shops, carpenters, and contractors who want to combine
McFeely’s is perhaps best known as a catalog company fastener orders with other supplies to get a better prices,
– at one point in its history, it was sending out 750,000 more selection, and account services like inside sales and
catalogs a year. In the digital age, you might assume that a net terms.
catalog would be impractical in this industry, but the Mc-
Feely’s catalog has always had a unique draw: It’s always While McFeely’s can compete with big box and other
been sprinkled with helpful technical information and tips hardware stores, “we're most known for having hard-to-
about woodworking and related products. find items,” Grote says. “We are proud to offer a complete
line of woodworking supplies and hardware, carrying the
These tips have been gradually refined over the years with top vendor lines and the highest-quality products. Our
the help of customer suggestions and comments. The cat- selection of woodworking screws is probably the best in
alog was even honored in 1995 at The American Catalog the country.
Awards with a Gold Award in the hardware division.

“The catalog has had a little bit of bravado and education “The service we provide is independently rated by our
that was just difficult to match,” Grote says. “It’s so rich clients as outstanding, and our customer service team is
and deep with information. I've probably got 5,000 to in the same location as the warehouse, so we are able to
10,000 names of people who have requested the catalog. ship most of the orders the same day.”
We get people ordering from old catalogs – as far back
as the 1990s – because they’ve held on to them. We are McFeely’s future plans include getting to know cabinet-
working hard to bring some of that depth to the Internet makers better through its CMA ties.
and get a smaller version of the catalog out, but it just “We want to learn their needs and find ways to support
takes time.”
those needs,” Grote says. “We would really like to learn
Grote made improving the website a priority, particularly what part of the market is not being served. Any CMA
its security and “shopability.” “We have a much cleaner, members who would like to get in touch and provide
faster site now, “ he says. input can call our 800 number (800-433-7937) and ask
for me. I welcome any opportunity to listen and learn.”
MAKING CONNECTIONS
McFeely’s ideal customers are smaller woodworking Visit mcfeelys.com to learn more.

12 PROFILES SPRING 2019