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EMA Redesigns Goodwill of WNY Store

Construction is underway on an effort to remodel Goodwill’s retail and donation center in West Seneca, NY. The store is being redesigned by shopper marketing experts at Eric Mower + Associates.

EMA will develop a new layout for the 9,700 square-foot space that includes updated signage and displays that better represent the Goodwill brand. The new design will seek to increase traffic and efficiency within the store, and encourage donors to come inside the retail space to find new treasures.

“When selecting a partner to help us redesign the West Seneca store, we wanted a company that could do more than just create a beautiful space,” said Lisa Churakos, director of retail and donated goods, Goodwill Industries of WNY. “EMA is known for its expertise in branding and visual merchandising. We’re confident that they will help us to better tell the Goodwill story to our customers.”

The West Seneca store opened in February 2012. In addition to its retail space, the store also serves as a donation center where the public can drop off items that they wish to give away. These donations are then sold in store to the local community.

“When Goodwill approached us about this remodel we were excited to get involved. It’s not every day that you get an opportunity to volunteer your time and expertise to such a deserving organization,” said Sandy Gingerich, senior partner at EMA. “While we’re only in the initial construction phase, we’ve quickly learned that the new space needs to appeal to multiple types of shoppers. From the budget-conscious to the Millennial who is looking for a great find, our experts have developed a design that is welcoming to everyone.”

“When people come inside of our stores, they’re always surprised by the quality and range of items that we offer,” added Churakos. “We often joke that we’re retail’s best kept secret. Once this remodel is complete, everyone will know what we’ve known for years.”

Goodwill’s West Seneca store is located at 3531 Seneca Street in the Seneca-Ridge Plaza. The store will close for one week, starting Saturday, November 2. The grand opening is slated for early November. Based on the success of the redesigned store, Goodwill may bring parts of the new look to its10 other retail locations throughout Western New York.

About Goodwill Industries of WNY

Goodwill Industries of WNY, Inc. has provided individualized job training and employment programs and services to persons with disabilities and other serious vocational barriers since 1920.  Goodwill activities empower and assist its clients to achieve meaningful work in a field of choice, maintain and advance in employment and reach their highest level of personal self-sufficiency. For more information about Goodwill visit www.goodwillwny.org.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.