Richard Schoech on Building Door Locks E-commerce Business

In this interview, we explore the entrepreneurial journey of Richard Schoech, the founder of Door Locks Direct. Schoech shares insights into the inception of his e-commerce business, which specializes in door hardware, and the strategies that have driven its growth. From his early days studying business and gaining valuable experience at Black & Decker to the challenges and triumphs of running an online platform, Richard’s story is a compelling blend of industry expertise, customer-focused innovation, and the relentless pursuit of excellence in the digital marketplace.

Business Concept and Growth

SBS – What inspired you to start Door Locks Direct, and how has your business evolved since its inception?

Richard – While I was in college studying business, I knew I wanted to start my own business someday. After spending 13 years in Black & Decker’s hardware home improvement group, it was a natural fit to start my business in what I knew and was passionate about. I have held multiple different positions in sales and marketing. I had many honors as a top performer in the business industry that I felt were invaluable because of the reputation I had with the company.

In 2007, DoorLocksDirect.com was born. We started as an internet-only business and continue on that same path today.

Product Selection Strategy

SBS – How do you decide which products to include in your inventory?

Richard – We carry the #1 and #2 brands of door locks (Kwikset and Schlage). We stock most of the styles and finishes these manufacturers offer.

Target Market

SBS – Who is your primary target market, and how do you tailor your marketing strategies to reach them effectively?

Richard – Small to medium size builders, DIYers, and homeowners. We optimize our site to go after this target market. We use Google Ads to attract our target market further.

Competitive Edge

SBS – What sets Door Locks Direct apart from competitors in the door hardware industry?

Richard – We have now been in this business for 17 years and have been very successful. We stock the products we sell and do 100% of the work ourselves to control quality. We have one of the largest breadths and depths of in-stock product offerings. We offer free standard keying and free shipping on larger orders. Our internal goal is to ship all orders completed within 24 hours (96% goal achievement).

Customer Satisfaction

SBS – How do you ensure high levels of customer satisfaction, especially with online shoppers?

Richard – We have retained our top talent employees who offer expertise and know what it takes to attain our customers. We offer expert phone support within normal business hours and will only stop at something once our customer is 100% satisfied. We are registered with the BBB and have never had a single complaint issued against our company.

E-commerce Challenges

SBS – What are the biggest challenges you’ve faced in running an e-commerce platform, and how have you addressed them?

Richard – When DoorLocksDirect.com was initially launched, we used the Yahoo Merchant Solutions platform. It was sold off to Verizon and then sold again. We switched to BigCommerce around 2017 and have been very pleased with the service and upgrades they have provided over the years.

Website Functionality

SBS – How important are website design and functionality in your business strategy, and how do you optimize user experience?

Richard – Website design and functionality are the most important elements when selling on the internet. We employ a third party to implement new ways to shop on our site. Based on click-through rates, etc., we can determine what works best and implement these best practices site-wide. We have redesigned our websites a couple of times over the years to keep them fresh and appealing to our target audience. We have also added mobile phone access to our website to enhance its availability for our customers.

Digital Marketing

SBS – What role does digital marketing play in your business, and which channels have been most effective?

Richard – We primarily use Google Adwords and Bing to promote our website. We have tried other forms of digital marketing with limited success.

Supplier Relationships

SBS – How do you manage relationships with your suppliers to ensure a consistent and high-quality product supply?

Richard – Since I was in the industry for 13 years, working for a major manufacturer, I knew what they were looking for in a supplier partner. We try to implement all of the elements they want to see from their best customers (pay on time, support new products, promote their brand, etc.).

Inventory Management

SBS – Can you describe your approach to inventory management, especially in terms of balancing variety and stock levels?

Richard – We stock all of the door locks we sell on our site to achieve our internal goal of shipping all orders completed within 24 hours. We adjust our inventory based on the sell-thru rate, manufacturer lead times, and season. Example: We sell more handle sets during November and December because of the holidays, and customers want to update/refresh their front doors for guests arriving for the holiday season.

Impact of Technology

SBS – How has technology, especially advancements in e-commerce, impacted your business model?

Richard – Technology is advancing at an ever-increasing pace. Again, we hire third-party vendors to keep our website running at peak performance.

Future Trends

SBS – What trends do you foresee in the door hardware industry, and how is Door Locks Direct preparing for these changes?

Richard – Electronic locks, Smart homes, AI, finishes, and styles are all areas where we see significant advances in the future. We are not afraid to invest money for future growth. We have done this from day one and will continue to do so.

Advice for Entrepreneurs

SBS – What advice would you give to entrepreneurs looking to start an e-commerce business in a specialized niche?

Richard – Find an area of expertise (core competencies) where you are one of the best and also that you are extremely passionate about. Be willing to work harder than everyone else. Do not chase the money. Do what you love, work harder and smarter than everyone else, and then the money will follow. I did not take a penny out of the business for the first two years of operation. Even to this day, I am only taking a modest salary so I can continue to invest in the business. I can honestly say that DoorLocksDirect.com has been the most challenging yet rewarding career I could have ever imagined. Work hard, manage all of your resources very carefully, and GO FOR IT!!!