+1 916 605 7200          moreinfo@retailpro.com        
   +1 916 605 7200              moreinfo@retailpro.com            

Killer Dana

Killer Dana Invests for Scale, Builds eCommerce Efficiency with Retail Pro®

Killer Dana is a large surf shop that is packed with surfboards, skateboard accessories, and clothing for California surf culture.
Dana Point, CA
Retail Pro 8
Business Needs
Adolescents sitting on the beach sand, leaning back on their hands and very relaxed In 1991, Steve Price was hired as a consultant for a small local surf shop in Dana Point, CA. At the time he was an avid surfer, and was often traveling the world in search of the best waves. As the shop was getting ready to open, Price noticed that they were using a tackle box and a primitive cash register, something that would only ring up sales. When Price saw this, he was quick to point out that a more robust system would be necessary if Killer Dana ever wanted to expand. Price suggested Retail Pro as the best candidate and never looked back. Once the installation was complete, Price continued his consulting for Killer Dana, and eventually became CEO.
Beautiful beach with crashing waves under the sun Price’s decision was an easy one to make and connected with One Step Retail Solutions to make it happen. He knew that Retail Pro had a great Business Partner network which would enable him to build on to the Retail Pro platform for whatever additional needs might come his way. Also, he placed particular value of the Retail Pro features of inventory tracking, sales comparison reports, and the minimum/maximum tool. Price notes that even his vendors have benefitted from the detailed reporting capabilities in Retail Pro, because they can see what’s popular and, in turn, can know what to manufacture for the consumer.
Shot of a pro-surfer riding a wave up close Warehouse to Store Precise Inventory: Killer Dana has a strong online presence. They must have precise inventory records on hand hourly to accommodate store transfers, online orders, and sale items. Retail Pro is able to pull together this information accurately and quickly.

Excellent Reporting: Retail Pro helps management assess commissions due, sales associate performance charts, and sales-by-department reports, which makes employee reviews quick and easy.

Increased Customer Satisfaction: Retail Pro enables the store to process sales transactions quickly, with minimal interruptions to the customer, making ringing up sales flawless.


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