Association of Progressive Rental Organizations

Improving Foot Traffic for RTO Stores

Sales and traffic are down across the home furnishings board, but improvement may be closer than you might think – according to Ethan Chernovsky, Senior Vice President of Marketing for Placer.ai, a foot-traffic analytics firm.

According to Furniture Today, Chernovsky says home furnishings is “well-positioned. … There are signs a surge is coming.”

But two rent-to-own veterans believe if you want to ensure foot traffic at your stores, then you must take a bigger-picture view and an active role in making it happen.

“Web traffic, online payments, and of course COVID have all contributed to less foot traffic over the past few years,” says Larry Carrico, CEO of SKC Enterprises, Inc. dba Rent One. “While store visits have risen dramatically since COVID has subsided, our greatest value-add is our team members – they’re what keeps our foot traffic steady.

“Our web presence helps clients compare and decide between the RTO transaction and retailer offerings, but our team members are trusted advisors and highly influence our clients’ decision to visit our stores. Clients like to visit with our coworkers, and view, touch, and compare furniture in person.”

“The store experience is vital to getting footprints in your stores,” says Lyn Leach, President of Ace Furniture & TV Inc. dba Ace Rent-To-Own. “While it is more difficult to get foot traffic in the stores nowadays, I think it can be offset by marketing in ways that encourage people to come to you. We’re having much success with tent sales, special events, giveaways with in-store registration, and our referral program.”

“To drive traffic to your store, you must create a unique experience. We create events designed to get our clients actively involved,” agrees Kelly Martin, SKC Enterprises Inc. dba Rent One’s Vice President of Corporate Strategy and Culture. “For example, our Black Friday event is highly engaging; we send a plinko chip to our clients with instructions to bring it into the store on Black Friday and drop it into the plinko board to see what additional discount they’ll get on top of our sale prices.”

While both Carrico and Leach work hard at attracting customers into their stores, they also feel rent-to-own businesses have a distinctive advantage over retail: the special relationships RTO employees build over time with their customers and their communities. So they seem relatively unworried about foot traffic ebbs and flows.

“Furniture and mattresses are still the products clients stop in to see, feel, sit or lie on,” says Leach. “I don’t see that changing.”

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Mike Lewis

Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.

For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.

Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!

Lauren Talicska

Arona Corporation dba Arona Home Essentials

Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.

You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).

Charles Smitherman

APRO

Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry. 

Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.

Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.

Mike Kays

Ashley Furniture Industries

As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.

Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.

The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.

Mike Tissot

Countryside Rentals Inc., dba Rent-2-Own

Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.

He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.

Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.