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tune-ups, sound adjustment, hooking up a phone, and battery resets. All of this is done at no charge.”
When the company is doing a radio installation for a customer, for example,
Thomas wants things taken several steps further. “We check their speakers, we ask them if they want an aux cord or an iPod cord, or if they might be interested in window tinting,” he said. When the installation is completed, there is the signature touch as well. “We put a
card—it’s about the size of a postcard—in the vehicle thanking the customer for the purchase,” Thomas said. The reason customer service is so important, according to Thomas, is because
today’s consumer is vastly different from the one he remembers from 16 years ago. “Nowadays, the customer is more educated. You have much smarter shoppers, and they’re comparing pricing,” he said. “We’re more expensive, but if you need that Ken- wood radio updated, with us, it’s going to be free. Customer service is what helps us close sales.”
At the end of the day, Thomas said he still comes back to the employees and how
important it is not only to hire the right ones, but to appreciate the ones you have— and, as an owner, to set a good example. “Most importantly, you have to show how you want your team to work with you,” he said.
Retailer Celebrates 38th Anniversary With Fresh Look, Training
Cartronix achieves longevity through continuous improvement and proactive mentality WORDS BY LINDA SEED
C
artronix of Valparaiso, Ind., recently hit a milestone, mark- ing 38 years in business. Despite the shop’s longevity, owner Eric Carter isn’t under the impression that he can sit back and passively enjoy his success. In an effort toward continu- ous improvement, Carter has recently remodeled the store, and he’s also got a busy training schedule planned for himself and his crew. “We’re always trying to stay ahead
of the curve, ahead of the other retail- ers,” Carter said. “I always want our store to look top notch. We always try to have the latest technology.” Carter said the recent remodel, which included the addition of a number of Avidworx displays, was prompted by the concern that the showroom’s layout was not inviting to customers. “A lot of people weren’t comfort- able walking to the other side of the
22 Mobile Electronics June 2014
room because of the way the displays were set up,” he explained. “Eventually I just got frustrated.” Customers’ responses to the remodel have been positive. “They love it. A lot of people walked in, they’re like, ‘Wow,
something’s really different here,’” Carter said. “People will say, ‘This is the nicest store I’ve been to.’” He said the Avidworx displays, which include interactive demonstrations of remote start systems, security systems and other products, save his staff a lot of time in explaining the way things work to customers, while encouraging people to explore the store. “Before, we had kind of a static display
that kind of didn’t do anything. So you had a lot of explaining to do yourself,” Carter said. “Now, customers walk around and they start playing with things them- selves. And they’ll be like, ‘This is the one I want right here.’” ä
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