RWR real world retail Key Vendors
Although using good practices with customer service, installations, and sales are vital, Sound Warehouse would be nothing without its vendor relationships. Getting companies to support a store through its ups and downs is the mark of a good vendor, which is exactly what makes Dean Magnesen so loyal to his. “Our key vendor since 1992 has
been Kenwood, by far. More recently, we’ve had a great relationship with Rockford Fosgate,” he said. Te key to longevity with these
brands has been the relationships with reps and company principals, Magnesen added. “We also work with the marketing departments directly for both companies, which has greatly increased our support levels.” Over the last six months, Ken-
wood’s Bluetooth-enabled receivers have been the top sellers. Tose include the digital, AM/FM/CD, multi- media, and navigation. “Te customers like the operational simplicity and the crystal clear, hands- free Bluetooth cellular reception and transmission. Rockford Fosgate’s new line of Prime/Punch, economical amplifiers are also great for power.” New product lines that excite Mag- nesen and his team include Kenwood’s new HDMI-enabled product that will “finally open the ‘Pandora’s Box’ of the Android cellular interface,” he said. Te support both companies offer include providing demo vehicles, contests, digital support, marketing assistance, and product knowledge. “We don’t carry a bunch of differ- ent stuff. We stick with a handful of vendors and have a pretty high loyalty factor,” Magnesen expressed. “We don’t run out and immediately try to buy new brands. We do what we say we’re gonna do.”
42 Mobile Electronics July 2014
which was inspired by the actual warehouse the company uses to store product and resupply each location when needed. “When the customer walks in the door, the first thing they see is a store full of merchandise, which is well-organized and clean. We do not subscribe to the Apple philosophy of a stark looking showroom. The customer is then greeted by a sales team member who asks them about their car and features they’re interested in adding, then goes over some of the units that fit their profile. We sell them what they want rather than what we want them to want.” Once the customer selects their product(s) they make an appointment and can either
take a seat in the waiting room or patio, or drop it off and get a ride from a friend. “When they pick up the car, the installer will show them how the product works and offer a lifetime guarantee on the labor, any merchandise purchased from us, and offer free upgrades to the newest versions of their product when it becomes available,” he added. All employees wear uniforms that consist of shorts or pants in the install bay and sales floor, hats or T-shirts with the Sound Warehouse logo (with no T-shirts allowed on the sales floor) and Dickie shirts with the company logo and a variety of brand logos that vary per employee based on a unique incentive program Magnesen runs. “Whenever we run a contest and we hit the goal of the contest, we give out Dickie
shirts to everyone in the store. The shirts have various company logos like MESA or Kenwood, depending on the brand promotion. These shirts aren’t given, they’re
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