Primetime Steals the Spotlight
Specialty retailing these days isn't for sissies. Just ask Tom Priola, who, with Eric Brostrom, co-owns and operates single-store Primetime Audio/Video in Rockford, Ill. Cowering in the shadow of the low-priced, high-profile nationals has never been in Primetime's game plan. So when the opportunity arose, Priola and Brostrom took their 15-year-old business and got right in Best Buy's face.
"We moved near them because we felt we needed to overcome the credibility issue of not being competitive," he said. "We really market hard and we guarantee the best price locally. That's even more of a challenge when you carry high-end brands, as we do. But people who we get in with our low-price guarantee are shocked that a smaller store like ours can compete with a Best Buy or an American TV, and that we're able to spend the time necessary to explain the purchase and the installation."
For Primetime, bucking up against the likes of Best Buy and other biggies is a strategy supported by a legacy of customer care forged from the early days, when the business began as Stateline Satellite and only sold dish systems.