The Drive for Success
Marketing all of these plans is also a trick, but Theron Andrews, vice president of marketing, said that it's not about promoting the plans, but rather the selection. "The main trick I would say is to just go ahead and continue to let customers know that we have multiple carriers, that you don't have to drive all around town to 20 or 30 different stores to figure out what the best plan for you is," he said.
Today the company carries an average of 40 wireless phone SKUs and offers plans through four carriers: Verizon, Nextel, AT&T and VoiceStream.
Part of Car Toy's success may be attributed to a recipe cooked up by Brettler for running his business. It's a five-point model that he said stays consistent throughout the stores growth: