If you are going to be successful in brick and mortar retail in the 12-volt industry, you definitely want your store to be ahead of the pack. Last year, we discussed an experiment at Lakeland, Fla., retailer Tunes-N-Tint. They had one store location heavily advertise for Black Friday, and their other location remained under the radar. No surprise, the store that did the marketing trounced the other store in sales - to the tune of almost double the profits - which made operations manager Joe Cassity think, “What if we put all of our eggs in one beautiful basket?” In other words, consolidate his two stores into one single destination store. But when we say destination store, we all mean it. It is no trick for a retailer to shutter a location based on hard times, and do nothing to its other outlets. It is another to create a place people want to drive to and check out the latest-and-greatest.
“The retail business is no longer drive by and walk in,” Cassity noted. “We’re now a destination. People that come in know what they are looking for – well, they have an idea that we can help make happen.” Cassity heavily invested in a store renovation and special displays from 5 Axis just in time for the holiday rush.