Retail Observer

RETAILOBSERVER.COM APRIL 2015 60 B randSource member Douglass Appliance of Danvers, MA was the winner in a recent drawing for a store makeover sponsored by BrandSource and Whirlpool Corporation. Family-owned and operated since 1967, Douglass Appliance Center has a solid reputation for offering hometown service and competitive pricing. "I entered the drawing after attending a Maytag University seminar," said Lloyd Douglass, president of Douglass Appliances. "Executives from BrandSource and Whirlpool were discussing the importance of the store environment and suggested that we walk into our showrooms and look around to see things as a customer would. That really got me thinking. It's amazing what you suddenly see when you look at something with fresh eyes." Douglass submitted his essay, along with 50 others, and won the prize. The store refresh took slightly less than 24 hours to complete at a cost of under $1,500. The project was overseen by John White, VP of appliances for BrandSource; Mark Hecht, Director at Whirlpool Corporation; and Anitra Nichols, Maytag member program manager. They were accompanied by a small group of contractors, an electrician and a videographer. Cross Painters of Danvers supplied materials and painting services, and Witch City Cleaners of Salem steam-cleaned the existing Maytag carpet, which was still in good condition. "We're delighted to collaborate on projects that help our independent dealer network increase foot traffic, impress customers and drive sales," said Hecht. "The retail appliance landscape is constantly changing and those with old, dated retail spaces are being left behind. Our store makeover project was designed to show that making a small investment of time and money can really make a huge difference." The Douglass Appliance customer service area was given a fresh look with new faux granite countertops and cream-colored panels, chocolate-brown trim and modern shelving designed to attractively store computers, telephones and electronic equipment. The retail floor space was rearranged for easy browsing, with washers, dryers and ranges positioned parallel to each other down the middle of the room. A bank of state-of-the-art refrigerators ranked by size and color were aligned against one wall. Accessories including framed art, plants and baskets with fresh towels were added to give a comfortable, more home-like feel to the space. "The refresh of this BrandSource member store is a true testament to what a little elbow grease, a lot of manpower, a little bit of money and 24 hours can do for your business," said Nichols. "Women make up more than 85 percent of purchasing decisions, so it's critical for our members to offer a store environment with an attractive layout, soft colors and stylish accessories." "Our last makeover was in 1992 and we were definitely overdue for some changes," said Brenda (Douglass) Ferris, co-owner. "People notice the differences immediately. It's much more customer-friendly and we just love it." Douglass Appliance is a Whirlpool Exclusive dealer and Maytag Source division member with BrandSource. For more details on the Douglass Appliance project, check out the 24-Hour Maytag Extreme Store Makeover (Takeover) on the BrandSource National YouTube Channel. RO B U Y I N G G R O U P N E W S DOUGLASS APPLIANCE WINS STORE MAKEOVER DRAWING SPONSORED BY MAYTAG AND BRANDSOURCE "Miraculous Makeover" completed in less than 24 hours

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