Page 47 - YourSource November 2016

East Coast Appliance’s location in Virginia made it heavily dependent on customers who made their living directly or indirectly from the US Department of Defense. Cuts in defense spending within the last decade affected the spending habits of these customers, which inevitably hurt sales at Rob’s stores. Not to be outdone, Rob’s scratch and dent and refurbished offerings in his store allow the business to thrive when new appliances are not selling. In a testament to the strength of his business, he hopes to open three new East Coast Appliance stores within the next year.
Not one to bask in the fruits of his labor, Rob is an aggressive, determined owner who does not shy away from taking on the mammoth box stores who regularly squeeze out independents. In order to compete, it is his belief that East Coast Appliance must be in close proximity to retail giants such as Lowe’s and Home Depot. “We need to be everywhere they are. The only thing worse than being next door to your competition is not being next door to your competition” says Rob. As a result, he has strategically built his stores close to box stores in order to benefit customers and to keep an eye on his competitors.
Below is East Coast Appliance’s massive showroom floor
In the nearly 30 years since the founding of his company, the retail appliance landscape has changed considerably. Acknowledging the transformation, Rob concedes that brand loyalty is a relic of the past while stressing the importance of understanding the intricacies of internet search engines and how customers search online. In the new marketplace, he emphasizes that an independent retailer cannot stand idly by and wait for customers but rather offer them a reasonable price accompanied by a superior buying experience “You have to bring the business to them,” he says. As the retail environment changes, the company is poised to adapt to these challenges. The same grit and determination that sustained Rob Nicholson during the company’s formative years in a storage shed makes any future endeavors for East Coast Appliance bright indeed. YS
From one to many, Rob Nicholson’s staff continues to grow as pictured above.
NOVEMBER 2016 YOURSOURCE 47