Like many franchisees, Tom Davis didn’t necessarily envision owning a battery and light bulb store some day.
In 2011, after working twenty years for a leading consumer products company, he turned down an international strategic planning assignment, and decided to leave the corporate world. It wasn’t until visiting his parents in Savannah, GA, and they needed a cordless phone replacement battery, that he was even aware that Batteries Plus Bulbs existed.
Upon the revelation he experienced when going to the store, looking up the replacement battery with its model number and easily locating it in the showroom, Davis became instantly intrigued by the niche this franchise was serving. Offering any type of replacement battery you could ever need, plus the recent addition of energy-efficient light bulbs to its product line, seemed like an ideal combination of needs-based products that every home or business uses on a daily basis. After some research, a trip to the corporate headquarters for “Discovery Day”, and reaching out to current franchisees who were willing to share their stories, Davis returned to New Jersey, eager to invest in this franchise opportunity.
Determined to make the right decisions from the onset, Davis was sure to find a storeroom in the middle of one of the largest retail shopping destinations in the country, Paramus, in order to maximize his exposure and foot-traffic. Setting-up shop next to a Dunkin Donuts, his store opened in May of 2012, and continues to see an increase of walk-in customers. Just 25 miles from midtown Manhattan, Davis relishes the opportunities that this location provides:
“What I love about this area is that it has so many things to offer; great restaurants and stores, a trip to the city, and it’s just a short drive to the coast, too. If you’re looking for anything, you can find it here. With all of these options available to consumers, we need to make sure people can find us, because once we get them in the door, we make sure we give them a great customer experience so they return.”
One way Davis and his staff entice people to come into their store is by creatively merchandising impulse-buy products in their windows. Keeping fresh products rotating in a display where potential customers can see them invites customers in the door for a closer look. Gadget-type items, such as flashlights and portable chargers, have proven to be effective merchandising pieces year-round, while garnering special attention around the holidays.
This is just one example of how Davis utilizes his strategic planning background to adapt to the ever-changing business decisions that he has to make on a daily basis. Another priority is keeping his staff focused on the three key aspects of the business: 1. Customer Service; 2. Product knowledge/expertise; and 3. Differentiating from the competition. Continually striving to motivate his employees to maintain a high level of performance as they continue to grow their business, Davis knows that, as the owner, it’s his responsibility to keep his staff on track:
“There will be good days and bad days in a retail environment, but as long as sales continue to trend in the right direction, you’ve got to stay focused on the long-term goals of the business. By using monthly sales bonuses and competitions, we find ways to keep each other motivated while having fun.”
“I love the approachability of being able to go to Corporate at any time to ask questions and get the support that I need. Some days you can feel like you’re on an island, and it always helps to get the reinforcement from the corporate office, as well as other franchisees, that we’re all in this together, working to help each other collectively succeed.”
A woman came into the store looking for a battery for her digital camera, and she was completely distraught because she couldn’t find one anywhere. I was able to find her one that worked right away, and then I took her through the basics on how to install it and charge it. She was so excited that I helped her that she took my picture with the camera and emailed it to me when she got home to say ‘thank you’. I didn’t expect that, and it meant a lot to me.
Save money and your favorite device
We repair broken Apple® devices, including iPads®, iPhones® and iPods®, most Samsung® devices and many more. Plus, we have screen protectors for cell phones and tablets.
In-store services include (among others):
• Cracked Screen Replacement
• Button Replacement
• Camera Repair
• Charge-port Repair
• Headphone-jack Repair
• Speaker Repair
• Battery Installation
• Screen Protector Installation
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Batteries Plus Bulbs, founded in 1988 and headquartered in Hartland, WI, is a leading omni-channel retailer of batteries, light bulbs and smartphone repair services for the direct-to-consumer and commercial channels.Through a nationwide network of stores, the Company offers a differentiated value proposition of unrivaled product selection, in-stock availability and customer service.
Batteries Plus Bulbs is owned by Freeman Spogli, a private equity firm based in Los Angeles and New York City. To learn more about one of Forbes® Top 10 Best Franchises in America for the past three years, visit Batteries Plus Bulbs Franchise