Retail Merchandiser - March/April 2017 - 84

Spencer's TV & Appliance

Improvement Efforts

Spencer's TV & Appliance recently finished renovating all 10 of its locations,
adding new flooring and ceilings, LED lights and debuting new colors.
According to owner Rick Biederbeck, the goal of the renovation is to keep
customers coming back.
"We wanted to reflect more of what customers see in magazines or at
home," Biederbeck explains. "It was time for us to have a fresher look. For
example, if you go into Starbucks you can tell that they invest into their
business and customers love that because it's something they want to see.
The same goes for the customers, employees and vendors at Spencer's TV &
Appliance - a fresh look will keep people coming back."

as an ally," Biederbeck says. "At the same time, you both
have to be on the same page in regards to business and know
what is expected from the both of you. You have to respect
each other and be friends at the end of the day. I'm proud to
say that some of my best friends are our vendors and I enjoy
the time we have worked together."

Keeping Tradition
Despite operating a website, and social media like Facebook
and Instagram, technology has not been a priority for Spencer's TV & Appliance. Instead, the company likes to give
customer service like it did 40 years ago: face to face.
"I feel like the Internet sales is a different business from
retail sales," Biederbeck says. "Although we do have a website where you contact us or find our phone number to call
us, we believe that technology cannot replace the human
connection. If you take a person from 100 or even 1,000
years ago, the one thing that's consistent is that a person is
a person.
"As humans, we like to hear another's person's voice or
shake another person's hand," he continues. "Customers like

84

RETAIL-MERCHANDISER.COM

March/April 2017

to be thanked for their business and know that they got a
deal and attention during the transaction. I cannot figure
out a way to really do that on the Internet. So when you lose
that special connection, it drills down to only the price you
are selling something for. And that is not what Spencer's TV
& Appliance is about."
Biederbeck adds that he wants customers to walk away
from the company's stores happy. "If we don't capture customers, let's say in California, I am OK with that because
I think we are doing a great job of capturing the people
around our stores," he explains. "You cannot be everything
to everybody, and when you try to be you can end up failing at one thing and likely doing the one thing you do well
poorly. That is why I made the decision to do retail right at
Spencer's TV & Appliance. As for the rest of it, if it comes
it will."
Spencer's TV & Appliance does not offer any loyalty
programs, noting that it has captured customers with advertisements and by keeping its salesmen informed. "For
example, I teach our salesmen that customers are not buying a refrigerator from Spencer's, but that customers are
buying that refrigerator from them," Biederbeck says. "If
they create the loyalty as the salesperson, the customer will
repeatedly come back.
"So I teach them that their goal is to be the guy customers are recommending while out with friends, family or out
in the community in general," he continues. "They have to
make such an impact to where the customer can refer them
by name and even give their phone number, if necessary. To
me, that is what creates the loyalty with customers. It's not
that you get 85 points, for example, for buying this washer.
It's about making the customer happy, and if they are happy
they will come back and bring others." O


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2017

Contents
Retail Merchandiser - March/April 2017 - Cover1
Retail Merchandiser - March/April 2017 - Cover2
Retail Merchandiser - March/April 2017 - 1
Retail Merchandiser - March/April 2017 - Contents
Retail Merchandiser - March/April 2017 - 3
Retail Merchandiser - March/April 2017 - 4
Retail Merchandiser - March/April 2017 - 5
Retail Merchandiser - March/April 2017 - 6
Retail Merchandiser - March/April 2017 - 7
Retail Merchandiser - March/April 2017 - 8
Retail Merchandiser - March/April 2017 - 9
Retail Merchandiser - March/April 2017 - 10
Retail Merchandiser - March/April 2017 - 11
Retail Merchandiser - March/April 2017 - 12
Retail Merchandiser - March/April 2017 - 13
Retail Merchandiser - March/April 2017 - 14
Retail Merchandiser - March/April 2017 - 15
Retail Merchandiser - March/April 2017 - 16
Retail Merchandiser - March/April 2017 - 17
Retail Merchandiser - March/April 2017 - 18
Retail Merchandiser - March/April 2017 - 19
Retail Merchandiser - March/April 2017 - 20
Retail Merchandiser - March/April 2017 - 21
Retail Merchandiser - March/April 2017 - 22
Retail Merchandiser - March/April 2017 - 23
Retail Merchandiser - March/April 2017 - 24
Retail Merchandiser - March/April 2017 - 25
Retail Merchandiser - March/April 2017 - 26
Retail Merchandiser - March/April 2017 - 27
Retail Merchandiser - March/April 2017 - 28
Retail Merchandiser - March/April 2017 - 29
Retail Merchandiser - March/April 2017 - 30
Retail Merchandiser - March/April 2017 - 31
Retail Merchandiser - March/April 2017 - 32
Retail Merchandiser - March/April 2017 - 33
Retail Merchandiser - March/April 2017 - 34
Retail Merchandiser - March/April 2017 - 35
Retail Merchandiser - March/April 2017 - 36
Retail Merchandiser - March/April 2017 - 37
Retail Merchandiser - March/April 2017 - 38
Retail Merchandiser - March/April 2017 - 39
Retail Merchandiser - March/April 2017 - 40
Retail Merchandiser - March/April 2017 - 41
Retail Merchandiser - March/April 2017 - 42
Retail Merchandiser - March/April 2017 - 43
Retail Merchandiser - March/April 2017 - 44
Retail Merchandiser - March/April 2017 - 45
Retail Merchandiser - March/April 2017 - 46
Retail Merchandiser - March/April 2017 - 47
Retail Merchandiser - March/April 2017 - 48
Retail Merchandiser - March/April 2017 - 49
Retail Merchandiser - March/April 2017 - 50
Retail Merchandiser - March/April 2017 - 51
Retail Merchandiser - March/April 2017 - 52
Retail Merchandiser - March/April 2017 - 53
Retail Merchandiser - March/April 2017 - 54
Retail Merchandiser - March/April 2017 - 55
Retail Merchandiser - March/April 2017 - 56
Retail Merchandiser - March/April 2017 - 57
Retail Merchandiser - March/April 2017 - 58
Retail Merchandiser - March/April 2017 - 59
Retail Merchandiser - March/April 2017 - 60
Retail Merchandiser - March/April 2017 - 61
Retail Merchandiser - March/April 2017 - 62
Retail Merchandiser - March/April 2017 - 63
Retail Merchandiser - March/April 2017 - 64
Retail Merchandiser - March/April 2017 - 65
Retail Merchandiser - March/April 2017 - 66
Retail Merchandiser - March/April 2017 - 67
Retail Merchandiser - March/April 2017 - 68
Retail Merchandiser - March/April 2017 - 69
Retail Merchandiser - March/April 2017 - 70
Retail Merchandiser - March/April 2017 - 71
Retail Merchandiser - March/April 2017 - 72
Retail Merchandiser - March/April 2017 - 73
Retail Merchandiser - March/April 2017 - 74
Retail Merchandiser - March/April 2017 - 75
Retail Merchandiser - March/April 2017 - 76
Retail Merchandiser - March/April 2017 - 77
Retail Merchandiser - March/April 2017 - 78
Retail Merchandiser - March/April 2017 - 79
Retail Merchandiser - March/April 2017 - 80
Retail Merchandiser - March/April 2017 - 81
Retail Merchandiser - March/April 2017 - 82
Retail Merchandiser - March/April 2017 - 83
Retail Merchandiser - March/April 2017 - 84
Retail Merchandiser - March/April 2017 - 85
Retail Merchandiser - March/April 2017 - 86
Retail Merchandiser - March/April 2017 - 87
Retail Merchandiser - March/April 2017 - 88
Retail Merchandiser - March/April 2017 - 89
Retail Merchandiser - March/April 2017 - 90
Retail Merchandiser - March/April 2017 - 91
Retail Merchandiser - March/April 2017 - 92
Retail Merchandiser - March/April 2017 - 93
Retail Merchandiser - March/April 2017 - 94
Retail Merchandiser - March/April 2017 - 95
Retail Merchandiser - March/April 2017 - 96
Retail Merchandiser - March/April 2017 - 97
Retail Merchandiser - March/April 2017 - 98
Retail Merchandiser - March/April 2017 - 99
Retail Merchandiser - March/April 2017 - 100
Retail Merchandiser - March/April 2017 - 101
Retail Merchandiser - March/April 2017 - 102
Retail Merchandiser - March/April 2017 - 103
Retail Merchandiser - March/April 2017 - 104
Retail Merchandiser - March/April 2017 - 105
Retail Merchandiser - March/April 2017 - 106
Retail Merchandiser - March/April 2017 - 107
Retail Merchandiser - March/April 2017 - 108
Retail Merchandiser - March/April 2017 - 109
Retail Merchandiser - March/April 2017 - 110
Retail Merchandiser - March/April 2017 - 111
Retail Merchandiser - March/April 2017 - 112
Retail Merchandiser - March/April 2017 - Cover3
Retail Merchandiser - March/April 2017 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_julyaugust2019_issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue4a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com