i3 - September/October 2018 - 26

"We have generations
of customers who come
into the store."
The Deloitte Center for Industry Insights, in its 2018
Retail, Wholesale and Distribution Outlook report, reinforced the strength of local merchants, noting that,
"Digital advances alone will likely not capture customer
loyalty or share of wallet indefinitely." Deloitte recommended that "Serving up eye candy, along with a healthy
helping of instant gratification in the form of experiential
marketing and technology fueled immersive experiences,
may be one of many ways to win market share."
"We don't shy away from online sellers," says Daniel
Pidgeon at Starpower. "We actually acknowledge and
embrace the channel. We ask all our salespeople to be educated on the current online prices. We inform and educate
clients as to the pricing and the pitfalls of buying online.
"Our biggest challenge is not addressing the issue after
we have the client," he continues. "The issue is getting the
client in the first place," which means "getting them to
engage. We zero in on their lifestyle and don't let go."
"Personalized service is a key differentiator, "but
Pidgeon says that "the word 'service' is an overused,
often overstated term."
"Our 'service' advantage is actually time, which is
scarce" to Starpower's upscale customers, he adds. "Our
focus is on solving the real issue with a technology solution that fits their particular lifestyle. Doing this efficiently and with credibility makes us important to our
client," emphasizing the importance of the local expert
staff. "We are not built for everyone," Pidgeon admits, but
for target customers, "We save them from making bad
decisions and allow them to enjoy their consumer electronics purchases quickly, without the hassle of making a
time-sucking mistake."
"We focus on areas where e-commerce does not do
well, such as complex, multi-faceted projects where the

Mrs. G's Chief Customer Officer,
President and CEO
barriers are high," Pidgeon says.
As her "chief customer officer" title attests, Mrs. G's
Debbie Schaeffer (who is also President and CEO) is also
customer-centric. Her desk, near the front door of the
20,000 square foot showroom, is where her grandmother
Beatrice Greenberg (the original Mrs. G) sat for decades.
"We have generations of customers who come into
the store," Schaeffer explains, emphasizing that many
arrive because of Mrs. G's "strong digital presence
online, including great reviews from customers." Many
shoppers come into the store having read reviews and
know what they want, she says.
To enhance the local family business approach, the
store offers beverages, cookies and often has a local
chef using one of its eight "live" kitchens to show how
products can be used. When bread is baking, the whole
store has a homey feeling, Schaeffer says.
"The younger generation of customers want that,"
she adds. "It's not about the gimmick, it's about making
your life better."
Mrs. G has also built connections to other companies
during its 83 years in the area. "We're very connected to
industry partners, such as builders, architects and kitchen
designers, who refer customers here," Schaeffer says. "Our
staff also goes out to meet them." The store also has hosted
local plumbers who want to see how to install new products and has worked with a local trade school to offer
hands-on experiences to students learning technical skills
that involve appliances and electronics devices.
Joseph Akhtarzad at Video & Audio Center focuses on
"the niche" that his company has established.

i3 - September/October 2018

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