Real World Retail - Car-Tunes, Inc.

READY FOR THE NEW WORLD

Car-Tunes, Inc.

Even though Car-Tunes Inc. has become a premier destination for all things music, owner Kimberly Trainer makes innovation and strategy a part of her daily routine to keep up with a continually evolving marketplace.

Car-Tunes Inc. in Greenville, Miss. endeavors to give the people what they want. When a nearby music store closed down several years ago, locals came into Car-Tunes and asked if they sold guitar strings, said owner Kimberly Trainer. “It just fits in so well with what we do.” She added that the business now sells musical instruments and related equipment to churches, schools, hobbyists and more.

Space for these items was factored into the recent remodel, which is still ongoing. “Eighteen years ago, we were a car stereo shop,” Trainer said, “but now we also have equal amounts of marine equipment, motorcycle equipment and safety items. We also sell guitars, keyboards and drums. Everything we do has to do with music.” Even Trainer’s youngest daughter is a musician and first learned to play the piano using a keyboard in the store.

Thanks to the remodel, everything is very interactive, she added. Customers can plug their phones into the units on the soundboard and listen to their own music to experience available products. Relatively new to home theater, the shop also offers an area for sampling theater-grade surround sound, Trainer said, along with popcorn for the ultimate experience.

Car-Tunes has been open since 1984, and Trainer has owned the business since

2001. In January of 2019, the shop will have been open for 35 years. According to Trainer, it began as an investment and became a passion.

From Banking and Finance to Business Ownership

Eighteen years ago, Trainer was looking for an investment. She went into Car-Tunes one day and asked the owner whether he’d be interested in selling. “He said no. He had started the business,” Trainer said. “But he thought about it, and a few weeks later he called me back and asked if I was still interested. We went from there.”

Trainer still keeps a few photos in her desk from when she first took over the business. “I think I was very ambitious, and that is a good thing. I made the right decision because at that time, I had no idea this would turn into my passion and that my kids would grow up here, and that it would become a part of our family the way it has,” she said.

Trainer has a background in business and accounting. “Most guys get into this because it’s a hobby or it’s something they enjoy. They like the music, the speakers, the amps and the subs. I have a different approach to running the business because although I have fallen in love with all of that, and enjoy those things immensely, I look at things from a business perspective first,” Trainer explained. “Running a business is totally different than installing the stuff we sell. I used to work at a bank. I thought I would be bank president one day.” Then she started her family, and an opportunity came along.

“Everything happens for a reason,” she added. “Now, I couldn’t imagine not raising my kids in our store.”

Her background in accounting provided extra leverage for owning the business, Trainer said. “My background is helpful because I look at things from a different perspective.”

Going further back, Trainer recalled how a job she held at Burger King as a teenager taught her skills that she is now utilizing as a business owner. “It’s amazing to me the things that I learned from that minimum wage job that I apply to my own business. I started out handling the food, but then after a year or two, I was doing more of their paperwork— keeping up with stats, time cards and employee management. It prepared me for what I need to do now.”

It’s important to learn and draw from daily life experiences, Trainer advised. “Take those experiences and make sure you don’t limit yourself. Be open to how things are changing,” she said. “I’ve had to change things multiple times because the world keeps changing. Products change, the business changes, and if I didn’t keep changing, I probably wouldn’t be celebrating 35 years in business next year.”

Ongoing Shop Remodel Revitalizes Showroom, Draws New Clients

When it became clear to Trainer that she wanted to present products and options to customers in a different way, she decided to move ahead with the remodel. “I look back at photos from 17 years ago, and it was basically empty and half of the store was walled off,” she said.

She felt it was time the showroom reflect the identity of Car-Tunes as a business. Trainer worked on her plan for a new showroom for almost a year, she said, to perfect everything as much as possible and choose the best placement of products. “I felt that was key. Everything had to be placed so it would make a comfortable flow for customers when they came in,” she said. “I had to have some separation in the products we were selling and keep the floor plan in a convenient flow that made sense.”

Trainer’s vision saw a customer making a stop at one display, and then moving to the next in order to build options. “It just evolved. The first thing we did was dismantle some of our older displays. It was challenging to stay open for business while making these transitions. I tried to tackle certain tasks at a time. I took in a lot more inventory area. It freed up a lot of space for that flow, so we could be more specific to our customers’ needs.”

After constructing new walls, a free-standing feature wall was incorporated which allows customers to walk around an open area and view product. “We did all new flooring, new lighting and new paint. We had to have a way to display our equipment, so we got seven flat-screen TVs that basically highlight and offer information to the customer about the products.”

To further separate sections of the store, two additional counters were put in. Customers pay for their product at the main counter. A second counter is available for consultations, while a third counter allows for customers who are signing up for payment plans to have privacy.

“We have an iPad where people can apply for certain payment plans,” Trainer said. “It gives them more privacy and freedom.” Car-Tunes offers a number of options regarding payment plans, including layaway plans without any extra cost, traditional financing plans, and a no-credit option for qualifying customers that only requires a valid checking account. Trainer stated that this option is for those who’ve yet to build up good credit, or for people without good credit.

The newly placed consultation counter is close to the add-on products. “We can talk with them and in the process show them additional things that might appeal to them.”

The remodel has also accounted for a small home theater area. “It’s something we do for our customers, but we haven’t really marketed it yet.”

When customers came to Car-Tunes over the years asking about home theater, the business endeavored to provide that option. “If it’s a home or a business, we will do that,” Trainer said. “We’re bringing in Focal home products as well. This remodel is really an ongoing process.”

While Car-Tunes Inc. began primarily as a car stereo shop, it now carries many products in a number of categories, and has also branched out into home theater.

Staff Incentives Include Retirement Plan, Paid Vacations and More

The focus at Car-Tunes is to ensure everyone is happy and productive. According to Trainer, not only does each employee get their own retirement plan, but they also get paid vacations and paid holidays off. “I feel like everyone needs a little break,” she said. “When they get that break, they’re refreshed when they come back to work so they are more productive. Some businesses are open every holiday, so that’s a big sale day for them. But for the holidays—Christmas, Thanksgiving— we close and we pay our employees.”

Birthdays are also honored at Car- Tunes. “Any time it’s someone’s birthday, they’re getting a birthday gift,” Trainer said. “We’re a smaller business, so we can do that. Most Saturdays are either donut days or biscuit days, something like that.” The treat makes everyone smile, she added. It also keeps the morale high and the atmosphere positive. “If you’re having ‘one of those days,’ it makes it easier to get through it.”

The business doesn’t have much turnover. Trainer’s husband, Robert, is vice president of the company, but he is also a battalion chief at the local fire department and works long hours. “When he can, he comes in and helps out,” Trainer said. “When we can get that extra hand, it’s like a breath of fresh air. He’s a great salesperson.”

The shop’s head technician is Trainer’s son, Dalton; the administrative assistant is her daughter, Kristin; and the shop also employs a second technician, Christopher Spencer. “My youngest daughter doesn’t always work in the store, but everyone calls her ‘Little Boss,’” Trainer said of her daughter, Katie, whom she considers a member of the staff.

Employees are also cross-trained to work in various departments. It’s about

teamwork, Trainer noted. “If we’re backed up, we can work together to try to accomplish everything,” she said. “Years ago, I would do some radio installs. I don’t do installs now—I don’t have the time—but I do go into our bay every day. Not in a hovering way, but more because I feel it’s important to keep in touch with all that. I want to know what the customer is talking about and what’s going on, what issues they may be having.”

The team fortifies the reputation of the store as a whole. “We tell our staff all the time, it’s not Chris, it’s not Kimberly, it’s Car-Tunes. It’s our reputation,” she said. Car-Tunes also provides more for employees than ordinary, Trainer said. “I have things in our shop that may be more specialty-type tools that are part of our shop and not individually owned.” The business also provided designated work areas and a work bench for each tech.

“They have their own area, and they take pride in that. I think it’s good for the guys to know someone has their back all the time. If they’re overwhelmed or overloaded, everyone is always going to pitch in and help out.”

Recently, other employees were hired who didn’t work out. “A lot of people these days don’t have the same pace or drive that we tend to have at our store,” she said. “That can be really challenging.”

Regular Training and Education Builds Confidence in the Installation Bay

Not only does a happy staff equal a productive one, but providing additional incentives for employees keeps them interested, Trainer added. Keeping them excited about their work means the business doesn’t need to go through the hiring process very often, she explained, and training is an important aspect of this.

“We utilize Mobile Solutions in Arizona. Bryan Schmitt is a fantastic teacher. It’s not like you can just send them there once and they never go again,” Trainer said. “He always has new techniques, new technologies and new tools.”

The head technician at Car-Tunes, Dalton Trainer, has gone to Mobile

Solutions twice. “He went back in May for some training I wanted him to do. He was just out there about two weeks ago. We had an opportunity through Orca. You had to have prerequisites, some other classes to have attended.” As a result, he was qualified to go to an elite training.

Ensuring technicians regularly attend training builds confidence in your installation bay, Trainer added. “It’s great for your store, great for your customers and great for your reputation. There is no negative. It’s an investment in your future.”

In-house education is also provided for employees, and most recently, Pioneer provided a sales-focused webinar. “We can dial in and it’s interactive,” Trainer said, adding, “Even if you think you know everything about a product, you’re always going to take something away. Any time we can get manufacturer training, we take advantage of that.”

In the beginning, the company’s goal was ambitious—a one-hour training before work, once per month. “We learned real quick that everyone was getting worn out with that,” Trainer said. “It’s usually once a quarter now.”

As a team, the employees get together and go over a particular technique in a hands-on atmosphere. “Everyone completes the technique or goes over a new tool.” The best education, she added, comes from Mobile Solutions or the MESA summit she attends; Car-Tunes is a member. “When I come back from MESA, I have a list. I don’t even have enough time in the day to start doing all these new things that I want to do, or implementing all these new ideas I’ve got.”

Last year, she added, the MESA summit conflicted with an opportunity to go to France and visit the Focal facility. “It was the same exact week as our MESA summit,” she said. “I still want to visit Focal. But [I chose to attend the summit

because] I bring back so many fresh ideas from MESA, and make so many good contacts that make us better at what we do.”

The team continues to participate in ongoing training to stay on top of new technologies. Dalton Trainer, head technician, recently returned from attending another class at Mobile Solutions in Arizona.

Participating in Community Outreach Helps Car-Tunes Raise Awareness

Much of Car-Tunes’ client base comes from word-of-mouth marketing and referrals. The business is well-established in the area, Trainer said, and as a result not much marketing needs to be done. “Local events are an ongoing thing with us,” she said, adding that community outreach is important for Car-Tunes.

For example, Camp Looking Glass in Arkansas—very close to Greenville—provides activities and programs for adults and children with disabilities. “It’s a great place for kids. We participate in their fundraising and donate items when they do silent auctions,” she explained.

Additionally, the business connects with the community via the local fire department. “They do an annual fire and safety fest, and we participate whether it’s with a monetary donation, or going and setting up a table,” Trainer said. “We don’t sell products, but we do some giveaways and participate in the safety aspect. That way, our business is part of the community effort to keep everyone safe.”

Car-Tunes is also in its second year of participating in a coat drive through Compustar. “The coats we bring in are collected and donated to our local charities,” Trainer said. “We get the advertisement with a national campaign, but it benefits our local community directly.”

The business also contributes to the Make a Wish Foundation. “We donate merchandise for a yearly dinner, show and auction. The proceeds go to the children.” Additionally, the company donates music equipment and accessories to a local school for their sporting events.

New Foray into Online and Email Marketing Expected to Expand Reach

While participating in local events helps the business raise awareness, Trainer said that she’s trying something new—email marketing. “That’s something I’ve tried to incorporate on a regular basis,” she added, though she admitted it’s not her favorite way to connect with potential clients. “But it’s a great way to get information out there. With our anniversary coming up, we plan to do something special, including photos of the remodel. We’ll probably do a customer day at the store, something fun—who doesn’t like donuts, or hot dogs? We’ll have a nice, special sale day. I’ve already discussed some ideas with one of the ladies who helps me with marketing.”

Everyone’s idea of marketing is different, Trainer said, adding that she hasn’t

Car-Tunes Inc. also offers instruments and accessories to musicians, hobbyists, churches and schools. Left to right, front row: Kristen Trainer on guitar; Kimberly Trainer on vocals; Katie Trainer on keyboard; Christopher Spencer on electric drums. Left to right, back row: Dalton Trainer on cowbell; Robert Trainer on ukulele.

The strategic remodel of the showroom is meant to separate certain product categories and create a comfortable flow for customers to move from one display to the next. The new layout makes it easier to demonstrate products during the sales process.

had to do a lot of it in the past. “Whenever a customer comes in, we start from the moment they arrive, making them our customer or repaying them as a loyal customer,” she explained. “We have built up a base of regular, loyal customers who come to us for everything. They basically market us to other people. Not only

is that free marketing, but if someone is doing that on their own with no request, then people believe what they are saying.”

Even so, the shop endeavors to stay on top of the trends. “We feel digital marketing is relevant in today’s time,” Trainer explained. “We want to stay connected with our customers in whatever way

they like to be connected. It’s a digital world. We have made that effort with social media marketing, and people are responding positively.”

Trainer feels the important thing is not to overload people with too many posts. “Know your market,” she said. “We’ve

settled into a pattern that works well for us. We give them the information they need.”

Signage around the store provides continuous visual marketing, and Trainer said she likes to keep things somewhat seasonal. “Every time you turn around, we have a new approach. We try to make things interactive.”

Promotions include tying key products together and calling them “product bundles,” she added. “People respond to that. A lot of that comes down to your sales staff, too, and their ability to inform the customer of everything that’s available to them.”

Marketing is tricky, she added. “Some of it’s away from our store, trying to reach people, but a lot of it takes place at our storefront. We try to have a good balance.”

Southern hospitality is part of what they do, Trainer said, underscoring the importance of customer satisfaction. “It’s a high you get when you know you’ve made someone happy,” she added. On more than one occasion, she left the shop for the day only to receive a heart-warming call from an employee: “They call and tell me, ‘This guy loved his system.’ After they were finished with the install, the customer hugged them and said, ‘I love you guys. This is awesome!’”

“When you can deliver more than what they thought they were going to get, to the point when they are so happy they want to hug you,” Trainer added, “that’s a great deal.”