Wheel Warehouse Speed Revs Up Sales

Mike Yablonka

Wheel Warehouse: Speed Revs Up Sales

The retailer needed bandwidth to provide showroom-level service online.

THE CHALLENGE: The Southern California city of Anaheim is home to 80 percent of the world’s wheel manufacturers— and also home to Wheel Warehouse, a retailer specializing in aftermarket wheels and tires. Since 1979, Wheel Warehouse has built a reputation for delivering an outstanding shopping experience, featuring a 7,000-square-foot “Disneyland for wheels” showroom where customers can see the latest rims and tires.

When Mike Yablonka and Chris Granger bought Wheel Warehouse a few years ago, they intended to replicate that famous showroom experience online. The idea was for sales associates to upload as many as 20 different product photos for consideration by a potential buyer anywhere in the world.

Unfortunately, the technology offered by their existing service provider wasn’t up to speed. “We upload lots of pictures to show customers options the same way we do in the showroom, but the Internet was so slow, I could have lunch between uploads,” Yablonka recalls. “We had phone quality issues, as well.” The dealership also wanted to implement a comprehensive social media strategy, but its efforts were hampered by slow service.

THE SOLUTION: Time Warner Cable Business Class (TWCBC) used its fi ber-rich network as the basis for a turnkey solution with “capabilities I didn’t even know were available,” Yablonka says. A 5 Mbps Dedicated Internet Access (DIA) circuit alleviated the bandwidth bottleneck by delivering symmetrical upload and download speeds. A fi ber-based Primary Rate Interface (PRI) circuit provides 23 high-quality voice channels. “Whether sales associates are at home or out of the offi ce, they answer calls as if they were right here in our showroom,” Yablonka says. “It’s pretty amazing.”

THE RESULT: Wheel Warehouse was able to create a faster, more engaging experience on its existing website and two new ones, including same-day service and a high level of personalized attention—just like what clients experience in the Anaheim showroom. DIA connectivity also lets Yablonka and his team do their work without bandwidth-related delays. Now Yablonka can engage with an Instagram following and monitor Yelp reviews without slowing down sales associates as they search the online parts inventory.

In addition, fast upload speeds make it easy for Wheel Warehouse to take full advantage of photo-sharing sites like Facebook, Pinterest, and Fanzy (Facebook’s incentivized sharing service). “[The sites] are great for showing what we do to change the look of the wheels and the entire car,” Yablonka says.

Just as important as TWCBC’s reliable infrastructure are its highly responsive customer support technicians. Not long ago, Wheel Warehouse experienced a 2:30 am fi re in its building. “By 6:30 am, Time Warner Cable Business Class technicians had our phones back, while everybody else’s phones went down for over a week,” Yablonka says.

Yablonka feels his relationship with TWCBC is a true partnership. “So many people make the sale and move on,” he says. “Our Time Warner Cable Business Class account executive continues to support us after installation.” It’s the same kind of commitment to customer service and customized solutions that have always driven success for Wheel Warehouse.

“Now I have faster uploads, better phones, better service— and I’m not paying more,” Yablonka says. The payoff will come in the future as well as the present—because fi berbased TWCBC voice and data solutions are scalable, they’ll be there to help Yablonka carry out his big plans for growing his business.

SHARE YOUR STORY!

How did you partner with TWCBC to SOLVE your technology issues? Tell us about it for a chance to be featured in an upcoming issue of SOLVE. Visit business.twc.com/nomination to share your story.