Editor’s Note: In this monthly feature, RCR Wireless News talks to retailers across the country to get a first-hand view of what’s hot in wireless.
The Wireless Zone is a 20-year-old Verizon Wireless exclusive retailer. Originally named The Car Phone Store, (because 20 years ago, that’s where you found mobile phones) the company initially served the East Coast. President and CEO Kevin Sinclair came on board in 1994 to continue the store’s growth. In 1999, handheld phones became popular so The Car Phone Store became The Wireless Zone.
The company nabbed its first big client, Bell Atlantic Mobile, and became the carrier’s largest agent. Bell Atlantic Mobile eventually turned into Verizon Wireless and here we are today. The company now counts 285 stores spread across the Northeast, Midwest and South; with 15 new stores slotted to open in the next three months.
Why did you want to come out of the shadow of Verizon Wireless?
We are a Verizon Wireless premium retailer, exclusively selling Verizon Wireless. We are teamed up with the best carrier, with the best service and the best name in the business. As a premium retailer we operate as a partner with Verizon. Our exterior signage features the Verizon Wireless logo as the primary focal point, with the Wireless Zone logo underneath. The strength of Verizon Wireless’ brand attracts many customers to our stores; the strength of our customer service and professionalism keeps them coming back.
How did you accomplish standing out on your own?
Much of our success is due to the fact that our stores are locally owned and operated. When we open a store in Minnesota, the owner is from Minnesota and understands the local marketplace. We have a local business focus, using the national presence of Verizon Wireless and the Wireless Zone system. Our owners are extensively trained to manage their territory as well as their store. We provide local marketing programs that allow franchise owners to tailor their marketing to the communities they serve. From custom ads designed by our in-house advertising agency to store-specific Web pages each store owner controls, we provide tools they can use to stand out in their community. There are enough differences between Wireless Zone and any other cellphone retailer; I could fill up the rest of the magazine describing them all. One we are particularly proud of is our commitment to safety. We provide each of our stores with hands-free devices at no cost so they can give one to every customer that purchases a cellphone with us. We will soon be giving away hands-free devices to anyone with an active cell phone, whether they bought a phone from us or not. In addition, our charitable organization, the Wireless Zone Foundation for Giving, supports many charities in each market we do business in. Our stores not only stand out, they give back.
What devices are most popular at Wireless Zone?
The great thing about the wireless business and selling Verizon Wireless exclusively is the fact that we can provide a product for every age bracket and customer profile. Phones with QWERTY keyboards, touch screens, mega-pixel cameras, GPS and Internet-accessible devices are all popular. We currently offer 65 different current models. PDA & BlackBerry sales are growing every day, especially when a customer upgrades. These products attract all business people who travel or need to have immediate access to information. For teens, it’s all about music, games and texting. Phones like the Chocolate, Juke and enV2 are flying off the shelves. We have big-button emergency phones for seniors. For children we have phones that have an emergency dial to the parent and give the parent the ability to track the child with GPS. And with so many people using laptops, aircards utilizing Verizon Wireless’ Broadband Service are becoming more popular every day.
What are the popular accessories?
Today, the No. 1 selling accessories are Bluetooth headsets. Everyone wants one, and in many cases, it’s the law. There are also growing categories such as extra memory cards, Bluetooth speakers and stereo headsets. Cases come in every color and style, and everyone needs one car power adapter for each car they own. Accessories in general are becoming more popular and are an integral part of our business. They are another thing we are known for. In fact, every Wireless Zone carries every accessory for every cellphone in stock, guaranteed, or we’ll ship it to the customer at no cost.
What are customers looking for in plans? What is the common priority?
Unlimited texting, unlimited calling, data capability. The days of selling just a rate plan are gone. Today it is finding out what the customer plans to do with the phone. Will they need navigation? Will they be accessing e-mail? Will they want streaming video? The common priority is to tailor the device and the plan to each customer’s unique needs. A $100 rate plan is often the best value for our customers and is becoming common.
How do you attract customers and get them to visit your stores as opposed to the Verizon Wireless stores?
Truth is, we do not usually compete head to head for the same customer. When we do, there are several factors that help us attract them to our stores: location; our owners’ involvement in their community; relationships; marketing; and reputation. As the economy changes, many people prefer to shop at a locally owned business as long as it offers great service. We offer all of this. Many of our store owners are involved in their communities, from schools to youth sport team sponsorships to charitable organizations. The more we support the local community, the more they come in and shop at our locations. We also have the ability to service small business owners, and based on our service to them, it keeps them coming back. Our goal is to keep new customer growth going and to grow our system with more stores. We support Verizon Wireless’ growth of new services and expect to continue to gain customers from other carrier systems. However focusing on our customers, making them happy will keep them coming back to us for the long term, year after year. It all boils down to local service.
Some indirect third-party retailers choose to be non-exclusive to carriers because it provides more opportunity and gives customers more options. Why did you decide to be and stay exclusive to Verizon Wireless?
For us, it all boils down to a relationship. We feel if we focus all of our energy on selling the best, and we work on our relationship every day, we have the best long-term business opportunity. We have shopped many nonexclusive retailers and felt as if we never got a straight answer. Our belief is being nonexclusive provides more opportunity for confusion and ill will. Is the customer really being best served or being led to the carrier that is paying the most at that time? And what about the carrier? How can they trust that a nonexclusive agent won’t steer its existing customers to different carrier for a bigger commission? Again, we see being nonexclusive provides more opportunity for confusion and ill will. We have been exclusive for 20 years, and our goal is to remain exclusive. We train our people on Verizon Wireless. We sell Verizon Wireless, and we get to use their name to bring customers into our store. We take bill payments for them, and upgrade our customers on a long term basis. Like any relationship, it takes hard work. But over the course of time, we feel we have a great partner in Verizon Wireless, and they have a great partner in Wireless Zone.
