Refurbished Plasma Tv

Investment and innovation are two important words at Tru-Fi Solutions, which has recently refurbished its store in Redhill, Surrey and refocused on the cutting edge of the market.

Realising that the store, which was trading under the name of Tru-Fi Audio/Visual, was in need of refurbishment, Neil Stephens, the store's manager, and assistant manager Philip Worsell, formulated a business proposal for their managing director Raymond Eyre.

Mr Stephens told ERT Weekly: "Prior to the refurbishment, the old shop had been in that state for around six years and there was a need to invest.

"We presented the five-year business plan to the managing director, he agreed to it and gave us the 95,000 [pounds sterling] backing that we needed to begin work."

Tru-Fi Audio/Visual closed for business on August 25, 2002 at 5.45pm. By 2am the following morning, all stock had been boxed up and moved to storage space above the store.

By 3pm that afternoon the shop was completely gutted.

Mr Stephens and Mr Worsell are full of praise for Vision Shopfitters. Tru-Fi Solutions, as the store is now called, opened its doors for business on September 15.

"The refurbishment is pushing the business to another level," Mr Stephens said. "We are still selling 200 [pounds sterling] mini-systems, but we are being more choosy about what we stock and opting for more stylish systems.

"We are also trying to approach both new and innovative manufacturers. We have taken on Celestion's sound style product and we are doing very well with it."

Since the refurbishment, Mr Worsell reports that footfall has remained about the same, but that customers are spending more. Growth, the store reports, has come from plasma [the store sells, on average, between five and 10 a month], new systems and Bose, with whom Mr Stephens said, turnover has increased "quite considerably".

Mr Stephens said: "I would love to move towards the more expensive pieces of equipment and there is certainly room for new manufacturers."

The newly refurbished store has one general demonstration room for home cinema and another room which demos Bose products.

However, as the store looks to expand, its staff are frustrated by the Internet, which they claim will have a major impact on the independent retailing industry.

Mr Stephens recalls an incident that happened earlier this month, when a customer came into the store to enquire about a 28in Philips Pixel Plus TV.

"The delivery had only just come in so I unpacked the set, placed it on a stand, tuned it in and demonstrated it. Then the customer asked how much it cost and I told him," he said.

"He said that he had found the same model for 150 [pounds sterling] cheaper on the Internet. I said to him: `I've just spent 30 minutes explaining this to you.' But all he could talk about was the price."

He added: "Independents pride themselves on service and customer satisfaction. If this pride didn't exist, then there would be nowhere for customers to see the products.

"If customers buy from us, we will deliver, set up, demonstrate the product and offer a good after sales service. What Internet retailer can do that."

Despite the success of the refurbished Tru-Fi Solutions store, Mr Stephens concedes that the business has not really marketed itself well. The store is considering using radio advertising, in partnership with manufacturers, to cover a 25 mile radius.

The store has quite a catchment area, with customers visiting from as far as London and the south coast.

As the business looks to move forward Mr Eyre has recruited a property team which is actively looking for new store opportunities. The company is also looking to develop the custom install side of its business.

COPYRIGHT 2003 DMG World Media Ltd.
COPYRIGHT 2003 Gale Group

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