Giving a truly friendly welcome
To give substance to our slogan of “Offer prompt service that conveys a friendly attitude” we have three basic sales approaches: cash discounts, our Long-term Free Repair Warranty and the Anshin Passport. With cash discounts, we prefer that customers directly pocket the net amount — we do not bother with a restrictive loyalty point program. Even as other companies launch loyalty cards, we are sticking with straight cash returns.
Likewise, our Long-term Free Repair Warranty covers problems that occur after the manufacturer warranty expires. If customers are forced to pay repair costs after a warranty expires, they are not going to feel have got a bargain. When customers sign up for our Anshin Passport, it gives them discounts on small-item purchases, simplifies registration and other procedures for the Long-term Free Repair Warranty, and provides peace of mind after a purchase (through services such as advice on accessory purchases and recall notification).
Our efforts are receiving industry recognition. For example, we earned top place in the Housing Equipment Category of the Japan Customer Satisfaction Index (JCSI) conducted by the Japanese services industry productivity council “Service Productivity & Innovation for Growth” for two consecutive periods 2015 and 2017 (the survey is conducted once every second year for this category), and second place for nine consecutive periods from 2011 up until 2019 for the Electrical Appliance Mass Retailer Category of the same survey. I think these rankings are a vindication of our policy of providing products from the standpoint of the customer and our customer approach. I would like to express my deep appreciation to those who helped make this happen.
By making the customer feel comfortable during and after the purchase, we will continue to provide services that ensure peace of mind.
We specialize in home electronics
Other retailing companies handle, say, pharmaceutical or brand-name luxury products, but we only do home appliances. Because our shelves are stocked only with electronics, we have ample stocks of items for display and inventory, and our staff know the products inside out.
Under our efficient policy of group management, we operate subsidiary companies all over Japan. This ties in with our store management approach that emphasizes roots in the local community. Centralized functions common to all our stores, such as purchasing and marketing, are concentrated at the head office in Mito city (Ibaraki Prefecture) for greater efficiency. Furthermore, because we hire and employ local people at our stores in each district, our staff all have the ease and familiarity that comes from working on one’s home turf.
We are opening stores in edge-of-town areas targeting the kind of customer that makes a purchase as soon as the need arises, and will not wait around. We aim to further build on the efficiency by consolidating our position based on the dominant strategy in each sales area.
Management as a marathon with no finish line
If a finish line were set, our goal as a business organization should be overstretching ourselves to open new stores on and on and increasing sales and earnings, winning over customers and admirers by our commitment.
However, in reality, there are no visible goals at all. Our job is to quietly grow and prosper as a company, for the benefit of our staff, our business partners and the customers who visit our stores.
Business is a marathon relay race with no finish line. We will continue with our Gambaranai keiei management style, so as to pass on the baton to the next management team.