FROM MORTGAGE BROKER TO 2nd CARTRIDGE-WORLD STORE

[Anonymous]

http://www.ridgecrestca.com/news/business/x931225972/Specialization-secret-to-niche-stores-success
FROM  MORTGAGE BROKER TO 2nd CARTRIDGE-WORLD STORE 
Bob
Opperman’s jump from home mortgages to toner cartridges has translated
to success in a recession.Opperman opened his first Cartridge World
store in December 2005 on State Street in Rockford. He opened a second
store in March 2007 near the fast-growing retail corridor of Illinois
173 in Machesney Park.He researched dozens of franchise opportunities
and decided on Cartridge World for two reasons: People are recycling
more, and they want to save money. But there’s another secret to his
success: Niche retailers are among the few showing positive earnings in
a faltering economy.“Businesses that we’ve talked to in the past year
are seeing the value of what we’re offering,” Opperman said. “They can
cut expenditures and save money without hurting people or
product.”Opperman said Cartridge World initially catered to about 80
percent walk-in customers. Now, that split has shifted to about 65
percent business customers and 35 percent walk-in business.

And
because Cartridge World refills cartridges so they can be used three or
four times, customers can save up to 40 percent on printing
costs.Batteries Plus, another niche player with stores in Rockford and
Loves Park, has been moving plenty of product lately, ever since the
market for mobile devices like cell phones, laptops and digital cameras
has exploded.“We don’t have tremendous peaks and valleys. People can
delay (buying batteries) but can’t avoid it,” said John Twist, vice
president of franchise and business development for Batteries Plus.
“When discretionary income is strong, people buy more devices, and they
still need batteries. When times are difficult and people are holding
onto their current device longer, they need batteries.”Twist said the
retail side of the business has grown more than the commercial market
lately, with the overall business split at 60 percent retail and 40
percent business-to-business.

Opperman said his sales were up
about 8 percent at the end of June compared with the same time last
year. The trend is being recognized nationally because businesses and
consumers are trying to make their products last as long as possible,
according to the National Retail Federation, a Washington, D.C.-based
trade association.Offering to pick up old cartridges or batteries, or
establishing a recycling outlet on site, keeps customers involved and
coming back, noted Dan Butler, vice president of merchandising and
retail operations for the group.“The reality is, most retailers are
looking at whether they can reuse, recycle or repurpose any product or
service to reduce or minimize the impact on the environment,” he said.

[Author]

July 10, 2009 at 11:59 AM