Main Menu
Home
In the News
Special Contributors
Special Report - Bedding
Sponsors
Events Calendar
Classifieds
Advertising
Contact HGO
Home
follow-on-twitter
Merchandiser Winter 2015
Merchandiser Fall 2014
2014 Product Guide
Research Store

Canada Counts
CanadaCounts-Badge-Sept2012.fw
A survey of Canadian buying intentions.
Purchase Report

 

Syndicate
Cox Electronics: where service never ends PDF Print E-mail
Written by Tom Philp   

ST. JOHN, New Brunswick - Phil Brewer, current president of Cox Electronics & Communications speaks almost reverently about New Brunswicker Reg Cox and the business he started more than six decades ago.

"It was a service business, primarily radio and record player repair with some sales," Brewer says. "We've grown and changed a lot over the years, but service excellence is still our focus."

 

Image
Phil Brewer
Cox Electronics currently has eight locations within south-western New Brunswick, employing more than 100 staff in the business of selling and servicing consumer electronics.  The old radio and record player days are pretty much gone now, although Brewer would be the first to tell a customer that, if he wanted the unit repaired, Cox would do it's very best to make that happen.

HDTVS, home theatre systems, satellite dishes and products carrying names like Bose, Sony, Panasonic, Aliant, BellExpressVu, RCA and Motorola keep Brewer and his staff hopping these days.

"It was in the late 1940s that Cox began servicing and selling used TVs, and even then the focus remained on service," says Brewer, a trained electronics technician in his own right. "As the concept of TV caught on, we began to develop the sales side of the business."

Brewer, who purchased the company in late 1979, says Cox "never made a distinction, at any time, that we were going to be a sales organization primarily, although that was made possible by our company's reputation of service excellence."

Success is driven at Cox by giving the customer what he or she wants, and then supporting them "every step along their journey," Brewer says.

"Support enables our customers to get the most from whatever they buy here," he says. "In my mind, there is never a reason why the customer should not be happy."

Under Brewer's leadership, Cox began to expand its showroom and floor space from about 1983. The expansion and improvement of product presentation continues today, driven by exceptional lines of product, and a demanding consumer who is able to access a lot of information from sources such as the Internet.

"I'd say that a good 90 per cent of our customers are aware of the term HDTV, but that doesn't mean they understand what it is," Brewer says. "Today's customer is informed, yes; but they are also misinformed at the same time, and that's where developing a solid relationship with them results in increased sales."

"If we don't have a positive relationship with them, it's really unreasonable to expect our customers to hand over their hard-earned cash," he says. "We have to earn their trust, and keep their trust, and we're very good at doing that."

Custom installation is one area where Cox is experiencing double, sometimes triple growth year over year, Brewer says.  Much of that work is in the "basic" $10,000 to $15,000 range; but Cox does have customers in Atlantic Canada ... typically remnants of the ‘baby boomer' generation ... who spend $100,000 to $150,000 on home systems.

"(Custom installation) wasn't something that was even contemplated when I started in this business," Brewer says. "You know, a stereo was something to play music, and it was a long time before people began to connect stereo components to get a better sound.  Much the same can be said about today's high-definition TV systems."

"It was the digital revolution that changed things, and that's a good thing," he says.

Image
The exterior of Cox Electronics’ flagship store in St. John, New Brunswick.
Brewer says Cox' membership in Mega Group has provided the obvious buying power benefits; but it's the continuous support his company receives from Mega reps that impresses him most about the group. So enthusiastic about his membership is he, that he ran for, and was elected to, Mega's board for directors for a three-year term this past May.

"Mega is a lot like ourselves, with a lot of customer focus and enthusiasm about the business," he says. "They are not there to sell for us. Mega is there to support us as an independent retailer, and they enhance what we do already."

Image
The flagship store’s main showroom.
Brewer has found that word-of-mouth, based on a sound tradition of service excellence, is Cox' best form of advertising. With great pride in his staff and the work they do every working day, he looks to continued growth and success for this New Brunswick business that started as "a humble repair shop."

"The key has always been to listen to what the customer wants," Brewer says. "At Cox, we sell very few things that customers need, but we sell a lot of what they want."
<Previous   Next>
Banner
Other News
Housing starts climb in March
OTTAWA (13 April 2015) - The trend measure of housing starts across the country was 179,016 units in March, down slightly from 180,236, according to the latest figures from Canada Mortgage & Housing Corporation (CMHC). However, actual starts in March were up 27.7% on a year-over-year basis, which the majority of industry observers attributed to weather-related setbacks during the first two months of the year.
Read more...
MIFF sales reach US$865 million
KUALA LUMPUR, (08 April 2015) - The organisers of the Malaysian International Furniture Fair (MIFF) said the five-day event rang up sales of US$865 million, the second highest sales level it has recorded to date.
Read more...
Power, Molnar join Mega management
SASKATOON (13 April 2015) - Industry veterans John Power and Randy Molnar have joined Mega Group's management team, as general manager of sales and strategic development and general manager of appliances, respectively.
Read more...
Robert Sheppard joins Sears Canada
TORONTO (08 April 2015) - Industry veteran Robert Sheppard has been named vice president of major appliances for Sears Canada, which most industry insiders believe is the largest white goods retailer in the country.
Read more...
Banner

 

 .

Banner

Please, update your HGO profile

BRIGHTON, Ontario – To improve the efficiency of our newsletter delivery service and to bring ourselves in alignment with current Canadian legislation, we need our loyal readers to update their profiles.

If you’re in big ticket home goods, you can’t be without Home Goods Online – the only business-to-business news and information service for those working in Canada’s furniture, mattress, major appliance and consumer electronics industries.

Update Your Profile Now
Picture of the Day
Crate-Designs-Brant

Three members of the Bluewater Wood Alliance will exhibit for the first time at this week's High Point Market. Crate Designs will show its Brant collection of youth furniture. Made from Southern Yellow Pine, this 10-piece group features space saving beds, dressers and night table as well as a desk and chair set.The top of each case piece is made from the same material as kitchen countertops, making them durable and easy-to-clean. Click here to read our report. 


 

 

Banner
 
Banner
Banner
Donald Cooper
My Turn!
HGO Merchandiser
Banner
Upcoming Events
There are no upcoming events within the search range currently scheduled.
View Full Calendar