Wireless Zone Reinvents Itself; Creates High-Tech, Exciting Retail Experience

By: Wireless Zone® Franchise | 0 Shares 347 Reads

19-Year-Old Industry Leader Says `Look at Us', Gets Proactive with its Focus400, Marketing and Franchise Expansion

October 23, 2007 // Franchising.com // MIDDLETOWN, CT – It's official: Wireless Zone has broken out of its comfort zone. Inspired by new faces and fresh ideas at corporate headquarters, the 260-unit retail franchise has turned off the "mute button" and is making noise with a revitalized brand in new markets around the country.

For nearly 20 years, the "quiet" franchise experienced steady growth, primarily in New England, with virtually no proactive franchise sales or marketing efforts. Now, the nation's largest exclusive carrier and retailer of Verizon Wireless products and services is shifting from a reserved to an assertive approach, adding new stores in untapped markets, while undertaking a branding campaign that will ultimately result in a new look and feel for its stores and Web site. Soon, new signage, interior design, uniform changes, and product packaging will play up the Wireless Zone name in a much greater capacity.

"Yes, we sell Verizon Wireless products exclusively and will continue to be the nation's largest exclusive carrier of their products," said Kevin Sinclair, CEO & President of Wireless Zone. "But for years, Wireless Zone's brand has grown on its own. We sell Verizon Wireless, but we never will lose our identity as Wireless Zone. Our infrastructure for franchisee support is solid as a rock. All systems are go. We're cutting loose in the marketplace. We're poised for exponential franchise growth."

The aggressive plans for marketing and franchise growth of Wireless Zone were implemented by COO & Executive Vice President Mark Asnes.

"We've hired the best in their respective disciplines to take us to the next level," Asnes said. "Our goal is not simply to grow by awarding more franchises. We are committed to bringing in high caliber franchisees while helping our existing stores become even more successful."

Asnes's pledge first took shape in hiring Dave Staszewski as Vice President and General Manager of Operations.

"Dave's well known in the wireless industry, and his positive impact on existing stores is already being felt."

Sean Fitzgerald, a seasoned franchise sales and development director, was brought on in the newly created position of National VP of Franchise Development. His major focus has been developing a franchise awarding process to find candidates that are the right fit. Asnes said there's no greater sales force than happy, prosperous franchisees, making the hiring of Fitzgerald vital to the future success of the franchise.

The final component of the new strategy was the hiring of Kevin Downs as Marketing Director. Down's experience in Internet marketing and successfully operating advertising agencies are both key to the companies strategy.

"Yes, Kevin's skills will help our company become more visible in the franchising community, but his vision and commitment for developing marketing programs for the individual stores is what truly excites us," Asnes said.

With the addition of those three key positions, as well as a meaty, robust franchise support team that includes field representatives with a presence in every market, Wireless Zone is well poised for its carefully plotted franchise growth spurt. In fact, Wireless Zone employs more than 80 positions, with one-third allocated to field support for franchisees in their communities.

"When we first began this concept in 1988, our founder Russell Weldon made our top priority to maintain the highest level of customer service of any cell phone retail outlet in the marketplace," Sinclair said, noting the home office is stocked with inspirational resources promoting customer service such as one called, Supercrazy Exuberant Service. "Nearly 20 years and 260 stores later, we've built the necessary foundation to maintain that commitment to customers, no matter how big we grow."

The opening of the Wireless Zone franchise opportunity to new markets also comes at an ideal time in the evolution of the wireless industry. With new wireless products and services emerging at rocket speed, the sky's the limit in terms of revenue potential for franchisees. Return business is at an all-time high: According to industry sources, the average replacement cycle for the typical cell phone is 16.6 months, therefore every new sale, if handled with the best customer service, will be a long term return customer every other year.

As a part of the long-term growth strategy, Wireless Zone will continue its ties to the Verizon Wireless product and service line based on its stability and credibility in the telecommunications industry. Additionally, as an exclusive agent, Wireless Zone franchises receive residuals which can greatly add to the bottom line and is something multi-agent carriers generally do not enjoy.

"Two words can summarize our strategic connection with Verizon Wireless: customer loyalty," Sinclair said, pointing to a recent J.D. Power and Associates study showing that 19 percent of customers cite the type or brand of cell phone as a key factor during the initial process of selecting a wireless service.

"Customers know that when they walk into a Wireless Zone location, they're dealing with the actual owner of the store, who has a vested interest in their well-being," Sinclair said. "That's one aspect of our business model that will never change because it sets us apart."

Wireless Zone is seeking out business-minded entrepreneurs with a passion for operating a customer service oriented retail franchise opportunity. "The franchise opportunity is ripe, with all of the support mechanisms in place and new marketing and growth strategies in operation," Sinclair said.

"People are going to start to see and hear a lot more of Wireless Zone as our aggressive marketing and franchise expansion takes hold around the country," he said. "When Verizon Wireless continues to upgrade its products and services to keep up with the marketplace, it always remains Verizon Wireless – an established, reputable brand. In the same way, Wireless Zone parallels Verizon Wireless' path. We're a proven, experienced brand that continues to evolve with society."

ABOUT WIRELESS ZONE
When Russ Weldon created what he then called "The Car Phone Store" in 1988, he envisioned a retail store solely dedicated to wireless communications products and services. Nearly 20 years later, the renamed and reenergized Wireless Zone franchise is operating 260 locations, mainly in the Northeast, with plans to have 400 locations open in 2008. Now, the franchise is launching the concept throughout the South and MidWest, giving entrepreneurs the opportunity to join the nation's largest exclusive carrier and retailer of Verizon Wireless products and services. Wireless Zone is a division of Automotive Technologies, Inc. For more information, visit www.wirelesszone.com.