I met with Summit Electric Supply last week at their headquarters in Albuquerque, New Mexico, followed by a visit to one of their stores in Phoenix, Arizona. Summit is a full-service wholesale distributor of a full range of electrical material including distribution equipment, motor controls, lamps and lighting, conduit and fittings, wire and cable, tools, automation, datacom and more.

They have 20 locations and plan to add more. Summit management wants their stores to be more than just a standard contractors’ supply house and they’re already doing a good job of it. The upgrades we’ll suggest include new colors, floor finishes, ceiling treatments, lighting, counter layout, fixtures, video and graphics.

What Summit already brings to their stores is a commitment to customer comfort that electrified me (sorry, couldn’t resist). The new stores will feature a business lounge with free Wi-Fi, phones, fax, copy machine and comfortable seating. In addition, Summit provides free popcorn, coffee, tea, soft drinks and ice by the bucket-load.

Not only do their customers enjoy the business center as a usable attraction, but the counter area also has become a mini Starbucks with “electricians” gathering each morning to share experiences. What a great way to build community and brand loyalty.

Summit really makes their customers feel at home. I challenge you to come up with ways of doing the same in your retail outlet. Let me know you what you’re doing to keep your clientele inside the front door. I’ll share your great ideas in upcoming blogs.