FRESNO, CALIF. –
Since its founding here in 1951, Ventura
TV Video Appliance Center has seen 10 U.S. presidents
and at least as many competitors come and go.
But throughout its 60 years, the self-described “local
choice” for three generations of customers in California’s
Central Valley has operated at the same location and
adhered to the same founding principles: to offer expert
advice, excellent customer service and extremely deep
discounts every day.
“My father started this company 60 years ago with one
goal in mind – to provide customers with America’s favorite
brands in home appliances and electronics at deeply
discounted prices,” said Mark Shirin, president/CEO of
the family-held business. “Today, his vision still lives true.”
Indeed, Ventura currently carries over 30 leading CE
and appliance brands, including Amana, Bosch, Frigidaire,
GE, Jenn-Air, KitchenAid, LG, Maytag, Mitsubishi,
Samsung, Sony, Toshiba and Whirlpool.
“And in celebration of our company’s 60th anniversary,”
he continued, “we are running more sales and offering
our deepest discounts on brand new appliances
and electronics.”
Shirin attributes his low-price prowess to his 15-year
membership in a buying group – for him, the Nationwide
organization – which allows Ventura to reap the benefits
of consolidated volume buys. He said his most recent
buying trip, to the group’s bi-annual show in February,
offered record discounts on tier-one brands and yielded
“some of [our] best purchases ever” in advance of this
month’s planned 10 percent price hikes by white-goods
manufacturers.
The group “offers independent dealers like us the opportunity
to compete effectively in what was a market dominated
by big box stores. I say ‘was’ because independent
appliance dealers have now surpassed big box retailers
in market share,” Shirin said, citing a recent Traqline study
by TWICE research partner The Stevenson Co.
According to the report, independent dealers have
grown their majap market share to 29.9 percent, he said,
pushing Sears into second place with a 29.4 percent
share, followed by Lowe’s at 19.8 percent, Home Depot
at 14.1 percent and Best Buy with 6.8 percent.
Recently hired e-commerce manager Ara Catchatoorian,
who operates the dealer’s website at
,
said he is also impressed by Nationwide’s focus on the
Internet. “With recent studies showing that as much as
80 percent of all consumers go online before going shopping,
there’s no doubt that this is the future of retail” – and
a shared future for Ventura, as it embarks on its next 60
years.
