November '18

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NOVEMBER 2018 THE SHOP 59 or two fortifying its categories and filling them out. "We offer a lot of different vehicle upgrade and customization options," Cassity says. "We're tracking and monitoring each category individually, have added specialty team members and are trying to increase our penetration into each subcategory." The shop will also continue to market its services and products differently during key times of year. For example, the way Tunes- N-Tint promotes its marine services differs from its approach to window tint, detailing and audio—all of which get their own go-to marketing strategy and effort. "You have to make sure business isn't slow," Cassity believes. "You have to make sure that people know that you exist. I think the days of waiting for customers to come to us is gone. You have to actively pursue these customers and let them know you're here." Because business is booming (Tunes-N-Tint averages 45 to 50 tickets a week), Cassity is again looking to move to a larger loca- tion. But first he plans to maximize the return at the shop's existing space, where there is still room to potentially expand its detailing and spray-on bedliner offerings. Of course, with Cassity's knack for organization, things will no doubt continue to run smoothly. PATRICIA KAOWTHUMRONG is a freelance writer based in Boulder, Colorado. Like many after- market shops, Tunes-N-Tint has a strong focus on customer satisfaction.

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