Accustomed as we are to seeing businesses come and go, it is hard to believe that Y. Franks Fine Appliances Ltd., was founded in West Vancouver a full nine years before the municipality was incorporated and that it has flourished there ever since.
That’s 120 years of superb customer service and of standing behind the quality brand name appliances the company chooses for its customers.
So what’s the secret to such a successful record?
When the question was put to Manager Julie Hale, she had no difficulty providing a list of retail fundamentals that most customers would welcome in any business, retail or otherwise:
Hand-Picked Products
No matter the appliance, Y. Franks pays close attention to the product’s quality, need-for-service record and customers’ feedback about the product’s reliability, ease of use and value for money. Then, bearing all of that in mind, the company selects the brands and appliances to be displayed in the company’s boutique showroom.
“As with any other product you could name, even the best quality brands may have a model that doesn’t quite match the standards we’ve set, so we’ll choose not to carry it,” Hale explained.
Most Reliable Brands
When you visit Y. Franks, you will see many familiar, hand-picked brand-name products and a few you may not yet have known about. Bosch, Jenn-Air, Kitchen-Aid, Miele, Sub-Zero and Whirlpool are but a few. Although listed here in alphabetical order, they are all of excellent quality and at different prize points. Your own experiences and preferences with a given product will always be factored in to the recommendations by staff.
In-House Extended Warranties
In addition to the warranties that come from the manufacturers, Y. Franks takes pride in owning its own Extended Warranty company.
“That gives us first-hand knowledge of a product’s repair and reliability history which, in turn, influences our own showroom choices and recommendations to our customers,” Hale explained.
Appreciation of Costs and Budgets
Y. Franks carries both premium and affordable brands. But whether the appliance is small or large, a base model or top-of-the-line, the company’s in-house experts will work with customers to carefully consider their needs and budget to find something that’s just right for them. Remaining cost-competitive in the market benefits everyone – customer and company alike.
Non-Commissioned Expert Sales Staff
Unlike many other retail endeavours in any field, Y. Franks decided from the outset to structure its business with non-commissioned sales people.
“The company wanted its sales staff to base their appliance recommendations solely to fit our customers’ needs, preferences and budget. That way, a client can be comfortable in the knowledge they are not being ‘upsold’ to a product with features they don’t need just so the salesperson can gain a few dollars more commission,” Hale said.
“We want our customers to know that regardless of price-point they have chosen quality appliances that will be the best fit for their kitchen and lifestyle.”
One of the side-effects of this type of marketing structure is that it fosters teamwork rather than competition among the sales staff. Consultants are freed up to work together with only the customer’s best interests in mind.
In-House Delivery Team
Delivery of your appliances is also managed in-house. To complete what the company hopes will have been an exciting and positive purchasing experience for its customers, the company decided long ago to forego the use of third-party delivery companies. Instead, it uses its own dedicated in-house personnel to effect delivery and setup according to the customer’s most convenient schedule.
A Carefully Crafted, Intimate Customer Experience
Each of the foregoing attributes has been essential to the enviable and successful reputation Y. Franks Fine Appliances has had and continues to enjoy in the North Shore community.
Manager Julie Hale summed it up best by reminding us of the company’s philosophy: “To give our customers the best possible experience, we knew we needed to stand out in all respects from other retailers. We want our customers to know that no matter how small or large their purchase might be, they will always have our support on use and care of the products we sell long after those appliances are in their homes or offices.
Boutique showroom,
hand-picked brands – an intimate
shopping experience
503 15th Street
West Vancouver
B.C. V7T 2S6
604-926-0124
