Are Retail Storefronts the Next Wave for Security Integrators?
The Alarm Company has a storefront in Madison, Miss. to tout its security system installation services.
Calling it a matter of an “old dog learning new tricks,” Tony Collums, president of The Alarm Company Inc. (TAC) in central Mississippi, has opened a retail store in Madison, Miss. The store is open Monday through Friday from 8 a.m. to 5 p.m. Collums recently blogged on the Honeywell Security website that the move was necessitated by market conditions.
“Our business was great, the phones rang off the hook, referrals were outstanding and we could actually make a profit,” he writes. “But times have changed, so we have to change as well or we will starve to death and die financially.”
He continues, “The time has come for us in the security industry to come out of our hiding places and to become visible and accessible. Retail shopping centers and strip malls could be the wave of the future for the low voltage industry. We are no longer just the alarm company, we are becoming so much more. Because of technology, potential clients want to see more. So we have to create an environment that will draw them to our turf. That is where a retail store front comes into play.”
Collums, who has been in business since 1989, did his homework scouting out the most highly visible location, hiring professionals to design and build the storefront, and marketing it via email, invoice stuffers, direct mail, brochures in his service tickets and invoices, and on his webpage. He even held an open house offering specials or gifts to those who attended. The company outsources its alarm monitoring to SentryNet.