Hardware Retailing

SEP 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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September 2017 | HARDWARE RETAILING 105 Paul L. Cosgrave Memorial Award Winner and PRO Hardware Retailer of the Year Yates Home PRO Tellico Plains, Tennessee What do you get when you mix a full line of products, superior customer service and strong community ties? Yates Home PRO. In 2011, Overia Yates Russell and her husband J.R. took over her family's business. Proud to offer the same one-stop shop service Russell's father began in 1967, the Russells have positioned Yates Home PRO as a top home improvement business in its marketplace today. They attribute a great deal of their success to their relationship with and loyalty to PRO Group and Wallace Hardware Co., which began at Yates Home PRO's inception. "As a family-owned and -oriented business, we are proud to provide services and products to our community, including a full line of hardware, clothing, hunting and sporting goods, automotive supplies and much more," Overia Russell says. "We take customer service very seriously. At Yates, we not only strive to achieve customer satisfaction, we guarantee it." With several big-box competitors nearby, Yates Home PRO goes above and beyond to win customers' loyalty. All employees complete extensive online product knowledge training through the North American Retail Hardware Association (NRHA) and are conditioned to always welcome customers with a smile and greet them by name whenever possible. "The most unique aspect about Yates is its personality and how closely knit it is to the community it serves," says Richard Snowden, senior vice president of marketing for Wallace Hardware Co. "Customers are viewed as friends and treated with respect at Yates. The company has been serving its market for 50 years." The company strengthens its bond with customers by treating them to annual events like customer appreciation days with food and entertainment and Santa visits during the holidays. Yates Home PRO proved its dedication even more by installing a hitching post and watering station for Mennonite customers' horses and installing a pay phone on store property for their use. In addition to home improvement needs, the Tellico Plains community counts on Yates for niche products such as camping gear, fishing equipment, guns, knives and pool supplies. Other categories offered include housewares, home appliances, lumber supplies and all materials needed to complete an interior remodel. The community also counts on Yates Home PRO for services like key cutting, tire installation and custom paint mixing. To keep customers informed, Yates Home PRO uses marketing tools, including circulars, monthly promotions, mobile texting specials and a variety of other advertising methods. The company further supports its community by sponsoring local sports teams, fire and police departments, colleges and other civic organizations. Top: J.R. and Overia Yates pose with their daughter Samantha (far left). The family business motto is, "From Our Home to Yours With Quality Since 1967." Bottom: A current photo of Yates Home PRO after many expansions, warehouse additions and a rebuild.

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