The largest appliance centre between the city and the sea

Press, 9 August 1985, Page 9

The largest appliance centre between the city and the sea

A new Lane’s Appliance Centre has been opened in New Brighton Mall and it is by far the largest shop of its kind between the city and the sea.

Although Lane’s retails all the electrical appliances made by New Zealand’s lea Ding manufacturers in its centres, which are scattered about Christchurch, the company has also gained a

home appliance business. It has specialised in trade-ins and sells used appliances, which it guarantees, at reasonable prices because it operates on the basis of high volume and rapid turnover. The emphasis, however, will be on new home appliances in the New Brighton mall shop, and they will take up two-thirds of the retail space, according to

the managing director of the company, Mr Max Perkasky. Used appliances w’ill fill the remainder of the shop, and the used section is well stocked with electric stoves and other items. Lane’s has maintained a New Brighton presence for some time. It was originally established in Carnaby Mall in premises taken over from Wilson Neill, Ltd. Now, Lane’s has outgrown

the Carnaby Mall premises where, Mr Perkasky said, the company was no longer able to do justice to its many customers or itself. The new premises, which Lane’s shares with Warehouse Clothing, Ltd, have been given a smart new frontage, with large display windows and a common entrance for both retailers. The interior of the building, which was a supermarket, has been modernised and tastefully refurbished. A dividing wall, but with walk-through access, separates the two businesses, and a rear entrance on Beresford Street is just opposite a large public car park. Although Mr Perkasky expects only about 15 per cent of the business transacted at New Brighton to be in used appliances, he points out that, in keeping with the company’s 30-year philosophy, the New Brighton staff will be always willing to accept used appliances in part exchange of literally anything, new or used, that is stocked by the shop. “We need the space at New Brighton to pursue our philosophy. We class ourselves as the best home appliance people in Christchurch. We offer a full service,” Mr Perkasky said. “We’re not just going to offer people a cheap product — a shoddy product. We want to give’ them the whole service — back-up,

the trade-ins, the good price, in fact everything right across the board. “To do that, we need the space to display our appliances and in which to work,” he said. Lane’s has been successful because it has always considered its customers. People frequently shop for electrical appliances with a view to replacing an existing one for any of a multitude of reasons.

On such occasions, the buyer is frequently faced with the problem of having

to dispose of the appliance that has been replaced. Disposal is not always a simple procedure. Lane’s is very conscious of this problem and to immediately eliminate the hassle of getting rid of an old appliance, makes a policy of accepting it as part payment for the new or used appliance that is bought from the company. In some cases, the traded appliance is virtually worthless and not worth reconditioning. When an appliance of that nature is traded, it is

either scrapped or stripped for any useful parts. “In such cases, although the traded appliance is worthless, the customer gets a few dollars for it and can forget about it. The salvaged parts may be useful in the reconditioning of other items we have accepted as part payment,” Mr Perkasky explains. Just to give buyers of used appliances further peace of mind, Lane’s does guarantee every used appliance it sells.

A three-month warranty

for parts and labour goes with every appliance retailing for less than $395. During that three-month period, the right of exchange or full money back without any questions being asked is also available.

Appliances retailing for more than $395 carry a year’s warranty, and the other concessions pertaining to the cheaper items also apply. This apparently generous attitude of Lane’s Appliance Centres makes a lot of sense, not only to the cus-

tomers, but to the company itself.

If the company sells a good product in the first instance, the chances are that the customer will do repeat business. That has been clearly demonstrated. According to Mr Perkasky, Lane’s has found in the course of its history that it has the support of an ever-growing number of loyal, regular customers.

“That is so because we make it a policy never to sell inferior goods, new or

used,” says Mr Perkasky. Although two-thirds of the 280 sq m New Brighton centre will be devoted to the retailing of new appliances, that does not mean that customers with appliances they wish to trade on new or used appliances will not get Lane’s V.I.P. treatment.

After all, this is a company that has built its reputation on giving its customers first-class service, and trading in is just a part of that — albeit an important one.