Imperial Appliance: The Visayan appliance haven

MANILA, Philippines - Appliances, especially those of the high quality, are a staple of the Filipino home. And Visayas isn’t lagging in this area. Tucked away in the island of Iloilo is a haven for quality appliances. The company carries leading brands like Sony, Samsung, Panasonic, Whirlpool, Kolin, Sharp, Sanyo, Carrier, GE, Hitachi, Kelvinator, La Germania, etc. Established in 1974, Imperial Appliance Corporation is the place where customers can get top-of-the-line brands for a fraction of the price. “Imperial, as a one-stop appliance center, carries top of the line appliance brands,” says Edgar C. Tiu, VP for Operations. “[We] offer [a] distinct line of appliances, may it be LED, LCD, Color TV, components, DVD and small items, like camera, cell phones among others for varied type of customers. We also carry white lines like side-by-side and two-door refrigerators, gas range, washing machines, window type and split-type airconditioners, to name a few. We have the complete line of appliances to choose from. We also showcase the top of the line models and the latest appliance technology.”

Success formula

Imperial enumerates their secrets when it comes to outstripping the competition: getting continued and generous support from their suppliers, good feedback from loyal customers committed and empowered employees, continuous improvement, integrity (walking what they talk), financial success and setting the mark of excellence in their company.

When it comes to marketing-savvy, Imperial Appliance Corporation has what they call the five P’s of marketing: Product, Price, Place, Promotions, and People. Their marketing promotions also include six months until 25 months zero interest. Imperial’s outlets are located in the most convenient locations for shoppers.

As for pricing, Imperial is proud of having budget-friendly prices. They also have easy payment schemes, and accept major credit cards.

They also make sure that they constantly improve themselves through their corporate strategy. Hard work, perseverance and teamwork are ingredients that they want to grow in their people. They also make sure that they involve their employees, particularly in decision-making. “We let them understand that no matter [how humble] their position may be, they are just as important as anybody else in the organization,” says Tiu. Regarding the global economic crisis, Tiu says that their company remains positive during such storms, and even sees it as an opportunity to make something for Imperial. “[We] perceive the economic crisis as an opportunity to make good business considering that we have a solid foundation and financial stability.”

Showrooms

Imperial’s showrooms are remarkable for being up-to-date. “Added to this is to provide better, more convenient, comfortable and world-class showrooms for our clients,” says Tiu. The Imperial Appliance Mega Showroom opens today in Iloilo City. Likewise, Imperial has also improved their old stores, and has built state-of-the-art showrooms in other parts of the country.

Customer care

Imperial recognizes that the heart of the business lies in people—the people they are meant to serve. Thus, taking care of customers is a priority for the appliance giant. “We take care of our customers because if you don’t take care of your customers, somebody else will,” says Tiu. He acknowledges that it is because of the loyalty and commitment of their customers that the business exists. “Customers want top service and the only people customers care about are the ones who answer the phone, greet them, write up their order, make their delivery or respond to their complaints,” he says. “We have committed and empowered employees working for us who are ready and willing to go and help whenever and wherever needed.”

It is this value for the customer, and for people, where we find the heart of Imperial’s vision and mission: to provide reliable and efficient delivery of services to customers, suppliers and principals through massive expansion and direct selling; maintain goodwill and corporate prestige through professional selling, competitive pricing, product counseling and competent technical servicing; create a people and service-oriented work environment through the pursuit of corporate values of professionalism, honesty, quality service, hard work and dedication towards total customer satisfaction.

Future plans

Imperial has spread throughout the country, and have established themselves as one of the country’s top appliance dealers that is still growing. In their 35 years of existence, they have now increased to 52 branches, 80 percent of which are standing on the lot owned by Imperial.

In all those years, Tiu says that the quality of customer satisfaction has been the most rewarding. “We have the loyalty and commitment of our customers,” he explains. “We have made them raving customers who are so excited about the way we treat them that they keep on patronizing Imperial and want to tell everyone about us.”

In continuing its journey, the company plans to increase their stores in the Central Luzon area as well as open more branches in the Mindanao Region and Central Visayas.

“We have started upgrading our business processes with the implementation of Systems Applications and Products in Data Processing (SAP Business One), which will make our business processes fully automated,” says Tiu.

Imperial Appliance Corporation –aiming to be the country’s leader in marketing, sales and in the distribution of quality home appliances, furniture and office equipment. And with their stellar record, achievements, as well as value for the customer, they sure look like they’re on the right track.

Vision

The country’s leader in marketing, sales and distribution of quality home appliances, furniture and office equipments by providing excellent customer services for every Filipino home and offices.

Mission

As a company, we commit to:

1. Provide reliable and efficient delivery of services to our customers, suppliers and principals through massive expansion and direct selling.

2. Maintain goodwill and corporate prestige through professional selling, competitive pricing, provide counseling and competent technical serving.

3. Create a people-and service-oriented work environment through the pursuit of corporate values of professionalism, honesty, quality service, hard work, and dedication towards total customer satisfaction.