Bricks vs. Clicks

How do brick and mortar stores profitably compete with online retailers?

Thursday, November 1 at 2:00PM PST in the Off-Road Success Center, Booth #30147 in the Upper South Hall.

Does your blood boil when your customer says, ‘But I can get it cheaper online.’? Learn tips and tools to successfully complete each sale without compromising margins while building customer loyalty. Learn to identify, effectively communicate and capitalize on the great value you offer that no website can. Personal relationships, trust, and technical know-how still rule.

Facilitated by Omix-ADA Business Development Manager, Steve Trudeau with retails operations expert, Steve Schmidt, Vice President of Operations and General Manager of Surge Communications, LLC, a T-Mobile Premium Retailer, with case study presented by Thomas Pickett, owner of Tom’s 4×4 Superstore, Chattanooga, TN.


Steve Schmidt, VP Operations & GM, Surge Communications, LLC

Steve Schmidt, VP Operations & GM, Surge Communications, LLC

Steve Schmidt, Vice President of Operations and General Manager of Surge Communications, LLC, a T-Mobile Premium Retailer, is responsible for all aspects of company operations and full P&L accountability of a multi-unit wireless retail operation. Inclusive in these responsibilities are new location development, recruiting, training, people development, marketing, operational compliance, merchandising execution and profitable revenue growth.

Prior to Surge, Steve was with RadioShack for over 20 years, most recently as VP, Store Operations, Retail Services, where he led national store operations team of 78 districts and 7 regions to execute strategies and tactics in creating a new wireless business encompassing 1,481 kiosk operated stores within Target stores. Steve has:

-managed and led teams of 5000+ people, $800m revenue
-top performance ranked Area VIce President 2 of 4 years in position
-consistent top quartile performer throughout career at RadioShack
-highest honors or Chairman’s Award, President’s Awards and Leader’s Club Awards
Tom’s 4x4 Superstore, Chattanooga, TN

Tom’s 4×4 Superstore, Chattanooga, TN

Thomas Pickett, owner of Tom’s 4×4 Superstore in Chattanooga, which was born from Tom’s passion and life-long interest. The driving force behind Tom’s 4×4 Superstore is his love for the outdoors, 4wd vehicles and being “The Best 4×4 Shop” in the industry. Tom’s commitment begins with providing the ultimate experience in customer service, and continues with helping his customers build the 4×4 vehicle of their dreams. Tom’s 4×4 Superstore is operated out of a 15,000sq ft facility complete with everything needed to make Jeep®s or trucks the best they can possibly be. Tom also has a full warehouse of inventory and a large, clean and organized showroom.

Steve Trudeau, Business Development Manager, OMIX

Steve Trudeau, Business Development Manager, Omix-ADA

Steve Trudeau, Business Development Manager, is a 25 year automotive aftermarket parts professional. During his career, his Industry passion driven achievements have built record success as a sales, marketing and operations expert with manufacturers, dealers, e-commerce companies, automotive repair shops, traditional automotive retail and wholesale jobbers, along with warehouse distribution in the areas of automotive accessories, performance and replacement parts.

Prior to working with Omix-ADA in sales and marketing leadership positions, Steve has held several leadership position in sales, marketing and operations with public and private automotive companies. During his tenure, he has worked with DANA Corporation in the WIX Filters Division delivery new growth, with innovative ideas and programs to increase sales and margins in the heavily competitive commodity parts market of filtration . Steve’s industry experience with operations, sales and marketing directly comes from hands on grass roots industry experience and knowledge. He understands how and where the rubber meets the road in the Automotive Aftermarket and his proven track record is validation that years of real life experience will keep you profitable and continue to grow, spite competitive pressures. Many of his years of experience have been working with and being part of the leadership teams of privately owned part store and warehouse distribution companies. With over 11 years and holding several leadership positions with UNI-Select, Steve has developed, directly worked with and lead the national Jobber & Care Center programs for both corporate stores and privately held businesses, through the development of the Auto Plus Part Store Brand Program and the Auto Service Plus and Auto Service Expert Car Care Center license programs.

Steve holds a BS in International Business & Marketing From Empire State College along with several automotive certifications to compliment his years of Automotive Aftermarket experience.

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