Overview

Marcella’s Appliance Center has been a trusted name in appliance sales and repair since 1957. Based in New York’s Capital District, the family-owned business has grown from a single-store operation in Schenectady to include a second location in Clifton Park, which opened in 2016 to serve the region’s expanding market. With a reputation for expertise, customer service, and competitive pricing, Marcella’s successfully competed with big-box retailers. However, breaking into the high-end luxury appliance market presented a new challenge.

Challenge

Despite its strong regional presence, Marcella’s struggled to connect with affluent consumers interested in premium appliance brands. Their previous marketing efforts to reach high-end buyers were inconsistent and often yielded mixed results. “We were doing a lot of trial and error with reaching the high-end customer with various results,” says Nick Madelone, Director of Marketing at Marcella’s. “It really needs to be the right messaging with proper tactics and a consistent effort that is managed day to day.” Without a clear and focused strategy, Marcella’s was missing opportunities to establish itself as the go-to destination for luxury appliances. 

Solution

AffluentBridge™ stepped in to create a hyper-targeted marketing plan tailored specifically to the Affluent Audience™. The approach included:

• Strategic Advertising: Implementing a highly focused advertising campaign designed to attract high-end customers.
• Self-Promotion Plan: Encouraging Marcella’s to invest in a refined brand presentation to better communicate their premium offerings.
• Branded Viewbook Creation: Developing an elegant company viewbook featuring updated messaging and a polished professional design to position Marcella’s as the preferred choice for both customers and builder partners.

Results

The strategic marketing efforts yielded measurable success for Marcella’s Appliance Center. “They have helped us accelerate our sales growth of premium appliance brands to high-end customers,” Nick adds of working with AffluentBridge. “We keep building more and more momentum, which results in increased market share.” 

With a refined marketing approach and a strong partnership with AffluentBridge, Marcella’s has firmly established itself as a leader in the premium appliance sector. When you’re ready to take your business to the next level and capture the high-end consumer in your market, contact AffluentBridge to craft an effective strategy that delivers impactful results.