Marcella’s Accelerates Growth with Intentional Affluent Focus
Marcella's Schenectady showroom

When you’re ready to take your business to the next level, it’s crucial that you not only understand where you are at present—what’s working, what’s not—but also what you’d like your business to become. Having a clear vision of where you want your company to be is essential to establishing a plan for how to get there. 

Let’s look at Marcella’s Appliance Center as an example.

We interviewed Nick Madelone, Director of Marketing for Marcella’s, to get his insights on the challenges to reach the Affluent Audience in the Capital District.

Marcella’s opened for business back in 1957. Since then, the company has grown from a small family-run appliance sales and repair company to a respected locally owned business serving New York’s Capital District. In addition to the flagship location in Schenectady, NY, Marcella’s opened a second store in Clifton Park back in 2016 in order to accommodate the area’s rapid growth. With new state-of-the-art showrooms and an array of appliance price points, Marcella’s understandably faced some growing pains when it came to their marketing. 

Since its inception, Marcella’s has prided itself on having a highly experienced and knowledgeable staff that sells one of the largest selections of appliances in the region. Thanks to their solid reputation and accessibility for all budgets, they had no problem competing with big box retailers. However, they struggled to access the affluent audience to move higher ticket appliances.

They have helped us accelerate our sales growth of premium appliance brands to high-end customers. We keep building more and more momentum, which results in increased market share.

Nick Madelone

“We were doing a lot of trial and error with reaching the high-end customer with various results,” says Nick, calling the efforts both inconsistent and frustrating. “It really needs to be the right messaging with proper tactics with a consistent effort that is managed day to day.”

The marketing experts at Affluent Bridge set to work crafting an affluent marketing plan that utilizes proven strategies with a hyper-targeted focus on the high-end consumer. The results have been eye-opening for Marcella’s as they’ve enjoyed a felt impact on their bottom line. 

“They have helped us accelerate our sales growth of premium appliance brands to high-end customers,” Nick says. “We keep building more and more momentum, which results in increased market share.” 

Hyper-targeted advertising was just the starting point for Marcella’s. They made the additional investment in a self-promotion plan which helped them capture even more of the affluent audience. “To complement this growth, we’ve worked with Affluent Bridge in the creation of a new company viewbook featuring updated messaging and a professional presentation to showcase Marcella’s to both our customers and builder partners as the preferred choice in the region for appliances, including premium brands,” shares Nick. “Thanks to this partnership with Affluent Bridge, our company now has a stronger plan for growth with the addition of an affluent strategy to our current marketing plan.”

When you’re ready to launch into a new and unprecedented stage of growth with your business, contact Affluent Bridge