for the same reason that their customer service experience is so well-received by independent consumer advocates like the BBB and resellerrat- ings.com: it is designed from a bottom-up perspective with the customer’s needs as the foundation. “We’ve streamlined the online bathroom and kitchen shopping experience,” Rougeux stresses, “to make it easy and intuitive for customers to shop and purchase their new bathroom or kitchen. We’re constantly thinking of ways to make it easier for our customers to purchase – always performing A/B tests to better our site and service.” And their shopper-centric vision for TheRTAStore.com doesn’t peak there. Ackerman adds that his team is “currently embarking on an initiative to modify our website to give each customer a unique and personalized experience tailored specifically towards them.” This aggressive foray into the online market is not solely a result of the bent toward Ecommerce in the confident and optimistic post-recession U.S. economy. The RTA Store is, ultimately, a business owned and operated by a think-tank that assembled as a result of public demand. “When you venture into a big box store it can be difficult to find a knowledgeable employee who is specifically trained on kitchen and bathroom cabinets – even though this is a very important remodel,” Ackerman says. “Our employees are knowledgeable, professional, and are trained specifically to not try and upsell the customer, but instead to get to know them and really understand what they want their dream bathroom or kitchen to look and function like.”
Not surprisingly, the team at The RTA Store is always walking their path with eyes and ears on full alert. Ackerman is quick to point out that “Big-box
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SPOTLIGHT ON BUSINESS • MAY 2016
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