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 employ- ees are knowledgeable, professional, and are trained spe- cifically 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 stores are slowly responding – that’s the bureaucracy of large publicly traded companies; they take a very long time to make and implement decisions. We have seen them start to go after some of the same keywords we do for RTA cabinetry though – so they are seeing and reacting to the online movement.” “Customers no longer have to wait in line at a brick and mortar store to receive their design, it can all be done from the comfort of their own home on their schedule, with no high pressure sales people involved.” Moving forward with the force of exponential growth is one thing; balancing a business during this surge enough to glance clearly into – and through – the looking glass is another. But even with Big-box stores standing behind them and responding in kind, Rougeux insists that “We have a rare dynamic where everyone is always thinking and trying to be innovative with the business’ best interest at heart – all while being able to trust each other fully. Strate- gic growth is our number one goal and the sky is the limit in our eyes.” Ackerman ardently adds that “We haven’t and never will become complacent – we understand we’re a small fish in a big pond and if we aren’t careful we could be eaten at any time. That’s why we’re always trying new things, testing new pages, polling our customers – the online bathroom and kitchen cabinet business hasn’t even scratched the surface yet.” At the very least, Ackerman, Rougeux, and their family business have scuffed the surface. And maybe, just maybe, their latest venture will go a little deeper. “We just launched a semi-custom cabinetry site called Willow Lane Cabinetry. This site specializes in Pre-Assembled cabine- try only. We fully expect the same success we’ve seen with The RTA Store and will continue with growth and innova- tion on both fronts.”
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DECEMBER 2016 • SPOTLIGHT ON BUSINESS
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