Comcast Business’ fiber and mobile services raise the profile for a California small business

Nov. 13, 2023
The cable MSO’s technology is helping Direct Appliance drive new sales and ensure customer satisfaction.

By adopting Comcast Business’ fiber internet and mobile services, Direct Appliance Flooring & Home (Direct Appliance) can look more like a big box brand. These solutions will give the small business the tools it needs to manage its operations more effectively, ultimately helping it stand out from its competitors.

Since it was founded in 1995 as a family-owned store with a mission of “something simple, but with quality that meets the needs of Modesto,” Direct Appliance has continued to grow. The company has two California showroom locations – one in Modesto and one recently opened location in Jamestown – and offers complete, functional rooms that serve as a valuable resource for local designers, builders, and contractors. The showrooms allow customers to test working appliances set in lifelike kitchen environments.

To ensure continued quality service for its customers, Direct Appliance knew that in addition to scaling operations at its growing number of brick-and-mortar locations, it would need to expand its e-commerce presence to better compete with big box businesses in Modesto and across California. Comcast Business offered the ideal mix of technology solutions for Direct Appliance’s online and physical storefront operations.

Comcast Business' technology solutions provide the connectivity that Direct Appliance staff needs on the ground to deliver quality customer experiences. The connection seamlessly supports the Direct Appliance team’s internet use at showroom locations – a critical operational component since Direct Appliance’s tags for its products are digital and require reliable bandwidth to access and review. Additionally, Comcast Business Mobile gives Kristopher and his teams the flexibility to connect with customers whenever needed.

Simultaneously, the internet connection provides a framework to support Direct Appliance’s plan to put more emphasis on its digital retailing. The internet connection offers the bandwidth and speed needed for Direct Appliance to help keep its website and e-commerce platform up and running and help effectively manage customer orders and inquiries.

“Comcast Business has been a game-changer for us, as its solutions are capable of supporting not only our online pricing and ordering systems but also members of our staff who work in our showrooms and who travel across California delivering and installing our products,” said Kristofer Winter, president of Direct Appliance. “Thanks to the speed and reliability of our connection and the flexibility of our mobile solutions, we can focus on what we do best – creating quality experiences for our customers.”

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