Success in Frank Annecchini's world is as simple, and as difficult, as satisfying a need. His world is consumer electronics. His corner of that world is 2001 Audio Video. "It's a tough, competitive industry and to be a success you have to satisfy the customer's needs," Annecchini said. The road that led to Annecchini's success, as founder and president of one of the largest 100% Canadian-owned independent chain of consumer electronics stores in the country, was paved by his ability to read the marketplace. Annecchini says he's always believed that, ultimately, it's the consumer's needs that matter most. But he admits the market has since changed since the operation began more than 36 years ago. "When we started in this business, it was the decade of the supplier. When the 80s rolled in, it shifted to the retailer. Since then, it's been very much about dealing with an educated consumer. What I mean by that is we must satisfy all the consumer's needs which include lowest price, top brands with more features, as well as great customer service. We do it all, and I guess these are some of the reasons for our success," he said. The entrepreneurial spirit of the family was first evidenced when Frank's brother Leo opened up a driving school at Bloor and Dovercourt. They decided to turn part of the school's floor space into a record store, stocking top-30 hits and then later, Reggae and disco imports.

expansion begins

Over the years, the record store expanded on Dovercourt to include stereo equipment. In the late 70s they moved to a 5,000 sq. ft. building around the corner on Bloor Street, converting the space into a warehouse, office, and record/stereo store.

In the early days, 2001 Audio Video was a family business, with Frank and Leo as partners running the show - along with just a handful of employees. Today, more than 36 years later, 2001 Audio Video has over 160 employees and 25 locations throughout Southern Ontario - with more locations slated to open soon. Yet Annecchini has succeeded in maintaining a family atmosphere.

By playing a personal role in the day-to-day operations of the business, by bringing in another brother 20 years ago - Mario, to manage the company's human resources - and by providing training and achievement awards for the staff, Annecchini also manages to maintain his commitment to the consumer.

"To us, it's more than just an investment," Annecchini said. "It's our livelihood."

no gimmicks

To the uninitiated, 2001 Audio Video might need a bit of explaining. The chain of stores focuses exclusively on consumer electronics. And that's it. No gimmicks.

The stores, located throughout Southern Ontario, offer full product lines from the big brand names; not just one or two items - a retailing method Annecchini calls "an injustice to the consumer."

2001 Audio Video also provides custom installation services - ranging from home theatre set-ups for individuals to large corporate installations - through their corporate division. The philosophy remains the same on the corporate side: lowest prices and excellent service. Staff training is another very important part of Annecchini's commitment to the consumer. 2001 Audio Video sales associates are regularly sent for training on new product lines. "Suppliers regard our associates as the best in the business," Annecchini said.

advertising

One of the more unique facts of 2001 Audio Video is its advertising. It started back in October 1977 with an ad that appeared in the Toronto Sun. Today, the company places hundreds of full-page ads every year in Ontario newspapers and distributes millions of colour flyers.

Annecchini still remains a driving force behind the advertising - working closely with the company's Director of Marketing, Fred Doerrie, on nearly a daily basis.

"Our agency, Jansson Marketing Group, helped us develop a very distinct style in our look and content. Our goal is to tell the consumer as much as we can about our sale products and supply them with as much knowledge as possible about product features and price. Ultimately, this information helps them make the right buying decision," says Annecchini.

relationships

Annecchini's relationship with his suppliers has been another key to his success. Over the years, he's treated them with more than just respect and honesty. 2001 Audio Video has developed into a highly specialized, clean and knowledgeable environment for suppliers to proudly market their full lines of audio and video products. In turn, they go out of their way to support 2001.

"We treat our suppliers the same way we would want to be treated," Annecchini said.

Because of 2001 Audio Video's immense buying power, they can always insure - as their slogan of several decades declares - the guaranteed lowest prices anywhere, Annecchini said..

"That may sound like just another cliché, but if you don't satisfy all the customer's needs, they don't come back. We want our customers to come back again. And they do.