Corey McMullan, Retailer at McMullan Appliance & Mattress
A family-owned business, McMullan Appliances has been in Smith Falls for over 50 years since its first opening in the 1970s. After a nearly 20-year successful career in the appliance marketing industry, Corey McMullan returned to his hometown to be a part of the family business. There he got to work to upgrade and drive sales within the business. Through social marketing, they grew local awareness for their stores and for their personable and humorous content online. Since the pandemic, McMullan Appliances has seen a surge in sales and demand for appliances.
A few sentences on how you’ve used TikTok for your business and the success you’ve seen because of it
We began TikTok in March 2021 more out of curiosity and to post videos on our Facebook page. By August we started seeing an immediate and direct impact on the TikTok content on TikTok instead of Facebook. Customers were driving further than ever before. One customer drove 459km each way to buy a washer from us. Today, we have a customer in Nova Scotia asking to purchase a washer from us and he would have someone pick it up and bring it back to the East coast.
Our videos were basically polished sales demonstrations that I use in-store and people seem to be most attracted to the knowledge/learning aspect as well as the humor. Many users mention the “honest” “authentic” aspect of the TikTok videos we post.
TikTok had an immediate impact on our business, customers who watch us on TikTok are coming in far more pre-qualified. The number of people promising to visit me for their next purchase has me worried about what we can handle as a single store, mostly due to delivery distances than anything else.
What was your motivation for starting your small business?
My dad started the business in 1990 after the store he was working for closed. McMullan’s have sold appliances in Smith Falls since 1970, so it was the logical next step for him.
What are some strategies you have found helpful when it comes to running a small business?
You must be an expert buyer and understand what your customers need, before being an expert salesman. Always keep the customer in mind and think about what will sell.
Be prepared to weather bad retail climates, as you don’t know what could happen, anything is possible.
Lastly, know where you fit into the market and charge for your services accordingly– delivery, disposal, door swings, re-delivery, etc. – current retail margins can’t absorb those costs, so know your worth.
Which, if any, of the following has been the most difficult aspect in handling your small business over the past year: Marketing/Brand Strategy, Passwords/Security Passcodes, Employee Policies/Relationships with Other Employees
In my line of business, there are many factors that were difficult this past year, including staffing, product availability, and increased operating expenses across the board (from light bulbs to fuel to equipment to vehicles).
What are the benefits, both in terms of marketing and resources, of having an account on TikTok?
TikTok is bringing us, customers, from farther than ever before. Being a local store, it’s not reasonable for us to ship goods very far. We’ve had so many customers asking us to ship to Toronto, that we may have to look at what options are available to service them.
Customers who are exposed to our TikTok videos enter the store far more pre-qualified (closer to making a purchase) than ever before!
With the added media attention, appliance vendors are now showing more interest in what is possible through our channel on TikTok.
Do you have any advice for people who want to start their own business?
Opening a new brick-and-mortar retail business is one of the riskiest things an entrepreneur can do in today’s marketplace. You must know your market inside out as well as your competitors. If you need staff make sure you are up for the challenge of managing a team – salaries, disputes, accidents, sick days, hiring/firing, etc., or else you risk keeping a team of low performers that cost you money.
Be prepared to wear many hats and you may clean the toilet and re-upload your inventory to your POS on the same day you take your truck for winter tires and renew your business URL – multitasking at its finest.
Share some of the best and worst parts of being a small business owner!
The best part of being a small business owner is that you have no boss, no one to report to, you make the decisions. You are not working to make someone else rich – it’s all on you.
On the other hand, you get no vacation days, no sick days, no health benefits, no company-matched RRSP, you might work long hours, and no one gives you credit.
As a retailer, living up to unrealistic customer expectations is very difficult because perception is a reality to shoppers. Don’t open a new business just to get rich or work less, always remember if you work smart those things will happen on their own.
