Naturally, the “it” in DEWS’ slogan and website URL refers to the retailer’s inventory of appliances available to customers. Yet, when you talk to co-owner Teressa Dew, it’s easy to see that the DEWS it-factor goes far beyond product in a showroom.

Founded in 1947, DEWS Appliance, Heating & Cooling, Parts has served the North Myrtle Beach, South Carolina community for over 75 years. Family owned, the business began when Teressa’s uncle, Duncan Dew, opened a building supply and lumberyard on Ocean Drive. In the 1950s, Teressa’s father, James, joined his brother and soon bought him out.

In that same decade, the store evolved into hardware and appliances, and the Dews also got out of the lumberyard business. But it wasn’t until big box stores entered the area in the late 1990s with hardware departments hardware departments that DEWS decided to pivot. “We had such a strong presence with appliances that we were able to laser focus our efforts on that,” explains Teressa. And in addition to selling appliances, DEWS also services them.

Courtesy of DEWS

So yes, DEWS has it — the highest quality appliances and a service “semicircle” that extends along the Atlantic coast in northeastern South Carolina and southeastern North Carolina. “And we go inland sometimes as far as 60 – 80 miles… There are a lot of rural areas, and those folks must go somewhere to purchase their appliances,” Teressa adds. Because when it comes to supporting the community, DEWS has that covered, too.

Teressa, Linley, and Joe Dew (Courtesy of DEWS)

Connecting with the community is something Teressa and her siblings inherited from their father James. “He loved people… and people loved him,” Teressa recalls. “He worked until he just couldn’t work anymore, until probably the last year of his life. He kept an office and he would go in and often sit in a rocking chair by the front door to see customers. He just liked people and seeing folks who wandered in.”

Long-time locals certainly know DEWS. “Many of our customers may be third generation,” emphasizes Teressa. “And we try to be involved in as many local and city-sponsored activities as possible.”

Given the amount of new construction and new faces in town as North Myrtle Beach continues to grow, creating more visibility for the DEWS name is certainly a wise strategy. Yet, for the Dew family, it’s simply a way of life.

And the community also includes other businesses. “We work with real estate companies and property managers that have rental programs,” Teressa explains. “And obviously in peak summer season, they need to take care of their guests, or the owner may lose the rental that week, or that night.” Having a service department allows DEWS to send a technician on-site to assess whether an appliance needs to be repaired or replaced. “We get a lot of business from them,” Teressa adds. “Because they know we will help them in a timely manner and they won’t lose any money.”

Being a self-servicing dealer certainly differentiates DEWS from the competition. “Buy something from a box store and get them to come service it,” Teressa challenges. DEWS’ well-trained sales team is another key differentiator. “Our salespeople are trained, and they know about appliances, because that’s all they sell,” states Teressa, matter-of-factly. “They’re not selling other products like a big box store sells.”

Clearly, the “DEWS has it” motto isn’t only about product. It encompasses everything the DEWS team does to provide value and genuine connection to the greater Myrtle Beach community. “We just really try to take care of our customers and educate them as well as we can, and answer all their questions,” Teressa continues. “And then, if they have problems, we take care of them because we certainly don’t want them to have issues. We want to get those resolved right away. And we have good relationships with our vendors. They help us out when we run up against a challenge, as you invariably are going to do.”

North Myrtle Beach (NMB) Impact Customer Service Awards

Certainly, that level of customer service generates word of mouth referrals, yet Teressa hasn’t relied on referrals as a main source of advertising. In fact, DEWS primary advertising strategy seems to be — diversify. Hearing Teressa list off the business’ current ad investments is both impressive and inspiring.

“We don’t put ads in the newspaper,” notes Teressa. “But there is a nice magazine here called GS Magazine — GS for Grand Stand — and we do advertise in that. It’s a glossy, high dollar, high-end magazine in all the local doctor’s offices and waiting rooms. And there are a lot of older people here
who frequent doctor’s offices, so we feel that the magazine is worth the investment. And we also utilize radio, believe it or not,” she adds. “There is a radio station that absolutely targets the DEWS demographic.”

But that’s not all. Not even close. DEWS exhibits at two home shows each year to engage with consumers who are considering buying, building or remodeling a home in the area.

Courtesy of DEWS

For specific ad campaigns, Teressa utilizes Nationwide’s AdRocket and digital website services. And for social media management, she hired a marketing firm. But digital and traditional advertising channels aside, the heart of DEWS marketing strategy goes back to that love of people and desire to serve the community.

From advertising in the local high school yearbook to sponsoring a student leader of the week during football season for students who are “engaged in a lot of activities with the school.” And those activities don’t need to be sports. “I feel like this is a way to show value to these kids,” Teressa shares. “Then we offer a scholarship in the spring for two graduating seniors — a little scholarship, not much, but it all adds up.”

Award Recipient (Courtesy of DEWS)

Teressa also sponsors “a little” around the city. “With anything I do in the community, I try to be the only one,” she explains. “In other words, I don’t want to be grouped with four other sponsors. I want to be the sponsor. We try to set ourselves apart.” For example, this past Christmas, DEWS sponsored the boardwalk to Santa’s Village during the city’s Christmas light show, held at a local sports park. “You just want to get your name out there as much as you can,” Teressa adds for emphasis.

The DEWS team also periodically performs a SWAT analysis to identify strengths, weaknesses, opportunities, and threats, “to see where we can plug holes,” Teressa explains. “With the way technology changes, you’re always missing an opportunity to get your name out there. So, we just try to stay on top of that as much as we can.”

In her effort to maximize opportunities, Teressa also isn’t afraid to turn a challenge into an opportunity — for example, in the rare instance that DEWS might receive a negative review. “Don’t get defensive… try to resolve it,” she advises. “Negative reviews are a good opportunity to show people what you’re made of.” Or, in Teressa’s case, yet another chance to show her community that DEWS has the it-factor.

As a Member of Nationwide since 2016, Teressa has also seized plenty of opportunities within the buying group, including attending PrimeTime and serving as chairman of the Southeast Council. “You get out of something what you put into it,” Teressa notes. “I think you’ve got to be engaged to see results.”

And there you have it — and there DEWS has it — wise words for any business to live by.