In a world where memorable customer service experiences are often negative, giving customers a positive encounter to remember is truly remarkable.
After 30 years in business, Tucson Appliance Company is memorable for all the right reasons. And those reasons go deeper than the company’s purple delivery trucks — though that certainly is a detail you won’t soon forget.
In 1991, Bill Edwards founded Priority Appliance and his son, Chris, joined the business soon after. When Chris officially became a partner in 1997, Priority Appliance underwent significant changes to become the store known and loved by the community today. The transition included a name change to Tucson Appliance and adding official brand colors, purple and gold, inspired by Chris’ high school.
Chris Edwards (Courtesy of Tucson Appliance)
That same year, Chris and his father also tested out their TV first commercial, featuring “The Incredible Hulk.” That inaugural commercial was such a momentous success that it led to another 150 commercials and counting, with Chris’ son Corbin helping to continue the legacy. “They’re corny, but you remember it,” Chris acknowledges about his commercials and the decision to dress up. “In advertising, [consumers] have to remember the commercial and know what [you] sell.”
When asked to share a piece of advice for other Nationwide Members, Chris gives his peers encouragement to “remember top of mind advertising. If an appliance breaks or a consumer is in the market to update, Tucson Appliance is always top of mind here in Tucson, Arizona.” And this advice goes beyond making memorable commercials to include standout details like those purple delivery trucks and community involvement that increases what Chris calls Tucson Appliances’ best form of advertising — word of mouth.
Chris — along with his son Corbin and daughter Camrynn — are highly involved with the American Heart Association (AHA) through donations and as chairs for the upcoming 2025 Heart and Stroke Ball. “We’re going to turn it purple,” Chris declares, sporting a fauxhawk temporarily dyed purple. “It’s a great way to promote the event because people will ask,” he adds, making his own hair the epitome of top-of-mind advertising.
In addition to supporting the AHA, Chris is also a member of the Rotary Club of Tucson and the Tucson Conquistadores, a local fundraising organization. “It makes my heart happy to take care of people in need. It’s like giving a big hug to my community.”
The community also benefits from Tucson Appliance’s broad spectrum of product offerings including high end, new, reconditioned and scratch-and-dent appliances — with same-day and next-day delivery available. The sales team “really gets to know the customer and their needs” to guide each one toward the best option. But what if the store doesn’t carry that “best option”?
Courtesy of Tucson Appliance
In October 2021, Chris launched a concierge service to improve “customer satisfaction and efficiency” — and to show that the slogan “Where YOU are our priority” is more than a nod to the business’ original name. “We are your very own personal appliance shopper,” explains Chris. To use the service, a customer can visit the website, text or email one of Tucson Appliance’s experienced sales team members and specify what they are looking to purchase. That sales member will then text back, send photos, FaceTime if needed and send a link to pay online. Not only has this initiative been a huge success, but it has also become a major differentiator.
Courtesy of Tucson Appliance
“[Competitors] are not as responsive as Tucson Appliance, nor are their owners/managers as easy to reach out to. Many [customers] have my personal cell phone number and each call or text is responded back to,” Chris points out, which is no exaggeration given that his cell number is listed in commercials and on billboards across town. “Here at Team Tucson Appliance, we have the best and most experienced sales team, delivery and warehouse team and the office team serving personalized customer service. And the owner is always available.”
Courtesy of Tucson Appliance
It’s no surprise, then, that servicing products makes up a large part of Tucson Appliance’s business model. “Our service side reiterates how important our customers are, and that Team Tucson Appliance is here to take care of them,” notes Chris. This includes servicing items that are both under warranty
and out of warranty with “the best in-house service technicians.” And when you take care of your customers, they remember.
Even non-customers remember. Chris and team donate many of the reconditioned and scratch- and-dent appliances to local charities and nonprofits for those in dire need. “I’m so blessed to be in the appliance industry because we get to help so many people,” shares Chris on a recent Tucson Appliance YouTube video. From serving national and local nonprofit organizations to donating products and personally texting customers in need, helping “so many people” seems almost an understatement.
In over 30 years of business, Chris and team have seen trends in sales and advertising come and go, but genuine and quality service will never go out of style.
And what about the next 30 years? Chris’ high-level plan is “continued growth and reaching out to more charities within our beloved Tucson.” And this involves passing on the legacy to the next generation. “I’m so proud of my son, Corbin Edwards. We call him ‘Future’ and he’s going to take over the company someday; and he knows it. He’s been with me for five years now. So as for what’s next for Tucson Appliance… Corbin Edwards. Future.”
What’s more memorable than leaving a legacy?
