Business Tools

Case Study: Achieving Retail Success

By Alan Josse

Tom Pickett left a steady job in automotive manufacturing to build his business, Tom’s 4x4 Superstore, which opened in June 2010.

Entrepreneur and owner of Tom’s 4x4 Superstore, Tom Pickett, shares what he believes to be the reason for his success. In June 2010, Pickett opened a Jeep and off-road parts supplier store. Despite being in the midst of a recession, Pickett nearly doubled his sales every year since opening the store.

The key to his success is not only providing outstanding customer service, but also, according to Pickett, marketing yourself to the community. “It's one of the best ways to get your name out there and attract potential customers.”

He believes that you can’t sit and wait for customers to come to you, but you must go after them through heavy advertising targeted toward your customer base.

To read Pickett’s full story and learn more about the success of his company, check out the Retail Spotlight in the June issue of SEMA News.

Alan Josse is the SEMA industry sales director for Trucks, SUVs & Off-Road, Powersports & Utility Vehicles, and Restoration Marketplace. He can be reached at or 909-978-6666.