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A D V E R T I S EM EN T MID CONTINENT CABINETRY UNDERSTANDING THE CUSTOMER IS THE KEY TO SUCCESS MID CONTINENT CABINETRY AT A GLANCE HOMEOWNER NEEDS AND DEALER RELATIONSHIPS ARE THE DRIVERS BEHIND THE COMPANY'S CORPORATE MISSION. W hen it comes to differentiating itself in the market, Mid Continent Cabinetry knows what approach works best. Taking note of customers' interests, cultivating dealer relationships and amping up service are all part of the corporate strategy. Indeed, continuous improvement is in the corporate DNA. "We are constantly eliminating situations that create disappointed customers," states Rod Brewer, v.p. of marketing. In keeping with that, he notes that the company's predictable lead times are the shortest in the semi-custom cabinet industry. In fact, one of Mid Continent's plants has gone over two years without a back order. ADDRESSING CUSTOMER NEEDS The company's focus on product design and how it brings its products and SURJUDPV WR PDUNHW VHWV WKH ŹUP DSDUW from other suppliers. Much of that focus is the result of paying close attention to the needs and wants of homeowners. $ JS DM $ JS DM F / P PO 1 S PEVDU $ B S E "We focus our product design on the lifestyles of the end users – what they want their homes to look like," states Brewer. Today's homeowners are looking for an updated twist on classic design at an exceptional value, reports Brewer. Mid Continent has a custom paint program that allows the end user to personalize the look of their space to their exact tastes, and its door styling showcases traditional but cleaner lines. With regard to trends in the industry, Mid Continent looks for design inspiration from inside as well as outside the cabinet industry. "Watching the Home Furnishings industry and monitoring social media and blogs allows us to focus our products on the look that the end user wants," remarks Brewer. To that end, the company has seen case goods in home furnishings go cleaner, using less ornamentation and getting 'chunkier' in their frame parts. "To address this, we have added a series of doors that have wider, cleaner frame parts," he states. "This aligns with the furniture that homeowners are using." The company also has a wide variety of hoods available, and recently added more choices in style and sizes. A UNIQUE PERSPECTIVE Mid Continent's success also comes from listening to its dealer partners. "We are not a big, uncaring corporation, with layers of bureaucracy," Brewer stresses. "We understand the needs of our dealers, because our sales executives have run retail businesses." %UHZHU EHOLHYHV WKLV JLYHV WKH ŹUP a perspective that is unique in the industry. "We know exactly what our FXVWRPHUV JR WKURXJK WR PDNH D SURŹW Œ he says. "We listen to our customers, believing that they know what they are talking about." Mid Continent's relationship with its customers is changing, according to Brewer. "We continue supplying innovative, fashion-forward products, but we also work with our dealers to improve the sales process and their showroom merchandising," he notes. "We offer seminars on improving the way our dealers sell and present products to their customers." In fact, the company believes that its dealers are looking for a partner that listens and doesn't treat them like they are just an account number. "They need a cabinet supplier that has fresh, fashionable products. They need a partner that understands their business and has the źH[LELOLW\ WR FXVWRPL]H ADDRESS: 3020 Denmark, Suite 100, Eagan, MN 55121 TELEPHONE: 866-802-7892 FAX: 651-234-3398 WEB SITE: www.midcontinentcabinetry.com SALES CONTACT: mcc@mccabinet.com PRODUCT DESCRIPTION: Mid Continent offers both semi- custom and stock products: Over GRRU VW\OHV LQ ŹYH VSHFLHV RYHU ŹQLVK FRORUV DQG RYHU 1,000 cabinet types. The prod- uct offering focus is on choice, customization and design. Choice – More door styles DQG GRRU VW\OH RSWLRQV ŹQ- ishes, cabinet types and sizes, and accessories. Customization – The ability to modify cabinets and create unique, one-of-a-kind cabinets. Design – 6W\OLQJ DQG ŹQLVKHV that align with the look and feel of home fashion trends. CUSTOMER SUPPORT: Mid Continent has dedicated cus- tomer service representatives who know your business. Its customer service representatives have an average of 11 years in customer service, and are experienced at problem solving. Mid Continent also offers online order status, where customers can have imme- diate access to order information. programs to their unique needs," Brewer comments. "Today, we see Mid Continent as being the clear choice in a cabinet supplier." 0LG &RQWLQHQW; RIIHUV D UDQJH RI FDELQHW VW\OHV DQG ŹQLVKHV LQFOXGLQJ WKH *HUULW GRRU VW\OH LQ 0DSOH ZLWK &HODGRQ; SDLQW DERYH WKH 5R\FUDIW GRRU VW\OH LQ 5XVWLF $OGHU 1DWXUDO VW\OH LQ &KHUU;\ 1DWXUDO OHIW DQG WKH $OOHQ GRRU IDU OHIW F / P 99 PO 1 S PEVDU $ B S E