Appliance Traders Limited (ATL) says its recent appointment of Bradford Wong as general manager marks a pivotal moment in the company’s journey towards continued excellence and innovation.

“Brad’s remarkable track record and unwavering dedication to ATL’s customer-centric values position him as a leader poised to steer the company into a new age of success,” the company said in a news release.

“The journey ahead promises a new era for ATL — one marked by digital excellence, strategic partnerships, and a team-driven culture that underscores the company’s commitment to exceeding expectations and enhancing the lives of its customers and employees alike,” ATL added.

Wong is a seasoned professional with a proven track record in leadership within the organisation. He began his journey with ATL in 2010 when he assumed the role of operations manager for the Montego Bay branch. Over the course of two years, his stellar performance and unwavering work ethic propelled him to the position of Montego Bay branch manager. Five years later he was appointed north-west regional manager.

In expressing his initial attraction to ATL, Wong highlighted the company’s robust brand identity stating, “I was really keen on joining a company with a strong commitment to customer satisfaction.”

Reflecting on his impressive 14-year tenure, he affirms, to this day, that the company’s ethos still plays a pivotal role in his dedication and success within the organisation.

Wong’s sentiments ring true for many ATL employees, who similarly were enamoured by the company’s customer-centricity, a focus that late founder Gordon “Butch” Stewart developed and determinedly maintained.

Stewart, a pioneering visionary who established ATL more than five decades ago, often regaled audiences with anecdotes of his unwavering commitment, recounting instances when he went above and beyond the call of duty, including climbing through a customer’s window to install an air-conditioning unit within the promised eight-hour timeline.

That unwavering commitment to customer service, added to the company’s high-quality product selection are among the core values that have guided ATL throughout its long history.

Wong is steadfast in his mission to enhance this exceptional level of dedication and pledge to service.

His appointment aligns seamlessly with ATL’s visionary outlook for the future.

Executive Chairman Adam Stewart has underscored the pivotal role that Wong’s “hands-on” approach played in his selection, describing him as “a fair and compassionate leader, who is involved in every fabric that pulls the business together”.

Wong, he added, “is the ideal candidate poised to guide the company towards sustained excellence in this new era. I’m confident that under his leadership, ATL will uphold its vibrancy, infectious culture and legacy of surpassing customer expectations”.

While ATL has garnered much of its recognition for its residential offerings, its portfolio extends across six dynamic divisions: home, commercial, industrial, energy, business solutions, and parts plus.

In a move to fortify and expand ATL’s presence across these lines of business, Wong collaborates closely with Commercial Director Bryan Stephens. The duo, who head the company’s executive management team, has wasted no time in executing comprehensive strategic plans set to take full effect this year.

Under Wong’s leadership, the team prioritises the integration of digital tools and platforms to elevate customer interactions and streamline internal operations, all while preserving the spirit and vigour that uniquely characterises the company’s roots.

The company emphasised that its new approach also looks beyond the traditional in-store experience and places special emphasis on the customer journey, recognising that it typically begins in the digital realm. As a result, new systems spanning customer resource management to advanced inventory management have been employed ensuring convenience, accessibility and efficiency at every touch point.”

Also in line with the company’s commitment to strategic growth, Wong and Stephens have embarked on new business ventures, including its latest with food service equipment provider, Henny Penny.

“Our latest collaboration with Henny Penny will not only serve to enhance the accessibility of the best quality products but also provide local, on-the-ground technical support and parts to effectively boost the efficiency of many local fast food chains, restaurants and hospitality entities,” said Wong.

He emphasises the paramount importance of people in the execution of ATL’s strategic plans. As the new general manager, he sheds light on the proactive measures taken to reshape the hiring process to make sure recruits align with the core values that support the company’s ethos.

Wong underscores the significance of a cohesive and values-driven team, emphasising that the current team is instrumental in realising the company’s vision. He has initiated several efforts to cultivate robust team relationships, a crucial step in boosting employee morale. His sentiment, ‘We are nothing without our team’, encapsulates ATL’s commitment to fostering a collaborative and supportive workplace culture.