Basic Communications opens at Rockford Ridge development
“People don’t understand an agent like us has the ability to do the same things as a corporate store can,” said Bill Pellerito, Rockford resident and general manager of sales in the new Basic Communications store that opened its doors for business on Tuesday, Nov. 17. “A lot of people have learned that shopping online is not the best way to go. The problem is: where do you go to get help? We’re here for them.”
Pellerito is excited to offer the services of Basic Communications to Rockford and the surrounding communities. The business is one of a half dozen opening in the new mall in front of the Rockford Meijer on Ten Mile Road. Pellerito points out that it is a convenience to be able to buy a “Basic Bundle” of home phone and/or cell phone, Internet and television programming all from one source. By doing business through a physical store close to home, shoppers can rest assured they can have real-life, on-staff technicians should they have questions or encounter any problems with services.
“We are excited to serve the northern part of our Grand Rapids community,” said Pellerito. “There is nobody else here. The next closest is our Plainfield Avenue location. Rockford is a great community and we are excited to be here.”
Pellerito believes in being a partner with the community where he lives and works, and said Basic has a plan to do their part in the school-funding crisis. All new activations of service by parents, school staff or family members of a Rockford Public Schools student at the Ten Mile Store will result in a $25 donation to a Rockford school of their choice.
“We hope to raise tens of thousands with this,” Pellerito said, pointing out that he is a parent with three kids in Rockford Public Schools. “Most of us parents are sick and tired of cookie dough, subs, magazines and other products we don’t want or need that we buy to support our schools. I think this is a real strong commitment to the community.”
The company’s motto is “Keep It Simple, Keep It Basic,” and founders, brothers Rod and Greg Kirby, began the business with customers’ needs in mind.
“The biggest confusion in the marketplace is the Verizon-Alltel merger,” Rod Kirby said. “If they are an Alltel customer, what do they have to do? Do they have to switch?”
The business began in 1992 with a focus on in-person service and savings. The first store was on Alpine Avenue and now there are a total of 25 locations. The Rockford store is the 18th corporate-owned. In 1997 they became the first West Michigan dealer for Nextel, and in 2001 picked up Alltel. Basic Communications offers service with Alltel Wireless, Dish Network, Sprint, Nextel and DIRECTV.
“We offer the best value in wireless, the best value for TV, and with Internet we created the Basic Bundle,” said Pellerito. In addition to offering service to individuals, Basic’s customer service makes the company a good choice for business accounts, where lost service or problems could be devastating. “We are high-service. People really appreciate that.”
The store is open Monday through Friday from 9 a.m. to 7 p.m., and 10 a.m. to 5 p.m. on Saturday.