For Goody's, It's All About Customer Service

Approaching the building at 540 E. Main St., you might think you’re visiting a local hardware store. It won’t take long, though, for you to realize you’re actually entering an establishment of legendary proportions that’s known as Goody’s Hardware. Folks often give directions on how to reach other destinations based on where it is in relation to Goody’s.

If you stop a few of the customers in the parking lot, you’ll hear stories that go back 40 or 50 years. You’ll soon see that Goody’s isn’t just a store, its part of the family -- lots of families.

“I’ve been coming to Goody’s since it was located in the old place, down by the town green,” says Matt Limoncelli. “I came with my dad and I’m still coming because of the convenience, the service and because I like doing business in East Haven.”

The story is the same for Sandy Caponera. “Oh, my, I’ve been coming to Goody’s since I was a little girl. I came with my dad; I’ve come with my in-laws. It’s just such a wonderful place because the service is so personalized. They’ll find anything for you.”

A warm welcome, personal customer service and a remarkable inventory are all hallmarks of Goody’s. Rob Katz, great-grandson of the store’s founder, says, “What has always set us apart from the competition is our attention to our customers; our desire to have whatever they need when they come through the door. People need hardware stores just like they need grocery stores in their daily lives -- whether it’s for a lightbulb, a paint brush or a single screw. And we provide it at a competitive price.”

Katz says that many of the independent hardware stores have had to raise prices substantially in order to compete with the big box stores. Goody’s has kept prices lower because of their larger volume and they’ve managed to beat the box stores in customer service. They offer free assembly of grills, lawnmowers and snow blowers; and they deliver to their customers for free, usually in one day. You can buy a grill from them in the morning and they’ll have it in your yard in time for a barbeque that night.

Goody’s began as a five-and-ten-cent general store in 1933 in the heart of the Depression. It was located near the Old Stone Church and Town Hall, next to the old Capitol Theatre. The location is now a grassy park. Eli Katz was the original owner and he was soon joined by his son, Goodman, whose name became the icon for the business that would soon specialize in hardware and home improvement items.

In the 1960s, Goodman’s sons, Mike and Dan Katz, took over the business and started growing it through added inventory and expert service. The availability of employees who can answer questions accurately about what you’ll need for a plumbing, electrical or painting project is a prime part of Goody’s allure.

“The employees who work here know what they’re doing,” says Lou Maturo. “I’ve come in here at least once or twice a week for 30 years. They are always helpful. I remember my son went to a box store to get an electrical part for a wall sconce. They sold him one that was used for a ceiling fan. That would never happen at Goody’s because their people know their products and how to use them.”

Goody’s moved to its present address in 1977. The store has gone through six additions and now offers 18,000 square feet of everything from sunglasses and flags to lumber, windows and paint. Goody’s is the largest retailer of Weber grills in New England. In addition, there is also a large warehouse filled with inventory to move out to customers as needed.

Today, Dan Katz’s sons Rob and David work alongside their father and uncle. Rob says he grew up in the business, working there since he was nine “sweeping and stocking shelves.” However, both he and David went to college and graduated with degrees in business management and finance.

“We’ve got 18 employees right now,” says Rob. “One of our guys has been with us 40 years; another has been here 27 years. We’ve got four delivery trucks that are on the road all day.”

Rob imparts all this information as he constantly moves through the store, greeting customers, answering questions, solving problems on the phone. He and his co-workers carry radios on their hips that are in frequent use as they check on merchandise or schedule a delivery. No one walks through the door without being greeted and offered assistance.

According to Rob, hardware is one of those products in our lives that, while necessary, isn’t particularly sensitive to technology. “The instant changes in technology just don’t affect ladders, paint brushes, and bolts. How we sell those to our customers changes only in how we can improve customer service.”

And David and Rob, armed with their business degrees, are working to add to that service for commercial customers. They are now marketing to the facilities managers for apartments, nursing homes and other sites where greater numbers of windows, doors, insulation, paint and hardware are regularly needed.

“It’s just a matter of going out and getting them to talk with us. Once they find out what we can do in terms of price and delivery, they are amazed. They can’t believe we can do what we do.”

Naturally, they become Goody’s customers, just like legions of others have done for 78 years. While East Haven has always been the center of Goody’s service, it’s hasn’t had a monopoly. Goody’s trucks now deliver as far west as Milford; as far north as Wallingford; and east to Guilford.

Goody’s has been a good neighbor to the community, as well, by its support of local causes and contributions to high school scholarships.

Just like the sign on the building says, they’ll keeping emphasizing customer service for people like Maggie Clancy, who lives in Morris Cove like many other Goody’s customers.

“One day I brought in a cabinet door with a broken hinge. I discovered they didn’t make the hinge anymore or anything that came close to fitting the holes I had in the door. So, Goody’s people drilled a new hole in the door and installed a new hinge for me. They just always take care of their customers. We couldn’t live without Goody’s -- or at least not as well.”

Such are the legends of Goody’s that customers will repeat to any willing listener.