Ink refiller feels free to adapt to local demand

The economy doesn't seem to be affecting Tim Wallis, who says sales at his two inkredible Cartridge stores are up 39 percent.

Mr. Wallis, who a co-owner of the printer cartridge supply and refill stores on East Brainerd Road and Highway 153, said the company's success during the recession is because of his ability quickly respond to changes in the market.

"The fact that we are not a franchise is a benefit," he said. "It has enabled us to adapt more quickly."

Franchise businesses and large corporations often are at a disadvantage when attempting to react to changes in the market, according to Kevin Maxfield, director of the Tennessee Small Business Development Center at Chattanooga State.

"There aren't nearly as many approval processes to go through (for a small business to make changes)," Mr. Maxfield said. "Decisions are made on a local level instead of having to go through multiple levels of management. They can evaluate their surroundings and add products and services if they need to."

And that is exactly what Mr. Wallis has done. In addition to the standard ink cartridge refilling service that has been the crux of inkredible Cartridge's service since opening in 2004, the company now is combating the sluggish economy by offering a new line-up of products and services.

Mr. Wallis said his company has begun selling refurbished printers as well as learned a new technique to refill a cartridge with three times as much ink as a new one.

"We strive to not just refill the cartridge but to also remanufacture the cartridge," he said.

Mr. Wallis said inkredible Cartridge also keeps some refilled cartridges in stock, which allows customers to swap them out rather than having to wait while they are refilled. They also offer same day service for orders placed before noon and free delivery for businesses with large orders.

"We are listening to our customers, and I think now more than ever they are wanting value," Mr. Wallis said. "We try to give them that."

Mr. Maxfield said a business like Mr. Wallis' has another advantage in that it is offering consumers a less expensive alternative to new cartridges.

"Right now people are looking for any reason available to save some money," he said.