By Alayna Ward

In 1975 a young Roy Williams returned to Yellowknife from travelling the world. He’d followed his brother to Yellowknife from Wales six years earlier, and had earned his Red Seal Certification as a radio/TV mechanic. He enjoyed his work, but he had his sights on his next career move – opening his own business. Opportunity knocked, and Roy was ready to answer the call. He opened Yellowknife’s first Radio Shack franchise, and within two years, built it up to become one of the top resellers out of more than 300 Radio Shack dealers across Canada, a distinction he maintained for most of the next 30 years. 

Fast forward to 2016, and Roy’s has kept pace with the changes in technology and corporate affiliations. Now under the Audio Video Unlimited banner, Roy’s offers expertise in home theatre set up, smart home design that integrates lighting, music, video and security into one central control, commercial systems, satellite dish installation, HDTVs and Hi-fi systems. Additionally, Roy’s is an Apple products reseller and a Bell authorized dealer. The store is co-managed by Roy, his wife Maureen, and his son Robin – he wears the welcoming smile a customer sees when entering the store. 

One thing you won’t see when you walk through the doors, however, is a bored-looking kid snapping gum and slyly texting under the counter, while trying his best not to notice you. “We always lead with service, and we’re less worried about sales numbers than we are about customer smiles,” says Robin Williams. “People love it when you go that extra mile and no matter what, we always have a 100 percent commitment to customer service.”  This unwavering commitment has played a crucial role in Roy’s continuing success, as has staying one step ahead of the electronics game, keeping up with consumer trends and ensuring the store is are well-stocked. “Back in 2004, we got rid of all our old picture tube TVs and stocked the store with flat-panel TVs,” says Robin.  “People thought we were nuts but then the flat-panel craze hit barely a year later and we were in a great position to supply people with what they wanted because we had the product and expertise.”   

Living in the North doesn’t have to mean you can’t participate in the latest tech craze. “It’s important to have the latest thing, and we work hard at keeping our inventory fresh, not only to build consumer credibility but also because we know how important it is to have the newest and coolest thing,” Williams says. “All our staff are also passionate about this industry and are also probably dying to get their hands on it as well!”  YKCI