Aarons 2010 Annual Report Download - page 10

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The Present
Ken Butler: Early in our corporate history, our
typical customer was a renter looking for temporary
furnishings. At the time, there were dozens of home
furnishings retailers across the country catering to
the middle class. Most of those home furnishings
chains have gone out of business while Aaron’s
has grown, has refi ned its business model and has
stamped a national presence. That, I believe, is
testimony to the strength of the Aaron’s business
model.
One of the building blocks of our business is
“Respect the Consumer.” Over 1.4 million
consumers are Aaron’s customers. Many of Aaron’s
customers are homeowners, all carefully managing
household budgets. Our typical customer has a
household income of approximately $40,000 and
has credit constraints such as a poor credit score or
limited access. Our customers can visit their local
Aaron’s store, pick out their merchandise and sit
down with the manager to discuss payment terms,
“Respect the Consumer”
6