How the Indy CE Retailer is Transitioning to Online
The independent CE retail channel still sells the vast majority of its products in-store. But buying groups are offering more tools to help dealers fulfill online marketing and e-commerce initiatives. Here’s what they’re doing. For more insights from the full buying group roundtable, see the March issue of Dealerscope and every day on Dealerscope.com.
DEALERSCOPE: What percentage of your dealers’ sales was online compared to in-store in 2012? How will those numbers change this year?
Bob Lawrence, CEO, Brand Source: Ninety percent of what we sell is stillsold at brick and mortar. So 10 percent is sold online. Will it shift? There are things that will help brick and mortar. Whether a dealer thinks UMRP (Unilateral Minimum Resale Pricing) is good, bad or indifferent, certainly in those lines and those models, there’s no real reason for a customer to buy online versus at brick and mortar. Will the low-priced commodity stuff continue to be moved through the Internet? Yes.