Retail Excellence: Schaefer's: Setting the Experience Benchmark
Before the term ever became popular, “interactive” was a byword at Schaefer’s, a 66-year-old family-owned electronics/appliance dealer in Lincoln, Neb.
“It’s all about creating a unique Schaefer’s experience,” said Jeannette Howe, executive director of Specialty Electronics Nationwide, the store’s buying group partner. “Their customers can touch and feel, play with and enjoy.”
What started out as a drugstore that also sold radios and TVs, is now a CE retailer that is often considered a benchmark of interior store design, product choice and display, and industry involvement.