Connect, Never Neglect A Valuable Relationship
Beyond products, prices and services, how do we ensure consumers that our retail brands are different and more valuable than online competitors who offer little more than a low price?
This is especially important considering the investment it takes to succeed in the increasingly competitive and commoditized CE retail industry. We have to ask ourselves, What are the value triggers we are capable of pushing and pulling to drive successful engagements internally, externally and at the last three feet of the sale? Are each of the triggers unique or are they complimentary across sales, marketing, merchandising, communications, and in-store and online operations? If they are unique, does this mean we need different, customized training for each of these functions to ensure we are competitively fueled to build valuable, connecting and lasting consumer relationships? If they are the same, does this mean we can aggregate sales, marketing, merchandising and communications as one force to build formidable consumer relationships and unyielding competitive advantages?
Enough with the questions; let's focus on some answers.
Peter Weedfald is the Senior Vice President of Sales and Marketing for Sharp Home Electronics Company of America (SHCA). He has also served as President of Gen One Ventures, SVP, Chief Marketing Officer of Circuit City, SVP of Sales and Marketing in North America for Samsung, and SVP of global marketing and EEVP, GM & Chief Marketing Officer for ViewSonic.