Acquiring Minds Tweeter Makes a Big Deal Out of Being Small
New stores also began offering a Tweeter standard, automatic price protection. This is something Herschman said Tweeter patented in 1993. The company looks through ads for products it carries, and if a competitor offers the product at a lower price, Tweeter mails a check for the difference to anyone who bought that product at Tweeter in the last 30 days. This is one practice that replaces specials sales, which Tweeter does not do. "We are not a promotionally oriented retailer," Herschman said. "We're a customer relationship and brand retailer. If people have a trust in the Tweeter name, we can also overcome their preoccupation with a specific brand name."
The Online Line
Part of Tweeter's expansion also includes its expansion into e-commerce. Since 1999, Tweeter has worked in partnership with Cyberian Outpost (www.tweeter.outpost.com) to sell online. Sapienza said the goal is to create a virtual Tweeter store online, but without the considerable expense of building a new brick and mortar store and training salespeople. With Outpost, Tweeter gets to allow an experienced e-tailer handle the complexities of maintaining an e-commerce site and does not have to incur the expense of building one from the ground up.