Consumers Just Want to Have Fun
Tweeter looks to the future
Tweeter Home Entertainment Group recently debuted its new concept store in Las Vegas, Nev., along with a new national brand strategy. The new Tweeter prototype store is a collaborative design effort between the company's internal marketing department and Cincinnati, Ohio-based FRCH Design Worldwide. The company is moving from its current model of product retailing to a more service-oriented one.
According to Christian Davies, creative director of FRCH Design Worldwide, who set the direction of the new concept, Tweeter was losing ground not only to Best Buy and Circuit City, but also Wal-Mart, who dominated the bottom end of its product offerings. Hence, the company decided to focus more on service and real expertise. "The new concept is designed around promoting that service proposition and moving away from a traditional commodities business," explains Davies.