Revamping Holiday Marketing Strategies
Galanis admitted that plenty of consumers are tired of being bombarded with price-driven ads and an endless assortment of low-priced products. "We'll be different," he said, adding the company will heavily rely on its knowledgeable sales staff to win holiday sales. "They have a profit sharing in our company, so they get a piece of the pie. They take ownership in the company and try to help it the way we help them."
Despite all of the challenges retailers face this holiday season, The Mart's Buchanan said he expects strong sales in virtually all categories. "Of course, there's the profitability and the average selling price that have to be managed around," he said.
Buchanan expects the staff to successfully cross-merchandise similar categories - netbooks being a prime example. These are selling well and have also created a curiosity in the marketplace that has helped boost sales of notebooks and smartphones. "One has not cannibalized the other, but rather, they've recharged consumers' interest in communication tools and technology," he said.