Marketing Strategies: Dealing With Competition & Complexity
Retailers this holiday selling season face an even more complex dilemma than in the past: figuring out how to profit from mobile electronics amid heavy price competition and a double-digit rise in Internet sales. The problems sound similar to last year's, but they will be more intense this year given the beleaguered economy, weak consumer confidence, the drop in TV sales and the decline of general ASPs.
Specialty dealers and buying group leaders have spent the summer coming up with ways to fight the problems. They dug hard to uncover all possible leverage points to capture the holiday shopper in the face of stiff competition.
Among the more popular strategies planned during that period was the development of new product displays and sales techniques designed to create a customer experience that would deliver two crucial things: