Marketing Strategies: Dealing With Competition & Complexity
"There's going to be a lot more room in the store for manufacturers to do demos and promotions," said Albert Liniado, company president. "We're creating more floor space and, at the same time condensing, a lot of the product."
Across town in New York City, Adorama is leveraging its camera heritage by showcasing and explaining digital imaging's interconnectivity with computing and CE technologies. Ahron Schachter, Adorama's director of strategic planning, said building relationships, not transactions, is the goal. Adorama's in-store displays and new online learning center are designed to create a complete and integrated customer experience.
"It's about connecting the dots between the product and the experience," he said. "Whoever can do that the best with the product that's out there, will win customers' allegiance."