Buying Group Insights on Lessons Learned
Dealerscope sat down with a group of industry buying group leaders. In this installment, they discussed such topics as attracting traffic, and lessons learned from the recession.
Dealerscope: Attracting in-store and online traffic is one of the highest priorities retailers have for 2010. What are you and your manufacturers doing to help them?
Bob Lawrence, BrandSource: This year, more than any in the past, the BrandSource brand will be pushed harder than ever before. Home Depot, Lowe’s and Sears and even Best Buy are spending $1 billion-plus in advertising. The only way for our members to go toe to toe with that is through tabs or TV. We need to harness the power of the brand. If we have all 4,500 members and 8,000 storefronts advertising BrandSource, we can out-merchandise and outsell and out-advertise the box stores. It is about driving traffic into the stores.