Crutchfield maintains strength by innovating on core competencies

By Janet Pinkerton

Amid the pain and suffering of the recession, Crutchfield remained firmly focused on its core belief, one based on providing its customers the information and expertise they need to choose and use technology.

The company avoided irrational discounting, cut expenses without layoffs and continued to innovate, all while maintaining the strength of its key differentiator: a call center with dedicated teams for sales advice, customer service and technical support.

It leveraged its website and catalogs to give targeted treatment to hot technologies (such as online entertainment and 3D TV) and ongoing initiatives, such as the HiFi 2.0 showcase of high-fidelity audio products and tips.

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