The New Exclusivity
That brings us to today. As the director of an exclusive group of mobile electronics specialists, I have a perspective that few others are privy to. When I look at In Car Experts (ICE) members and contrast them with other retailers, I see differences that are proving to have great impact. Successful retailers support the brands that have invested in them. Successful retailers understand that vendors have a limited amount of resources and they carefully watch where the vendor is choosing to spend its resources. If a retailer doesn’t agree with a vendor’s choices or if they feel as though those choices are not in their best interest, they send a message by shifting their support to other vendors.
Additionally, these retailers are not spending their days matching Internet prices and scolding manufacturers for not keeping their brands sufficiently clean. These retailers are spending time making sure their stores’ experience is more special than ever. Their stores portray an image that they eat, sleep and breathe the mobile electronics lifestyle. They have every accessory and interface the customer wants, needs or dreams of.
They don’t care whether every item in their store carries 50 points or that they might only sell two a year. They don’t care if someone can buy the same product online. They don’t run toward products that offer exclusivity in lieu of consumer demand. They constantly look at all of their business’s weaknesses and fix them. In the end, all they care about is giving the customer the best possible experience.