Before the term ever became popular, “interactive” was a byword at Schaefer’s, a 66-year-old family-owned electronics/appliance dealer in Lincoln, Neb.
Nationwide Marketing Group appliance dealers this week got the first glimpse of Maytag's new Fresh Hold Option with Dynamic Venting Technology
Buying Group Profiles, from March 2009 issue
Despite constant bad news and uncertainty, many dealers continue to do well. Because there are fewer customers in the marketplace, those dealers doing the best are the ones who are making the most noise and attracting the most attention. Marketing is a process, not a string of wild events.
Ron Romero, president of Schaefer’s TV & Appliance Center recently gave us a tour of the company’s new store in Lincoln, Neb. Obviously, a lot of thought went into color combinations, product placement, traffic flow and an open design that
Tom Huff, the manager in charge of 20 full-time salespeople at Schaefer’s TV & Appliance Center, Lincoln, Neb., remembers the dark days of consumer electronics. It’s not that the store’s business ever suffered. As a 62-year-old independent business that started out as a corner drugstore, Schaefer’s has a great track record at evolving along with its marketplace. But there was a time when the trend was to keep things dark ... literally. “In the 80s and 90s, it was big to keep things dark in electronics departments,” he said. “Everyone thought that was the way to sell TVs. But on a