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.
Deciding what accessories to stock is a delicate balancing act in good years, but in challenging times it becomes an even more precarious practice.
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
Massaging private and prospect sale invitation lists from new angles By Janet Pinkerton Computerization has simplified generating invitation lists for a retailer's private sale, but simply pulling a list from a retail customer database is only the first step towards a profitable sales event. Besides practicing good in-house "list hygiene," retailers tap out-of-house services to "clean" the list-remove duplicates—correcting or updating addresses to improve their investment in postage and mailer costs. Often, these companies also will profile a retailer's current customer base and more accurately cast a direct-mail net for new clients. More options for database services are available to retail as some