RETAILOBSERVER.COM JANUARY 2017
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appliance share by Sears' and the growing demand for white-goods.
Essentially, turmoil in the retail industry, such as the decline of
Sears' once mighty fortunes, will eventually cause gaps, resulting in
prospective sales going up for grabs. In these rare circumstances,
independent retailers can benefit tremendously from the vacuum.
"We have an opportunity that you only get two or three times in a
career," he said. He emphasized enhancing the in-store experience,
consistently updating stores' digital marketing, and connecting to
Millennials as the way forward in increasing share and profit gains.
John White, BrandSource's chief marketing officer, filled attendees
in on the importance of digital marketing during his own presentation.
"We will be pushing video and [the new] website program heavily. …
Anything digital is the way to attract [new] customers," he said. White
stressed to the audience the importance of a coherent website,
displaying informative content, video blogs, and being on social media.
White also unveiled BrandSource's efforts to assist members in their
marketing efforts through the launch of its Digital Website Platform
and the introduction of avbTV, a new video content service.
The BrandSource Digital Website Platform 3.0, which will be
introduced later this year, is designed to enhance members' retail
websites through a series of new features including kitchen packages
and laundry pairs, audio/video bundles, competitive price
comparison, automotive price adjustments, price-management
controls, and special furniture and mattress offers.
The presentation of avbTV represents a bold step forward for
BrandSource and an exciting new method of keeping both members
and customers informed of the thrilling new changes in the retail
industry. Planned to roll out before Black Friday, this new creation
will essentially be a tool for members to create new awareness of
their business through a series of quality programs, vignettes, series,
mini-documentaries, and webisodes.
First, the content will be streamed directly to members' stores,
BRANDSOURCE'S CONVENTION: AN OASIS FOR THE FURNITURE AND BEDDING CROWD
