Is it tough to market and create a brand for different customers?
If you have a customized marketplace developing, you need to customize the operating model. It’s not a matter of completely new brands; it’s about making changes to the stores – maybe 20% – things like store hours. Does it drive you nuts? Well, it adds to the challenge. From a customer-centricity standpoint, one of our segments is women. One of the things the company has done for that segment is personal shopping assistance, so you can call and make an appointment. The way things are displayed in the store has helped. Also, we have a component of the brand that is a little irreverent and approachable. All this is designed to break down what I believe is one of the biggest barriers of technology – that it is not an easy thing to shop for. Does selling media devices give you any insight into the kind of media you want to use in your marketing? Yes. We look for developing trends. The past couple of years have seen the emergence of a huge amount of connectivity. The digital marketplace is
