A Chat With January's Profile, Brendan Edgerton, vice president of direct marketing, Crutchfield Co. (Text & Audio)
Internally, I enjoy my role in employee development. I've always enjoyed that role of being a teacher. Because so much of direct is kind of an apprenticeship, there are courses you can take, there are schools that you can go to get an integrated marketing degree, but I think there's nothing like on-the-job to bring you forward in this industry.
CS: Is there anything you'd like to add?
BE: I guess I'd make one pitch to the folks who are going to read or listen to some of these comments online, and that is: While I do see a lot of people applying some very creative ways to continue to move their businesses forward, there seems to be a lot of alarm and apathy about what's ahead for both Q1 and Q2. Of course 2009 is going to be rocky from an economic standpoint, and we hope that consumers come with us. But I think the viability of the direct channel, if you look at the comparison of retail store sales and the amount that their traffic and volume is off right now compared to what's happening online, it bodes well. It shows us that when things are tough, people are going to go out and make decisions and do research and get involved with the Web site, get involved with the catalog. So, to the extent that folks can maintain the course and continue to move this line of business forward, obviously seeking out efficiencies and advocating where they can to help this business continue to be a choice for customers out there.