How CDW’s closed-loop marketing formula helps it lap the technology sector

By Joe Keenan

Buying The Whole Package
Rather than offering mere “soldier pictures,” Garlow’s term for a shot of the product and the copy next to it, CDW merchandises customer solutions. The company wants its customers to buy an entire package, rather than a page of laptops, a page of cables, a page of data-storage components, and so forth.

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Companies:
Apple Computer, Inc.
CDW Corporation
Cisco Systems
Forrester Research Inc.
Hewlett-Packard
Microsoft Corporation

Joe Keenan Author's page Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

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