All Circuits are Busy
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.
With its recent $175-million acquisition of Berbee Information Networks and future plans for acquisitions and expansion in the works, CDW is primed to continue its strong growth. The company hired 400 additional sales agents last year and is slated to add another 400 this year. It also recently announced plans to open offices in Washington, D.C., as well as an undetermined East Coast city, staffing these locations with advanced services personnel. And with growth like that spanning the last decade, the five-step process driving CDW’s progressive, customer-centric multichannel marketing might as well be a path paved in gold.