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Joe Keenan
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Since Brookstone develops its own products, it has the advantage of being able to listen to its customers’ feedback and make changes on the fly. We can dynamically react to customers’ needs, Speltz said.
With the barrier to entry in retail lower than it's ever been, Brookstone decided to dramatically increase its SKU count in recent years. It's done so by leveraging a drop-ship network and complementary brands. However, that doesn't mean you compromise your brand's integrity or your customers. Again, Brookstone has had its hits (e.g., Fitbit) and misses (e.g., Penbo) with its expanded product assortment. Always have a backup plan, Speltz advised the audience.
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- Companies:
- Brookstone, Inc.
- People:
- Jim Speltz
E
Joe Keenan
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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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