CarMax 2000 Annual Report Download - page 13

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CIRCUIT CITY
Circuit City has long led the way in sales of
cutting-edge consumer electronics technologies.
As the swift pace of technological advances
adds complex products and services to our
selection,Circuit City is making it easier for
consumers to understand,purchase and incor-
porate the benefits of these technologies into
their lives. We achieve this objective by offering
a full spectrum of merchandise,competitive
prices and clear, but comprehensive, product
information. Finally, we give consumers the
ability to shop the way they want to shop
—
either in our stores or through the dynamic
new medium,the Internet.
IN THE STORE
Merchandise Selection. Customers have a
variety of needs. Today, a couple may be
choosing between an analog big-screen or a
digital-ready television for their family room.
Tomorrow,the same couple may select a
13-inch small-screen television for a child’s
bedroom. Whatever the need,we want Circuit
City to be their store of choice.
Broad selection allows consumers to choose the
products and services that fit their particular
circumstances. Within each product line,our
buyers provide an array of brands,products
and services that range from the most basic to
the most feature-rich. We also introduce new
technologies early in their cycle. We were one
of the first retailers,and are today the nation’s
leading retailer, of DIRECTV.
Price. To meet our growth goals,Circuit City
must remain price-competitive. The American
retail environment caters to a value-conscious
consumer. In addition to comparing prices
across brick-and-mortar retailers,consumers
now can compare prices across a growing
number of Internet retailers. The competitive
nature of the consumer electronics industry
means Circuit City customers often find store
prices that are lower than prices on a variety
of Web sites.
Information. Given selection and attractive
prices,the key to making shopping easier is
making it easy for consumers to get product
information. We provide that information
through a well-trained,knowledgeable sales
force and displays that allow hands-on product
demonstrations.
To assure that Circuit City sales counselors are
up to date with the newest product information,
we emphasize continuous learning that covers
product and service technologies,customer
service and store operations. In fiscal 2001, we
will begin to introduce state-of-the-art interac-
tive Web-based training for store, service center
and distribution Associates. By maintaining
and delivering training programs on the Web,
we can update training as rapidly as the prod-
uct cycle develops. Integration with our exist-
ing store systems adds a quality-control
element, ensuring that sales counselors have
completed required training programs before
interacting with customers. All sales training
will take place online,saving the time and
expense of off-site travel. Online access allows
CIRCUIT CITY STORES, INC. 2000 ANNUAL REPORT 11
Circuit City is bringing the digital product revolution
to consumers. We believe the result will be a strong,
long-term growth cycle for shareholders.