CarMax 2001 Annual Report Download - page 10

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8
“OUR WEB-BASED TRAINING
PROVIDES TECHNOLOGICAL KNOW-
HOW TO OUR STORE ASSOCIATES AT
A PACE THAT MIRRORS TODAY’S
RAPIDLY CHANGING CONSUMER
ELECTRONICS PRODUCT OFFERINGS.”
JEFF WELLS
SENIOR VICE PRESIDENT
HUMAN RESOURCES
We have added new ways for the consumer to
shop, but also maintained our emphasis on
providing the comprehensive information needed
to purchase many consumer electronics and
home office products. Our long-standing commit-
ment to product-knowledgeable sales assistance
distinguishes Circuit City from all our signifi-
cant competitors.
Delivering on that commitment requires
contemporary sales training programs. All
Circuit City store Associates complete training
modules focused on customer service and store
procedures. Sales training includes initial and
ongoing product modules to ensure that sales
Associates can answer questions on even the
latest products. In fiscal 2001, we began moving
from classroom training to Internet-based
training courses. C-learning is more user-friendly
to today’s sales Associates, who are familiar
with the layout of Internet pages. Equally
important, the Internet gives us a way to more
quickly and more efficiently deliver information
on fast-changing technologies to our store
Associates and ultimately to the consumer. In
fiscal 2002, we expect to add more product
modules as well as introduce management
development courseware.
We continue to reward our sales Associates
with incentive compensation. This compensation
structure recognizes the value they add to the
shopping experience for consumers seeking
in-store information. It also helps us to attract
Associates who value customer service and have
a keen interest in the products we sell.
In addition to sales Associate training, we
focus significant resources on in-store product
displays and demonstrations. At the digital
imaging displays in our new and fully remodeled
stores, customers learn how to take digital still
photos, upload them to a personal computer and
e-mail them to family and friends or make high-
quality prints. Our digital television display
provides a vivid comparison between a big-
screen, analog television and various digital
display devices. Speaker sound rooms and car
audio/video product rooms enable consumers
to compare systems. In the home office area,
customers can see demonstrations of various
comprehensive
information
“CIRCUIT CITY IS FIRMLY COMMITTED
TO IN-STORE SYSTEMS THAT CREATE
A FAST, EASY, INFORMATIVE SHOPPING
EXPERIENCE. E-COMMERCE, WITH
IN-STORE PICK-UP, AND THE PLANNED
LAUNCH OF BROADBAND STATIONS
EXEMPLIFY THIS COMMITMENT.”
DENNIS BOWMAN
SENIOR VICE PRESIDENT AND
CHIEF INFORMATION OFFICER