CarMax 2002 Annual Report Download - page 15

13 CIRCUIT CITY STORES, INC. ANNUAL REPORT 2002
Broadband and enable customers to decide from among
the available services. Our agreements with eight of the
nation’s leading Broadband providers give us the greatest
selection of any retailer.
When we remerchandised our Superstores in fiscal
2001, we became for the first time a destination location for
video gaming hardware and software. Driven by the intro-
duction of new platforms, the U.S. video game industry
grew 43 percent in calendar 2001. These record-breaking
sales came as consumers snapped up new hardware, software
and accessories. Interactive game displays and a full selection
of all hardware platforms with accompanying software titles
have enabled us to significantly increase Circuit City’s share
of this category.
Recognizing the evolutions that take place in consumer
shopping preferences and the constant developments in our
product categories, we are creating store designs that are in-
step with today’s consumer but flexible enough to meet
future demands. We have expanded our selections and
improved our demonstration capabilities in all stores, but
still have considerable opportunity to upgrade our store
base. A multi-year remodeling and relocation program will
enable us to progress down this path, giving more and more
Circuit City customers a great place to shop.
Driving sales by driving traffic. It is not enough to have a
great consumer offer. We also must execute an effective
marketing program that communicates Circuit City’s differ-
entiated position to the consumer. Our research reveals that
customers want help when they are buying the latest con-
sumer electronics and home office products. Our in-store
and online offers are designed to supply that assistance.
Our multi-vehicle advertising program communicates our
passion for consumer electronics and our commitment to
sharing our knowledge and expertise with the consumer. A
new, more energized logo introduced in the summer and
the tag line “We’re With You.” reinforce our excitement for
the products and our commitment to the customer.
Ongoing research is enabling us to target our advertis-
ing to those consumers with the greatest interest in our
product categories. We are utilizing more vehicles than
ever, including our weekly newspaper inserts that focus on
value messages and television, magazine and interactive
media ads that deliver our customer service message to
core consumer electronics shoppers. We also are harness-
ing the power of our customer database to reach cus-
tomers through direct mail.
Creative in-store marketing programs complement our
advertising campaign. Last year, we introduced “Circuit City
EXPO 2001,” which offered demonstrations of 20 high-
interest products just before the holiday season. And finally,
we have revamped our grand opening celebrations to heighten
excitement and enthusiasm in the surrounding community.
In fiscal 2003, we will continue to enhance our
marketing programs, creating more compelling value
stories and even more effectively targeting our customer
base. We also look forward to an exciting new partnership
with Upromise. Upromise enables participating customers
to save for a child’s college education while shopping in our
Superstores. We believe this loyalty program is another
great service we can offer Circuit City customers.
Circuit City is committed to providing the best
possible shopping experience for consumer electronics,
including exceptional levels of product information, fast
customer service, a broad good/better/best merchandising
assortment, competitive prices
and an engaging store environ-
ment. We believe that all of
our initiatives will help
strengthen our differentiated
consumer offer and better
position us for the future.
Our multi-vehicle advertising program communi-
cates our passion for consumer electronics and our
commitment to sharing our knowledge and exper-
tise with consumers. Creative in-store marketing
programs complement our advertising campaign.
.250" NO LIVE COPY
.250" NO LIVE COPY
DIE PERF CARD
2.125” X 3.375”
©2001 CONFIDENTIAL PROPRIETARY MATERIAL OF
WEBCRAFT, the VERTIS DIRECT MARKETING SERVICE
C
OLOR
L
EGEND
:
Body of Mechanical = T. lines
Notes of Mechanical = T. notes
Dimensions = T. Dimensions
Crop Marks = Registration
W
6.000”
5.875”
5.875”
6.000”
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