Circuit Completes Interim Remodels
By Alan Wolf -- TWICE, 12/4/2000
RICHMOND, VA. -Circuit City kept its pledge of clearing out its appliance inventory and partially remodeling all of its nearly 600 superstores prior to Thanksgiving.
The three-month-long process involved removing its appliance departments and filling the freed-up space with new displays featuring expanded selections of video games, computer software, peripherals, telecommunication products and digital imaging devices. The chain had hoped to complete the interim action prior to the holiday selling crush.
"We think the interim remodels will give consumers across the nation a glimpse of great things to come," said Circuit City president/CEO Alan McCollough. "While we have always focused on cutting-edge technology, we are today also focusing on a contemporary store environment that we believe will have holiday shoppers coming back for more."
The partial revamp is the first phase in a three-year remodeling program that began last summer in the Florida market. New and fully remodeled stores feature more merchandise on the sales floor, extra cash registers, Internet kiosks, shopping carts, interactive displays, brighter lights and new color schemes.
The retailer completed its first 27 full remodels last month, while opening 13 new stores, and plans to fully remodel about 140 stores next year while building 25 more.
The changes are being touted in a holiday advertising campaign that encompasses television, radio, direct mail and print.
McCollough added that the design of the new and fully remodeled stores will offer shoppers a more flexible shopping experience.
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