Tustin, Calif. — BrandSource, the 4,500-member buying group for independent CE, majap and home-furnishings dealers, has shed more light on the recent promotions of Tom Bennett and John White.
Bennett, formerly sales VP, was named BrandSource president with a mandate to boost membership by introducing new recruitment and retention programs designed to keep the organization resilient and competitive.
As part of the effort, the field sales team will increase their regional visits with members over the coming months, he said.
Bennett has over 20 years’ experience in the majap business, serving on the Maytag sales team and overseeing brand and product development for Electrolux. After joining BrandSource in 2012, he was instrumental in helping members adopt and utilize the buying group’s mobile app, which continues to rank No. 1 for appliance apps.
White, formerly appliances executive VP, was given the added title of chief marketing officer, reflecting his additional mandate of creating and executing all BrandSource marketing strategies across all product and service categories.
He said his first imperative in that role will be to help members improve the customer shopping experience in order to boost customer loyalty and encourage return visits.
White’s promotion extends the lead role he has taken for the past four years in developing marketing strategies for both BrandSource and Expert Warehouse, the group’s in-house CE and majap distribution program.
BrandSource CEO Jim Ristow said the new assignments are part of an overall strategy to offer the dealers new growth opportunities, boost sales, and to recognize that every member’s store, regardless of size, is equally important to the organization.
“We intend to make BrandSource the ‘gold standard’ for independent retailers of all sizes, and in all of the categories that we serve,” Ristow said. “Tom and John are the best people in the business to help make this goal a reality, and I have every confidence that 2015 will be a banner year for us.”