Canton, Mass. – Tweeter Newco’s e-commerce operations will remain closed for the holidays.
The retailer pulled the plug on its Web-based business several months ago, said chief marketing officer Patrick Reynolds, while its Web site, www.tweeter.com, continues as an information-only destination. A page on the site simply states “The online store is currently closed,” and offers consumers the opportunity to convert Tweeter’s online gift certificates to store gift cards.
The rationale, said Reynolds, is that Tweeter’s full-service hardware, design and installation model is difficult to replicate online. “Avatars are cool, but we’re in the people business.”
For now, he said, “We’re focusing on using the Web to educate customers on product and what we can do with them and for them, ultimately funneling the customer to the store.”
Tweeter was acquired for $38 million in a bankruptcy auction last summer by Schultze Asset Management. The investment firm installed retailing veteran George Granoff as CEO following a corporate restructuring in August that halved Tweeter’s headquarters staff.
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