Printer Friendly

HIGHLAND SUPERSTORES ANNOUNCES 'CUSTOMER-FRIENDLY' ALTERNATIVE

 HIGHLAND SUPERSTORES ANNOUNCES 'CUSTOMER-FRIENDLY' ALTERNATIVE
 PLYMOUTH, Mich., June 3 /PRNewswire/ -- Highland Superstores, Inc. today unveiled a new program which will provide a more relaxed and pleasant shopping experience for customers weary of high-pressure electronics and appliance salespeople. The announcement was made by Ira Mondry, Highland's president and CEO.
 Highland's new strategy is being launched in a dramatic new print and television advertising campaign which communicates the comprehensive changes taking place in its stores.
 Highland's consumer research made it clear that today's electronics and appliance shoppers -- faced with a wide array of new products and technology -- seek friendly, honest, knowledgeable assistance. At the same time, however, customers are turned off by the pressured atmosphere common in this industry created by a sales force working for commissions.
 Under the new system, Highland salespeople (now called customer advisers) will be salaried, not commissioned. Customer advisers will be more casually attired in Highland sweaters and polo shirts. Highland customers will also see brighter, more visually appealing stores, with new colorful signage and displays.
 "All these moves are designed to respond specifically to customer concerns," said Mondry. "Customers can trust the advice they get at Highland. Our customer advisers are dedicated to ensuring that customers purchase the products which best suit the customers' needs. We're on our customers' side, not on their backs."
 "Highland will definitely continue to be a low-price leader in all our markets," Mondry added. "With this combination, Highland shoppers will get the best price and honest advice."
 Highland Superstores, Inc., founded in 1933, is headquartered in Plymouth and operates 49 consumer electronics and appliance stores in Michigan, Ohio, Indiana and Illinois.
 -0- 6/3/93
 /CONTACT: Danette Wineberg, vice president, Highland Superstores, 313-451-3532/
 (HIGH) CO: Highland Superstores, Inc. ST: Michigan IN: REA SU:


SB -- DE005 -- 6529 06/03/92 09:44 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jun 3, 1992
Words:301
Previous Article:UNION CARBIDE SUBSIDIARY, AND UNITED-GUARDIAN SIGN DISTRIBUTORSHIP AGREEMENT
Next Article:UL CREATES NEW CENTER TO EXPAND CLIENT SERVICES
Topics:


Related Articles
HIGHLAND SUPERSTORES FILES FOR REORGANIZATION UNDER CHAPTER 11; PLANS TO EXIT CHICAGO MARKET
TEAMSTERS LOCAL 243 ENDS BOYCOTT AGAINST HIGHLAND SUPERSTORES
WILLIAM SLINEY APPOINTED VICE PRESIDENT-FINANCE AND CHIEF FINANCIAL OFFICER AT HIGHLAND SUPERSTORES
HIGHLAND TO BE LIQUIDATED
700 OPPOSE 'GOLF TESCO'.
Turn green at the flick of a switch; GADGETS GALORE ARE NOW AVAILABLE TO HELP US ALL LIVE A MORE ENVIRONMENTALLY-FRIENDLY LIFESTYLES AT HOME.
Asda superstore will destroy town centre; Mailbag.
Muckle LLP supports organic business growth.
Individual traditional and contemporary fires and fireplaces to suit all tastes; ADVERTISEMENT FEATURE.
Individual traditional and contemporary fires and fireplaces to suit all tastes; ADVERTISEMENT FEATURE.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters