Reinvent Thyself

"Research, re-analysis of brand makes retailer more relevant to consumers, ups experiential factor." This is the headline of an article in the April 1, 2007 edition of Marketing News describing the transformation Hastings Entertainment Incorporated is undergoing to incorporated better consumer visual appeal, improve the experiential factor of an entertainment store shopping experience and to implement a new growth strategy.

Hastings Entertainment Inc., a 153-unit chain of entertainment supercenters, likes to be everything to everybody when it comes to fun. Hastings has rooted its business model in opening store locations in markets of less than 50,000 people mostly in Western and Southern states. Over time, the cities and towns grew up around them drawing larger retailers such as Best Buy to enter into the market. Along with the Internet phenomenon that allows consumers to order an entire household of entertainment items just by clicking a few buttons all in the comfort of their home and have it show up on their doorsteps the next day the combination means serious competition and loss of market share