Sales Channel Optimization for Retail

Retail has always been an area of strength for Proterra, given that its owner and CEO, Danny Sanchez, worked in retail throughout his teens and young twenties, rising to corporate management levels with HEB Corp before moving into advertising and eventually Proterra in 1992.  His understanding of the needs of retail clients has helped the agency amass a large portfolio satisfied of retail clients over the years, including household names like Cingular Wireless, Eye Care Centers of America, and Blockbuster.

During that time, the increasing sophistication of data-related disciplines such as Information Technology and Business Intelligence have reshaped the development and implementation of retail business strategies, and allowed forward-looking companies to align all facets of their customer outreach efforts and retail operations with the core elements of business development strategies.

As a leader in retail advertising and marketing, Proterra has stayed abreast of these fascinating opportunities, and with a view to making the most of their exciting potential, has launched a discrete Retail Division.  Mr. Chuck Haseman, who brings over 30 years of retail experience in sales management, information technology, strategic planning, operational analysis, and problem solving to the agency, has been hired to oversee it, and to manage all retail accounts in Proterra’s portfolio.

Mr. Haseman’s background in retail also goes back to his teens, including 20 years at Zales, where he held numerous positions culminating as a Division Manager of Operations.  He also served as COO of Dimensions Micro, and as Vice President at EDS and Avalion Consulting.  His educational background includes a BS in Business Administration from Regis University, Denver, CO and a Masters in Engineering Management from Southern Methodist University, Dallas, TX, and post graduate work on Strategy and IT Transformation at London Business School, London, England.

The focus of the Retail Division is sales channel optimization – the strategic evaluation of each potential sales channel regarding the role it plays, and is capable of playing, in business development efforts.  This includes mass media and direct marketing, online/new media/social media/ecommerce, neighborhood events and also kiosks, signage and other POS communications.

And it’s not just about marketing offers.  Proterra Retail’s strategic vision encompasses customer acquisition and retention, loyalty and Customer Relations Management, and store acquisition opportunities, and with the knowledge of IT, Business Intelligence, and Retail Operations that Danny and Chuck bring to the table, Proterra Retail can help clients incorporate their operations, their hardware systems and software applications, their human resources, and every available sales channel into a single integrated implementation of strategic growth concepts that are based on the most timely and accurate data available.

Which means that now, there’s an ad agency that understands the needs of retail clients as well as anyone does.  That agency is Proterra.