New Retail Strategy: CMS Enhancements Inc. in...

New Retail Strategy: CMS Enhancements Inc. in Irvine has launched a retail marketing program aimed at hawking its products to computer superstore chains and warehouse-style retailers.

Mike Rusert, vice president of marketing, said the retail strategy for superstores is patterned after the company’s marketing program for computer dealers.

CMS, which makes and distributes computers and their various add-on components, will target retail chains such as Computer City and Computer Express with marketing programs emphasizing support service and warranties.

In the past, computer dealers with emphasis on service and expertise were the customary sellers of CMS merchandise. But large superstores have made forays into the computer retailing business by emphasizing low prices, high volumes and a wide selection of merchandise. Because of that, Rusert said, CMS thinks superstores can foster future growth.

CMS launched the program last week at the RetailVision ’92 trade show in Palm Beach, Fla.