Randy Eller partners with Whereoware

By Becky Boswell Smith -- Home Accents Today, 7/1/2006

Industry veteran and former CBK president Randy Eller has joined Whereoware, a leading online sales and marketing firm, in a management consulting and financial role.

Eller will focus on strategic positioning and working with customers to solve problems.

Eller said he is excited about joining Whereoware because he believes future success of retailers, especially the independents, is contingent on their abilities to market through technology.

"For the past five to 10 years, the industry has been product-driven," he said, "but I think companies that do a better job with marketing and with technology issues will be the on the cutting edge of the next five to 10 years."

Eric Dean, president of Whereoware, said since 2004 when the company moved its focus to marketing and technology he has seen customers who use technology to solve problems, for example, as being most successful.

"Whether it's developing new customers, new channels of distribution or how to move close-outs," he said, "the key is understanding what the problem is and how technology can solve it at the strategic and tactical levels."

He said Eller's role will be important in identifying, designing and executing the strategies to be most helpful to companies.

The agreement was signed June 30. Eller said it is a convertible debt agreement where he is providing growth capital. He said he is not a full partner and a decision as to converting to an equity position would be made later. He added the agreement is similar to one he holds with The Coastal Group.

Randy Eller