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EA Sports' new retail strategy

EA Sports Active's marketing director Monique Gomel is clearly a glass half full-type, which is a good fit for this brand, positively bursting with bright orange optimism, like a cult-cool gym mixed with a bouncing cheery infomercial. She explains the idea behind the store in San Francisco, and another in Boston. "The data showed that 80% of our consumers were recommending EA Sports Active to their friends. We knew that we had a good product but our challenge was getting the word further out there and really differentiating it from the other products."

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