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Al Bessin
Consulting Partner

Al Bessin is an entrepreneurial multichannel executive with over 25 years of experience. Most recently, Al served as co-CEO for The GolfWorks, a multichannel retailer and wholesaler of golf clubmaking and repair products. Prior to that he was the COO for Musician’s Friend, the world’s largest music gear catalog and eCommerce retailer. He has also served as vice president at Golfsmith, a golf equipment multichannel retailer, and has worked with strategic planning for Apple Computer’s chain-store and independent dealers. Previously, he headed the field organization for a regional chain of computer stores.

Al has worked in every aspect of catalog, eCommerce and retail operations, both at strategic and hands-on levels. He has experience with small- and medium-sized start-ups, high growth companies, and turnarounds, both nationally and internationally. He has also worked with the investment banking community on several mergers and acquisitions.

Al joined LENSER as a consulting partner in 2005. As a recognized expert in retail and direct marketing, he has spoken at many conferences, including the DMA Catalog Conference, investment banking conferences, and at user group meetings for catalog management software companies.

Al’s consulting services for LENSER clients can help companies with:

Strategic Planning
Analyzing market and competitive positions to develop practical, financially-sound business plans

Management Development
Building strong, accountable management teams

Circulation
Optimizing circulation to meet company growth and profitability objectives

Catalog Production
Delivering catalogs that support the brand and get results, while reducing catalog production and mailing costs

ECommerce
Developing a strong web presence that optimizes the customer experience, integrated across all channels

multichannel Integration
Developing an effective multichannel marketing and operations strategy, and executing it

Merchandising and Inventory
Planning Creating a merchandising plan that supports company growth and return on investment objectives

Operations
Improving logistics, and contact and distribution center operations to best-of-class performance, reducing costs and improving quality

Information Systems
Obtaining effective information support for the decision-making process

Al has a Bachelor’s Degree from the University of California, Berkeley and an MBA from the Cox School of Business at Southern Methodist University in Dallas.

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