Circuit City chases service with new Firedog brand

On the second floor of Circuit City's store in New York's Union Square, near the laptop computers and accessories, is a counter devoted to the retailer's new hope for its services business: Firedog.

Firedog is the consumer tech-support services brand that the No. 2 U.S. electronics retail chain launched in September and is now promoting with an advertising campaign.

"We've got a vision of being a services company with retail roots," said Marc Sieger, senior vice president for services at Circuit City. "Services is going to be a huge play, and people want it."
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