TRANS WORLD LISTS SEA CHANGES.(BUSINESS)

Byline: DANIELLE T. FURFARO Business writer

By utilizing cross-channel marketing, Trans World Entertainment Corp. can get customers to stay in its stores longer and get more of those customers to make purchases, Robert J. Higgins, chairman and chief executive officer, told shareholders Wednesday.

The national audio and video retailer, based in Albany, has spent the past few months rolling out a new branding and ``eWorks'' program that includes changing the name of all of its 730 mall-based stores and its Web site to fye -- short for For Your Entertainment. The initiative also calls for adding listening and viewing stations in all stores and taking on a …