Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2017 52 F or those of us on the front lines of the consumer electronics industry, one thing has been abundantly clear for the last few years: audio has experienced a renaissance while video has been placed on the back burner in the minds of most consumers. That's primarily due to the innovations made in wireless audio technology, low margins on video, and the fact that consumers have been happy with their flat screen TVs they purchased years ago. Whatever the reasons, it's time for retailers to start putting more emphasis on higher-end TV models. For one, new models offer huge benefits and new technologies to the consumer that are way more than just marketing hype. They actually result in a better picture and a better experience for the viewer. For the dealer, there is now more margin to be made on these models, not to mention all the add-on sales that go along with a TV purchase of this caliber. And with holidays right around the corner, it's never too early to get your staff trained to play big in video this season. And why is now a good time for the consumer to buy a new big-screen step-up TV? For one, with a boom of technology improvements like 4K Ultra HD and HDR now settling in, the technology looks amazing, is happening now with accompanying content, and isn't too new for consumers to feel skittish about it. They can rest easy knowing that these are the formats that will stick around for the next several years, and that some new technology isn't going to usurp the throne anytime soon. Take HDR, for example. HDR stands for high dynamic range. It essentially offers more accurate color and better contrast, making the differences between the dark and light parts of the image more expansive and making colors pop more for a richer, more involving picture. HDR is something we've been talking about for a while, but has now actually made its way into most TVs to give consumers more options, especially at the mid-range and top end of the spectrum. Content is also available via streaming and 4K Blu-ray. Likewise, a couple years ago we were talking about 4K Ultra HD with trepidation. The question wasn't whether or not the technology was any good, it was about lack of content... a question that isn't asked so much anymore. So what models are we talking about here? What's the sweet spot for TV sales? We suggest you look at $2500+ 4K or OLED models in large sizes (42" plus) from the likes of LG, Samsung, and Sony. LG OLED TVs stand above LED LCD TVs, with amazing picture quality. In fact, some critics say these are the best TVs they've ever tested. These TVs are compatible with both major HDR formats, and HDR image quality is even better than 2016 models, which is a feat in itself. The Sony XBR 4K Series is also spectacular, especially the OLED models, which offer very wide viewing angles, allowing the customer to enjoy the same picture quality from anywhere in the room, plus nearly perfect black levels and spot-on color. Some of these TVs, like the XBR- 1AE, feature a unique kickstand that removes the stand from the equation, making the TV all picture when viewed from the front. Very cool. Meanwhile, Samsung's 4K TVs, like the QNQ QLED models, offer truly innovative design, with modern lines and exquisite fit and finish. These TVs also have a wiring system that makes them look flawless when installed, and the picture quality stands up to even the brightest rooms. Of course, as with any sale, make sure you offer all the appropriate add-ons. Obviously, the customer will want to have killer sound to go with his or her killer picture, and don't forget high-quality cables, surge protection, warranties, and ideally, ongoing service contracts. Ultra HD Blu-rays are also a great way of watching Ultra HD content without worrying about bandwidth issues on your network (the xBox One S and the Samsung UBD-K8500 come to mind). But to address that bandwidth problem, why not upgrade the customer's home network while you're at it? The TV is a great central piece to get the client thinking about his or her entire system. Dave Workman Consumer Electronic Trends Dave Workman is CEO and President of the ProSource Buying Group. RO IT'S TIME TO STEP UP TV SALES!

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