Retail Observer

RETAILOBSERVER.COM JUNE 2019 50 M ost audio video retailers understand the importance of putting the right products on the shelf. But we can't just assume that having the right products will translate into robust sales. Your online competitors are using sophisticated algorithms to track every nanosecond of their customers' online experience, so you must seize every advantage to stay even – and I believe our biggest advantage as retailers is the ability to demonstrate our products. When you can combine effective product merchandising, expert support, and an engaging shopping experience, you'll be more likely to enjoy rising sales and increasing customer loyalty. Imagine shopping in a great environment and finding exactly what you're looking for – that's a store I'll want to go back to again and again. Let me share six products that need to be demonstrated to fully inform and entertain the customer. • 8K TV — Demonstrating the new high-def video formats with their amazing resolution and color vibrancy is an absolute must. With four times the pixels of 4K TVs, the new 8K big screens have amazing off-angle viewing, too, so more of the family can gather around for those special sporting events. Another important reason for demoing 8K TVs is the sophisticated upscaling that can render the customer's entire existing video library at amazing 8K resolution. • High Performance Audio — Most consumers are aware of just a few audio brand names, and of course those brands are the ones that are spending the most on advertising. Don't assume your customers are uninterested in true hi-fidelity. The only way to help them understand what it's all about is to put on a great demonstration. From floor-standing, to in-wall, to soundbars, the old adage "hearing is believing" still rings true. Get excited about the music, and your customers will, too. • Dolby Atmos — Dolby Atmos is the surround-sound choice of today's top Hollywood film directors. There really isn't anything quite like being immersed in an Atmos sound field. Retailers should download Dolby Atmos trailers and have a standout demo setup for customers who inquire about this amazing audio format. When you can knock their socks off, they'll be a step closer to pulling out their credit cards. • Lighting — In the past few years there's been a major evolution in the lighting industry. With tunable, full-color-spectrum LED lighting getting the attention of interior designers and homeowners alike, you must be ready to demonstrate the tremendous flexibility of these new lighting sources. From multi-purpose fixtures to accent lighting, a proper demonstration will excite and inspire. • Control — There are literally thousands of apps available for thousands of IoT home products. But imagine having to open an app on your phone every time you want to lower the shades, turn up the lights, or switch from Spotify to Netflix. Nothing will ever replace a sophisticated automation system with one-touch control and an intuitive user interface. A proper demonstration will help homeowners clearly understand how essential these estate-wide control systems are to the modern smart home. • Personal Technology — Don't forget to let your customers play with the latest personal technology products. There really isn't anything as effective as letting them demo headphones and other personal tech products. Make sure to have a range of personal tech handy for your customers who want to try before they buy. When you give an effective demonstration, you become the expert in the room – and people are more likely to buy from experts. Taking time before the sale to fully inform your customers will pay dividends by letting them know that, as an expert who's interested in their needs, you're going to be there for them after the sale. It'll give you a powerful advantage when you're competing against those online algorithms. Dave Workman Consumer Electronic Trends Dave Workman is CEO and President of the ProSource Buying Group. RO 6 DEMO STRATEGIES FOR MORE EFFECTIVE RETAILING "Nothing works like a demo." – David Ogilvy, advertising legend

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