Retail Observer

RETAILOBSERVER.COM NOVEMBER 2020 52 A ny discussion of smart devices and the connected home usually revolves around hardware and supporting apps. This is certainly true for BrandSource, the nationwide merchandising and marketing organization for independent appliance, consumer tech and home furnishings dealers. As Chad Evans, the group's VP of Merchandising noted, BrandSource partners with vendors — particularly on the appliance side — to develop marketing campaigns and display programs that herald the advantages of having a smart refrigerator, range or dishwasher in your kitchen, and a connected washer and dryer in your laundry room. But beyond explaining the merits of mobile-controlled devices, BrandSource also looks beyond the product sale to address one of the greatest stumbling blocks to smart-home adoption: support. Indeed, according to recent research by consumer tech consultancy Parks Associates, 36 percent of U.S. broadband households that returned a smart-home or electronics device within the last 12 months cited difficulty in setup, installation and usage as the reason. What's more, although consumers are increasingly looking for connected products, "Our research shows [that] one in three CE (consumer electronics) device owners have experienced at least one technical issue with their devices," Parks senior analyst Kristen Hanich observed. But rather than the problem residing with the device, connectivity issues can often involve the Wi-Fi network in the home — a sometimes sticky wicket for dealers that can lead to after-hours calls, service department truck rolls and frustration for customers. To help address the back end of a smart-product purchase, avoid middle-of-the-night calls, and attach a high-margin add-on sale in the process, BrandSource has developed a standalone tech support service with leading insurer Allstate and its SquareTrade subsidiary. The partners' Allstate-branded 24/7 Premium Tech Services program, introduced earlier this year, provides assistance with new product setup and home network connectivity, plus around-the-clock support and troubleshooting for all appliances and smart devices purchased from a BrandSource dealer, including integration with smart home hubs like Google Home, Amazon Alexa, Samsung SmartThings and Apple HomePod. The retail price of the program is $69 for a full year of coverage, and the service is being sold as a standalone product, meaning that neither the dealer nor the customer must carry or buy an Allstate or SquareTrade extended service plan to participate. (The service is already included for products protected under Allstate's extended service plans.) Registration for BrandSource members is free, fast and easy, the partners said, and dealers can begin offering the service in two weeks with no out-of-pocket costs, as all merchandising and sales collateral is paid for by BrandSource and SquareTrade. SquareTrade said Allstate lends the service operation "incredible scale and stability," with both companies together covering over 100 million consumers in the U.S., and SquareTrade described its corporate parent as "one of the most trusted and recognized insurance brands in America." In addition, self-servicing dealers are welcome to participate in the program with the promise of competitive rates, a 15-day payment cycle and the ability to manage the customer experience end-to-end. Thanks to the Premium Tech Service program BrandSource dealers can now sleep easy knowing their customers have 24/7 support because, as Allstate says, "We can all use a little help." Alan Wolf Connected Home BRANDSOURCE IN GOOD HANDS WITH SMART-HOME SUPPORT FROM ALLSTATE RO Alan Wolf is Senior Communications Specialist for AVB/ BrandSource, the nation's leading merchandising and marketing co-op for independent appliance, consumer tech and home furnishings dealers.

• Cover