chasing volume elsewhere. I see nothing wrong with this as I believe those who get involved are well aware of the risks and rewards. While this may be a fruitful business model for high-volume retailers, this does not fit the needs of ICE members. ICE members’ limited infrastructure and lack of man power create a situa- tion where quality execution of ideas is a big challenge. In turn, ICE’s function is more customized to ensure execution, which allows members to stay focused on continuing what has made them great on both the sales floor and in the installation bay.
ME: Many retailers are currently struggling to find
ways to increase traffic. What projects have you under- taken that are working in this respect? Elliott: What our members told us they needed was a publication that would bring consumers into their stores. That is how the ICE Digital Living publication was born. Digital Living is distributed to businesses with waiting rooms local to our member’s stores such as hair salons, dentists, chiropractors, etc. But with- out a doubt what the group has produced that has had the biggest impact for members is
InCarExperts.com. The Web site has had a large impact on many of our member’s floor traffic with some reporting the best floor traffic in 25 years. Additionally, we provide members with free Web sites that are updated weekly with ads, videos, new product introductions, and other valuable
ME: What do you think about the de-emphasis on traditional car audio and the call to embrace broader technologies? Does this help or hurt retailers? How are your retailers either handling or preparing for this transition? Elliott: I think the call to embrace broader technolo- gies is warranted. However, I think the key to going broader is to make sure that as a retailer you remember what made you great in the first place. In our members’ case what made them great is their ability to specialize and be experts in what they do. As long as the retailer becomes an expert in these new areas, they will suc- ceed. If they do not, the consumer will quickly lump them in with other non-experts and see no value in what their store is offering.
How can a vendor afford to continuously give discounts to a retailer whose business is not growing? They cannot.”
information. There are many other materials we provide members that require no effort on the retailer’s part. The key is that each one was developed to specifically address challenges our members told us they face.
ME: Do you have or intend to have a business re- lationship between ICE and MERA? If so, what form would it take? Elliott: I am not sure how to actually define the relationship; however, I speak with MERA’s Executive Director Chris Cook whenever I believe there is some- thing both organizations can benefit from. We attended KnowledgeFest last year and plan to do so again. What MERA does is a true necessity. Every credible industry has a trade association. Trade associations fight for the industry as a whole. In MERA’s case, they also perform the crucial function of educating retailers on generic business practices that all retailers should possess.
But, a word of caution: embracing broader technolo- gies should not imply a de-emphasis on traditional car audio. In fact, our group has seen an increased de- mand for car audio. It is hard to know for sure what to attribute this to; however, I think there are a few things which have forced consumers toward looking for a “bet- ter” audio experience. Certainly, the need to upgrade a flat-panel television’s poor sound quality in the home has exposed consumers to better sound. Additionally, the growing popularity of upgraded headphones for por- table devices has also spoiled some consumers with the better sound experience. So it stands to reason that, if you experience better sound while you’re out and about, and when you get home, and then return to your car and it is not up to par, your brain says “It’s time to upgrade.” As all of us in this industry already know, the more you get used to good sound, the more you want it everywhere. ■
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ME: Based on your interaction with your members and other retailers you talk with, what is the top issue for them right now? Have any retailers come up with workable solutions? Elliott: Just as MERA reported regarding the Spring Break Nationals roundtable, retailers say floor traffic is the number one concern. Our group’s concern is a little more specific as they are looking for qualified floor traf- fic. This is why the huge marketing budget that goes into
incarexperts.com is based around attracting indi- viduals who are not just price driven, but appreciate quality and are willing to pay for it.
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