editorial
Are You Projecting Consumer Confidence?
Chris Cook Executive Director What constitutes a great retail experience? Be-
fore we go there, take a good look at your store. Is the environment one that makes both men and women feel comfortable and safe? Yeah, I know that at this point you are ready to stop reading as I travel down the “clean your store” road. But that’s not where I am going. I am just asking you to take a good, hard look at the message your store projects. Take, for example, an Apple Store. Though not
always perfect, the model projects a place to in- teract with qualified people who love what they do and believe in the products they sell. The store atmosphere is one that allows interaction with the products and people that believe in them. No, I am not telling you to build an Apple Store, but really think about their model. Greet, qualify, demonstrate, sell, upsell and accessorize. Are all of these elements part of every customer experi- ence at your store? Work on your store’s appearance. Look at your store as the customer would. Ask yourself if this is an image that will be perceived as profes- sional. Are your associates motivated to serve and sell? Make sure they know their stuff and communicate in a way that the customer will un- derstand. Make sure the install bay is a place that the customer can feel comfortable leaving their favorite vehicle in your care. These are simple things that provide the right perception to build a reputation that will grow your business. Want to learn more about ways to maximize your business? Want to connect with other like- minded professionals while visiting your favorite suppliers? Are you looking for a place to find oth- ers that are passionate about our industry? You need look no further than MERA’s KnowledgeFest. Last year’s KnowledgeFest was a true example of people with passion. This year will be no ex- ception. On August 28 through 30, the industry
will descend on Dallas, Texas with a mission to “Learn, Experience and Connect” with mobile electronics industry professionals. Knowledge- Fest 2011 will feature a top-notch education conference focusing on the Owner/Manager, Sales Professional and Installation Technician with targeted workshops meant to increase knowledge and impart wisdom. The new MERA is building an association you can count on to help grow your business with tools to manage every area. We took the time to listen to retailers like you to build real benefits you can use. Benefits like TSS, the premium point-of-sale business management system designed specifi- cally for mobile electronics retailers. For vehicle fit information, we offer the most comprehensive databases of mobile electronics products, parts and accessories. The MAID (Mobile Aftermarket Integration Database) provides automotive prod- uct fit information and technical wiring/notes to assist technicians with important information to perform the installation of mobile electronics products. The MAID is now free for MERA mem- bers, adding value to your MERA membership. To learn more about or become a MERA member visit
www.MERAusa.org. You can also count on MERA as your partner to fight against unfair government regulation, provide you with the right benefits to manage your business, deliver timely and important in- formation and provide top-notch education. And last but certainly not least, MERA will continue to provide ways to foster communication within our industry. MERA’s goal is to be your business’ most valuable resource. I look forward to keeping you updated throughout the year and saying hello in Dallas for what I know should be another record-breaking KnowledgeFest. You can find out more and register for Knowledge- Fest 2011 at
www.KnowledgeFest.org. ■
52 Mobile Electronics April | May 2011
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