editorial
Does Anyone Want What We Have To Sell?
They do, but most times the average consumer has little idea that there is a local specialist that can
Chris Cook President
answer all their connectivity questions. Yes, I said connectivity. So what about good old car audio and video? Many of you have already seen the decline with what we commonly refer to as traditional car au- dio. What this means is that we are going to need new hook to get the consumer in the store. I have but one word, Smartphone. Is this the new frontier for consumer electronics in the automobile?
Our industry has been driven on people wanting to replicate their experience from their home, in the automobile. This shift in consumer behavior driven by the mobile lifestyle, when replicated in the in the automobile, should translate into business growth for the specialty retailer. So why doesn’t the consumer think of us first for the solution? First it’s the lack of awareness that
we have the solution in our stores now. As an industry we are still very much associated with the “Boom Boom” of cars cruising on a Saturday night. While I am an avid supporter of enjoying a quality sound system, it is no longer what draws in an acceptable number of customers to our stores. However, to move us back to a growing industry, we must progress forward with a message that resonates with this on-the-go consumer lifestyle. Second, it’s a lack of awareness that we exist. Consumers have been so conditioned to finding solu- tions on the Internet and or at the big box stores that we may not even get noticed. A mobile electronics
I have but one word: smartphone. This shift in consumer behavior driven by the mobile lifestyle, when replicated in the in the automobile, should translate into business growth for the specialty retailer.”
specialty retailer should be the first place consumers think about for their needs. Yet, many of our stores have little or no internet presence and we have limited funds to advertise like the big box or others. So what do we have? Well, we have talent and the sheer determination to succeed with a profound love for what we do. This passion is the driving force behind our continued success. So how can we insure a profitable road ahead for the mobile electronics industry? We as a coopera- tive talent base have created and grown this industry for years. We have produced ways around tough roadblocks for physical and electrical OEM integration. We have stayed ahead of automakers that have greater resources and in some cases arrive first to market with new innovations (SYNC for example). We have competed with, and sometimes assisted automotive dealers to provide solutions that automakers didn’t include in the vehicle. We even take economic times into account and seek to gain a better under- standing of long-term consumer trends. And most important, we have realized that the mobile electronics industry is facing fundamental change based on the consumer’s lifestyle. Recognizing and overcoming these challenges have become part of the way we do business. As con-
sumers moved toward a portable solution for their communication, information and entertainment, we deliver a product that enables this portable device in the vehicle and continue to make the sale. Then we introduce the customer to great ways to enhance the sound quality as well as safety and convenience in the automobile. This is where a savvy retailer can grow their market with solutions that help drive new sales while taking full advantage of the shift in our core business. I have hope that we’re the ones who will forge new paths always providing the best solutions for the consumer. Remember, we are all in this together and MERA will continue to be your partner to drive your business forward! ■
48 Mobile Electronics December | January 2012
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