FEEDBACK No Territories? It Should Apply In-Store, Too In the article, ‘The “Territories” Excuse is Killing Our Business,” (December 2011 /
January 2012 issue) the premise is presented that we, as an industry, are trying to apply a brick-and-mortar model to a virtual environment’ and I agree with this notion. However, one of the conclusions of the Editor is that retailers should be able to sell their products online. While I’m sure there are dealers who have the ability to benefit from selling product online, there is another core issue, and that is convenience. In 2008, my wife’s family had to shut down their car audio storefront after having been in business since 1946. I understand first-hand the pain that the retailers are going through; however, the world has gone through a paradigm shift and we have not followed as an industry. The storefront community is far less prevalent now then it was just ten years ago. Many consumers are able to find information themselves, and don’t necessarily ‘need’ the 12-volt store in town much anymore, due in large part to how the specialty retailers have aligned themselves in their communities. Convenience is
likely one of, if not the highest priority item for the consumer. The
buyer should be able to go to one location, get exactly what they want, and it should be the manufacturer’s responsibility to fully support the retail establishments and vehicle owner to ensure proper installation and a happy buyer. The Internet gives us that ability now, albeit with sketchy support. The buyer can glean
information from the Internet; they may also become part of online communities that are able to further support and better educate. They are able to establish relationships with manufacturers who have adopted timely information technologies and social media, and as a result, able to make an educated decision about what they want. When it comes to buy, they may find the speaker desired, but it’s 120 miles away, and the desired amplifiers are 70 miles away, and perhaps even the head unit isn’t manufactured anymore, so they get it on eBay, but they still need this installed. They take this patchwork quilt of equipment into their local installer who may scorn them (at least behind their back) for not buying the ‘right stuff’, or buying the stuff offered by them. Another problem is that the dealer is not “authorized” for all these brands, making it difficult to retain the necessary support and warranty privileges from the manufacturer. What I am proposing is not going to be popular, nor thought of as immediately possible, but in order for the retail establishments to truly compete with the “Internet,” they need to provide the customer with any brand that the customer desires. Obviously this doesn’t mean that the dealer can’t specialize in certain brands, or hold stock and retain exclusivity on certain product lines. Additionally, the dealer/installer should still use their expertise to help the buyer do the right thing. But it does mean that the buyer should have the ability to walk into their local establishment, purchase the items they want, and be confident that they will receive exceptional service and a quality install. There are many potential benefits to be realized here: manufacturers are forced to become a closer part of the full experience, they’re inclined to innovate, and create relevant products. The retailers are given the ability to compete on convenience, installation and vehicular expertise, rather than price alone. Most importantly, the customer is given what they want without a perceived waste of time or effort and is offered a positive experience, and that is nothing but good for our industry. ■
Klifton Keplinger Interactive Media
Hybrid Audio Technologies
President Chris Cook
chrisc@merausa.org Editor-at-Large Contributing Editor Robert Elliott Robert B. Hephner
Senior Designer Graphic Designer Kimber Horne Maria Molina Published by
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Publisher Tony Corpin 310.792.2226
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Editor-in-Chief Solomon Daniels 310.802.7810
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Technical Editor Kris Bulla
5334 Torrance Blvd, 3rd Floor Torrance, CA 90503
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14 Mobile Electronics February | March 2012
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