feature: tv and audio Don’t forget the demo!


It’s really important for consumers to be able to try before they buy – offering demonstrations in-store allows them to visualise the full effects of the technology with a step-by-step in-person guide on how to make the most out of the features. Sales staff need to offer expert insight and knowledge that directly meets the needs of each individual customer, providing them with a tailored shopping experience otherwise neglected when purchasing online. Mitchell & Brown’s Mr Brown says: “The performance across brands from Mitchell & Brown to Samsung is so good, that trying to differentiate on picture quality is less important and more difficult these days. “What is important is to highlight differentiators, such as ease of use,


swivel stand, and features they may not have used before such as smart TV features and apps. “It’s important to actively reach out to customers – don’t expect them


to just come in. This could be via email marketing lists for example. “Look to the up-sell of accessories like Mitchell & Brown brackets,


offer additional services like installation, or removal of old products for example, and never forget that most homes have more than one room so always ask the question – ‘have you got a TV in the kitchen or bedroom?’.”


Top Left: Mitchell & Brown JB-QLED1811


Left: Samsung QN65QN900CFXZA


Right: Mitchell & Brown SpeakerBox


with new displays in all of its Neo QLED, MICRO LED and Samsung OLED series, all in a wide range of screen sizes, focusing on consumer’s need for enhanced connectivity and personalised consumer experiences. The new line up is packed full of features including Samsung’s Quantum Dot technology, which creates a naturally bright and colourful picture. Mr Hastings says: “Our 2023 OLED models, a popular choice with consumers, are also now available in a new 77in size – meeting the desire for larger screens.” Mitchell & Brown’s Mr Brown says that his


brand’s QLED screens use Quantum dot Light Emitting Diodes to supercharge the picture’s brightness and colour. He says: “QLED TVs produce a picture 30-


40% brighter than most OLEDs but, thanks to the very energy-efficient technology use much less power doing so. “We also introduced the Android TV


platform across our entire range of smart TVs in 2021, and last year introduced a microphone embedded into our smart TV remote controls


26 | www.ierdaily.co.uk


to enable voice control of the TV through Google Assistant. This allows users to replicate a lot of essential functions of the remote control, including volume up/down, changing channels or even turning the TV off, as well as engaging with built-in apps like Disney+, Amazon Prime and even YouTube on our TVs.” Hisense’s Mr Glynn says: “A huge focus this


year is on our UX series, redefining the way we experience television. By harnessing the best of what LCD technology has to offer, along with Mini LED, the UX features dynamic X-display, Quantum Dot Colour technology, and Dolby Vision IQ to provide consumers with a truly immersive, big screen visual experience. “Another focus is on the A85 series, a


premium OLED line which features pixel dimming with the capability of delivering an image surpassing human eyes. The OLED colour technology brings a wider pallet to life, further offering consumers an enhanced viewing experience as close to the real thing as possible. “Our U8 series is another key model,


available in three screen sizes (75”, 65”, and 55”)


to cater to all viewing needs. The mini-LED technology offers detailed and lifelike images by backlight control and colour management to enhance the overall picture quality – bringing the cinema experience to the comfort of our customers’ homes.”


Sounding good Audio that offers consumers the opportunity to have the ultimate cinematic experience will continue to dominate in 2023. Mr Hastings says: “We recently announced our 2023 soundbar range where Samsung Q-Symphony is integrated, taking home audio to the next level. “Samsung’s Q-Symphony pairs soundbar


speakers and TVs together, so they work in perfect harmony, creating amazing surround sound audio. Now in 2023, both the soundbar and the TV’s Neural Processing Unit analyse audio signals and process each sound for more directional detail than ever before.”


March/April 2023


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