OPINION


June 2019 ertonline.co.uk Matt Nimmons l Managing Director, CEDIA EMEA


offering outstanding levels of service to ensure customers keep coming back – it’s all about being excellent at what you do and serving your local community. With competition at its fiercest, just being good sometimes isn’t enough. Independents need to play to their strengths and


Time to excel Y


ou only need to look at ERT’s Turning Point initiative to see how some independents are reinventing their businesses and


provide a valued-added service to their customers. There’s no point in them simply shifting boxes at a cheap price – there’s no margin in it. Instead, they should be moving into areas like the smart home, where customers need their specialist know- how and advice – it’s no longer just about selling products, it’s about selling services.


The smart home opportunity The smart home can enable retailers to do that, providing they invest in the time and effort to understand the technologies involved and to train their staff in the skills that are required to sell the connected home. Independent retailers are ideally placed to sell the smart home. They are known for their great product knowledge and personal service, but in order to succeed, they will need to invest in their existing skill-sets and understand the services and products that are out there, and how they need to be sold, installed and integrated.


For independent electrical retailers who are looking to make the move into selling the smart home and offering custom installation, CEDIA can offer education and training courses.


Many consumers are buying into the smart home by stealth. For example, they purchase a voice-activated smart speaker and then decide to use it to control smart lighting or heating, but this is only the tip of the iceberg – a gateway into the smart home. There are so many more advanced devices and services out there, which can offer even more consumer benefits, but retailers will require specialist expertise and knowledge to understand and to install these technologies. They will need to know how products and services will work with each other as part of a connected home network. With the rapid growth of connected products and services only set to continue in the years


In the current, tough economic climate, with the high street under immense pressure, it’s vital that retailers go the extra mile to differentiate themselves from the competition.


15


A CEDIA education training day in action


ahead – according to a survey by consultancy firm, EY, 59 per cent of UK households are expected to own a smart-home device by 2022 – independents need to make sure that they’re getting involved and are outsmarting their competition on the high- street.


For independent electrical retailers who are looking to make the move into selling the smart home and offering custom installation, CEDIA can offer education and training courses. Its Smart Home Technician City & Guilds


accredited tracks allows attendees to gain a unique overview of the smart home installation process and improve specific skills in cabling, networking, lighting, control and AV.


Stand out from the crowd Beyond this, there are opportunities for retailers to build on their expertise and differentiate themselves even more through CEDIA.


are three main advanced certifications available – Electronic Systems Certified Technician (ESC-T), Electronic Systems Certified Designer (ESC-D), and Electronic Systems Certified Networking Specialist (ESC-N). The CEDIA Awards gives retailers the chance to


from the competition A CEDIA certification is an industry-recognised


credential that reflects a defined area of expertise in home technology. Earning and retaining certification allows


retailers to demonstrate that they have completed the required study and field experience to master a particular skill-set and body of knowledge. There


be recognised on a global scale by fellow industry peers, by the public, and by potential clients. When looking for an industry professional, clients want someone who they can trust and who they know will deliver. Awards can quickly and accurately portray this message on a company’s website and through word of mouth, allowing your business to gain further promotional benefits. Winning a prestigious award can also mean extensive editorial coverage in a wide range of consumer and trade publications. This can lead to increased recognition and a good reputation, as the more people that know about the great service your company provides, the more people will want to be a part of it.


Retailers who excel in delivering smart home integration and installation services can be part of this programme too. This year, CEDIA turns 30 – come and celebrate excellence with us.


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