Stuart Tickle, Managing Director, AWE OPINION


June 2021 ertonline.co.uk


Bringing retailers closer to their customers


“The biggest developments aren’t so much in new smart technology, but more in the deployment of it,” says AWE’s Stuart Tickle, in this month’s special Smart Home and Custom Installation issue.


complement their new living patterns. Sales of brown goods have exploded in the past 12 months and there


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are no signs of this trend stopping with the growth looking set to continue at least throughout this year, if not beyond. One area where the technology itself is driving expansion, for example,


is in smart security systems. Perhaps, that is because we have the installer- friendly Ring X Line range in the AWE portfolio, but, in general, we believe it is because people are really getting on board with the fact that something as simple to install as a video doorbell can be used for security and convenience but also bring greater peace of mind. Retail stores have been shut for most of the past year and this has driven


business online. Some electrical retailers have adapted well, upping their online presence and continuing to serve their customers; but, this level of retail-only service can only go so far. Elsewhere, we’ve seen a huge upsurge in business to companies offering


in-home installation services for media rooms and home cinema systems. These companies were only closed briefly when the pandemic began last year but have been incredibly busy ever since. Independent retailers branching out into installation that do not currently


offer this service is a no-brainer. This is a complimentary new revenue stream for retailers that adds real value, brings retailers closer to their customers and differentiates them from purely online providers. Aside from these benefits, when retailers have significant overheads


including staff, then a degree of flexibility in the workforce is very welcome. Why wouldn’t you have selected employees carrying out installation work when they’re not needed in-store? You can also guarantee that if you’re not offering it, then other companies in your area will be.


e have seen during this year of the pandemic business going through the roof on home improvements, as homeowners have been casting a critical eye over all aspects of their property and investing money in those areas where it needs to be brought up to scratch to


Everyone is used to using connected devices and apps nowadays.


Smart is everywhere in terms of audio devices, and the same applies to TVs with their on-demand and catch-up capabilities built-in. But what about bringing these devices together for control? With brands, like Harmony, discontinuing a cheap remote, retailers need alternatives that can pull all the devices together and make smart technology integrated and easy for customers to navigate and operate. Through our URC brand, AWE offers just that with a simple control solution that’s intuitive, reliable and affordable. AWE can support retailers on their journey into smart home, helping to


identify the product areas of their business that could benefit and employees who may have the potential to become installation professionals. Our advice would be to start small and move from product sales to the installation of a simple media room system where they can build confidence and experience, then expand to deeper training, more advanced solutions and additional product categories, as required. Training is available throughout the industry, but AWE’s Smart Home


Academy is a great place to start. We’ve expanded our training during the last year to cope with the increase in demand and now offer more courses than ever. At our HQ in Epsom, we have a fantastic showroom that’s open for


retailers to use for visits and demos, including a range of home cinema and media room setups to inspire the homeowner. We can also support retailers with access to leading home cinema, media room and control system brands and products. For example, we can supply retailers with Epson and Sony projectors, complete with demo deals and more, and the URC control brand, including the company’s new Expressway training that will get retailers quickly up to speed with the most simple and affordable integrated remote solution they can find. CEDIA, the industry trade body, also offers great training courses that


are invaluable to retailers and their staff, and AWE is an approved CEDIA training partner.


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