SEVENOAKS SOUND & VISION Retailer Profile
18
The Sutton Coldfield team has made the move from Solihull together, ensuring familiar faces remain on hand for returning customers. The manager and assistant manager have both been with Sevenoaks for around eight years, while every member of staff undergoes regular training to keep pace with the rapid evolution of AV technology. “It’s a mixture of manufacturer training and our own internal training,” says Mr Bicknell. “The brands will come in and explain new technologies and products, but we also make sure our teams understand the fundamentals. We want them to be able to explain not just what a product does, but why it might be the right choice for that particular customer.” Rather than steering shoppers towards a particular manufacturer, Mr Bicknell says the retailer prides itself on remaining product agnostic. “Every product we stock is there because we believe it’s good. It’s never about pushing one brand over another – it’s about finding the solution that’s right for the customer. Different members of the team might specialise in hi- fi, home cinema or custom installation, but together we’ve got the knowledge to help almost anybody who walks through the door.” That expertise is something customers
increasingly value, particularly when making larger purchases. Mr Bicknell recalls how, during the pandemic, Sevenoaks quickly introduced telesales support because customers still wanted to speak to somebody before committing to a purchase. “People were buying online because they had to, but they still wanted that interaction. They wanted someone to reassure them that they were making the right decision.” It’s a trend he believes has continued long after lockdown ended. “These aren’t inexpensive purchases. Whether it’s a television, a hi-fi system or a home cinema, people want to know what they’re buying and why.
Changing the conversation
One of the biggest challenges facing the industry, however, is ensuring it appeals to a new generation of customers. It’s a conversation Mr Bicknell says manufacturers and retailers have been having for more than a decade, but one he believes is beginning to bear fruit.
“I think there’s sometimes
a misunderstanding that younger
people aren’t
interested in hi-fi,” he says. “Actually, they probably listen to more music than any previous generation. They just do it differently.”
“I think there’s sometimes a misunderstanding that younger people aren’t interested in hi-fi. Actually, they probably listen to more music than any previous generation. They just do it differently.”
For Mr Bicknell, that means the industry has had to rethink how it presents itself. “If we’re not making products that resonate with younger music lovers, we can’t complain if they don’t come into our stores. The first hi-fi product somebody buys today might be a pair of headphones rather than a separates system.”
He continues: “You see people walking
around with headphones costing three, four or five hundred pounds. They’re clearly willing to spend money on a good listening experience.” The challenge, he says,
is helping those
customers discover what comes next. “Once someone comes into the shop, you can show them that for a little more they could have an active speaker system, a turntable or a streaming setup that completely transforms the way they listen to music.” >>
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56
