High end vs internet

I agree with Zaikesman re: marketing in schools. Besides, lets be realistic, we find $1000 a challanging price point for a total system. Don't you think 14 to 18 year old eyes would just glaze over, when they heard what we actually spend on our systems? While art is priceless, you can't put a price on beauty, and the world might be better off with this appreciation, etc. Quite frankly, considering the state of the world, I might be ashamed.

Let me throw a random item out here: two of the high end stores in my general area not only don't feature any window displays or signage about what it is they carry (other than the store name), they have actively covered over their windows so that there is no way to see into the store except through the door. Not only does this waste an opportunity to attract or pique the interest of passersby (both on foot and in cars), but for those locals who aren't audiophiles who do get an inkling of what the shop sells, it creates an indelibly forbidding (not to mention just plain ugly) image that fairly screams to the commumity, "We don't want you, we don't care about you, we're not a part of you, don't bother us". What other retail business not located in an industrial park can you think of that would present a blank face to the world? At least Masonic halls have the good sense not to actually call attention to their shuttered secretiveness by locating in public shopping strips. Way to put the message in the world. If I owned a high end store in a trafficed area, I'd want total innocents wandering in to gawk every single day - I'd ensure that music playing could be heard outside the storefront, and change my window display often. What the hell do these dealers think they're hiding, and why? (Well, in one of the cases, they could be hiding the annoyingly blase - if they don't totally ignore you, that is - and arrogant 'service' awaiting within...)

I'm late to this thread, but FWIW, I can say definitively and personally - if it was not for the internet in general and Audiogon in general, I would never have gotten into high-end, and would most definitely have spent my money on musical instruments (keyboards) and pro audio recording gear instead.

I experienced far too many barriers to entry in dealing with retail hi-end here in the SF Bay Area, and can sympathize and echo Zaikesman's earlier comment, "I have *never* had an all-around completely satisfactory experience in any shop. Some have been tolerable-to-okay, but none excellent."

Tim

Well certainly the internet will hurt anyone's business if it is dependent on consumer ignorance, since the web is such a good medium for information - not just passively, but interactively too (that's why audiogon is so great ;).

Frankly, I don't know what I would do if I were a highend retailer to make the best of it. imho opinion I MIGHT go with Rimbaud: il faut etre le plus moderne possible (you must be as modern as possible). In short: Leverage the new -- infant -- medium of the web as much as you can - try to turn the disadvantages of the web to your advantage. For ex.:

1. Have a highly interoperable, well-designed website w/ good web copy (no typo's, high quality compressed pics, fast-loading, search-machine optimized text, imho no frames [I want to set a bookmark on my apple's eye, right?]).

2. Put teasers on high-volume virtual markets (ebay etc), but also specialist/niche used markets (audiogon of course and others) to draw attention to your existence.

3. Help the consumer (provide quality information/advice) to help you ($$pend to buy your stuff). Small example: post (links to) favourable reviews/interviews/etc. of your wares, if these are offline (esp. often for vintage high end), get permission to put a reprint on your site.

4. A clichee goes: act local, think global. It's not entirely wrong - wrt the latter, there are many europeans, asians etc. w/ deep pockets who wd love to spend their money on highend audio. But what about power supply issues, customs, shipping? Insofar possible, address these issues clearly, offer to ship overseas w/ the correct PSUs, etc., make S&H rates fair and transparent, etc.

5. Educate your clients, help them get involved in, develop a taste for your stuff - you can't lust after that of which you are completely ignorant (for instance don't just assume that everyone knows what all those acronyms mean).

6. Resolve to stick it out for the long-term and keep on your toes, keeping abreast of changes in fashion, tech, etc., but don't follow these slavishly. Develop your niche, take pride in what you sell and show backbone (everyone respects that).

...

Sheesh, anyone who just took some of these things for starters and got them right must really know what they're doing, and genuinely care. That's where SOME (maybe enough, perhaps lots) of the money wd go.

OTOH, one might just assume that a retailer ignoring all these kinds of things, either doesn't really care too much, or just isn't savvy.

Having great products helps of course. But it would be foolhardy to believe that that is either a guarantee of success or even a safe hedge on getting "killed" by the internet.

I'm aware I cd be way off base. It depends on what you mean by "highend". If it's out-of-sight highend, maybe the best strategy is to just ignore the web, except for posting minimal contact info. No one who has serious money to spend wants others to have the same thing. Here, the real currency may be just word-of-mouth. just my 2 cents worth.

Geeesh....this topic again, and the same valid points from several viewpoints.

I feel obligated to buy the equipment I want and can afford. If I can find it cheaper online, then that's the way I go.

However, I do have an audio dealer from whom I buy equipment and who accepts trade-ins. Whenever I go to his store, even if I was there primarily to browse and audition, I ALWAYS make it a point to buy something, even if it's a couple of CDs, stylus cleaner, cones, or even something I don't really need just as a "thank you" for his time and electricity.