One big reason why brick and mortar high end audio dealers struggle.


I live in a major metropolitan area with several close by high end stores.  I never go in any of them.  A dealer just opened a new location 5 minutes from my house.  Major dealer with Magico, Constellation, McIntosh and many other serious brands.  I went by a couple weeks ago mid day on a Friday.  Door locked, nobody there.  I call today to make sure they are actually open for business.  Guy answers the phone and says that they were out on an install when I can by and that they are short staffed.  No problem, I understand.  But from that point on the guy takes a subtle but clearly defensive and pissy tone.  He states that they recommend setting up an appointment for customers to view their products.  Sure, and I recommend never going there.  Off my list.  Back to buying online.  Here's the issue.  So many of these high end dealers are only after the wealthy guy that comes in, spends less than an hour there and orders a complete home theater or 2 channel system and writes a check for $50k or more on the spot.  That's there customer base.  I get that it can be annoying to allow a bunch of lookers to come in and waste their time and not buy anything, but isn't it good for business to have more customer traffic?  If someone comes in, spends an hour there, listens to some amazing gear and then buys nothing, doesn't he tell his friends and family and coworkers about his great experience?  Isn't this word of mouth valuable?  These brick and mortar dealers almost universally are unwelcoming and unfriendly to people that want to come in and just look and listen and not buy.  Sorry, but the vast majority of potential customers are not going to spend 20 minutes by private appointment to order their new $100k system.  Why not encourage people to come and spend time with zero pressure to purchase.  I have purchased dozens of high end speakers and electronics over the many years I have enjoyed this hobby.  I might well buy from a dealer if they were actually nice, friendly, and encouraged hanging out and getting to know their gear.  But they don't.  I would never go to a high end store that required an appointment.  Because this creates a huge pressure situation for you to purchase that day.  I'm not ready to purchase on my first visit.  And neither are thousands of other potential customers.  If they can make a good living just catering to the wealthy one time buyers, then, ok, good for them.  Doesn't seem like they can though since so many have gone under.  Maybe it's time to try a different approach?  Step one, no commission sales people.  Step two, welcome people to listen and not buy anything.  Encourage it.  This will create positive word of mouth and significantly increase customer traffic and ultimately create more paying customers it would seem.  I don't get it.  Rant over. Please don't respond that you have an amazing dealer.  I'm sure they exist but they are the exception.  What I am describing is the typical customer experience.
jaxwired

Showing 1 response by hilde45

What a complicated question! Just a couple thoughts.

Appointments. I resist them, though I have shopped and purchased gear from brick/mortar. Why? It ramps up the pressure. It almost feels like an engagement. For me, personally, if I'm going to listen to gear that costs thousands, I am really not going to go to a store with an intention to buy. I'm not intending to tire-kick, but I need to feel at ease in order to listen objectively. I have to imagine there are others like me. If everything comes together, and service can help, here, I will buy and it will be at that store. Their expertise deserves to be paid for.

Specialized stores still exist -- mattress stores, jewelry stores, cheese shops, etc. Those lines have found ways to give customers a reason to shop with them, rather than at a supermarket or Macy’s. If hifi could get itself disentangled from consumer electronics, it might stand a chance. But since most people listen ubiquitously (e.g. while they’re cooking, commuting, etc.), this is a challenge. In some ways, it might take the music industry to push this change, but since they want to push content, they couldn’t care less if it was coming across bluetooth headphones.

Best Buy -- upped their lines a few years ago. It’s not hifi enough for me, but there are some good things there. Yes, it’s still a terrible space to evaluate audio equipment, at least one can fall into it while shopping for something else. If HiFI could become part of, say, Nordstroms, there might be a chance for people to both make it a destination and also fall into a shopping experience for hifi.

Combining online with in-person. The Music Room is building a listening space after years as an online seller. It seems that online retailers could follow suit and build or rent spaces to demo gear. That way, when nothing else is happening (e.g. foot traffic) they could just do the online sales/service work they’d be doing anyway.