If your are free from WAF get started on the room. You can probably beat the demo room. And buy 'Get Better Sound'.
Store sound v/s Home sound
I have purchased a number of speakers over the years. One of the constant problems is when the speaker were brought home they didn't sound the same. I know stores usually have some type of acoustic work done in their demonstration rooms. I have purchased speakers from stores with acoustic work and without. The one difference in all cases, my ceiling is 8 feet high, their ceilings are 9 ft. or more. Does or should this hight make that much difference. Most of the speakers purchased sound good once home, but never as good as at the store. I made a purchase with the amplifier, processor and speakers demonstrated together, once home the system didn't sound the same. The store was always better.