MERA Vision : Time For a Name Change

'Automotive Electronics Specialist' is a more accurate description

Despite the current economic crisis, the mobile electronics industry is evolving so quickly that it’s time to change the name of the “car audio retailer” to the “automotive electronics specialist” (AES).

The reason we need to retire the “car audio retailer” moniker is due to the category expanding well beyond what it was built on. Think about it. A car audio system is a luxury item that can be delayed indefinitely. But a navigation system for someone who drives for a living could be a necessity.

A mobile video system is a nice option. But a back-up camera or collision avoidance system is a safety imperative for many. How about GPS tracking systems to keep track of the kids or employees in company vehicles? Remote car starters and security upgrades are not optional in many parts of the country. Every AES in every market should be pushing Bluetooth hands free cell phone solutions to every consumer.

Make sure your existing and potential customers know that YOU are the source for all of this and more. Make sure they know the automotive electronics industry has a wide array of solutions for consumers’ needs. The options and necessities are almost dizzying in depth and breadth.

The question every specialist must be asking now is: “Am I giving my consumer every possible reason to buy from me?” Any retailer that is not showcasing products and services beyond the traditional core categories is not just leaving money on the table. That retailer is inviting someone else to take its customer away. You have to earn the reputation as THE store that can supply the total automotive electronics solution for any consumer. Become the go-to guys in your market. Continue to sell necessities until the economy eases up to allow more consumers to spend more money on discretionary purchases.

The benefit of selling products and services outside the traditional core products is the ability to expose a wider audience to the joys of outstanding car audio and, of course, other automotive electronics solutions. Many specialists have reported success creating “captive audiences” by demonstrating other products while their core purchase was being installed. Many retailers recount stories of a consumer who comes in for a $399 back-up camera install, and ends up with a $2,000 audio system upgrade. The answer is to use as many means as possible to make the AES irreplaceable to the consumer.