Paulson’s A/V Primps for Profit in Michigan
Dealerscope: What did you have in mind when you undertook the remodeling? And can you talk about specifics relating to how you strategized your product assortment’s positioning in the design—brand and category placement and juxtaposition, mixing flat panels with higher-ticket audio, etc.? Were there major changes made there?
Paulson: We didn’t expand this time. Our lease was up, though, and we debated whether we were going to move out of this plaza, or stay and do a major overhaul. We were actually torn. The idea of a fresh place and a fresh start sounded very intriguing. However, we did decide to stay. It’s great because there are seven restaurants in this plaza, so foot traffic is phenomenal. We talked about going two miles north, toward West Bloomfield—also a very good city to be in—but we decided that we wanted to stay here; we’re established in our community. Myself, my brother and my father all grew up here in Farmington Hills, so even on an individual basis, we’re established here.
As far as the brand placement, when we went to remodel, what we did was to expand our flat panels on display. We have over 50 throughout our store, and we now have structures that are open-box steel constructions where we’ve mounted them—10-inch-by-10-inch boxes with triangular steel trusses or supports that are painted gloss black; the wiring tethered to them just blends in. They run up to the ceiling and are bolted to the floor. The one across from my desk is bi-level, and we have 11 panels mounted to it. On one side of the store we have plasma TVs and on the other, LCD TVs, with the nine remaining rear-projection sets we carry; we do still dabble in that.