Boston Acoustics ‘Re-tunes’ Home Speaker Retail Line with Color
“Traditionally,” said Harary, “there hasn’t been much design variety in speakers – big or little, with black, white or cherry cabinets.” The company is remedying that, he said, through its Boston P.O.P. (Personal Options Plan) initiative, which will offer consumers a total of 16 grille color choices by the first quarter of 2008, on many of the new speaker SKUs. “We decided to make the least expensive part of the product – the grille – the part you can change, versus the most expensive part, which is the finish on the box. We analyzed interior design trends and honed into what the primary standards are. That’s how we arrived at the first eight colors and that’s how we’ll come up with the next eight.”
The online dealer training program rolling out in late November, said Phil Cohn, senior vice president, will be an enhancement to face-to-face encounters that will reflect the playful, engaging nature of the Boston lineup, with beginning-to-end narration, easy-to-understand diagrams and tech callouts, modular topic treatment and eventually, a certification program for associates who successfully progress through the training to its conclusion.
The company’s custom-installer-oriented in-wall//in-ceiling products, its flagship E-Series box speakers and its Voyager outdoor speaker line will continue to be sold for the present, and will not adopt the new Boston logo, according to Cohn; it will only be added to new SKUs aimed at the retail-oriented dealer, and the E-Series will undergo a “slight refresh” in the spring of 2008. “Boston’s heritage had been focused on the custom channel,” he said, “and we won’t lose that business, but will focus elsewhere as well. Our approach will be many channels, one voice.” Custom, he added, still represents “over 50 percent of our business today.”