Paulson's Audio Video: Dealerscope 2016 Retail Excellence Winner
To understand just how nimble a consumer electronics retailer is capable of being—and, frankly, needs to be in the day and age of e-tailing—one need only look towards a small outfit in the suburbs of Detroit, Michigan. There, in Farmington Hills, you’ll find Paulson’s Audio & Video, a family owned and operated retailer that, in its 20-plus years of operation, has adapted and molded to remain relevant not only in an industry that has been completely disrupted by companies like Amazon, but a segment of the country that has seen and been through some of the toughest times.
Ken Paulson started the business back in 1992 and strictly was an electronics retailer, focusing primarily on selling televisions. Today, they remain in the same shopping plaza, but the space has certainly evolved. They’ve slowly expanded into different areas of operation including custom integration, but Paulson’s still has a strong retail presence—they’re currently working on a massive redesign of the showroom.
“We’ve recognized that the retail showroom is still very important in our channel from the standpoint—that’s why I’m considered the VP of Technical Sales—because a lot of our products have technical difficulties to them that deliver wonderful experiences once set up correctly and sold correctly,” said Dan Paulson, who, along with his brother Kris, helps his father continue to run the family business. “We’ve held onto the retail mentality because clients tell us on a daily basis that there’s no stores around here like us anymore. That makes us feel good, because we’re still here to take care of our clients, and it shows that clients, even though they have an endless amount of information at their fingertips with the internet, still want to touch and feel and have that in person experience that they can only get at a retail showroom.”