Focus on Mid- and Upper-Tier Products Makes for A Black Friday Bonanza at Video & Audio Center
Southern California-based experiential retailer Video & Audio Center reports that it broke its own 36-year record for sales during the period encompassing both Black Friday and the immediate run-up to what has become the nation’s business pre-holiday selling period. Upper-high-end 4K Ultra HDTVs, smart speakers with voice assistant capabilities, headphones and top-tier sound bars were some of the sales “stars,” reported the store’s co-owner, Joseph Akhtarzad. “It was the best Black Friday week in our company’s history – sales were up 37 percent Wednesday through Friday – totally beyond expectations,” he said. “This will be a 4K holiday.”
Also showcased was Samsung’s 85-inch 8K TV; the retailer was one of a select group chosen by the manufacturer to unveil it to the buying public last month.
“We took a unique posture for Black Friday – no $29 DVD players,” Tom Campbell, corporate director and chief technologist, told Dealerscope. As for the product lines that were featured, he added that there were enough of each model to meet demand. “We didn’t want our clients having to fight over just five or 10 [specially priced] TV sets.”
The retailer started promoting its Black Friday event the Sunday prior. While the promotional pricing technically ran Thursday from 4:30 pm through the evening hours and Friday from 7:30 am through the day, the special prices were honored for customers who came in on Wednesday. It also provided free delivery and setup for any TV purchased, said Campbell.
The Video & Audio Center Galleria in the center of the Westfield Century City Mall, where Sonos factory reps and VAC-Just One Touch installation professionals were on site, assisting interested visitors
The retailer also optimized its newly opened Video & Audio Center Galleria for the Black Friday period. A satellite location designed to highlight a different manufacturer on a rotating basis each few weeks, it is located near the Apple Store, and a few feet away from the marquee store in the Westfield Century City open-air mall.
Video & Audio Center inaugurated the newly designed area for Black Friday by featuring the Sonos product line and manning the area with Sonos specialists to conduct demos and to register potential customers for a drawing for a Sonos Beam soundbar. Alongside the Sonos presentation within the Galleria, the retailer also presented its Just One Touch custom integration and design services.
“People were in a buying mood, and major technology purchases were key in their minds,” Campbell said. “Traffic was just phenomenal,” he added, predicting that the sales momentum from this running start to the holidays would carry through the season.