Houston's High Octane Retailer
Promoting 'CE for the home'
"Gallery believes in immediate delivery and availability and high-quality installation and services at the best price they can offer," GERS' Kenney adds. "This creates customer loyalty. And their involvement in consumer electronics directly ties into that philosophy, because what Gallery has done is started to move into the concept of 'CE for the home.' Customers want to go to someone they trust and believe. It's partly a matter of simplification for customers who don't like dealing with complicated choices."
Simplification and shopping ease inform every merchandising decision made at Gallery. For furniture, there is a Web site that can access cameras in various areas of the store. "Using cameras for live shopping and showing the furniture sections in the store eliminates one of the biggest objections to 'Mrs. Smith' buying furniture," explains Dunnigan. "If she says, 'I have to let my husband see it first,' the salesman can ask, 'Well, where is he?' 'Oh, he's in his office.' 'Does he have Internet access? OK, let's get him on the line…we'll show it to him right now.' As soon as Mr. Smith sees Mrs. Smith sitting on the sofa, that's the coolest thing since sliced bread— they're buyin' it! It's a very good closing tool."