HTSA’s Fall Conference: Forum for Collaboration
Conversations about the all-important Millennial CE shopper were at the heart of much of the discussion here. Hana told Dealerscope that an overarching goal of HTSA is to better equip its membership to broaden their services from catering mainly to baby-boomers to encompass the aggressive service of the new Millennial buyer. “They’re different, they’re a large population and we’re trying to understand the dynamics and behaviors” through third-party research.
Besides honing outreach through video and social media, another focus has been on member websites, with the goal being to make them more “experiential and more about how things integrate into people’s lives.” Hana added that the effort also entails retraining sales personnel to get comfortable in leveraging the very same streaming media sources available in customers’ own devices to make the sale.
The pursuit of the luxury-goods consumer, as well, was addressed with HTSA’s first-ever session on the topic. Commenting on the necessity for the new breakout session, Hana told Dealerscope that the group as a whole “has done a good job [at luxury selling]” but with the recent recession, dealers had gotten into the habit of being reluctant to ask customers to ‘buy up.’ “The luxury customer is not price-sensitive, and this session offered dealers ideas on how to approach that sales process, and was designed to get them to [focus on] the luxury offerings of our vendor partners,” he said.