A Need to Educate
The realities of this economic downturn are painful. But we all have to remember that recessionary cycles have been a constant in our country’s history. What’s often forgotten is that we overcame those obstacles and emerged stronger from what we learned.
This time around, though, it doesn’t seem that the CE industry has applied what it learned from the past to strengthen its growth in the future.
It seemed that as product quality and technology evolved and improved over the years, the industry took the initiative of educating consumers about the benefits of those improvements. That type of proactive education helped to drive business.
Today, we hang the product on a hook and expect the consumer to fully understand how everything works. With few exceptions, retail sales associates know little about the products they are selling or ringing up at the register. When was the last time a major retailer hosted a manufacturer for in-store demos and training? The in-store promotions of today are little more than, “Come in and get an autograph from XYZ celebrity,” with no thought to education.