How Independent Dealers Fight the New Price War
6th Avenue Electronics, for one, continuously retrains staff on back-to-basic issues: etiquette, store cleanliness, displays and sales execution. “You have to really pick up your game,” said Tom Galanis, 6th Avenue’s vice president of operations. “So when the customer is shopping around, you really stand out and they put their money with you.”
hhgregg secures products that help it gain market share and grow profit. But it’s ultimately up to the retail sales force to educate the consumer and drive profitable sales. “We are capturing market share and converting [customers] to profitable products,” May said. “The educated consumer buys better product, and better product drives gross margins.”
To get customers through the doors, dealers are coming up with creative promotions, engaging more heavily in direct marketing to their existing customer base and reaching out to the larger community.