Retail Roundtable: Regionals Have Their Say
DEALERSCOPE: Are you trying any unusual marketing/merchandising tactics to get customers to spend the extra money for UHD TVs?
Sasicki: We have an extremely good sales force—arguably the best in the country. They’re extremely well-trained and most have personal passion for the products. And if you take the time to show, customers will decide for themselves—and most people prefer to have something nicer in their home. Most people gravitate themselves to UHD TVs, which takes a little explanation and some demonstration because it’s a demonstrably different picture when you see it. It’s not like you’re selling something that they can’t see. They visually can see why it’s better.
Lavine: We put the 4K TV right next to a non-4K TV, so we let them compare. The best thing to do is a demonstration. Customers don’t want games. They don’t want gimmicks anymore. There’s no more BS-ing the customer. All the models are out there. The pricing’s out there. There are no games. They ask how much programming is available for a 4K TV, how many shows they can watch. “Just show it to me, let me see what it is, and let me see if I can justify it,” is what customers are saying. One out of 10 customers may be buying an Ultra HD TV now.
Content’s always an issue and that’s the second thing they ask, after pricing. They always ask “Can you change the channel so I can see what it looks like when I’m watching CNN or Fox?” Ultra HD content that Percy’s shows customers includes Netflix streamed video, and the lack of enough 4K content is why people can’t justify the cost. We’ve been telling people forever to upgrade, so when it comes out you’ll be ready. Up here, they always ask, “Can I watch the Red Sox in 4K?”
Cole: Not really. We just focus on selling better TVs with better pictures and that’s our pitch. Bottom line: Spend more money, you’re going to get a better TV, whether it’s 4K or not.