Retail Roundtable: Regionals Have Their Say
McMaster: We’re not doing any special marketing. It is highlighted in our newsletter. We do have lots of unique banners that a few of the vendors, [including] Sony and Samsung, have created [and they are featured] in the store and in front of the showroom to attract attention to the displays. We did also bring in the curved UHD set from Samsung because that’s a unique set.
DEALERSCOPE: What were the biggest challenges you have had to overcome in your business this year, and how did you do it?
Perlman: I think the biggest problem in our industry is that we’ve turned our business into a holiday business. What we’re doing is training the consumer to wait for holidays. This situation certainly helps the mass retailers, who would prefer television to be just a holiday business. As an industry, we are actually teaching customers that you really need to wait for a holiday to buy something. I think that’s a terrible thing that we’re doing as an industry. Instead of a customer buying an electronics product when they need it or want it, they’re thinking, “Well, I’m going to wait for Labor Day or Memorial Day or Black Friday or the Saturday before Christmas.” We certainly aren’t being helped by the media. They literally tell customers to wait for the holidays to shop.