Retail Roundtable: Regionals Have Their Say
The regional retailers who Dealerscope polled as part of our latest December roundtable provided a mixed report on how consumers are embracing 4K and Ultra HD TV in general. While some consumers are enthusiastically embracing UHD, especially as pricing continues to decline, others remain firmly on the sidelines, we were told. UHD TV pricing is still too high for some consumers—or is still perceived to be too high, at the very least. Here’s the dealers’ take on UHD TV and other challenges they are facing.
DEALERSCOPE: What is the level of knowledge or understanding among consumers coming into your stores now about 4K/Ultra HD TV?
Alan Lavine, Sales Supervisor, Percy’s, Worcester, Mass.: Limited. Some of the early adopters understand it. I would say 50 percent understand it, 50 percent don’t. So, what we do is just give them a demonstration on non-4K and 4K TVs. Pricing right now is a major issue why many customers aren’t buying 4K TVs. A lot of customers are very happy with the current picture they have on their HDTV and they see the big difference in picture quality, but they don’t see the big reason to switch from a cost standpoint. They can’t justify the cost yet. Customers are trickling in to buy a 4K TV now. In our market, I wouldn’t say there’s a ton of people who want to buy a 4K TV yet. But it’s starting to percolate.