Surviving the Perfect Storm
Nationwide member Greg Rozman, president of Rozman Bros. Inc., a retailer in Harrisburg, Pa., agreed. “We almost give the TV away just so we can make it up on the stand. We profit more from a $300 stand than a $1300 flat panel,” he said. “The only reason we’re in the TV business is to sell the furniture.”
HTSA member Barney Miller, president and owner of Barney Miller’s, a custom retailer in Lexington, Ky., makes it a point to expose his TV customers to other categories, including surround-sound systems, remote controls, distributed audio and lighting control. “Media management is becoming quite big,” Miller said.
To increase retail sales, Nationwide’s Decker encourages members to leverage the circulars, high-definition commercials and other advertising tools produced by Nationwide. “In addition to what the manufacturer is doing, we try to always have three to four promotions running a month...refinancing, consumer rebates, premiums with purchase, installation and delivery rebates,” he said. “We have to think outside the box so that our members have an equal or one-up advantage in the marketplace.”