Special training and merchandising strategies were developed to “make sure this set looks the best on the floor,” said Sanduski, including a merchandising topper reading “World’s Largest LED TV.” He added that the model cries out for “white glove delivery” by retailers handling it. “You don’t just drop this off on a consumer’s doorstep. It needs to be unboxed, set up and connected,” which opens up additional profit opportunities for dealers.
Mark Viken, Sharp’s vice president of marketing, reported consumer satisfaction with Sharp big screens as “off the charts – in the high 90s;” the company’s 60-, 70- and 80-inch TVs are available in around 15,000 locations. Noting that “this is not a small business. It’s very robust, supported by the retail community,” he said expenditures across the market for 60-inch-and-above TVs accounted for 17 percent of dollars consumers are spending and that that percentage was “growing rapidly. And Sharp’s market share is plus or minus 60 percent in that segment.” Viken said a major advertising campaign centered on the new 90-inch set would break across all media in late August focused on the “enjoyment that comes from owning a big screen.”