Shining Light on the Industry
Clemens: We’ve been selling Sonos for several years now, but recently changed our approach to open up new opportunities with the line. We’re an appliance company first, so electronics have always been a category we carried to keep our loyal appliance customers from buying TVs and other A/V equipment at our competitors.
A big-screen TV or home theater system is not always the easiest or most appropriate add-on to a kitchen package sale, so the A/V sale and appliance sale have largely been separate transactions in the past. That’s changing with our new approach to Sonos. We decided to capitalize on the strong remodel market and our relationships with builders, remodelers and designer by pitching Sonos as the perfect solution to complete a kitchen remodel.
Virtually everyone remodeling a kitchen plans to show it off at some point, and will likely play music in the background during a party, open house, etc. The simplicity, capability and wow-factor of Sonos made it an easy sell to customers, especially those with Android or Apple-based products. Once we closed the kitchen, the add-a-room capability of Sonos allowed for single room solutions to expand to more rooms, and opened up a clear path from the kitchen to the living room for additional A/V sales.
Dealerscope: What was the best or most important tweak you made to your e-commerce site this year? How did the move increase sales, profits, or customer traffic into your store?
Clemens: We launched an entirely new site late in 2011, and have refined it thoughout 2012 to give us a more professional, legitimate presence online. We’ve combined paid search with enhanced email marketing to drive more people to the site. Plus, now that our site is more professional and comprehensive, our salespeople have started using it as a resource in-store when showing customers products they may not have on the floor, or as a visual tool for customers calling in for information. That’s also helped drive traffic to the site.
With regard to e-commerce, we plan to launch a fully functional shopping cart during the holiday season, so I’ll have to get back to you on that.