How To Merchandise Convergence
“It’s really up to the dealer to cross merchandise all of their product and optimize their selling space,” he said, adding that LG and Panasonic are two vendors that have done outstanding jobs designing their in-store TV displays. “With convergence, cross merchandising opportunities abound.
The easiest way to promote and sell installation services, Turick said, is by offering different package prices that include installation. While the signage and marketing collateral for a solution must be simple, the system demo can highlight the complexity of a set as a way of promoting installation without scaring away consumers.
“It should be promoted that for this low cost, you can enjoy the magic of 3D TV, of IP TV, tonight without the hassle of struggling through several manuals full of confusing information,” Turick said. “That’s an easy sell for services.”
In most cases, services are an easier sell today than they were a few years ago. Consumers, Turick said, are more open to paying for them, given the good job Best Buy has done promoting the Geek Squad. “So much ground work has been laid for services,” he said. “People are aware of the different types of services available in the market place.”