Tweeter Installment Plan
In summer 2000, Tweeter launched a large national rollout of custom installation services. By June 30, 2001, the company employed 121 dedicated installation professionals and expected to double that number over the next year. Senior Vice President Shelly Miller said Tweeter is about two-thirds of the way toward standardizing the approach and in-store presentation of installation services in all the company's stores. By this time next year he expects it to be 90 percent there.
CEO Jeff Stone said Tweeter noticed customer demand for custom installation for several years. "We were focused on so many other things, we just didn't have the brain power to invest in it," Stone said. "We finally just had to get into this business, and it's been immediately rewarding."
"We're trying to make custom installation a retail item," said VP of Merchandising Bernie Sapienza. "In fact, our company has eliminated the term 'custom.' We call it in-home installation." All new Tweeter stores include a room designated for discussing in-home installation called the IHAVS (In-Home Audio Video Specialist) room. "The doors and the walls are all glass, because this is retail; I don't want anybody hiding," Sapienza said. "I want other customers asking 'what's going on in there?'" There are IHAVS rooms in about 25 Tweeter stores so far. The IHAVS room is adjacent to the Electronic Environments Living room, which is decked out like a high-tech living room with a wall-mounted plasma display, in-wall speakers, a DLP front projector, couches, loveseats, etc. This room and the other display rooms in Tweeter stores have been redesigned since the installation launch in order to showcase some of the possibilities custom installation provides. Once salespeople find out if customers are serious candidates for entertainment systems extending beyond one room of a house, they refer customers to an IHAVS professional.