Specialty Dealers in Walmart's Crosshairs
It's not an easy move, but it's one that specialty dealers have to make. It has always been a matter of time before large companies adopt the strategies and skill sets (home theater installation, the sale of more sophisticated technologies, deeper customer services, etc.) of smaller companies. We've now entered a new cycle, one in which the king of commodity sales is moving further into the realm of specialty dealers. It's time for dealers to reinvent themselves once again.
We still believe, as we have for the last eight years or so, that one of the most important focuses dealers should have is on home networking. Most consumers still need a robust, secure and optimized home network. The convergence, technologies and products that make up home networks have hit the mainstream. There's still a lot of room for third-party integration services to join them.
The time has come for every dealer that wants to compete and survive to establish "home networking" centers or divisions that properly display all that is needed for consumers to create the optimum solution (products, software and services). A retailer's smartest, savviest and most technically astute sales associates and installers should man that station. They must be able to explain to every customer that walks through the door (or visits the company's website) the benefits of an optimized home network and what it can do to enhance the consumer's lifestyle today and tomorrow.