Over the Top
For the independent consumer electronics dealer, achieving success in today’s competitive retail environment can sometimes be an uphill battle. In fact, from a competitive standpoint one might say dealers are surrounded. CE superstores loom large and lurk around every corner, mass merchants are retrenching and expanding their CE assortments, and CE specialty stores are armed with installation services. How can small CE dealers gain ground against these veteran competitors and vie for the hearts and minds of customers, and more importantly sales?
Over the years, CEA’s extensive consumer research has unearthed many strategies that the small, independent dealer can employ to garner consumer mindshare and increase sales. To earn your share of register rings, you’ll need an effective online presence, a top-tier training program and a caring customer focus. Let’s take a closer look at each of these strategies through the lens of CEA consumer research.
Just how important is an online presence? CEA’s “Understanding How Consumers Use the Internet to Research and Shop for CE Products” study (conducted jointly with Yahoo!), found Internet research influences 77 percent of CE purchases. Consumers use the Internet to learn about products, compare pricing and sometimes make their purchases online. Most consumers conducting online research visit manufacturer and retailer Web sites. For dealers, failure to maintain an online presence cedes strategically valuable virtual ground.