Dave Wexler

During the last few years, Dave Wexler, co-owner of the Little Guys, a specialty CE dealer in the greater Chicago area, has been shifting his focus away from profit-challenged TVs to new solutions such as digital music.

Wexler is part of a growing trend among savvy retailers and vendors who are embracing the marketing, merchandising and demonstration of connected solutions, as opposed to one-off video or audio product sales. The move has helped dealers increase profits, differentiate themselves from big-box retailers, and offer existing and new consumers the hands-on expertise and education they can’t get from e-tailers.

One of the latest chapters of this reinvention involves the sale of high-quality digital music systems and solutions. It’s based on offering the tools, software, hardware, installation services and education a consumer needs to increase the resolution of downloaded music files, optimize their playback and stream them throughout the home. Several dealers have sold digital music gear for years but not necessarily in a uniform, cohesive manner that focuses on full solutions.

“We know there are millions of iPhones, iPads and Android devices that our customers are downloading music on,” Wexler said. “The question is: How are they doing it? They’re not taking advantage of the fidelity and high-resolution that’s available. We want to make the process easier for them and to show them how to get back to better sound. What’s important to us is maximizing our customers’ sound.”

Jon Myer knew that drastic times call for drastic measures. What he didn't know was just how drastic those measures should be.

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