How to be the Remedy for Retail Shoppers’ Woes
Audio Video Therapy in Nashua, N.H. has benefited from being located next to Best Buy, offering customers an alternative to mass-market retail shopping.
Last week CE Pro told you about Audio Video Therapy, a $2 million hybrid retail/custom business with a two-channel audio and home theater foundation.
A key component of Audio Video Therapy’s success has been its location. Principal John Rein chose a building located in a high commerce area of Nashua, N.H., which is just over the Massachusetts border. Aiding his choice of location is Audio Video Therapy’s next door neighbor: Best Buy.
Rein smiles when he says he gains a lot of clients through the frustration of the public’s Best Buy experience that often raises more questions than it answers. Many times, he says, a customer will walk across the parking lot from the mass-market retailer and into his building.
Rein says he and his staff have the training and experience to answer what, in many cases, are basic inquiries that were left unanswered by Best Buy. He adds the failed sales experience of a mass-market retailer helps his company to establish a level of credibility and expertise that clients value over time.
Additionally, as a custom retail outfit AV Therapy’s product lines not only provide performance and price points that serve a variety of clients, but they also supply his company with a means to prevent tire-kicker customers from shopping for the best deal.
“Our products differentiate us from everyone else. You can’t buy them anywhere and they drive people to our door,” he states. “Take Totem for example. The breadth of what Totem offers is huge, so I try to go deep into its product line. In some cases we are the ones that introduced [the client] to the brand. Once into it, they become seriously into it.”
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Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob also serves as the technology editor for CE Pro's sister publication Commercial Integrator. In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons in Haverhill, Mass. Have a suggestion or a topic you want to read more about? Email Robert at email@example.com
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