Generally, the proper addition/integration of audio/video related products into the home requires two-way dialoguing with a knowledgeable designer. Purchasing products off of the internet is a one-way transaction leaving the customer to figure everything out himself.

Furthermore, while customers have the benefit of leisurely perusing their list of posted products and services, many internet dealers are not authorized by the manufacturers they represent as franchised dealers.

The warranty status of these sales is often ambiguous, as their products are often covered only by the sellers “in house warranty”. This calls in to question the perceived savings on these advertised items. Is the initial discount really worth the lack of support after the sale, and concerns about the manufacturer’s warranty?

top

Enthusiasts share the obvious concern that mass merchandised superstores generally do not carry higher end specialty A/V components, as they lack the expertise required by the manufactures to sell them. The salespeople typically lack the ability to provide proper product demos, are not always capable of detail oriented presentations due to the volume of customers they service, nor do they attempt to help design the correct system for your specific needs (it’s almost as if one size fits all). It is certainly true that customers who wish to purchase and install their own equipment can be immediately gratified by a clerk at a superstore.

However, they may end up frustrated with a maze of cables and an underperforming system. One can hardly argue that most customers would benefit from the products and expertise of a specialty retailer during the design and installation of a home entertainment system. Further, the discounts offered by the large chains are often comparable to what is charged by the specialty retailer, negating another perceived advantage.

top

During the last five years, the proliferation of custom installers who have limited retail showrooms is nothing short of staggering. In some cases, former full retail specialty stores have downsized their operations and moved to smaller scale facilities open by appointment only. Many of these showrooms are located in low cost industrial parks, making them less convenient for the average customer to frequent. While the “Custom Guy” often waxes on rhapsodically about his low overhead and specialized service, some of the same pitfalls that betray the Superstores also apply. Spotty aftercare and poor demonstration capability bedevil both types of operations. Having limited demonstration-ability limit a customer’s ability to be hands-on involved in choosing the right system for his needs and is forced instead to rely solely on the custom guys recommendations. The bottom line is that many of the top manufacturers will not sell to custom store fronts because of their lack of commitment to a full service retail location.

An additional concern is one of qualification. Many custom operations who advertise their expertise in the home theater/multi-room audio distribution arena have questionable experience in either area. The thought that a former alarm installer would have equal knowledge of his subject matter to a veteran audio/video specialist is unlikely. As with any type of business, a simple reference check will go a long way toward alleviating concerns about credibility. Obviously, not all of these venues are the same. Note that many custom operators charge a retainer for their design services and a non-refundable hourly rate for consulting time. This is necessary to off-set the higher prices they pay for many of the lines they represent.

top

While the Superstore concept and Custom shops have certainly eroded the market share, the independent, high caliber home entertainment specialty stores are still the preferred type of retailer for customers who refuse to compromise.

High quality independent stores continue to provide the best selection and design expertise. They offer typical retail hours for convenient shopping, and often have several individual audition rooms to experience the products first hand. In addition, most specialty stores do not charge for design time, and offer competitive system discounts if the entire system is packaged and installed by them.

top   |   return to main page