One big reason why brick and mortar high end audio dealers struggle.


I live in a major metropolitan area with several close by high end stores.  I never go in any of them.  A dealer just opened a new location 5 minutes from my house.  Major dealer with Magico, Constellation, McIntosh and many other serious brands.  I went by a couple weeks ago mid day on a Friday.  Door locked, nobody there.  I call today to make sure they are actually open for business.  Guy answers the phone and says that they were out on an install when I can by and that they are short staffed.  No problem, I understand.  But from that point on the guy takes a subtle but clearly defensive and pissy tone.  He states that they recommend setting up an appointment for customers to view their products.  Sure, and I recommend never going there.  Off my list.  Back to buying online.  Here's the issue.  So many of these high end dealers are only after the wealthy guy that comes in, spends less than an hour there and orders a complete home theater or 2 channel system and writes a check for $50k or more on the spot.  That's there customer base.  I get that it can be annoying to allow a bunch of lookers to come in and waste their time and not buy anything, but isn't it good for business to have more customer traffic?  If someone comes in, spends an hour there, listens to some amazing gear and then buys nothing, doesn't he tell his friends and family and coworkers about his great experience?  Isn't this word of mouth valuable?  These brick and mortar dealers almost universally are unwelcoming and unfriendly to people that want to come in and just look and listen and not buy.  Sorry, but the vast majority of potential customers are not going to spend 20 minutes by private appointment to order their new $100k system.  Why not encourage people to come and spend time with zero pressure to purchase.  I have purchased dozens of high end speakers and electronics over the many years I have enjoyed this hobby.  I might well buy from a dealer if they were actually nice, friendly, and encouraged hanging out and getting to know their gear.  But they don't.  I would never go to a high end store that required an appointment.  Because this creates a huge pressure situation for you to purchase that day.  I'm not ready to purchase on my first visit.  And neither are thousands of other potential customers.  If they can make a good living just catering to the wealthy one time buyers, then, ok, good for them.  Doesn't seem like they can though since so many have gone under.  Maybe it's time to try a different approach?  Step one, no commission sales people.  Step two, welcome people to listen and not buy anything.  Encourage it.  This will create positive word of mouth and significantly increase customer traffic and ultimately create more paying customers it would seem.  I don't get it.  Rant over. Please don't respond that you have an amazing dealer.  I'm sure they exist but they are the exception.  What I am describing is the typical customer experience.
jaxwired

To heck with them. Their prices are way too high anyway. Their customer base is rich folks willing to pay top dollar No discount prices anyway. They'll be out of business within 18 months. 

I've had great experience with my local stereo stores in Souther California.  All are knowledgeable folks that are clearly in the business for the passion of it and are trying to make it work.

I really try to buy local when I can.  One thing that keeps me from doing so more often than I'd like to is 1) limited return policies vs online (if I want to audition a $3k preamp it's not helpful to do without hearing in my system).   2) The used market is so robust and accessible, especially when you factor in a 10% sales tax. 

The second can't be fixed, but I really encourage the retailers to work out some policy where folks can more easily try stuff out at home.  All the customers are aware of how easy that is to do with the online merchants.

I am also in the Bay Area and also familiar with those stores. The one who said he charges $250 - I was floored when I walked in and he told that. I had cash with me and wanted to listen to Harbeth speakers, Never did get to listen to them. All he did was talk and talk about how great and knowledgable he was. Anyway, not only did he not get that $8K sale (plus some upgraded speaker wire), I have in the meantime upgraded my DAC which was $6K, I didn't even bother to go to his store for that. One perhaps two lost sales due to his ego and attitude.

I live in the Seattle area and frankly the options for audio equipment is pretty pathetic.  You either have a bigger retailer with the same equipment (that I have no interest in) that rarely changes or the smaller guys that cater to limited budget or smaller systems.  As others have stated, the equipment universe is very vast and it's difficult to audition equipment that interests you.  Then it involves audio shows and visiting out of state dealers. 

Listening habits have changed to portable systems rather than to larger dedicated two channel systems.  I don't listen to headphones (except on an airplane) but I'm one of those boomers with money to spend.  

What a shame. Seattle used to have Magnolia, Speakerlab, Hawthorne and Definitive, all on the same street no more than a 3 minute walk apart. Now we have Definitive for those who want to drop six figures on whatever they're told to buy, and Hawthorne for budget/used. Magnolia, that served your middle class bread and butter high end, and Speakerlab for the more budget/technical oriented serious audiophile, are both long gone. This is beyond sad. Tragic, it is.

 

We know the reason, here in Seattle anyway, and it ain't audio. Over on the Eastside though we have our own. Chuxpona and Chuctoberfest were a success, and so we are looking at MCES some time early next year. Stay tuned.