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

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.

The Rose Hill Alehouse down the street went out of business because they didn’t pay their liquor license. A long time employee said no it was because they weren’t paying their unemployment insurance. Ran into one of the owners told me the landlord jacked the lease when it came due. They were doing so much business it was hard to find parking. Another one said the partnership wasn’t working out. This is a place I was in on a regular basis right down the street from where I live. Every single one of the stories I heard had a lot of validity. Take your pick.

All I know, the market has bifurcated. You can see it even just looking at the one example. Definitive Audio used to cater to guys like me looking around trying things out maybe find something worth buying every once in a while. They did some install and sold some big systems but they had "us" covered as well. Gradually they shifted higher and higher until one day I go in and see a system that was $1.3M. Yes, million. And they kicked me out of the room saying they had to get it set up for a customer. Because, to them I am no longer a customer. See how that works?

 

Magnolia the space was turned into a CityMD where I actually worked for about a year. (Now CityMD is gone.) All that whole time the SpeakerLab store sat vacant, the algae-streaked SpeakerLab awning still advertising what had been. Those two catered to what used to be the great mid-level high end market. So now we have Definitive selling million dollar turnkey systems to Microserfs and Goolagers, and Hawthorne selling used and affordable entry-level gear intended for your typical apartment or corner of a living room type setup. Huge gap between the two which is really sad.

But as to why? Might as well ask the Alehouse bartender, probably has as good a guess as any.

 

@chorus - I live in San Francisco, and I enjoy popping into Music Lovers on occasion. You are incorrect however as to its location - it's not in downtown SF, it's over by the Fillmore. I like the 'by appointment' shops, too. Not a big deal to make an appointment, and you get to spend a lot of time there. The other place has tons of gear, but in addition to charges for auditioning, they are far from the friendliest hi-fi dealers in town. The Music Lovers guys are great. 

are the high end stores that have survived this far actually struggling ? ... in any of the stores I'm a "regular" I certainly wouldn't think of myself as a customer in a $1.3M system room they were setting up for an actual customer for the system...I would expect to be politely asked to leave !!!