Audio/Video Dealers 'Need to Go Digital,' BrandSource/AVB CEO Tells Them
Audio/video dealers need to compete with national accounts, retailers, e-tailers, security competitors and high-end integrators by connecting online with consumers, BrandSource/AVB CEO Jim Ristow told the ProSource buying group's meeting Saturday in Nashville. “You know you need to do digital,”…
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Ristow said, saying 92 percent of customers are online looking for goods, services and integration services: “They need to find you.” AVB's program for ProSource members encompasses social media and websites, focusing on “dynamic content” and video. Video will be a major part of dealers’ websites in the future, said the executive, showing video content from Amazon's Zappos of a product expert explaining a shoe's details. Video product presentations connect with customers “in a completely different way” from the written word, he said. Product videos are “all around the internet,” but they're “almost nonexistent” among independent dealers, he said.