i3 - September/October 2018 - 28

TOP THREE REASONS FOR SHOPPING AT A PHYSICAL STORE
BY GENERATION
Gen Z
Ability to interact
with the product

Millenials

Gen X

Baby Boomers

Seniors

like a salon for modern, hightech times. Thanks to studio
Avoid shipping
72%
47%
49%
47%
57%
connections, Video & Audio
costs
Center runs "premieres" - first
Gives me gift ideas
29%
40%
43%
49%
51%
screenings of movie trailers
and inspiration
or other entertainment, includEasier to make
23%
31%
33%
39%
55%
returns later
ing early 4K videos. The
company contributes to local
Need to acquire
42%
34%
33%
25%
31%
gifts immediately
charities and supports sports
teams including at a local
junior college.
Most-selected reason
Second-most-selected reason
Third-most-selected reason
Akhtarzad focuses on prodSource: Deloitte 2017 holiday survey.
Deloitte Insights | deloitte.com/insights
ucts that appeal to his upscale
clientele. He's convinced that
customers "won't buy a $20,000
Once we find them, we work to be everything to our TV set online." At that price, clients want the assurance of a reliable local supplier, he believes.
specific customer."
Daniel Pidgeon, who with his twin brother David
Schaeffer gives credit to manufacturers who are "managing their prices so that we don't feel that e-commerce opened the first Starpower Home Entertainment
is as much of a challenge as it was in the past." She says, Systems showroom in Dallas in 1995, is also a strong
"You have to have a very strong presence online so that believer in the value of local connections. Starpower is
positioned as a luxury brand electronics retailer and
you can be competitive at the same time."
Mrs. G has faced off against big box stores for years. custom installer, with three showrooms in the Dallas
When Schaeffer's grandparents moved their store from area plus one in Scottsdale, AZ.
Pidgeon, who was Chairman of CTA's Executive
Trenton to the developing Route 1 corridor in the mid1970s, they were pioneers in that area. In 2014, four years Board in 2015-2016 and remains an Executive Board
after her grandmother died, Schaeffer moved the store up member, believes the "win-win-win" formula involves
the road, but still within sight of competitors like Best bringing vendors such as Sony, Samsung and Martin
Buy, P.C. Richard, Sears and Staples. Schaeffer says her Logan into events that Starpower sponsors, including
enthusiasm for demonstrating new products keeps cus- a golf tournament that ties suppliers into local charitomers coming in. Currently, her favorite demo is a table organizations. Starpower contributes to nearly a
Google Home app that can brew coffee inside a new dozen local charities, ranging from boys and girls clubs
Keurig-equipped General Electric refrigerator. She thinks to a family shelter.
In a similar vein, Pidgeon sees the "meaningful" proit is "awesome" and her customers think so too, she says.
cess of operating a local business in a fractured world.
He wants to see clients "wowed by the experience" in
THINKING AND ACTING LOCALLY
Starpower stores.
Video & Audio Center's Akhtarzad is attracted by
"The client needs to feel connected to the brand," he
technology but remains focused on clients who want
says. "I believe traditional retail salespeople give up too
to own the newest breakthroughs. He hosts wine
soon; they allow themselves to be sold on the belief that
and cheese parties quarterly and his store becomes
the client would rather buy online. They give up. That
is the worst trend in retail, independent CE or otherwise. Our focus is on providing meaningful interactions,
CTA'S RETAILER COUNCIL
setting next steps and not giving up. These strategies
The Retailer Council provides a forum for CTA
are working as our business continues to grow."
members to identify, develop and support
Schaeffer at Mrs. G sees local opportunities everyprograms and resources that help consumers
where. She works with Dress for Success (a charity
make informed retail purchase decisions. The
which matches job-hunters with apparel) and with the
Council includes national and regional chains,
local Susan G. Komen breast-cancer campaign. "People
single-store operations as well as e-commerce,
feel good about shopping here because they know we
mobile commerce and catalog businesses. It
give back to the community," Schaeffer says.
provides educational and training opportuniIndeed, community involvement is a legacy that
ties to members and collaborates with other
independent
local retailers see as their core value. It's
CTA divisions on their retail efforts.
part of building relationships.
28

49%

SEPTEMBER/OCTOBER 2018

52%

59%

63%

62%

I T I S I N N O VAT I O N

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i3 - September/October 2018

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