i3 - November/December 2018 - 58

Business

By Steve Smith

R E TA I L ST R AT EG I E S

How to be an Independent Fish
in the Pond of Mega-Retailers

he holiday shopping season is critical to
the success of consumer technology (CT)
suppliers and retailers. When many consumers think about buying tech, Best Buy,
Amazon, Walmart and the mega-retailers that
dominate the industry's sales often come to mind.

NOVEMBER/DECEMBER 2018

year on technology
and product features.

Q What do independent retailers provide to
consumers that mega-retailers don't?

Willis: Clarity. The average consumer is still

Eddie Maloney, president of Cowboy Maloney's
Electric City. His father "Cowboy" Maloney was
inducted into the CT Hall of Fame in 2014.

very confused about 4K, 1080p and the like.
So, the consumer comes in, sometimes they
will buy something else or just look around.
They are afraid they will make a bad decision. We train our team on the features of
every product in a category. [Qualifying the
customer] and providing the right solution
is critical to us. And you need to provide ontime delivery and installation. We provide a
tremendous mix and support premium products versus mass commodity products. If you
I T I S I N N O VAT I O N

Gunnar3000/Getty Images

But privately-held regional retailers and
custom installers are thriving today. They
provide consumers with good value,
including delivery and installation if
needed. And they provide their suppliers
with a distribution channel where their
midrange to upscale products can be demonstrated, explained, installed and sold at
profitable price points.
Three executives with leading regional
CT resellers contributed to this edited
"virtual" roundtable to explain the role of
independent retailers and installers:
● Eddie Maloney, president of Cowboy
Maloney's Electric City, operates a 13-store
electronics, appliance and furniture business
based in Jackson, MI, with his brothers Con
and Johnny. Founded by their father, CT Hall
of Famer John "Cowboy" Maloney in the
1950s, the company sold the first color TVs in
the 50s, then years later sold DirecTV -
Sirius' first car audio system - and DishNet.

● Walt Stinson, CT Hall of Famer and co-founder of
ListenUp, founded in 1972 in Colorado, helped to introduce
CD players in the U.S. Known as an AV and control systems
installer and designer for commercial and residential markets, ListenUp is also an upscale brick-and-mortar and
e-commerce retailer that operates five hybrid custom
design showroom/retail locations - four in Colorado and
one in New Mexico.
● Ben Willis is executive merchandiser
with Queen City Audio Video
Our sales associates
Appliances, a family-owned retailer that
are very knowledgehas been in business for more than 65
able. We provide them years. It has a similar mix of products as
with intensive training Cowboy Maloney's and operates six
stores in the Charlotte, NC, area.
three or four times a

i3 - November/December 2018

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