It’s the time of year for saving money!
Last week I was sitting a barber chair at the Proper Barber shop, talking with Alonzo, my barber, about music. He had just finished explaining “trap” music to me, and he commented about the “crappy little speakers” located at the back of the shop, up near the corners of the room. I thought to myself, “Too bad he doesn’t have better-sounding loudspeakers…” And then I had an idea…
Why don’t some retailers and/or manufacturers have an established retail store loaner program?
High Performance audio manufacturers regularly loan gear to reviewers, why not loan gear to selected retail establishments, too? Hip barber shops and coffee shops are naturals for demo systems – they have ideal demographics (younger, disposable income, etc.) and instead of “forcing” customers to enter an unfamiliar retail space, customers can experience better quality sound in their own known environments where they can experience it for themselves. The primary restriction would be the store doesn’t sell audio gear or any other competing products, and the average customer spends at least five minutes inside the store.
How would this work? Actually, it could be very similar to what manufacturers do with reviewers – send out product, make sure it is set up correctly, periodically monitor the installation, and generate leads and publicity from the installation. There could also be periodic “listening parties” at these retail locations. Would this entail more work for manufacturers, reps, and dealers? Sure, but it would deliver access to a market that is ripe for expansion, if only audio firms could make their presence known.
Manufacturers could even take a program like this one, and then add a certification aspect where a retail establishment could be certified a “True Hi-Fi Zone” or some such impressive moniker…and develop a whole in-store certification program.
What sort of retail locations could work for this program? I mentioned barber and coffee shops, but there are many other stores where a great-sounding audio system would be an appropriate and effective marketing tool. Clothing Boutiques, restaurants, bars, even, gasp, record stores, could benefit from a well-installed sound system…
Building it (if that it is a stereo store) and expecting customers to magically show up doesn’t work. Audio firms must go to where the ears are, and those ears are ripe for the grabbing, but only if some audio firms can begin thinking “outside the box” of the current old-fashioned sales and demo model.
As we audiophiles all know, great sounding music is addicting, and once you’ve heard music presented in high fidelity, in a familiar environment, it is hard to go back to the quality equivalent of a Dixie cup and a string…manufacturers already have the tools to turn any music-loving human into an audiophile, if only they had the means to use them…
Great article from a Trusted Source.
WONDERFUL SS
Thanks, its amazing what you can come up with while getting your hair cut…
I like the concept, but acoustics will typically be an issue, from both a noise control and sound quality perspective.
Yes, but think of the challenge and the upside…
Is your average coffee shop going to allow you to put up diffusers or absorption as needed? Perhaps, perhaps not.
I like it but wonder how to navigate music licensing for playback in public places. Playing FM radio is okay, but I’m not sure about a CD or TIDAL playlist.
Not without the proper licensing from ASCAP/BMI/SESAC. In fact, even playing broadcast FM radio in a business may be illegal without a blanket music license, depending on the type of business and its size:
https://www.broadcastlawblog.com/2015/07/articles/does-a-local-business-need-licenses-from-ascap-bmi-and-sesac-to-play-my-radio-or-tv-station-on-their-premises/
That’s why most businesses use a service like MoodMusic or PlayNetwork; it would be too expensive to do all the licensing work themselves.
I don’t know about increasing retail sales but people have enjoyed listening parties in my office long time.
In a coffee shop, if the system was turned up to a level where the benefits of “better” sound could be heard, 1/4 of the customers might like what was playing, 1/4 might hate what was playing, 1/4 might wish it was turned down, and 1/4 might wish it was turned off. And in a situation like this, there could never be a “sweet spot” where the true advantages of high-end sound, like soundstage and correctly reproduced timbre, could be appreciated. Conversely, if the system was played at a low level it would not sound much different than the “crappy little speakers” it replaces. Personally, I’d find another coffee shop. And furthermore, I like talking to my barber and am thankful he doesn’t play music.
You’re right no sense in trying to grow the industry. Just let it die a natural death… 🙂
If memory serves I read an article about one such barber shop in England. I’m not sure if sales was the motivation but they have a full Naim system and serve liquor.
This is a decent idea. Most issues can be worked out and I’m sure it wouldn’t be for every shop. Most barber shops I’ve been in have been quiet, boring and usually are listening to sports. Most hair salons have some type of music playing already and at a noticeable volume.
How good are the acoustics in the hotel rooms for audio shows? I’m sure some things may be done if a shop was on board but I think a company would want to see some return on investment before going in too deep. Maybe a treatment company would want to do the same as the audio company, display some merch. I remember a diffuser being shown with MBL one year, gave them exposure and it really helped MBL sound even more spectacular.
I remember living in a small college town and one of the most popular bars didn’t have a jukebox, the owner was an audiophile of sorts and played his system, took requests from patrons.
I was loyal to my dentist because he had audio magazines in his waiting room opposed to BH&G. LOL
Sometimes you have to think outside the box. I’m sure at one point someone thought, “rent out floors of a hotel and fill it with audio gear? Who will come to that? It’s crazy! The acoustics will suck, LOL