TripEnglish wrote:
They have been taught to pay a lot of lip service to quality, which confuses some people, but not to actually seek it out and pay the premium required to obtain it.
But that's just the nature of our fickle consumer-driven market. Only a few years ago, we bought expensive products to last. We didn't change our TVs for years. Many years. Same with a sitting room hi-fi. We kept our cars for far longer, kept the same briefcase until it was battered and we weren't too worried about upgrading our mobile phone.
Now all of this has changed. It's changed because everything became very cheap and affordable. People demand a new TV as they can afford to put a £800 product on their credit card and clear it with their missus. A year later and they can repeat the process. What happens to the old TV? They give it away or sell it for <£100.
The same thing applies to clothes, your laptop bag, mobile phone and more. People want things more quickly than they every did in the past. They are also very price savvy - I was down the gym this morning and was talking to a group of people who work in retail. The amount of customers they get in their stores who look at products, ask questions and even get them out the boxes....then go online to find a cheaper version. In turn, this then results in other online retailers driving down their prices, to the point where they are making no margin. The customer gets a better value product and, in turn, they view this as "throwaway". Everything cycles around again :(
It's quite rare to find someone who values quality and owning something long term.
Maybe B&O need to tap in to the likes of Lee, Ian Grace and others and utilise this pre-loved market more effectively. They would then allow a respectable trade-in from current kit. This would allow customers to get on the B&O bandwagon - and stay on the bandwagon - whilst upgrading their TV every 2-3 years, knowing that their current TV could be traded in against the new one.
Why do they need Lee and Ian? Primarily as UK dealers are now reluctant to take a trade-in. And, if they do take in something as a trade-in, the rates are quite low as they price them up on the basis the dealer might need to sell on to LifeStyle or MoreThan! It would be easier and wiser to work with Ian and Lee and shift some pre-loved stock through them, perhaps in association with B&O, and make this more official.
This enables B&O to put out the message that if you buy a B&O product, you can be safe in the knowledge that you'll get a reasonable trade-in against a new model at a later date. Something unheard of from any other brand.
That should be the new retail USP.