Viking

2009 Distributor Directory
April 1, 2009

In these challenging economic times, when a choice must be made about who a custom integrator will do business with, service is the differentiator—just as it is at the client level.

Luxury Branding—Myth vs. Reality
June 1, 2008

I thought you would like to take a look at the idea of branding through the eyes of the luxury market. After all, Mother always said, it is easier to go downtown than it is to go uptown. So even if your bread-and-butter business is not with the luxury market crowd, there is plenty to be learned by studying the strategies of that business model as it relates to yours. And if you are servicing the luxury market, there is so much to be gained by looking at other luxury brands, how they attract the toney set and how they cultivate the tag of

Distribution Special: Distributor Directory
April 1, 2008

CustomRetailer presents a directory of companies ready to provide you with everything you need to run your business... ADI Tom Polson, President About the Company: As a leading global wholesale distributor of security and low-voltage products, ADI offers the support, service and confidence you need to stay up to date with the evolving custom electronics market. ADI’s superior product offerings, convenient locations, friendly and knowledgeable staff and extensive training opportunities can be relied on to help you win business throughout the marketplace. For the past 20 years, ADI has been distributing the latest technologies and value-added services to residential and commercial A/V

Brand Source’s Lawrence: We’re Better Than Bigger
March 24, 2008

“You are in the greatest position going forward than ever, as independents. This time, for us, is phenomenal. It says to our suppliers that the be-all and end-all is not the box store. The prevailing belief today that bigger is better will break down.” So said Brand Source CEO Bob Lawrence in the group’s 2008 Summit General Session yesterday, exhorting dealer members in attendance to “never give up, never back down, never lose faith” in the face of market challenges. He pointed out that a market landscape where the likes of Home Depot and Lowe’s are suffering the backlash of slower housing starts and

If Your Customers Had A Million Dollars
October 1, 2007

If your potential customers had a million dollars, how many of them would spend it buying products and services from your business? Could you sell them a million dollars worth of stuff? Are you prepared to sell the better products and understand what it does for your customer? Ira Friedman in his July Essentials column talked about the success of Viking appliances and buying expensive, prestigious products. He makes some great points, but there is one point he did not discuss—Why do customers buy luxury goods? It is because it makes them feel GREAT. You can

The Viking Range Phenomenon and You
July 1, 2007

Peek into the kitchen of a typical A/V customer and you might find a Viking range. A Sub-Zero fridge. Maybe a Bosch dishwasher.
These aren’t your mother’s Kenmores. These are professional-grade appliances reformatted for residential use.
What’s going on here? Is every client trained at Le Cordon Bleu? Are they leading the fabulous life, filled with friends and wine and cheese and cassoulet?
More likely, these appliances are seldom used. Viking calls these buyers “look not cook” clients. The typical Viking range purchaser uses their range no more than—and often much less than—the typical household.
From an economist’s point of view, the client who

The Viking Range Phenomenon and You
July 1, 2007

Peek into the kitchen of a typical A/V customer and you might find a Viking range. A Sub-Zero fridge. Maybe a Bosch dishwasher. These aren’t your mother’s Kenmores. These are professional-grade appliances reformatted for residential use. What’s going on here? Is every client trained at Le Cordon Bleu? Are they leading the fabulous life, filled with friends and wine and cheese and cassoulet? More likely, these appliances are seldom used. Viking calls these buyers “look not cook” clients. The typical Viking range purchaser uses their range no more than—and often much less than—the typical household. From an economist’s point of view, the client who

Does Brand Matter?
November 1, 2004

Of course, brand matters—but whose brand, and to whom? Is the brand that matters the nameplate at the bottom of the display frame or the company name at the top of the installation invoice? Come to think of it, what is brand? How do you define it? What is it supposed to evoke? Something as abstract as an impression or an aspiration? Or something as nuts and bolts as timely shipping and a competent support center? Whose brand preference is the most important factor? Is it the customer/end-user who lives with the purchase? Or is it the C-tailer, which might choose brands based on