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15 Minutes With…Sanus Systems’ Jim Wohlford : A Mounting Offensive

The company’s vice president and general manager of consumer brands talks about what will be new at CEDIA EXPO.

September 2010 By Interview By Nancy Klosek

CustomRetailer: What are the company's plans for optimizing its presence at CEDIA EXPO? How will your introductions address integrators' and consumers' needs?

Jim Wohlford: The Sanus brand grew up in the custom channel, so CEDIA is always an exciting event for us. This year, we will be introducing the largest expansion to our Foundations Component Series AV Racks offering, including the new CFR144 and the CFR333. These racks are easy to install and feature what we feel is a very strong price-point. In addition to racks, Sanus will be launching several rack accessories, including the CAPC01 power conditioner and the CAPS12 power strip.

We will also feature some additions to the largest line of slim wall mounts in the industry, including two full-motion Super Slim mounts (VMF308 and VLF311) and Super Slim tilting mounts (VMF14 and VMT15) along with an excellent solution for outdoor mounting: the all-weather full-motion VFX220.

Finally, during CEDIA we will launch our Foundations Basic Series, a contemporary, high-performance affordable furniture line.

CR: What sort of dealer merchandising aids or other supports (training, etc.) is the company offering for the balance of the year and into 2011?

Wohlford: Sanus offers in-store, color-coded mount displays that help consumers differentiate between different types of mounts. We also offer a comprehensive e-training system to educate dealers on all of our product offerings. We also have what we believe is the most knowledgeable and customer-focused sales rep network in the industry, who will continue to educate dealers about Sanus products.

CR: Are there any special website innovations you are working on to help educate dealers on how to present/install your products? What are you doing on the site that will help to streamline the services you provide to dealers (i.e., ordering, shipping, etc.)? And in what ways, if any, are you tweaking the site to better connect with consumers about what benefits your products offer them?

Wohlford: On we provide our MountFinder mount-compatibility tool. We also offer a unique HeightFinder tool, which provides consumers with specifications on where to drill holes in the wall for ideal TV placement based on certain parameters like TV model, mount, etc.

CR: Talk about consumer buying trends as they relate to mounts. Have their needs changed with the progression of the flat-panel market growth—and has the decline in pricing of flat panels had any effect on what they are willing to spend on mounts?


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