Vendor View: Targeting the Luxury Consumer
CustomRetailer: Talk a bit about the custom business today, and about some of the most pressing needs integrators have in terms of solutions that the various brands in your group can uniquely provide. In what directions are custom integrators’ businesses trending, and how can you help them to succeed in those areas with your product portfolio?
Jim Garrett: Integrators need manufacturers who don’t simply provide a black box product and then walk away. They need manufacturers who understand how to develop innovative, scalable and repeatable solutions that are coupled with comprehensive support and marketed by the manufacturer in an effective way that generates pull.
For example, JBL Synthesis is based around a powerful, recognized brand name with a deep product portfolio and unique services that help integrators in the design and calibration phases of a project.
These technical services and support not only serve to ensure greater satisfaction to the customer, but they provide an additional point of differentiation and definitive incremental revenue opportunity for our dealers, which helps make us more of a partner in their business growth.
For us, being a one-stop-shop doesn’t mean literally having every type of product and accessory imaginable, but rather, having the right products, and combining those with services and support in a turnkey solution that the integrator might not otherwise be able to offer clients.
CR: How does what you introduced at the recent CEDIA Expo build upon your prior intros, and how do those products answer specific needs for custom integrators?
Garrett: Last year, we began shipping the Lexicon DD-8, which was a seismic shift for distributed audio amplifiers. This year at CEDIA Expo, we introduced an expansion to the range of Revel Architectural Series loudspeakers. These new products will offer additional application-specific solutions requested by our dealers, including shallow-mount speakers and a new mounting mechanism that is compatible with wall/ceiling material thickness of up to two inches.
We’re also adding an assortment of lower-priced models that provide the exceptional sound quality the Revel brand is known for, along with ease of installation and a design that blends with any room.
This year, we also introduced the new version of our JBL Synthesis Adaptive Room Correction and Optimization System (ARCOS). Over the past year, we’ve been offering Masters and Standard-level training and certification programs for ARCOS. Upon successful completion of the program, these individuals can be contracted to calibrate a JBL Synthesis home theater system.