PARA At Its Finest
PARA’s Kerry Moyer spoke with CustomRetailer about the organization’s exciting new changes, member benefits and the many ways PARA is there to help you grow and sustain your business.
How has PARA changed over the years?
Since its inception, PARA has been a resource for the professional audio dealer. As the market expanded into home theater, PARA embraced video and changed its name to better describe the growth of these products among its membership. And, as home theater expanded into custom installation services for all types of audio and video applications, PARA dealers were quick to adapt while maintaining a showroom-based retail and custom installation business. Even PARA’s definition of showroom has changed as it has reached out to include custom installers and what some are calling “hybrid” dealers.
First, PARA’s definition of a showroom is not limited to the traditional bricks-and-mortar retail establishment. It can include any way in which “‘the promise of technology” can be demonstrated, whether that is a room in front of the shop or even a display at a design center. It’s this ability to demonstrate the product—to give the consumer “goosebumps”—that’s not only a core value of PARA but differentiates the PARA dealer experience.
Second, there has been a lot of talk about retail. Someone asked me, “What happened to the ‘R’ in retail?” As if retail was a dirty word! My answer is simple: You may be a custom installer or “hybrid” and you may not consider yourself a retailer. But, if you’re selling a product or service to an end user, then to me that’s a retail transaction.
Think you don’t belong in PARA? If you are aspiring to grow your business and want help with the challenges faced by dealer and installer alike, then join PARA and tap into the resources PARA offers dealers, which have grown through its association with the Consumer Electronics Association (CEA). PARA, like its members’ businesses, has evolved in response to an ever-changing marketplace.