Tweeter Home Entertainment Group, looking to forward its “service and installation-based business model,” opened its third “Consumer Electronics Playground” concept store.
Tweeter said the new store, located in Burlington, Mass., “combines and expands” upon key elements of previously-opened concept stores in Las Vegas and Oak Brook, Ill. The stores include home-like vignettes and a “concierge” desk to help visitors get the most of their “customer journey.” The stores showcase not only video and audio but also home control and automation, as well as provide as a mobile installation bay.
Said Tweeter President and CEO Joe McGuire, “We have evolved from being a traditional retail store with strong product knowledge skill sets to a solution-centric demonstration and display model that also teaches our customers how to bring CE products to life through integration and installation.”
“We encourage and train our sales staff to think of our stores not as disparate places to sell product, but as a tool to teach our customers about what is available to them,” said Judy Quye, Tweeter’s senior vice president of sales, operation and installation services. “Our concept stores are truly consumer electronics playgrounds that take our customers on a journey that both excites and educates them about what is now possible in their homes.”