Get On the DTV Bandwagon
It’s too late to sign up to accept the government-issued DTV converter box coupons, but you still have time to get on the DTV transition bandwagon. More importantly, your customers need your help now more than ever.
A report on Denver’s 9News KUSA TV showed just how ill-informed sales associates in consumer electronics stores are and how they mislead confused customers. The station sent reporters into seven stores and found most clerks didn’t even know the exact date of the transition. Many told the reporters they’d have to buy all new TVs. Few were willing to tell their prospects that all they needed was a digital converter box—or, that if they had cable or satellite, they probably wouldn’t need to do anything.
The associates who knew about converter boxes quoted prices on them from $100 to $200. When asked if there was some sort of coupon program, associates often said, “No, I don’t think so.”
The 9News report cited a study in which CoPIRG, a consumer advocacy group, sent 100 mystery shoppers into stores in 10 states.
Regarding the DTV transition, Heather Mauer with CoPIRG said, “The electronics stores are going to be the number one place consumers go to understand what’s going on. If the consumers are given the kind of information that our secret shoppers were given, it’s going to cost them time and it’s going to cost them a lot of money.”
Be Part of the Solution
Instead of using this once-in-a-lifetime opportunity to help educate their customers, some retailers—perhaps confused themselves—are only adding to the flurry of bad information out there.
If you’re not part of the solution, you’re part of the problem.
Don’t assume that just because you’re a specialty retailer or a custom installer your customers are all ready for the transition. Put together a newsletter to remind them that they might have an analog VCR or a set in the basement still connected to their old antenna system. Offer a free in-home consultation to ensure that your clients are fully DTV ready.