Tweeter plays in CE Playground

Hardware specialist creates home theater concept stores

By Susanne Ault -- Video Business, 9/1/2006

SEPT. 1 | Regional hardware specialist Tweeter is on track to launch nearly 20 consumer electronics concept stores through 2007, showcasing the cutting edge of home theater entertainment.

The first three “Consumer Electronics (CE) Playground” formats have rolled out over the last several months in Las Vegas; Oak Brook, Ill.; and most recently Burlington, Mass., in early August.

Tweeter wants to be perceived as the ultimate hardware seller, beating such large chain rivals as Circuit City and Best Buy in winning over consumers of increasingly popular high-definition products. Circuit City plans a home entertainment redesign in 500 stores this fall, including a 70-foot flat-panel display wall. Best Buy also is making over expanded home theater showcases.

“We think we have the scoop on the market, as flat-panel TV prices drop and there are new available related technologies like HD DVD and Blu-ray,” said Judy Quye, Tweeter senior VP of sales, operations and installation services. “All of that has brought more customers into the mix.”

CE Playground outlets merchandise and demonstrate products as they could be optimally used in various rooms of a house, which is different from the traditional mass shelving retail approach.

For example, CE Playground’s Big Screen Adventure room features computerized chairs surrounding a large high-def TV. An HD DVD player and a Blu-ray player also are on display, so customers can see the differences between the two.

“Consumers are very competitive shoppers, and they’ll go to every single big-box store [searching for the best deal],” said Quye. “But when they walk into a concept store, they can see how it will all look in their own home. [Tweeter staffers] will bring these products to life for these people.”

The average CE Playground customer spends two hours at a time in the store and snags much more than $1,000 in products, generally a bigger cash register ring than at Tweeter’s traditional outlets.

Starting this year, Tweeter has been retrofitting many of its traditional outlets with successful elements of the concept stores. A version of the Big Screen Adventure room will be built into 100 of Tweeter’s 153 stores by Thanksgiving. Tweeter has outfitted 25 of its outlets already with this feature.

By the end of 2006, Tweeter will have eight concept stores through a process of opening new outlets and remodeling and relocating others. The next concept stores will be in Kirby, Texas; Marlton, N.J.; Concord Pike, Del.; and Henderson, Nev. A Plano, Texas, location also is likely.

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