Want To Grow Average Sales Price? Don’t Forget The Audio
(published in TWICE, May 2023)
As consumers upgrade their viewing experience with new high-res TVs, immersing them in audio with HDMI® eARC soundbars is only natural.
Here’s a valuable piece of advice for retailers looking to increase their average selling price (ASP) of television systems: don’t forget the sound.
More specifically, don’t forget to educate consumers about how much a relatively small investment in an HDMI® enhanced Audio Return Channel (eARC) soundbar–when compared to the television—will enhance their overall entertainment experience.
Whether it’s glancing at the morning news before bolting out the door, sitting down to take in a popular movie or a favorite team’s game or even playing the latest video game, nothing enhances the experience as much as crystal-clear dialog and being immersed in a field of sound.
Many consumers will find adding an HDMI eARC soundbar to the purchase of an eARC-enabled television a simple decision once they fully understand the appeal of audio that’s truly up to the task of supporting the highest resolution video. Customers frequently don’t realize the simplicity of adding a soundbar and that a similar experience can only be achieved with an expensive AVR and multiple speakers—even requiring a professional installation.
Whether a brick-and-mortar retail store or the website of an etailer, managers and store owners can take certain steps to build the desire of customers for soundbars and in the process enhance the chance of closing sales for the sound add-ons.
Merchandising and display aiming at conveying the value of HDMI eARC-enabled soundbars is a logical first step. Retailers should prominently display soundbars—in use where possible—with 4K and 8K TVs. Model living room spaces where soundbars can shine without being distractions are even better.
Just as important as merchandising and display is salesperson training. It’s one thing to show a consumer how HDMI eARC-enabled soundbars enhance viewing, and quite another to have knowledgeable salespeople ready to answer consumer questions.
Having command of the fundamentals of HDMI eARC soundbars, such as their support for high bitrate, object-based formats like Dolby Atmos and DTS:X up to 192kHz and 24-bit, and the ability to demo that performance gives salespeople a clear advantage to add-on sales.
There also are strategies online platforms can take advantage of to encourage shoppers to add HDMI eARC soundbars to their shopping carts before buying a new TV.
With the help of data analytics and a wide variety of algorithms, ranging from A.I.-driven audience engagement to those offering customer advice and recommendations, etailers can build interest in soundbars among shoppers who’ve committed to buying a new TV and gently nudge them into adding to their purchase.
A key selling point –whether online or on the retail floor—that should be emphasized is HDMI eARC’s support for uncompressed audio formats like Dolby Atmos and DTS:X.
These object-based formats require high-bit rate transport of audio. An integral part of eARC is its support for the HDMI 2.1a protocol offering 48Gbps bandwidth.
Rounding out the HDMI eARC soundbar bundle are genuine Ultra High-Speed HDMI® Cables capable of transporting uncompressed audio from the consumer’s new TV to the soundbar—and also an additional opportunity to increase ASP.
As consumers adopt higher-resolution TVs that produce lifelike images, it’s only natural they also will want to enhance their viewing experience with immersive audio that pulls them more deeply into whatever they are watching.
More information is available on the HDMI LA website.
- Valerie Robbins
- June 09 2023