The brand has been experimenting with new retail stores that really change the category rules.
Some examples of what Tweeter is doing in its new stores include;
- Bringing the home to the store- 1/3 of the space in the stores is made up of living areas where consumers can try and play with products in-situ. Here they get a real understanding of the products would look and sound in their home. The store looks more like a Pottery Barn than a typical electronics retailer.
- The salespeople of old are gone- replaced by "Entertainment Architects" that have responsibility for crafting tailored systems out of individual components.
- The store concept pushes lifestyle, not price- celebrating the benefits of what entertainment can bring to the home. So point of sale signs displays in the bedroom read "Forget Sleep".
Tweeter sets an example for small players everywhere. There's always an opportunity to carve out your own niche and do it well. Armed with imagination, a unique insight into the changing consumer landscape and support from design agency FRCH, Tweeter has created a unique future for themselves.
