Teach some, sell more
October 12, 2007

With consumer purchases of DVD flat,
studios and retailers alike have an interest in seeing high-def reach its full potential, And even with the format war as a significant obstacle to consumer adoption, a couple of retailers are outperforming their general market share in high-def.

Best Buy and Amazon both have strong followings among early adopters and film buffs, but each credits consumer education with helping it grow its high-def share.

With that in mind, last week I visited Amazon’s new “High Def 101” reference online, as well as Bestbuy.com.

Amazon’s High Def 101, reached through the site’s DVD home page, is a great consumer resource that all retailers ought to check out and consider emulating. Under the heading “Learn. Shop. Discuss.,” the retailer has primers on a variety of topics (HDTVs, cables and accessories, gaming systems, high-def movies and players), answers to frequently asked questions, definitions of high-def terms, a blog and even examples of home theater systems, which can be put together for $1,000, $2,000, $3,000, $4,000 and “more.” In browsing the resource, the only complaint I had was that the difference between HD DVD and Blu-ray was not among the FAQ—but it was addressed thoroughly in the high-def movies and players primer.

Best Buy has very similar information, through links to partner Cnet’s Home Theater Resource Center, which has lots of explanations, delivered by an enthusiastic Cnet editor on video.

Not all retailers will have the same resources as Amazon or Best Buy, but it would benefit most to get in the consumer education game.

Posted by Marcy Magiera on October 12, 2007 | Comments (0)