For some time now, the market for consumer electronics has extended outside the traditional confines of a mom and pop store. A few years back, I remember seeing not just a stereo system but an entire home theater in a box for sale at a truck stop in the middle of Wyoming. With countless locations and a variety of vendors to shop at, my goal is to honestly reveal the pros and cons of the market’s four audio retail business categories: Chain Stores, Specialty Retailers, Online Retailers, and Audiogon.com. Keep in mind this advice isn’t on what to buy, the rest of the SonicFlare website and your chosen retailer will help you with equipment recommendations. This article is about knowing the market alternatives and making an educated decision. Before we look at the audio categories, you must know what to look for in a reputable audio retailer.

The Ideal Audio Retailer

The ideal retailer is an expert in all things audio. They will showcase an audio system in a comfortable, controlled environment and skillfully recommend a quality system based upon your input. Most importantly, the dealer will respect your needs, budget, and properly setup your purchase. Long-term technical support after the sale is crucial to your lasting satisfaction.

In no particular order I give you...
Chain Stores, Specialty Retailers, Online Retailers, and Audiogon.com

Chain Stores
Also known as the Big Box stores, companies such as Best Buy and Circuit City are the audio/video ambassadors to the masses. If you live in or near an urban area, chances are you’ve seen, visited, and likely purchased something from these stores. Most chain store companies go well beyond audio/video gear and carry CD/DVD media, video game consoles, computers, games, car audio equipment, software, cameras, phones, and appliances. The expansion and popularity of these stores is beyond belief, likely due to their massive size and well-stocked inventory. To meet the demands of our fast-paced society, they are open seven days a week, sport the most recognizable electronic brands, and offer competitive prices and financing options. (Buy now and don’t pay until 2032.)

All of this is great if you need an X-box, stove, and rechargeable battery; but what about the music? Unfortunately, it becomes difficult to comfortably and quietly test drive an audio system without a multitude of distractions. Standing in a crowded equipment isle with the store’s PA system constantly blaring for checkout assistance while noise erupts from every TV, speaker, and person in the store is hardly ideal. Even if you can block out the white noise, you run the risk of listening to a system that is improperly setup or connected to broken speakers. (Poked-in tweeters are the best, they’re a magnet for children’s fingers.)

There is no doubt that chain store employees enjoy interacting with people and have an interest in consumer electronics, but sadly for the audio newcomer very few chain stores employ actual audio experts. The chance of finding an audio savvy salesperson in a chain store with proper room and system setup is as likely as finding technical specs on a Bose speaker. (In other words, the chances are slim.) You can chalk it up to poor in-house training, high employee turnover, or perhaps a lack of devotion. A chain store’s highest priority is not aimed at being an audio connoisseur, but rather a jack of all trades. A chain store is full of numerous products that have high consumer recognition but very little value when it comes to sonic performance. As for personal service and support, it is unlikely to see any chain store employee leaving work to prepare a system setup at your house. Regrettably, you are likely to find a salesperson with average audio knowledge, modest demonstration skills and no intent on supporting your purchase beyond the front door.

It is important to mention that in recent years, chain stores have tried to improve their image by bringing in “high-end lines” and offering product installation and service. Best Buy has taken the biggest leap in this category by building a store within a store. Their acquisition of Magnolia HiFi (a specialty dealer of premium audio/video products) is an attempt to capture a piece of the high-end market. Inside selected Best Buy locations are Magnolia alcoves that offer separate listening rooms, high-end gear, and a sophisticated décor. The Magnolia sales team seems to possess more product knowledge and experience than your average Best Buy employee.

An undoubtedly decisive upgrade on Best Buy’s behalf. Repeated visits to the store in multiple locations reveal an experience that falls short of its potential. Most listening rooms are nice looking but overly packed with home theater equipment and speakers. The audio systems are operational through series of poor sounding switch boxes with a large touch screen interface. System operation is easy but the demonstrations are terrible. Instead of asking me for a musical preference or picking a carefully selected track of their own, the sales team threw on the nearest CD and placed emphases on loudness and bass over accuracy and detail. The gear choices are respectable, but the presentation and setup is dismal compared to the stores perceived high-end image. When come to service and support, a competent installation crew can come to your house for a fee; but do not expect long lasting personal support on your purchase.

Above all, better products and improved surroundings can not make up for the under- trained salesperson. In the words of Danny Kaey, “You can’t have people giving you ‘expert’ advice when they themselves have little to no knowledge of the very subject they are supposed to advise you on.”

Pros:
- Abundant stores across the country. (Sorry citizens of Alaska)
- Sales, Sales, Sales!
- A large product inventory will insure you walk out with your purchase
- Most stores are open 7 days a week
- Quality audio products at select locations
- Employees are excited about home electronics and eager to help

Cons:
- An inconstant and poor environment for auditioning audio equipment
- Systems may likely be out of phase, incomplete, or broken
- Salespeople are not experts, average knowledge and modest demonstrations skills
- A lack of personalized attention after the sale
- No equipment trade-up policy
- Furthering consumer assumptions that big brand recognition equates to quality audio

Specialty Audio Retailers
Let’s start by debunking one of the biggest myths to plague specialty audio industry.
High-end sound doesn’t always mean high-end price. If your system budget is modest you’re in luck. Today’s audio market is jam packed with fantastic sounding budget products. Therefore, if built correctly, you can experience a first-rate music system without applying for a second mortgage. However, if the sky is the limit, then prepare for a system that would make Donald Trump jealous.

When you step foot inside a specialty audio store, prepare for a different kind of retail experience. Employees are more than just audio experts, these men and woman have made a career out of crafting a musical experience. Most employees are music fanatics as well, so be prepared for a spirited conversation even before you begin your audition.

Depending on the size of the business, most shops have several quiet listening rooms to accommodate mixing-and- matching audio systems. (Many dealers go the extra mile and install acoustic panels and treatment in their rooms.) Don’t be surprised if a dealer spends a good deal of time asking you questions to better understand your personal taste. For Specialty dealers, attention to detail is everything. A dealer will make sure a system is properly setup and in top working form before any audition. They will play songs that have been skillfully picked to show certain attributes of each system. Dealers also encourage you to bring in your own music. Familiarity with a song is the best way to critique any audio system. For all you retro folks, turntables have not been forgotten at specialty stores. If anything, stop by and hear what 60+ year-old technology can do, you might be surprised. Part of recommending the right system is not about what the store has in inventory or what is on sale. These dealers use professional knowledge and experience to create the best possible system for your living conditions.

Being new to the audio industry, you might not recognize some of the brands. There are many reputable audio companies in the industry, but most fly under the mass market radar. Chosen on performance and reliability, allow your salesperson to educate you on why the store has selected to carry a peculiar product.

The best dealers pride themselves on satisfying not just your budget, but adhering to your musical preferences and lifestyle. It is not uncommon for specialty dealer to come to your house to evaluate the conditions of your room. Everything from room dimensions to your home décor will be considered when making system recommendations.

Frequently, dealers will sweeten your purchase by offering a yearly in-home checkup just to make sure the system is running smoothly. If you happen to get bitten by the audio bug and feel the need to upgrade your system, many stores have a trade-up policy. Rest assured you are never stuck with the same gear if your needs or budget change. If requested, dealers will lend out equipment for home audition or better yet, some will even bring the entire system to you. It’s in-home service at its finest.

I imagine some readers think we are out to make all specialty shops look like the saviors of the audio world. Obviously no person or business is infallible, so let’s make one thing perfectly clear. If you ever encounter a salesman who is so high on his pedestal of audio snobbery and arrogance that any interaction with him leaves you feeling like a belittled, disarrayed, stereo peon, drop everything and leave the store immediately. A shop that doesn’t take the time to foster a respectful and engaging relationship doesn’t deserve your business. After all, if it wasn’t for your wide-eyed interest in audio gear, where would the industry be?

Please don’t mistake audio standards for snooty behavior. I am asking you to walk a fine line, but quality gear doesn’t always equate to a bottom dollar price. High performance audio doesn’t have to cost an arm and a leg but don’t expect to find entire systems for $300 bucks that will make your head spin. A good salesman will show you the value in every product you purchase.

You may also find specialty dealers who are ‘appointment only’. Do not let this deter you, many companies may only have one or two employees on staff and must regulate their time in order to give each customer the attention they deserve.

Pros:
- Zealous for music and crazy about audio quality
- Yearly trade-up equipment policies
- Expert recommendations on the industry’s best equipment
- Personal service and support on all products purchased
- In home setup and auditions
- Supports your local economy

Cons:
- Specialty stores are not in every city or state
- You might have to wait, some products may not be in stock
- Watch out for the audio snob!

Online Retailers
For those unlucky folks who don’t have a tangible dealer within driving range but do have internet service and a home address, the mighty online retailer is your ticket. I am sure you are aware that not all internet retail sites are created equal. Resist your urge to buy from Billy Bob’s Online Speaker-Box and Subwoofer Emporium and check out reputable online companies: Music Direct, Acoustic Sounds and Audio Advisor.

As model examples for online retail, they carry a variety of quality audio products (turntables included), and as a bonus, (apart from Audio Advisor) they sell an extensive array of CD, SACD, DVD-audio, and Vinyl records. This is not the top 40; it’s a treasure trove of eclectic record labels, Vinyl reissues, and classic CDs.

What’s even more compelling is their level of audio expertise offered on the phone. These guys know their products and truly take the time to properly suggest a system based on your criteria. Once you have received your equipment, company representatives offer phone assist for your system setup and back it up with lifetime tech support. They may not be able to showcase and support their products in a conventional retail setting, but for the stranded audio newcomer, they are a viable resource. (A few audio companies restrict online sales if an established dealer exists in your area.)

You may also find that some audio businesses have their own online stores that sell and ship products directly to the consumer. When dealing straight with a manufacturer, expect an in home trial, and tech support straight from the source. If the company is established and dependable, they will offer the same support and service as other reputable online retailers.

The online retail world can be fast and easy but it’s important to check if the company actually stocks the products they sell. If an online store is just a middle man you may have to wait a couple of weeks for your system to arrive. If you do choose an alternate online retailer, make sure the company is an authorized equipment dealer or you’ll void the warranty. There are a countless number of shady online businesses just waiting to snake your money. If the site looks questionable, skip it, or contact the product manufacturers and check the website’s dealer status.

We all know Amazon.com, Buy.com, and other big name sites as the mega stores of the web. They sell practically any item you can think of, but in the audio arena their product range and representation is weak. These companies offer a convenient online sale but you can forget about expert advice and personal support. Choose a company that focuses on the audio basics, not everything under the sun.

Pros: (Selected dealers)
- Specialty store expertise with an enthusiasm for music
- Online access 24/7 and live support during business hours
- In home trials & generous return policies
- A large catalog of audiophile equipment and recordings

Cons: (Selected dealers)
- Impossible to quickly swap and audition equipment in multiple system configurations
- A lack of local support does not allow for home visits or setup assistance
- In most cases, the buyer pays for shipping and handling
- No equipment trade-up policy
- There is no instant gratification, you have to wait for your purchase

Audiogon.com
Audio what? If you’re new to the audio scene, we can presume your unfamiliarity with Audiogon.com. Audiogon is basically the eBay of the audio world. Through various auctions and classified postings, you can buy or sell new and used equipment worldwide.

Since its inception, Audiogon members have offered an impressive selection of HiFi equipment and made good use of the online forum and photo gallery. If you want to see some impressive pictures, (and some bad ones too) check out the virtual systems link. These guys are proud of their systems and are happy to receive feedback and answer questions. Audiogon is more than a resale website, it’s an active online community. Industry news, discussion forums, and product reviews keep users informed and generate plenty of interesting dialogue. I love to exchange knowledge and ideas but remember ANY person can voice their opinion online. Advice ranges from the experienced to the fanatical but ultimately take everything with a grain of salt.

The whole buying process is easier and less restricted than eBay. Sellers pay a single fee per listing and post pictures, contact info, and a product synopsis. Sending out bids and negotiating a price are all part of the experience. Most sellers are not set up to accept credit cards, so PayPal is the preferred online method of payment. Terms and conditions of the purchase are different for each transaction, so buyers must be aware of what they are getting themselves into. Most sellers are honest about the condition of their audio gear but in the world of resale there are no guarantees or warranties. If you’re going to make a purchase make sure it’s exactly what you desire because sellers don’t offer in home auditions and the deals are usually final.

What may come as no surprise, the driving force of Audiogon’s popularity has everything to do with PRICE. Used gear generally goes for much less than the manufacturers suggested price, so you could piece together a system for roughly half the price of retail. The prospect of cheap gear is very tempting, but you have to ask yourself, can the purchase of discounted, used gear overshadow the support, knowledge, and amenities that come with a dealer purchase?

Pros:
- An enormous selection of HiFi gear at greatly reduced prices
- The convenience of online shopping

Cons:
- This is resale, expect NO expert service or support on products purchased
- No in-home auditioning
- Most sales are final
- Impossible to quickly swap and audition equipment in multiple system configurations.
- With thousands of different sellers, there are no guarantees; buyer beware!
- In most cases you pay for shipping and handling
- Not even a possibility of an equipment trade-up
- There is no instant gratification, you have to wait for your purchase
- Used gear equals NO WARRANTY

Ready to Make the Plunge?

Is the store nearby? Are the products in stock? Can I make a purchase at 2AM? Do the salespeople know what they’re talking about? Is it cheap? Do they carry the best gear? Is it on sale? Can I return it if I don’t like it? Can they show me how to work this? Will they come to my house? Are they honest? What can they do for me? These are questions we all ask ourselves. The list can go on and on because each of us has our own criteria for choosing a company to do business with. Although you have many factors to consider, when you’ve ready to go shopping don’t settle for a mundane experience, shoot for the best. No matter your price range, get the most out of your audio investment by choosing a company that will work hard to give you the best buying experience.

As a final note, in 2006, SonicFlare’s Josh Ray and Danny Kaey wrote articles about their experiences in a Magnolia/Best Buy, listing several shortcomings of the company. The articles raised some debate as readers were outraged at the “obtuse and elitist” remarks. The naysayer’s point; Josh and Danny needed to accept Magnolia and Best Buy for what they are, mass market chain stores.

Maybe so, but ultimately the real problem still lies in a chain store’s misrepresentation. If a company wants to present themselves as “experts” of the audio industry they better be the professionals they say they are. The growth of the industry relies on the merit and responsibility of ALL companies to properly educate consumers and represent the full potential of what a music system has to offer.

Maybe I am an idealist, but I think the entire audio industry can agree that listening to music is about having fun. Enjoy the journey, and listen to what you love. That is the point, right? Oh, and as for truck stops, white vans, flea markets, and Costco; my advice is simple. Stay away! Your wallet and ears will thank you.