Expert advice

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“80% of customers intending to buy domestic appliances research information online before going to the store, so often the customer is better informed about the product than retail staff,” said BSH CEO Dr Kurt-Ludwig Gutberlet, at the annual press conference of BSH Group in Munich.

This statement may be disputed by majority of independent retailers who, having spent many years in the industry, are experts in their field. Yet the key issue here is – do customers know this?

When we need medical or any other professional advice we may use the web to glean background information to prepare ourselves for the developments ahead. It doesn’t mean however that this will be a substitute for seeing a doctor, a lawyer or an accountant, most often in a face-to-face meeting.

The increasingly complexity of consumer electronics technology is your allay. With the exception of technical geeks who consider pouring over manuals and minute technical details of their products a good use of their time, an average customer don’t have time, or inclination, for this. In fact, many of them are unaware, or have no understanding, of the key features of their products – which could significantly limit the benefits of owing them. They don’t know what they don’t know.

I think that this is the message the industry    should be putting across to consumers; you need our professional expertise if you wish to take a full advantage of the technology on offer. You also need our helping hand with installation and when the things go wrong. Don’t hesitate to ask for our expert advice.

What about the prices? you would ask. Apart from NHS, professional expertise always comes at a premium.

aryland@datateam.co.uk

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