Pinpoint your gadget needs with the expert advice

In the electronics world, much like all industries where trends are what dictate sales, innovations are the bread and butter of the retail sector. So when the latest novelties are just updates of older products, consumers are less eager to upgrade their existing collection of electronic products.

This is exactly what Helen Yip Lee, Director of Universal AV Centre, observed in the past year. “The market is relatively quiet because as an industry that depends heavily on exciting and new product launches, there are simply not much ground-breaking innovations in the past year.”

Consumers may find there are numerous new products, but these, as Mrs. Lee explains, are often just facelifts of products that have shook the market in the last few years. “Take the smart phone for example, there isn’t anything truly new coming out; it’s all just updates and upgrades of existing products that are already widely used by consumers.”

As an industry driven by trends, this undoubtedly undermines consumers’ enthusiasm and is a major contributing factor in the rather quiet market last year. And as a retail store, there’s not much that can be done to influence or change these trends. Therefore, at times like this, it is more important than ever to curate the right stock and build a store with products that truly trigger the needs of customers.

This is where a boutique retailer like Universal AV Centre, with three outlets at top luxury retail hot spots in the city, can thrive. Bigger is not always better when it comes to retailers, especially for customers looking for the latest innovations and top-notch customer service. While there are plenty of good reasons to buy from large chain stores, smaller stores offer the care and attention to customer needs in a way that is simply not possible elsewhere.

For over 20 years, Universal AV Centre has been the go-to destination for those with a big appetite for the latest electronic goods but little time to research their needs. “Large chain stores can carry every brand under the sun; but we offer a more refined selection for our customers, weaving out the products and brands we feel are not up to their standards and expectations,” Mrs. Lee explains.

Because of the intimate setting of the shop, the staff is able to give their full attention to customers, often helping them refine their needs and choices. “Our customers are not consumers who can afford to spend a lot of time researching their needs. This is why they come to us. Our knowledgeable staff can always help them with informed recommendations and narrow down their options, making the buying experience a smooth and hassle-free one.”

In fact, Universal AV Centre is so well noted for its customer service that a large chunk of its business comes from repeat visits and referrals.

But a lot of times, making the right recommendation could mean not making the biggest possible sale. But both Mrs. Lee and her staff agree that building trusting relationships with clients, even if it means sacrificing an initial sale, is the only way to grow a business.

“We have cultivated a culture where, because we don’t have the capacity to stock up a lot of one product, are able to recommend products based on what the client needs, rather than what leftover stock we need to get rid of,” says Mrs. Lee.

This unique culture is the result of years of service to customers and a dedicated team of staff who are in for the long run. “Our customers can easily find the same staff at our shop if they have questions or need help; at large chains, it is not always possible to find the same staff that service you the last time,”

Mrs. Lee recalls one incident several years back where one of her clients bought a new TV system for his elderly mother. “Like many seniors, she found fiddling with technology a bit of a challenge. She kept calling us back week after week for a refresh on how to use the remote. In the end, we visited her home three times to teach her how to operate her TV.”

All this, she notes, is free of charge. “We are of course happy that our clients keep returning. But what makes us truly proud is the trust they put in us. They know they can rely on us if they encounter problems and we are always happy and willing to help.”

FAST FACTS

• Universal AV was founded in 1990

• There are now 3 branches: Pacific Place in Admiralty, The Landmark in Central and Miramar Shopping Centre in Tsim Sha Tsui

• The company employs 30 staff and trains them to serve the customers from purchase through installation

• Clients come from all over the world

• Most of the best brands of televisions, smart phones, digital cameras, audio and video equipment and other electronic gadgets is available.