The Official Wirewize Blog

Guy walks into an electronics store to buy an iPod.  He’s never owned one, but wants to finally get on board like everyone else.  So he finds a salesperson at the local big-box Technomart and politely says he’d like to buy an iPod.  Salesperson says “Which one?”  Customer says “I don’t know, what’s the difference between them?  Can I see them?”  Salesperson tells customer no, you can’t see them, they’re locked in a case.  Then tells customer to go online, look up the differences and pick which one he wants.  After that, he can drive back to the store and the salesperson will gladly sell him the right iPod.  For a higher price than the customer found online.

What’s the right response here?  Laughter? Sarcasm? Outrage? A sad shake of the head?  If you voted all of the above, you’re in the mainstream.  The state of consumer electronics retailing has become a national joke.

Before we start kicking easy targets, let’s spread the blame around and do it fairly.  First off, most CE products are designed by (and unfortunately, sometimes for) engineers.  What’s simple to an engineer is not simple to an ordinary person, obviously.  So when you see an indecipherable menu on your HDTV or BD player, know that somewhere in the world, the layout and language do make sense.  Just not to you, or anyone else like you.

Next, let’s blame fairness. Crazy you say?  If it weren’t for fairness — in the way of products being interoperable with other products from different makers — the CE world would be like the PC world, with a single operating system dominating all others, and not playing well with anyone or anything outside of it.  So instead of having a Microsoft TV that would only work correctly with Microsoft-certified cable boxes, we have a fair world where every device is expected to work with any other device.

That means your Toshiba DVD player works properly with your Yamaha receiver and Vizio TV.  This is true even though your Toshiba’s component video jacks are marked “Color Stream Pro”, your Yamaha’s jacks are marked “Y-Pb-Pr” and your Vizio’s jacks are marked “Y-Cb-Cr” — despite the fact that all of these mean the same thing.

So now let’s transpose this state of confusion to the retail floor.  An average floor jockey at your local CE chain is non-commissioned, meaning that whether he/she sells a $6,000 home theater or a $29 DVD player, their hourly pay is the same (and not terribly high to begin with).  There’s no incentive to go above and beyond their basic training (if any) and learn about the products they’re selling; again, it doesn’t matter to them what they sell because the reward stays the same.

Now add the “you can always return it for a refund” philosophy that guides most CE sales outlets.  In Wirewize’s studies with retailers, we’ve learned that a consumer will typically spend an average of 20 minutes at home trying to figure out a product.  If they can’t get it to do what they want in that time, it gets packed up and returned to the store.  The Consumer Electronics Association believes that only about 3% of all returned products are actually defective.  That’s a lot of confused people returning a lot of products to the store — unnecessarily.

What’s the alternative?  The Internet?  Good luck, especially if you’re buying from a non-authorized dealer.  If you’re lucky enough to get legitimate product (i.e., new, non-refurbished and not grey goods), you won’t have any warranty and the manufacturer won’t service your warranty period. How about the discount clubs, like Costco and Sam’s Club?  Sure, if you think buying a TV should be just like buying laundry detergent, and don’t care that they typically carry closeouts, older products and derivative models that the manufacturer makes especially for these outlets.  Surprised?  Surely you knew there was a reason why your $800 TV cost only $600 at the price club?

With all this hassle in the retail environment, where do you turn?  Most people turn to knowledgeable friends to help out.  Others turn to tech sites like CNET or shopper’s aids like Consumer Reports.  A specialty A/V retailer is always a good bet.  They may be a bit more expensive (because they need to carry better goods that the big-box stores don’t carry), but by and large they know their stuff, they will help you buy what’s right for you and they will try to help you after the sale with installation and sometimes even support.

Hmmm…not a very compelling universe, is it?  Well, that’s why we started Wirewize.  Our software will help you cut through the confusion of connecting your gear, and we’ve got a phone support line (800-833-8872) where you can get a specialist to help you — affordably — with your post-sale questions, 24/7.
And now you’ll be able to get Wirewize support with your home A/V installations too!  We’re now part of the service offerings from Zip Express Installation, a national network of qualified A/V installers that provides install services for Target, Tiger Direct, Vanns and CompUSA, among many others.

We wish all this was easier.  And one day it will be.  But for now, there’s Wirewize.  And Advil.  And a nice cup of tea.

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