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CEA to Unveil Specialty A/V Retail Research at PARA

The study will reveal what specialty outlets can do to attract more customers than big-box retailers and how to motivate speciality retail sales associates.

Arlington, VA–The Consumer Electronics Association (CEA) will unveil two new research studies that highlight trends in the specialty audio/video retail market at the upcoming 2005 Professional Audio Video Retailers Association (PARA) Management Conference. The management conference, produced by CEA, runs May 11-15, in San Diego, California.

On Thursday, May 12, CEA will present the results of its “Understanding Why Consumers Shop at Specialty, High-End Electronics Stores” survey. Presented by Joe Bates, CEAs director of research, the study is designed to uncover the reasons why consumers choose specialty outlets over big box retailers and what these outlets can do to attract more customers. Conference attendees will get in-depth information on consumers attitudes toward shopping at a specialty retailer versus a big box chain, how consumers rate their shopping experiences at these stores and why only one out of seven have shopped at specialty outlets.

On Saturday, May 14, CEAs second research presentation turns the attention onto the specialty retail associate. For the “Motivating the Specialty Retail Sales Associate” survey, CEA conducted one-on-one interviews with sales associates to find out how retail management can help them sell more and keep them motivated to perform. Here, conference attendees will learn how commissions and incentives affect sales and discover if training programs have a positive effect on the bottom line. Megan Henning, senior manager of communications at CEA, will present the survey findings.

“Understanding the consumer and keeping abreast of market trends are key elements to running a successful specialty retail outlet,” said Gary Yacoubian, chair of the PARA Management Conference and president of Myer Emco Audio Video. “CEAs new research will give conference attendees insightful, real-world information they can apply to their own businesses to increase employee and customer satisfaction.”

In addition to these research presentations, the Management Conference will offer a full line-up of keynotes and educational sessions tailored to the specialty audio/video retail market. To view the full schedule, visit