ProSource Market Strategy Includes Focus on New Audio, Big Video - ResidentialSystems.com

ProSource Market Strategy Includes Focus on New Audio, Big Video

ProSource has revealed the results of its Strategic Steering Committee Meeting held at the Home Entertainment Source Summit last month in Orlando, delineating its strategy and positioning itself for the year.
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ProSource has revealed the results of its Strategic Steering Committee Meeting held at the Home Entertainment Source Summit last month in Orlando, delineating its strategy and positioning itself for the year.

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ProSource represents members from both PRO Group and Home Entertainment Source (HES), making it the largest specialty and consumer-electronics merchandising group in the United States.

“Both HES and the PRO Group—represented together as ProSource—have greatly benefitted from their combined purchasing power and size,” said Dave Workman, president and CEO of ProSource and president and COO of PRO Group. “The group has made tremendous progress since its inception last year and vendors have widely accepted and understand the opportunity that ProSource represents. These new initiatives will only make us more powerful.”

ProSource’s strongest market share is currently in audio and custom control, so the group will continue to be extremely active in these legacy categories to create unique opportunities exclusive to the ProSource dealer base via core vendor programs. In addition to these legacy categories, ProSource plans to concentrate on several platforms that represent the future thrust of the group, including “new” audio and larger displays.

“We see a great opportunity for our members in new audio with products like wireless speakers, high-end sound bars, and headphones,” said Jim Ristow, executive vice president of HES and ProSource. “In an otherwise declining category, new audio is a beacon.”

ProSource will sharpen focus in the video category as well, concentrating its efforts on the rollout of Ultra HD (4K) displays and larger displays, such as models 65 inches and up.

“ProSource’s strengths in video are showing cutting-edge technologies that the other guys might not be able to display to the best of their capabilities,” said Workman. “This, plus showing and selling the big-screen experience that you get from a larger display are what sets us apart in the video category.”

Finally, ProSource plans to expand its commercial AV business as well, developing best practice training programs for dealers looking to increase their commercial AV presence along with other member-exclusive programs.

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