Newspaper article THE JOURNAL RECORD

OKC-Based Audio Store Not Intimidated by Large Retailers

Newspaper article THE JOURNAL RECORD

OKC-Based Audio Store Not Intimidated by Large Retailers

Article excerpt

Russell Kim does not offer his customers jaw-dropping deals on electronics or give them reason to break down his doors during the holiday shopping season. Instead, he said his stores offer something much more valuable.

Kim, the CEO and president of the Oklahoma City-based Audio Dimensions, described his showrooms as meeting places where customers can browse high-dollar home entertainment systems and begin to determine what they want in their own homes.

Kim said that although electronic chains like Best Buy and Circuit City can offer better deals, he can offer installation and a level of continuing service that builds long-term relationships with his customers.

"Independents have an advantage if they'll take advantage of it," he said. "Price is the only thing big boxes can offer. We want to make sure we do it right."

After a customer looks at and listens to the home entertainment options at the store, a project manager will visit their home to help determine what would work best for their needs and in the space they have available.

The store can help customers create everything from a comfortable television room to a mini-theater that could rival any multiplex in town.

And when it comes to price, Kim said some buyers will pay exorbitant amounts to achieve the ultimate home theater experience.

"If it's important to you, you'll spend it," he said.

Nevertheless he said customers are not pressured into high- dollar systems even if they have the money.

"It's all about priorities," he said. "Some very wealthy people won't spend the money if they don't watch TV. We don't go out of our way to say 'you have to buy this.'"

Kim said hot items include plasma-screen televisions, which have been available for about seven years.

He said some of the first high-end plasma TVs sold for upward of $20,000. Now customers can get a seventh-generation higher-quality version of the TV for under $5,000. …

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