Everything digital with a smile

Good service and smart inventory keeps Universal AV not only alive but thriving

High-end audio and video equipment, flat-screen televisions, laptop and tablet computers, digital cameras and fancy smart phones plus dozens of accessories all sit companionably together in the Universal AV Centre shops, luring in business people from Hong Kong and travellers from all over the world. Universal AV Centre opened its first store in Hong Kong’s prestigious mall, Pacific Place, in October 1990. Now with a second store in another Central premium shopping area, the Landmark, and a third store in Tsim Sha Tsui’s Miramar Shopping Centre, Universal AV has been serving customers loyally for 21 years and is now established as one of Hong Kong’s most popular “boutique” AV stores. Clientele has been changing over the last 10 years with 9/11 and the crash of 2008 but the stores are still doing well.

Director Helen Yip Lee said that mainland Chinese customers, who are a sizable percentage of tourist sales in recent years, are rapidly becoming more sophisticated and go for newer electronic inventions and not just the brand names. “Chinese clients now like high-end cameras rather than the digital “point and shoot” variety and they often ask for superior lenses. My staff will help them figure out what is appropriate for their level of skill and purpose.

Some mainland clients will come in and buy entireentertainment systems from us. We take care of everything for them, shipping, paperwork, taxes and installation by our trained staff. They buy from us because they trust us and know the system will work correctly once it is installed.” she said 

The secret to success is the team of knowledgeable sales staff and the quality of service it provides. Director Helen Yip Lee said, “We are completely devoted to establishing long-term relationships with our customers and are always prepared to go that ‘little extra mile’ to please our customers. “We were very proud of being among the first recipients of the Quality Tourism Service label here in Hong Kong and we have just received a special certificate this year for being one of the first batches of Hong Kong merchants who have been accredited for 10 consecutive
years under this scheme.” 

“The shops serve a special type of client, Mrs. Lee explained. “Being quite small, we do not try to go for the lowest prices. We keep a much smaller, well-selected inventory so that nothing in the store is outdated. Our staff is very well-informed about the latest trends and our customers count on us to have the newest products with the most features,” she said. The Universal staff has to keep on top of all the developments in several technologies.

Lee said, “The advent of so many digital products has blurred the lines between products. So many smart phones have good cameras and are easier to use, so some people are abandoning compact cameras, or upgrading to larger formats and lenses for special shoots. TVs are beginning to merge into the Web or are controlled by computers. Apple and Google are working on computer televisions so technology is always evolving. There is even a bit of a retro movement towards larger cameras and oldfashioned telephones”.

Lee adds, “Our trained staff takes the time to analyse the customer’s true needs. Some folks just like to buy the latest product out, such as 3-D TVs. One customer wanted two, one for the living room and one for the bedroom. Our staff talked him out of the bedroom unit as it would be a waste of money for him since he is not a real fan of 3D movies. Customers know we are honest and are not always trying to upsell.”

Since the staff is so knowledgeable, the clientele doesn’t have to be. Interior designers are beginning to incorporate plans for home IT in their designs so that there is one docking station and all the components can be controlled from there as seamless unit. The Universal AV staff has to know how to work with modern design and integrate all the pieces for them.

“We count on our local customers and feel almost like one of the famous Swiss watchmakers, which advertises their watches are passed from generation to generation. Some of our customers are the sons or grandsons of our early customers, which shows respect for the Universal AV brand and a loyalty that surpasses common commercial transactions,” she said.

Universal AV staff has been known to make house calls for customers who are having trouble with their home entertainment system, and they are always willing to help with their customers’ repair needs. 

When people move house, the Universal AV staff will help the client set up their entertainment system in the new place, replacing old cables and reconnecting all components of the system. This type of special service builds up stable customer relationships, so people return to the same shop for upgrades. That “little extra mile” really pays off for Universal Audio

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