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www.wifihifi.ca | November 2017
The
Millennials
PM42710013
Issue
Completely Captivating The revolutionary Torrent Drivers and distinctive cabinet design of one series combined with the versatility of another, resulting in the perfect formula. The NEW TOTEM TRIBE . Discover yours at totemacoustic.com
CONTENTS | November 2017
THE MILLENNIALS ISSUE
04 PUBLISHER’S NOTE 14
06 SHORT BITS
The coolest new tech products that will appeal to Millennials.
By Christine Persaud
14 MOBILE WORLD | How the Telcos are Reinventing Their Stores
to Offer Engaging ‘Experiences’
Shoppers no longer just visit stores when they need to buy something – they need unique
experiences to draw them in that, for wireless retailers, showcase more than just the handsets.
Carrier stores and independent wireless retailers, can successfully offer just that, despite
their small footprints. 26
By Christine Persaud
26 TWO-CHANNEL AUDIO | Talkin’ ’Bout My Generation
Getting Millennials Into Hi-Fi: Cultivating the emerging Millennial market involves adapting your
marketing strategy, messaging, product selection, merchandising, and in-store experience.
By Gordon Brockhouse
28 MILLENNIALS | Who are Millennials, and What Do They Want?
Millennials now outnumber Boomers, and face tremendous challenges as they work
to establish their identity and battle an uncertain future.
By Frank Lenk 28
34 TALKING SHOP
TAVES 2017 takes over Toronto; New Air Jordan store in Toronto offers high-tech
experiences; Netflix makes big moves into Canada; Amazon wants a key to your home;
and more in this month’s column.
46 HANDS-ON REVIEW | Apple TV 4K
We’ve waited through several generations of Apple TV to finally get support for 4K in the
fifth iteration of the device. We try one out to see if it was worth the wait.
By David Susilo
48 HANDS-ON REVIEW | Bryston BryFi BW-1 Wireless/Networked Speaker
46
Bryston’s new BryFi tabletop sound system straddles the lifestyle and enthusiast audio markets.
As one would expect, the BryFi sounds great; but it has some software idiosyncrasies.
By Gordon Brockhouse
50 GEN-X: The Forgotten Generation
The all-important Boomers and Millennials dominate the conversation around generational impact.
But what about Gen-Xers? Now in their late 30s, 40s, and early 50s, Generation-X is the forgotten
middle child that may have far more influence than you think.
By Christine Persaud
Cover Photo: iStock.com/Tempura
50
November 2017 3
PUBLISHER’S NOTE
MILLENNIALS:
The Kids Who Got Trophies for PUBLISHER / EDITORIAL DIRECTOR
John Thomson
Coming In Last Cell: 416-726-3667
jthomson@wifihifi.ca
ASK PEOPLE TO ASSESS the generational groups that make up our @wifihifimag
population, and chances are all will agree that Millennials are the worst.
Even Millennials have a hard time defending Millennials. EDITOR-IN-CHIEF
But like the GenXers and Boomers before them, Millennials have their Christine Persaud
strengths and weaknesses. According to Pew Research, Millennials are now cpersaud@wifihifi.ca
@ChristineTechCA
the largest living generation, and therefore the generation most likely to make up your work force, and
your customers. Love them or leave them, you still need to understand them.
EDITOR-AT-LARGE
Welcome to our Millennials issue, where we help define that generation, and how to reach them. But Gordon Brockhouse
first, let’s recap the key generations of today. gbrockhouse@wifihifi.ca
The Baby Boomers, born 1946-1964 (according to Pew) were preceded by The Silent Generation (born
CREATIVE DIRECTOR
1928-1945), which adhered to the rules and held a strong respect for authority. Boomers, known as the
David Topping
“Me Generation,” bought into the American Dream promised to them by their Traditionalist parents. They
have, as a result, been defined as greedy, materialistic, and competitive, yet also ambitious, goal-centric
CONTRIBUTORS
and successful, with a strong work ethic and team player mentality. They either turned into radicals
Vawn Himmelsbach, Ted Kritsonis, Frank Lenk,
of the ‘70s, Yuppies of the ‘80s, or both (Steve Jobs). As post-war babies, they pioneered the sexual
Steve Makris, David Susilo
revolution, championed civil rights, are anti-war, anti-government, and want to make a difference. Unlike
Traditionalists, Boomers typically live by the “buy now, pay later” mantra when it comes to spending. DIRECTOR OF DIGITAL CONTENT
By contrast, Generation X (born 1965-1980) is the generation of single parents, and the first known as James Campbell
latchkey kids – they came home from school to an empty house, while both parents worked. They fend jcampbell@wifihifi.ca
for themselves, and are defined by their entrepreneurial make-up (think 1971-born Elon Musk), but also
have their view of work influenced by corporate downsizing. They are the most educated generation of DIRECTOR OF SPECIAL EVENTS
the five, but also the first to seek a work-life balance, and be cynical of the 50-hour work week invented Cathy Thomson
by Boomers. They crave independence, are self-starters and, when possible, ignore leadership. Cautious cthomson@wifihifi.ca
spenders, GenXers like to save.
Melsa Media Inc.
Then we come to those all-important Millennials, or GenY (born 1981-1997), who are brash, narcissistic, 194 Robinson Street
and entitled, so the cliché goes. Notoriously slow at “getting going,” stating difficulty in finding Oakville, Ontario
employment, when they do, it’s inside the “gig or contract economy,” with low wages and part-time L6J 1G3
work, minus benefits. Lifestyle choices and risk aversion have made Millennials shy of entering the
housing market, particularly after seeing the market crash of the late 2000s. Millennials were of student Advertising Inquiries:
age during the economic crisis of 2008 so, unable to find work, they went back to school, and are now John Thomson
jthomson@wifihifi.ca
swimming in education debt. They have never lived without computers and are attached to their gadgets
and parents, who prop them up with equal enthusiasm. These are the kids who got a trophy for coming
in last. They are optimistic, but have little respect for authority – think Millennial Edward Snowden. Often
LET’S STAY IN TOUCH!
coming from a blended family, they came of age during the recession, and are price-focused.
Website: www.wifihifi.ca
If Millennials are Lady Gaga and Facebook, Generation Zers, born between 1997 and today, are Lorde and Twitter: twitter.com/wifihifimag
SnapChat. And if you’re a Baby Boomer, you probably have no idea what I just said. GenZers lack focus, Facebook: facebook.com/wifihifimag
yet can SnapChat on their phones while taking selfies and researching on the computer. No generation Instagram: instagram.com/wifihifi
has had as much access to information, or can process it faster. This may be the first generation that opts Store: www.wifihifistore.com
not to go to university – they can learn everything they need to online, after all, and have high aspirations
of starting a business one day. Speed is everything, and technology is a given.
So are Millennials the ‘worst’ generation?” It’s a hot debate. And when you really think about it, are they Copyright 2017. WiFi HiFi is a registered brand of
Melsa Media Inc. and is published ten times each year.
that much different than the rebellious, free-spirited 20- and 30-somethings of any other generation? All rights reserved. The contents of this publication
What we do know is that they represent the largest size of the population. So get to know them, start may not be reproduced in whole or in part without
coddling them, and be nice. They are the future. the written consent of the publisher. The views
expressed by advertisers are not necessarily those
Enjoy the issue. held by the publisher.
John Thomson Publications Mail Agreement Number:
PM42710013
jthomson@wifihifi.ca
Business Number: 81171 8709
4 www.wifihifi.ca
SHORT BITS Great tech products that will appeal to Millennials
BY CHRISTINE PERSAUD
WHAT’S A PIXELBOOK?
Combine the best of both worlds for the Google Pixelbook, which is
both a 4-in-1 convertible notebook as well as a tablet-like device that
works with the Chrome OS, Google Assistant, Google Play apps, and
SAVE DESK SPACE the new Pixelbook Pen. At 10.3mm thin and weighing just a kilogram,
For small desks, in a dorm, apartment, or home office, for example, it comes with a 12.3” touchscreen display, backlit keyboard with soft
Satechi’s Vertical Laptop Stand (Atlantia) is designed to hold a touch keys, and Intel i5 and i7 processors with up to 16GB RAM and up to
laptop edge-up. Employing a modern, curved shape, it is made using half a terabyte in storage, with files automatically backed up so you can
anodized aluminum and is compatible with most laptops as well as work offline. It can run for up to 10 hours per charge, and two after a quick
tablets from 1/2-1/4-inch thick, even when they’re housed in a shell 15-minute power boost. If you’re working somewhere without Wi-Fi,
case. A thumbscrew in the base allows an adjustable pressure fit, it will automatically tether to your Pixel smartphone and thus connect to
accommodating popular models like the MacBook, MacBook Pro, your wireless network. Use the Pen to write, draw, make notes, and even
Dell XPS, Asus Zenbook, and Samsung Notebook. Devices are held circle items on a Webpage to learn more about them. Access favourite
above the desk surface, allowing vertical airflow for ventilation. apps like Instagram, Netflix, and Spotify, too. Starting at $1,299, the Pen
Silver, space gray, jet black, $64.99. Satechi.net is $129. Available everywhere in Canada, except Quebec. Google.ca
CONVERT TO WIRELESS SOUND
If you own a pair of wired Shure SE
earphones, the Shure Bluetooth
Accessory Cable (SFM) can be used
to make them wireless. The portable
and durable cable, shown here with
the SE215 earphones, features an
integrated mic and three-button remote
for volume and playback control, while
providing up to eight hours of clear
audio on a single charge. It offers
multi-point pairing capability, allowing
users to pair up to two devices
simultaneously for seamless transitions
between different environments and
multiple media. Shurecanada.com
6 www.wifihifi.ca
SHORT BITS
LONG-LASTING COMPUTING
The HP Spectre x360 13’s battery is rated at up to 16.5 hours per
charge (for the entry-level version; overall rating with “mixed usage” is
a still impressive about 10 hours). With a 13.3” up to 4K screen, it comes
with a Windows Ink Certified pen. For security, there’s a fingerprint
reader, and HP Wide Vision FHD IR camera for logging in via facial
recognition. You can also opt for the HD resolution HP Sure View THE VINYL REVOLUTION
integrated “privacy screen” that helps prevent against “visual hacking,” Vinyl is attracting interest from all age groups, including Millennials.
allowing you to shift the display into a narrower viewing angle mode. The NAD C 558 belt-drive turntable (Lenbrook Industries) comes
It comes with an i5 or i7 processor, with storage up to 1TB and memory with an Ortofon OM10 cartridge pre-installed. Features include a
up to 16GB, along with Wi-Fi and Bluetooth, microSD card reader, two 9” tonearm with adjustments for vertical tracking angle and azimuth,
Thunderbolt 3 ports, and one USB Type-A 3.1 port. Natural silver or glass platter with felt pad, rigid MDF plinth with rubber isolation feet,
dark ash silver with copper accents, starts at $1,549. Hp.ca and low-resonance dust cover. MSRP $679 Nadelectronics.com
LET YOURS EARS BE FREE OF WIRES
The Optoma NuForce BE Free8 wireless earbuds are compatible
with both AAC and aptX technologies to provide high fidelity audio
to any device, including iPhone, Android, and Windows phones, as
well as PCs and Macs. They feature dynamic drivers with NuForce
proprietary Sonic coating, and a razor thin and strong coating of
several refractory metals. The ergonomically designed earbuds have
SpinFit 360-degree rotation ear tips (two shapes and multiple sizes FULLY VOICE-ASSISTED MUSIC
included), exclusively designed for the BE Free8s, which help provide The latest Sonos speaker to appeal to the modern, high-tech crowd is
a secure and comfortable fit. In addition to Bluetooth, they also the Sonos One (Staub Electronics), which will support voice control
leverage NMFI (Near-Field Magnetic Induction) to maintain a reliable with Amazon’s Alexa and Google Assistant. You can ask your Amazon
connection between the two earpieces. Enjoy up to four hours of use, Alexa assistant, through an Alexa-compatible device like the Echo
plus three extra charges using the portable charging case. The earbuds (not yet available in Canada) to control music playback through your
have a built-in CVC noise-cancelling microphone for calls, and a button Sonos One speaker, for example. Google Assistant and Apple AirPlay 2
on top of the earpiece to activate Siri and the Google Assistant, and to support will be added in 2018. Sonos One works with all other Sonos
play, pause and skip songs. With an IPX5 rating, the BE Free8 are water speakers, and can be used on its own, in pairs for stereo sound, or with
and weather resistant. US$149 Nuforce.com a Playbase or Playbar for surround sound. $250 Sonos.com
November 2017 7
SHORT BITS
SAVE ON PRINTER INK WITH ECOTANK
Among the latest models in Epson’s EcoTank printer line is the A PHONE FOR MILLENNIALS
Expression ET-2750, which, like the others, works with Epson’s LG says its Q6 smartphone is the ideal mobile device for Millennials
Supertank ink reservoirs that only need to be replaced every few thanks to its premium feature set and budget-friendly price. It has
years. There are five ink tanks with keyed auto-stop ink bottles that a 5.5” FullVision screen that allows for easy multi-tasking, dividing
are easy to refill for each colour. Unlike the previous-generation the screen into two square windows that you can view vertically or
EcoTank printers, the ink tanks are now positioned at the front of the horizontally. With Square Camera Mode, merge two images into one
printer rather than the side for easier access. The ET-2750 can make and create those square grid collages that have become so popular
prints, copies, and scans, and prints up to 6,500 pages in black and among social media fans. It can operate in extreme temperatures, has
5,200 in colour before the ink needs replacing. It has a 1.44” colour a 13MP camera and front 5MP wide-angle camera, and runs on Android
LCD, can hold up to 100 sheets of paper, has a memory card slot, Nougat 7.1 with a Qualcomm Snapdragon 435 mobile processor. Telus,
and offers Wi-Fi Direct printing through tablets and smartphones. Koodo Mobile, Bell, Virgin Mobile, Freedom Mobile, Videotron; astro
MSRP $380 Epson.ca black or ice platinum. About $450. Lg.ca
GET YOUR GAMING ON
Serious PC gamers will appreciate the
fully programmable SteelSeries Apex
150 gaming keyboard, which features
quiet membrane switches with splash
resistance and customizable five-zone
lighting. Key switches are guaranteed
for 20 million clicks, and said to offer
anti-ghosting and 24-key rollover, to
ensure responsive input. The exclusive
membrane offers quieter operation and
lower cost than mechanical switches.
The SteelSeries Engine software, in
partnership with Discord, allows for
real-time chat notifications from Discord
to be synced to SteelSeries illuminated
products. So lighting can indicate new
messages, mute status or other Discord
status information. The SteelSeries
Engine also includes other apps. Audio
Visualizer allows lighting to sync with
music. GameSense lets lighting react
to in-game events such as low ammo,
health, kills, money or cooldown timers.
With PrismSync, sync lighting between
the Apex 150 keyboard and other
SteelSeries gear. US$50 Steelseries.com
8 www.wifihifi.ca
Simplicity. Perfection
The LG SIGNATURE OLED W7 TV is sheer perfection and sheer performance in
a screen that’s wallpaper thin. Our exclusive Active HDR technology supports
premium HDR DolbyVision™, HDR10 and HLG content, delivering lifelike picture.
Lsi0 ktw ymj Ņwxy ynrj j{jw0 tzw WR ZWPO_a nx ufnwji |nym Otqg~ LyrtxIJ0
ywfsxutwynsl~tznsytymjxhjsj|nymrt{nslfzintymfyņt|xfqqfwtzsi~tz0
providing an immersive 360° experience. It’s TV like never before.
• Active HDR with Dolby Vision™ LGOLED.ca
#WallpaperTV
• 2.57 mm Thin
• Dolby Atmos®
© 2017 LG Electronics Canada Inc. All rights reserved.
SHORT BITS ONE CABLE, CHARGE EIGHT Use the Belkin USB-C 3.1 Express Dock HD to charge up to eight DTS PLAY-FI, INSIDE AND OUT devices at once with a single one-meter cable. The dock offers 4K Soundcast’s VG10 (Erikson Consumer) is deemed the “world’s first” HDMI video output, gigabit Ethernet connection, and audio in and outdoor Bluetooth speaker to include DTS Play-Fi. It can be paired out. Power Priority technology keeps the main device charged while with over 30 different interoperable speakers, soundbars and receivers sending 60W of power delivery where it’s needed. Power Priority, in the Play-Fi ecosystem, allowing users to enjoy high-quality lossless Belkin explains, assesses each connected device’s size and charging audio. Featuring 15 hours of battery life, its weatherproof design needs, then distributes power accordingly so all devices receive an means it can be used for music listening both indoors and out. optimal charge. Ports include two USB-C 3.1 ports to connect and November, $1,000 Gosoundcast.com charge new smartphones and laptops; three USB-A ports to connect and charge USB-A devices; one HDMI port to support 4K video output; one gigabit Ethernet port for reliable Internet; and two audio ports for headphone or speaker connection. MSRP $280 Belkin.com SPEAKERS AND TURNTABLE IN ONE SONOS ON THE WALL Electroacoustique’s Triangle Active Series speakers (XLO Distribution) With the Sanus Wireless Speaker Wall Mount (Progressive Sales can work with a variety of sources, including turntables via the Phono Canada), you can mount a Sonos One, Play:1, or Play:3 to drywall, input. Designed by Pro-ject, the Triangle turntable, which works wood studs, or concrete. This makes it possible to situate the speaker with 33 and 45 rpm records, was made specifically to complement anywhere in the home - from in the bathroom where shelf space is the Active Series. It comes with a belt drive, aluminum tonearm with at a minimum, to under-utilized space under a kitchen cabinet. sapphire bearings, and a low vibration motor. The tonearm and The mount can tilt and swivel. Rather than use a threaded insert, OM-10 E cartridge come pre-mounted for a simple set-up. The speakers Sanus developed an adaptation with InvisiGrip technology that themselves include an EQ for controlling low and high frequencies snugly holds the speaker in place. Although InvisiGrip is designed and adjusting amplification to your preferences and based on room specifically for the Sonos One, says Sanus, the mount also supports acoustics. They also have a RCA and 3.5mm jack. $1,000 for the pair. existing Sonos models, including the Play:1 and Play:3 that have Triangle-fr.com threaded inserts. Black or white, in singles or pairs. Sanus.com 10 www.wifihifi.ca
MULTIROOM / MULTIZONE
Immersive Theater Experience 5.5
Audio Network
Devialet.com ||| CANADA distribution by plurison.comSHORT BITS
LIGHT ME UP!
Developed by a professional photographer, the LuMee Duo
smartphone case (Atlantia) is now available in cool marble finishes,
and for the latest iPhones, including the 8 and 8 Plus. The patent-
pending self-proclaimed “selfie case” comes with front and back-facing SMALL BUT MIGHTY SPEAKERS
studio quality LED lights that can add warmth and natural light to The Audioengine A5+ powered speakers (Atlantia) include left
your social media-worthy selfies. The case itself is also drop-resistant, and right models that can be connected to a variety of sources
with raised TPU edges. It includes a rechargeable battery and for music playback, including iOS devices, computer, TV, or other
charging cable. $89.99 Lumee.com audio component. Plug the left speaker into an AC outlet and the
right to the left using the included wire, then enjoy big sound from
these small speakers’ custom Kevlar woofers, silk dome tweeters,
built-in power amps, and Premium Powered Speaker System.
Add a subwoofer, connect them to a computer’s headphone jack,
or even use a USB DAC for enhanced sound. The speakers come
with a remote, dual inputs, and advanced thermal management.
$529 - $599. Audioengineusa.com
BRING BACK THE BOOMBOX
JBL is bringing back the Boombox (Erikson Consumer) with this
SOUNDS FROM UP ABOVE portable Bluetooth speaker that is designed to be rugged and
Use the Flexson Wall Mount (Erikson Consumer) to put your new waterproof, for use both indoors and out. Weighing 11 lbs. and
Sonos One on full display. It holds the speaker securely, and has measuring nearly 20” long, the speaker has four active transducers
a tilting mechanism (down 15°) plus can swivel up to 80° (40° left, and two bass radiators, along with a 20,000mAh battery that provides
40° right) to perfectly angle the speaker. It can also be inverted to 24 hours of continuous playtime. With the addition of a dual charge
hold the One upside down if you’re mounting it up high on the wall out, smart devices can be simultaneously charged while the music
and want to still be able to easily access the controls and mic. It comes plays. You can connect up to two smartphones or tablets to the
in black or white to match the Sonos One speaker colours, with speaker, and take turns with playlists. Want to really get a party going?
fixing hardware for brick/masonry or wood/studwork. MAP $57, It can connect to more than 100 JBL Connect+ enabled speakers
or MAP$100/pr. Flexson.com within Bluetooth range. Black, forest green, MAP $550 Jbl.com
12 www.wifihifi.caSHORT BITS
APP OF THE MONTH: Windscribe
Ever want to see a video online, like a clip from a talk show episode
you missed, or a new trailer for an upcoming movie, and get the
dreaded “sorry, this video is not available in your country” frowning
AN AUGMENTED REALITY PHONE face or annoying background static? Canadians come across this all
The Asus ZenFone AR is an augmented reality (AR) and virtual reality too often due to geoblocking. The site picks up your IP address, knows
(VR) smartphone that supports both Tango AR and Google’s Daydream you’re not in the U.S., and blocks access. But there are clever ways
VR technologies. Its Qualcomm Snapdragon 821 mobile processor is around the issue, namely, using a Virtual Private Network (VPN) to
specially optimized for AR operations and multi-tasking. With the Wayfair mask your actual location. Download Windscribe, set up an account,
app, for example, you can see virtual furniture and decor in your home then go to your phone’s Settings and allow VPN. Log into the app, tap
at full scale before buying it. To qualify as a Tango-enabled smartphone, the oversized virtual Power button to turn VPN on, select a desired
ZenFone AR features a set of sensors and “computer vision” software region (US Central, US East, US West, for example), then go back to that
that gives it the ability to interpret images, videos, space and motion like site that was blocking you before and you’re in! When finished, return
humans. So the device can detect how far it is away from a floor, wall or to the app to turn Windscribe off, and deactivate the VPN option in
an object and understand where it is moving in three-dimensional space. Settings. Limited usage is free, or opt for unlimited access if you feel
It supports Hi-Res Audio and DTS virtual surround sound; and includes like you’d use it often to protect you while surfing on public Wi-Fi
an ultra-loud five-magnet speaker. MSRP $900 Asus.com networks, for example. $12 for a month, $120/yr. Windscribe.com
WHAT TO BINGE WATCH THIS MONTH:
This Is Us
Maybe you’re not into sappy television dramas.
But after this NBC series dominated the Emmys
with 10 nominations and two wins, you’re probably
at least a bit curious. The story follows the lives of
the Pearson family, uniquely switching between
present day and previous decades. Twins Kate and
Kevin (Chrissy Metz and Justin Hartley as adults)
and their adopted-from-birth (on the same day
they were born) brother Randall (Sterling K. Brown)
are now in their 30s. Milo Ventimiglia plays Jack,
the model dad who (spoiler alert) mysteriously
passed away at some point when the kids were
teens, but appears frequently in flashbacks. Mandy
Moore plays mom Rebecca, both as a young
Photo: Ron Batzdorff / NBC
mother, and a woman in her 60s (thanks to clever
makeup). The concept is original, and the acting
spectacular, with beautiful casting of actors to play
the same people at different ages. Each episode
will require a full box of tissues to be within reach
– they’re tearjerkers. Stream season one on Netflix;
season two premiered on CTV in late September.
November 2017 13HOW THE TELCOS ARE TWO SMARTPHONE BRANDS, Samsung and
REINVENTING THEIR Apple, dominate the market. And with new CRTC
rules requiring that carriers not only offer phones
unlocked, but also unlock devices for free, cus-
STORES TO OFFER tomers have more freedom than ever to grab
their favourite phones from anywhere, even sec-
ENGAGING
ond-hand, a trend that is on the rise.
However, the growing ways in which we use
smartphones has presented new opportunities
for wireless retailers. Fifteen years ago, you’d buy a
‘EXPERIENCES’ phone along with a case, extra cable and car char-
ger. Today, we view our phones as extensions of
our personalities, and hubs for our smart worlds.
Thus, we look at high-priced fashionable protec-
BY CHRISTINE PERSAUD tive cases and sporty earbuds, wireless chargers,
and portable Bluetooth speakers, as well as com-
plementary gear like virtual reality (VR) headsets
and smart home products, like Google Home.
It’s an interesting time to be not only in retail, but also “As [wireless retailer] businesses evolve, so do
their product and service offerings,” says Wayne
specifically in mobile technology retail.
Telus started rolling out its Connected Experience and
smaller Digital Life store formats back in 2014. Today, they
continue to focus on interactive experiences and demos, and
showcasing how new smart products can work together.
Photo courtesy of Telus
14 www.wifihifi.caMOBILE WORLD
Mayall, Vice President of Multi Media, Mobile, and
SiriusXM at Jam-Industries/Erikson Consumer,
“and this often leads to expansion in their eco-
system of products as well.”
So it’s no surprise that these complementary
items continually occupy more display space
in small wireless stores. But unlike a cable or a
case, many of these products scream for com-
pelling experiences if they are to attract the
Millennial shopper.
Millennials may not be the generation with the
most disposable income, but they are the ones
with tremendous buying influence, who best
understand how to use their phones to the full-
est potential, and have the desire to do so. And
they are willing to spend money on products that
enhance the mobile experience.
PwC Canada predicts the biggest spending
this holiday season will come from Generation
Z and Millennial parents, with 62% of Canadians
planning to carry out their holiday shopping
in stores versus online. Fifty-eight per cent of
Canadians plan to shop with local/independent
An affordable and versatile option for Millennials who want portable, but favourable, sound is the waterproof JBL Flip 4
retailers, and 22% want to shop at a store that
($140), which encourages follow-up purchases since you can connect multiple ones together for stereo or whole-home sound.
uses a range of personalization techniques.
A report by Charles Schwab found that 76% of
Millennials spend money on “the latest electronic
gadget,” compared to 66% of Gen-Xers and just WHY DO CUSTOMERS COME TO Apple’s Genius Bar is one of the simplest yet
49% of boomers. But Accenture’s Who are the YOUR STORE? most effective examples of a valuable in-store
Millenial shoppers? And what do they really want? If you can’t emphatically answer the question experience. Does the Genius Bar itself sell prod-
study posits that parents are increasingly “mimick- “why would a customer come to your store?” ucts? No. But its sheer existence encourages
ing the demands of their children for seamlessness there’s a lot of work to be done. potential visitors to buy into the Apple ecosys-
as they climb the digital learning curve” as well, Despite the misconception that Millennials only
meaning that even boomers may be seeking out shop online, sold-out concerts and events indi-
similarly compelling retail “experiences.” cate that this generation does value experiences.
Accenture’s study found that an overwhelm-
THE STORY
ing 82% of Millennials actually prefer to shop in It isn’t enough to put active phones and
bricks-and-mortar stores. And, notes Mayall, many boxed accessories on display: customers,
Virgin Mobile’s Goody Box includes a power bank, earbuds,
and USB adapter for $40, and a portion of every purchase customers still feel more comfortable buying their especially Millennials, need engaging
is donated to RE*Generation, appealing to the Millennial’s hardware from their service provider. “Being able experiences to bring them into stores.
philanthropic sensibilities. to purchase their cell phone and data plan fol- Many of the latest products within the
lowed by these accessories,” he says, “validates mobile ecosystem require demonstration
the brand and the experience.” and hands-on time if you want customers
That requires a critical, and creative, shift in to truly understand their value.
thinking about retail.
While they can’t compete with mass and
Ironically, a customer no longer necessarily
online retail on selection, small footprint
visits a store because he needs to buy some-
stores can focus on bundles and unique
thing. It’s because he wants an experience IRL
offerings to draw customers in.
(“in real life”) that he can share in the virtual
world, through social media and among peers. Measuring sales per square foot is
Whether it’s a unique way to try out the product, important, but retailers need to be
a fun demonstration, or simply one-to-one assis- equally focused on finding ways to
tance in a comfortable and engaging format, it’s determine how experiences in stores
no longer an option to simply put out products contribute to the bottom line.
and wait for customers to browse.
November 2017 15MOBILE WORLD
elaborate. It can be an interactive display that
encourages sharing or participation: use a hashtag,
a QR code, an interesting demo that passers-by
may want to capture and share, tagging your
location. The PwC Canada 2017 Canadian Holiday
Outlook study found social media channels are the
most influential digital method for finding inspira-
tion for holiday purchases and Canadians are more
likely to make a purchase if a product is promoted
by a social media influencer.
Halo Metrics’ Genesis Wireless retail security products The limitation for most wireless stores is space:
allow customers to freely experience wireless products, many telco and small independent stores mea-
without being tethered to a table and can track things sure under 1,500 square feet versus thousands
like how often a device is picked up.
of square feet and multiple levels in a sporting
goods store. But you don’t need a huge footprint
if you’re dealing with virtual reality (VR) or aug-
tem on the whole. Telus has adopted something mented reality (AR), for example, notes Sangha. Portable printers like the HP Sprocket 2-in-1 scream for
similar in its Learning Centre sessions, where cus- “There’s a lot you can do in a small space and cre- demonstration: why not allow customers to use one to
tomers can set up an appointment to learn more ate larger simulated areas,” he advises. When it snap pics they can share via social media, or even let them
print a 2x3 keepsake photo?
about products and services. comes to audio products, all you really need is a
“The end goal is to sell [the customer] a prod- comfortable sofa or chair where a customer can
uct,” says Ravinder Sangha, Marketing Manager sit and pop on a pair of headphones connected
at retail technology company Halo Metrics. “But to his device to try them out. (And sanitized wipes Floyd Rocha, Managing Director at Virgin
it’s more than just selling them a product in that to keep earcups clean.) Mobile Canada, says Virgin Mobile stores deliver
moment. If you’re just focused on selling the prod- Wireless retailers may be reluctant to buy into experiences through things like trendy music,
uct in the store, you’re missing the opportunity emerging mobile accessories categories like VR, smart layouts, and engaging imagery and videos.
to bring that brand experience to the customer. portable printers, and smart home gear, not only “Our stores are a tangible way for a large num-
To entice that customer to come into the store,” because the jury is out on sell-through opportu- ber of people to interact with and experience
he asks, “how are you doing that? What are you nity, but also because they can be daunting to our brand.” Virgin is exploring new ways to offer
doing differently than your competitors?” customers without a demonstration. But ironi- experiences in its stores.
Sporting goods stores have rock climbing walls, cally, taking that extra step could turn a nod of Rogers is also working on new ways for cus-
or areas where customers can try out equipment, the head into the opening of a wallet. tomers to interact with products like the Google
like a golf simulator. Stores like Bass Pro Shops “If customers know that you are a leading-edge Home and other connected devices, like Smart
are outfitted with wildlife themed areas, convey- brand and the in-store experience is above oth- Home Monitoring, in its new-format stores.
ing a brand message about an engaging outdoor ers,” Sangha opines, “they’ll be more likely to These locations are more interactive, flexible,
experience. But experiences don’t have to be that come to you first.” and more digitally-led.
“These [products] are all extensions to a con-
nected lifestyle that we are committed to making
sure are well-demonstrated at retail,” says Peter
Ripple Metrics can give retailers a better understanding of their customers, and the impact of promotions
or “experience” areas by reporting detailed and actionable data. Farmer, Senior Director of Device Marketing for
Rogers. “It’s a journey,” he adds, “not an end. And
we’ve definitely made big strides and investments
this year on our retail experiences.” He hints that
new initiatives will be rolling out this quarter and
into 2018, but it’s too early to disclose details.
Rogers is particularly focused on the Millennial
demographic with its sister Fido brand. “They are
highly-connected,” says Farmer, “they want to
make sure their communities are easily accessed
as well. And the way people connect from that
group is a little bit unique. For example, streaming
is extremely important. Over-the-top services are
important. OTT content, and new services like the
Google Assistant and Google Home environment
are very much starting in the Millennial space.”
16 www.wifihifi.caMOBILE WORLD
Telus was the earliest incumbent carrier to rec- Sprint, to gain inspiration, and bring successful
ognize the importance of accessories, starting a ideas over to Canada.
rollout of its Connected Experience and Digital
Life store concepts back in 2014. There will be HOW TO OFFER ENGAGING
13 Connected Experience locations nationally EXPERIENCES IN STORE
by the end of this year. Measuring about 3,000 Demonstrating active handsets is a no-brainer,
square feet, the flagship locations each display but it’s just as important to have an active ecosys-
about 1,000 accessories at any given time. The tem of products to surround the phones as well.
smaller approximately 1,500-square-foot Digital Is it worth dedicating a small space of the store
Life stores, of which there are about 100 across to demonstrating VR? If you sell VR headsets,
Canada, feature about 500 accessories from key the answer is yes.
brands like Nest, Google Home, and Fitbit. At a Google press event last month, all that was
“When we started a transformation in the needed was a swivel chair and a demo phone to
accessories area,” says Torey Konecsni, Director, allow attendees to experience the new Daydream
Accessories and Digital Life at Telus, “it was VR headset, getting up close and personal with an
grounded in three things: robust product cat- Ed Sheeran concert, or gaming with Need for Speed.
egories, having knowledgeable reps, and an One of the improvements of the new Daydream Millennials in particular may appreciate the Catalyst
inviting merchandising experience. VR is a more comfortable fit: how can a customer waterproof case for the Apple AirPods wireless earbuds
“It’s so important,” she adds, “because the truly understand this without trying it on? $40, made of premium silicone with a handy carabiner
categories have grown and exploded over the Devices as simple as wireless chargers can be clip so you can secure them to your belt loop, backpack, or
purse for safe-keeping when not in use.
last couple of years, and a lot of them are new. used as ways to draw customers in, and encourage
Offering a destination where our customers can them to stick around while they give their phones
interact with them was really important.” a battery boost, while also introducing them to the
That’s why if you walk through any new con- latest charging products. With the iPhone 8 and in many cases with [Millennials] in mind because
cept Telus store, chances are you’ll see things like X now incorporating Qi wireless charging, there they are familiar with, and usually become early
reps actively playing with Sphero robots, ready could be increased interest in wireless chargers adopters of, new and emerging technologies.”
to let you try them out. going forward, which retailers can capitalize on. Showcasing how multiple products can work
The Big Three, notes Mayall, have all launched “The Internet of Things (IoT) is the most together is key.
concept stores that they continue to fine-tune. frequent conversation we’re having right now,” Telus agrees. Having launched Google Home
And they look to U.S. carrier stores, like AT&T and notes Mayall. “And these products are designed in June, the company demos live units, and also
shows how the smart speaker interacts with
other products. One of the displays is connected
to a Philips Hue light bulb so customers can see
Virgin Mobile stores appeal to their core Millennials audience with trendy music, smart layouts, and engaging imagery and videos.
exactly how that pairing works. “In demonstrat-
ing the interactivity between Google Home and
Philips,” says Konecsni, “[the customer] can start to
imagine how it would interact with Nest as well,”
for example. “It’s really important to offer those
experiences because it’s not always intuitive, par-
ticularly with the complementary products that
can be used with smart voice-activated assistants.”
Demonstrating portable Bluetooth audio in
a smaller store could actually be better than in a
larger store because there’s less noise, says Mayall,
so the customer really has the chance to listen.
“The carriers are very interested in this space, and
they want to be a leader in it,” he says.
Telus Connected Life stores have audio expe-
rience tables where customers can listen to
portable Bluetooth speakers or headphones. “We
think it’s really important when you are trying
to do comparisons, and debating between two
brands,” says Konecsni.
Millennials are a key demographic for portable
printers. The Consumer Technology Association’s
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(CTA’s) Focus on Digital Imaging Industry Drivers: customer snap and share a photo to see how it
Apps, Outputs and Storage study found that not works versus showing him the features as written
only are Millennials taking 12% more photos than on the box. Or go one step further: keep a few
they did four years ago, but 45% of consumers packs of paper on hand, and offer to print a 2x3”
order or print digital images from their smart- keepsake stick-able photo they can take home.
phones “most” or “all the time,” and 62% plan to Go the extra mile to highlight interesting fea-
print or order a digital image output in the next tures of a handset as well, like the iPhone’s new
year. With a device like the HP Sprocket 2-in-1 Portrait Mode, or the fun augmented reality (AR)
portable printer, which combines a pocket-sized stickers in the Google Pixel 2, to get customers
photo printer with a built-in instant camera, let a engaged. Let them take photos, play around
with the filters, and e-mail a copy to themselves. Encourage sales of smart speakers like the Google Home
Mini by setting one up and connecting it to other devices in
the store, like smart lights.
MEASURING THE IN-STORE
Top: While gimmicky, the thermochromic film in the
Case-Mate Mood Case that changes colour along with EXPERIENCE
your mood can be a conversation piece. Experiences are well and good, but sales are the
Bottom: A perfect stocking stuffer, the Popsocket ($15-$20) lifeblood of any company. Why take the time and the store as a destination, focusing on high-end
affixes to the back of your phone or case, then pop it out effort to set up and manage compelling expe- customers with a scotch room, wine room, and
when you need it – as a kickstand, better grip for selfies, riences if there isn’t a tangible return on that trained sommeliers. After analyzing the data, they
or even to wind your earbud cables around two.
investment? What’s more, how can you actually discovered that a large percentage of their cus-
quantify the return on an “experience” that might tomers were in and out of the store in less than
not necessarily lead to a sale at the same time? five minutes, simply grabbing a six-pack of beer
In short, you can’t. At least not in the traditional and leaving. They were missing an opportunity to
sense. But you can in a more analytical sense. better serve customers that visit them solely for
There are tools that can track things like cus- convenience. Thus, they tweaked the floor plan to
tomer visits, returning versus new customers, and better capture these sales.
even engagement with products and demonstra- Where powered products like smartphones are
tions. Ripple Metrics, launched by Halo Metrics, part of the mix, Halo Metrics complements Ripple
uses sensors and algorithms to anonymously Metrics with Genesis Wireless security products,
track visitor movement within a store. Is there a which measure how often an active device, like a
particular area that’s getting a lot of attention, and smartphone or VR headset, is picked up, how long
is there a noticeable uptick in sales of the product it’s held (i.e. the “dwell” rate), and if it’s active or
featured in said area or promotion, either in that powered down. The security unit affixes to the
store or across the company’s channels? Are cus- back of a device, allowing the customer to pick up
tomers only staying for a few minutes? Maybe it’s and interact with the product, without being teth-
time to rethink store design, or the products that ered to the table. If the device moves outside of a
are being featured. predefined “zone,” a slight chirp warning sounds,
“Sales per square foot is important,” notes advising the customer to come back, followed by
Sangha, “but if you are evolving and delivering a full alarm if the device is taken out of the virtual
more of an experience in the store, and the main bubble. A phone can also be disabled or “bricked”
focus of that store isn’t 1,000 per cent about sales, should it become disconnected from the secu-
but also about delivering that experience, pro- rity piece. Boost Mobile in the U.S. has Genesis
moting that brand, and gaining customer loyalty, Wireless products in hundreds of its locations to
how do you measure the success of that?” date, and Halo Metrics is working toward having it
Sales could be down in a particular store, yet implemented in Canadian wireless stores as well.
up overall. Is that store actually contributing to “The feedback has always been ‘we’re selling
the overall sales goal? POS transactions aren’t wireless solutions that are tethered, and it really
going to tell you that, says Sangha. takes away from the experience of showing a
“It’s opening your eyes to a new view of your wireless solution,’” says Sangha. “This gives the
customer,” he says, “understanding the opportu- retailer a new way to help the experience of the
nity size by understanding what your true traffic shopper in the store.”
is, and how long they’re staying in your store.” Retailers can also track which devices are getting
Getting the data is one thing, but what do you the most attention, and which aren’t getting any
do with it? and might be worth swapping out. Brands, mean-
A local BC liquor store had their “a-ha” moment while, can also be reassured that their devices are
after working with Ripple Metrics. They positioned powered and active in a retail display at all times.
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With related products, things like bundle deals
and promotions can help. Virgin Mobile Canada
likes to present exclusive offers with cool and
emerging brands, says Rocha. “We’re excited
about our Goody Box Accessory Kit,” he gives as
an example. For $40, it includes a power bank,
earbuds, and USB adapter, and $5 of every pur-
chase is donated to Virgin Mobile RE*Generation
to help youth gain skills to get jobs. Given that
nearly half of Millennials want to do businesses
with companies that are environmentally con-
scious or support social causes, says Accenture, Making screen protector application simple for both
this strategy by Virgin Mobile taps perfectly into salespersons and customers, Telus now offers the Belkin
It’s important to take risks sometimes, offering interesting that philanthropic desire. TCP (True Clear Pro) Advanced Machine Screen Protectors
and unusual products, as Telus has done with items like the in its stores.
During the holidays especially, Telus focuses
Crayola Colour Alive smart colouring book.
on gifts under $50 and $100 that can make great
stocking stuffers, but also offers an unusual
selection of products throughout the year, like off as a gift, or it’s only going to serve a very small
OFFERING UNIQUE PRODUCTS the Anova Smart Precision Cooker or a Crayola segment of the market.”
MATTERS, TOO Colour Alive smart colouring book. Along with leveraging their own research,
How do experiences benefit a retailer if the cus- That requires being willing to take risks. Telus Rogers works with its distributor partners to
tomer chooses to buy somewhere else later? usually carves out 5-10% of its assortment, discover their insights and innovations. “We
That’s where offering unique products and especially during the holidays, to test new marry that up with our insights on the Canadian
promotions is key. And this involves an intricate and innovative products and categories, says Millennial,” says Farmer, “and bring those two
balance between available space, anticipated Konescsni. Telus is pitched on tons of interesting things together.”
sell-through, and having the confidence to sell items, but Konescsni says there are a few things The right assortment of unique accessories
customers on interesting, new concepts. Retail is, in particular they look for, like quality, testing, and can become lucrative stocking stuffer purchases
after all, about sales, and requires knowledgeable reliability; and information on if the product has during the holidays, and impulse buys beyond.
and talented individuals who can generate them. been performing well in other countries. “There These might include items like the Popsockets
With handset purchases, the obvious differ- has to be something about the product that has circular grips that attach to the back of your phone
entiator among telcos is their usage plans, and a degree of mass appeal,” she adds. “It can’t be or case and pop out to prop the device up, pro-
customer service. too niche-y such that we don’t think it will take vide a better grip for selfies, secure earbuds, and
more; or Tile Bluetooth trackers that can locate
missing items, or buzz your phone if you misplace
it. Showing a forgetful or elderly customer how
Rogers has several concept stores, including one in Yorkdale Mall in Toronto, that the company says are “more interactive,
flexible, and more digitally-led in terms of how salespersons interact with customers.” easy it is to push a button on the device to find his
phone, or call up the app to locate misplaced keys,
is a compelling demo that takes minutes to set up.
Telus’ Drive+ sends helpful car diagnostics
and trouble notifications to a connected phone
app. Drivers, or their parents, can view driving
behaviour, set notification for when the car
enters or exits boundaries on a map, and even
use a Telus data plan to turn the car into a Wi-Fi
hotspot for connecting up to five devices.
A smart speaker like the Google Home Mini
($79) is an affordable way for customers to dip
their toes into the smart home category, and one
that’s easy to demonstrate in a small store.
Catalyst offers neat add-on protective cas-
ings for the Apple Watch Series 3 and AirPods
earbuds that provide additional waterproof and
drop protection for the expensive devices.
Even the core accessory categories, like cases,
cables, and chargers, offer innovative options for
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small retail. “If you think about a category like
charging,” says Konescsni, “three years ago, you
had a car charger, a wall charger, and maybe a
basic three-foot cable. Now, our charging category
consists of portable power, braided cables, and
wireless charging is a new really big one for us.”
Having a good selection on hand at all times is
critical. “Because they’re lost or broken so often,”
notes Mayall, “things like cables offer regular
recurring business.”
Millennials are generally frugal, and will shop
around for price. So while a race to the bottom is
a dangerous game, it’s important to ensure that
pricing is at least on par with competitors.
“[Millennials] want the coolest accessories at
reasonable prices,” says Rocha. “So we curate a
collection of accessories that represent the hot-
test trends.”
Wallet cases for the new iPhones from brands
like Urban Armor Gear (UAG) and Silk point to a
new trend in that space. Konecsni is banking on
products like the Case-Mate Pocket, an adhesive
that affixes to the back of your phone to hold up
to two cards, to perform well for the holidays. On
the fashion end, Case-Mate’s Karat Petals cases It’s easy to demo a Tile Sport or Style Bluetooth tracker and show customers how they can secure valuables, and even
has genuine dried flowers inside that make no two locate a lost phone.
cases alike. The Mood Case has a thermochromic
film that changes colour along with your mood;
while the Waterfall case has cascading glitter – all to all corporate Telus stores. The machine applies carriers are behind on. The complexity of wireless
designs that will appeal to the youth market. The a high-grade Corning Glass screen protector to the service plans in Canada continue to draw people
Kate Spade line of cases from Incipio continues to customer’s phone. It not only makes the process into carrier stores for servicing and information.
sell well to the fashion-conscious crowd that loves quicker for customers, but easier for reps as well. But as CRTC regulations tighten, and service
its signature designs and brand name as well. “We’re the only national carrier to have the screen plans presumably become more straightforward,
Screen protectors are a great attachment sale protector machine in stores,” Konecsni enthuses. customers will need better reasons to come into
for a customer who has just paid a thousand bucks Sangha says extra marketing efforts can help the stores.
for a new device, or has an unprotected one in boost a retailer’s profile as well, along with inven-
hand. Konescsni is particularly excited about the tory availability. BOTTOM LINE
Belkin TCP (True Clear Pro) Advanced Machine One final thing that needs to be addressed is “We’re settling down and understanding that it’s
Screen Protectors, which they’ve recently added an e-commerce presence, which many Canadian all about selling your product to the customer by
any means possible,” says Sangha. “And that can
happen anywhere now. How do you build your
brand and customer loyalty? The bricks-and-
Kate Spade, a top-selling fashion phone case brand, continually updates its designs to fit with current fashion trends.
mortar store is still a valuable way of doing that.”
What we’ve been doing for the past century,
he adds, is not going to work for the next 100
years. “We have to evolve. And part of that is
tapping into the mindset of the new buyer. How
do they want to buy and how do they want to
interact? It’s a mind shift, but it’s the new way
that shoppers think.”
Sales are only a part of the experience. “It’s
really about customer satisfaction,” says Farmer.
“We’re pretty passionate about accessories,”
he adds. “For us, it’s not accessories, per se, but
extending the experience beyond the phone.”
24 www.wifihifi.caPAUL BAWCUTT REMEMBERS the day he got
the audio bug. It happened 25 years ago, at
Whitby Audio, a half-hour east of Toronto.
Bawcutt was still in high school, and had gone to
the store to check out some audio brands that his
uncle had suggested.
“My uncle was pushing me to get a nice stereo
system as opposed to a boombox like my friends
had,” recalls Bawcutt, Key Accounts Manager
at Yamaha Canada Music Ltd. “There was no
Internet, so I went to Whitby Audio.”
Mark Jones, who now operates Audio by Mark
TALKIN’ ’BOUT MY GENERATION: Jones, was then a partner in Whitby Audio. He sat
Bawcutt down in front of a system consisting of
Getting Millennials PSB Alpha speakers, Yamaha stereo receiver and
CD player, and played the first two tracks from
Nevermind by Nirvana. “I could not believe that
this album could sound like that,” Bawcutt says. “I
Into Hi-Fi was used to friends’ boomboxes and car stereos.”
It was a goosebump moment. Bawcutt ended
up buying the Yamaha receiver and PSB speak-
ers, so he could listen to FM radio, then saved up
BY GORDON BROCKHOUSE for six months to buy the CD player.
That day, Jones was doing more than making
a sale. He was making a convert. Over the years,
Bawcutt would move up from that starter sys-
tem, progressing to NAD, and then Simaudio and
finally Krell electronics. “But it’s never been about
the gear as much as the music,” he emphasizes.
THE NEXT GENERATION
Fast forward a quarter century, and things are the
same – but different too. As noted in last issue’s
feature on budget audio, the industry is trying
to foster a new generation of audio enthusiasts.
Boomers and Gen-Xers are still buying audio
gear. But as John Banks, Chief Brand Officer for
Lenbrook Industries, observed in our last issue,
“Hi-fi is no longer part of the cultural landscape.
“It’s become more of a hobbyist thing,” he says.
“The generation coming behind them has differ-
ent priorities and different cultural characteristics.”
Banks believes dealers have to choose whether
they’re going to focus on the hobbyist segment,
which is significant but shrinking, or target a
younger demographic. “You’ve got to decide
who you are,” he elaborates. “It’s hard to be both
at the same time. A lot of people mix them up,
Photos courtesy of Dynaudio
and don’t do either well. You have to change
your approach to address where the mainstream
market is going.”
Millennials are as different from their Boomer
and Gen-X parents as Boomers were from their
post-war parents. Not better, not worse, not lazier
– just different, shaped by different circumstances,
26 www.wifihifi.caYou can also read
