FROM RACKS TO RICHER

Dean Gledhill, Head Of Custom Installation at Richer Sounds, explains the company’s approach and ambitions for this side of its offering.

Tell us about your role at Richer Sounds (RS)

I’ve been with Richer Sounds for 14 years now, having started after a chance encounter with Julian Richer. It’s a very forward thinking, supportive and ethical business to be part of, and we’re very keen to promote from within and give people a chance to rise to the top. Our Custom Installation division is a team of former store colleagues who support the stores with the leads they generate. We’re all self-confessed CI geeks - completely focussed on training, system design, product ranging, project management, technical advice, problem solving and anything else required to make sure that Richer Sounds’ CI offering is second to none.

How long has RS had a CI division?

Our CI team, such as our Installations Manager Tim Smith, have been designing and installing home cinema, Hi-Fi and (more recently), smart home set-ups for our customers for many years, through our network of shops. The centralised CI department itself has just reached its one year anniversary, but is really just an extension of that huge wealth of experience. My own involvement came from my time managing the Leeds store, which seemed to be a hub of CI activity. I spent a few years building contacts and soaking up as much knowledge as I could. I found the industry to be so helpful and supportive, from the Smart Home network & CEDIA, to helpful distributors and manufacturers, and of course the EI podcast! I was lucky enough to have a phenomenally technical colleague at Leeds, Stephen Ashton. We convinced Julian Richer to let us spend a chunk of money on a dedicated cinema space within the shop that allowed us to showcase high-end projects that Richer Sounds might not necessarily be associated with. I’d planned for the room to pay for itself over the next three to five years, but we managed that within the first year.

What are some of the main types of projects you carry out?

Anything and everything! We’ve supplied and installed equipment in a wide variety of residential and commercial properties, and also schools, hospitals, MOD buildings… even submarines! We’re lucky enough to have some great colleagues in our branches who’ve cultivated strong working relationships with a network of over 150 approved third party installers, and we’re always on the look out for more installers to work with.

What are some of the main products and systems used?

Being Richer Sounds, we have access to a huge array of products. This is great for customer choice and for installers buying specific products from us, so we really have to be on our toes making sure we’re clued up on everything. Some of the most popular products we’re installing at the moment are Control4 automation and lighting, Blustream distribution, Monitor Audio speakers, Cinema Build Systems wall coverings and Screen Innovations screens. Of course, something we’ve always been passionate about is excellent quality audio, and large scale CI projects should be no different. We love setting up high-performance audio systems throughout a customer’s home, all linked into the same eco-system.

What are some the favourite projects you have personally been involved?

We did a loft cinema in Barnsley four years ago in conjunction with Smart Integrated Systems. This was my first ‘proper’ cinema job, and it was for a brilliant client. We created a gorgeous-looking room for them, which sounded awesome. They even opted for some tactile transducers in the

The CI division of Richer Sounds is showing strong growth

seating! I’m currently enjoying a commercial job we’re nearing completion on for the largest sports bar in the UK, requiring 80 TVs and two projectors; each display is an individual zone as the client wanted complete flexibility. We’ve used 82 of the Blustream IP50HDRX MOIP receivers and five of the transmitters for sources. They’ll have no arguments over which game is being displayed!

How is the work created, existing contacts, store walk ins? Something else?

It’s a bit of a mix. Our stores account for a large proportion of the work and the CI division acts as support to them when a project would benefit from our guidance. We also have a contact form on our website that generates around 25-35 leads per week, all of which are followed up by a member of the CI division. There are a lot of ‘Smart Sparks’ moving into the industry who we also support with technical advice, deals on products, as well as collaborating with them on projects. We even help cover any gaps in distribution for the seasoned installer.

How ambitious is the company to grow its CI offering?

I think it’s an inevitable shift for us. COVID accelerated the existing move towards online retail, meaning that now, more than ever, our stores are concentrating on and investing in what sets them apart from online-only retailers. The personal touches, such as free on-site surveys, project management, bespoke custom installation and design services, working with local trades, demonstrations, etc. will all be key to the longevity of our stores. There will always be a human element to commerce, especially with products where seeing and hearing it are so key to the experience, but we’re definitely seeing a shift from simple product advice to a full turnkey solution. Our company has been around for 43 years and survived two recessions, which is partly due to how quickly we can respond and adapt to changes in the market. Julian Richer has always been fantastic at making sure there is no pointless red tape to navigate, and our suggestion scheme allows for great ideas and common sense to flow quickly through the business.

How well informed about CI are RS customers?

I think this varies from region to region. Traditionally, we’re not known for CI, so most of our projects are grown naturally thanks to our passionate colleagues highlighting what’s available. It’s incredibly rare that we have a customer ask us to tender against other integrators. The industry is certainly growing, and we want to do as much as we can to make the whole process as great value, transparent and easy as possible for the client. I’m sure we’ll become better known for CI as time goes by, because every job is another demo room, and you can’t beat word-of-mouth recommendations from satisfied customers. With our push in this area combined with our long-standing reputation and accolades such as our Which? Retailer of the Year award, customers know they can shop with confidence.

Control4 is a popular choice for Richer Sounds customers

What is your favourite bit of tech or product around at the moment?

I’m loving the Cinema Build Systems range of products. Co-Founder, Roddy Abbott has been helpful to us from the very start and it’s hard not to get swept up in his passion for what he does. The new Halo kit panels have been really good for us as a simple boxed solution which is easy for our colleagues to specify. It’s great to see my Instagram feed filled with integrators getting creative with his fabric wall system, and I particularly like it when it’s paired with the wooden Acupanels to break up the textures. It’s a product that’s only limited by your imagination.

So what is next for CI and RS?

We’re having a big drive on training to make sure every store can offer a full turnkey solution that’s consistent with the best integrators out there, across all the different aspects of CI. We’re also continuing to grow our Approved Installer network so all stores have a strong relationship in place for any type of project. And of course we also want to help grow the industry as a whole, and especially people’s awareness of what’s possible, and keep pushing for better service, better value, and better transparency.