IT’S TIM TIME!

Tim Hancock, Commercial Director at AV.com takes on our

At AV.com our aim is to be the number one destination for home entertainment products. When the brand launched, our objective was to provide a wide choice of products, with a large volume of stock, powered by an informative website and great customer service.

Our team in Bacup, Lancashire, provides direct support to customers for sales or service by phone, email, and of course in person at our fully renovated showroom. Over in York, our commercial teams work hard on getting the right products, working closely with our content teams to ensure our website answers all our customers’ questions.

We pride ourselves on stock holding – no-one, and particularly installers on project deadlines, want to order something and find out the retailer doesn’t have it. It’s also clear that different customers want to buy in different ways, so at AV.com we strive to make sure that if you phone, email, visit in person or simply visit our site, the level of service remains high.

Right now, we are continuing to look for new brands and ensure we have the products and ranges that consumers are looking for. We tantalising reader questionnaire. continue to make improvements to the website both in terms of content and user experience, while also adding exciting new features that help customers learn more and find their ideal product. Oh, and as it’s the start of the month the team are updating the AV.com playlist –everyone puts three songs on each month – it’s a great way of hearing some new music and learning more about your team!

With a continuous focus on improving the experience for customers and helping people to find the product that best fits their needs, we are developing online tools such as our Home Cinema Builder, which helps guide customers through the process of building and configuring their ideal solution.

You recently completed a new showroom,

Many consumers prefer to deal with us in person and experience the range of products that AV.com has available. The showroom allows us to welcome consumers who want to shop this way. We have four booths which are ready and running - we really like the idea of having several systems ready to go so that, if you are simply collecting an item, you can also get inspiration for your next purchase. In addition to the open areas, we have two rooms for quiet and professional demonstrations. One of the rooms features a full Dolby Atmos 7.2.4 home cinema set up, and another for our two channel Hi-Fi demonstrations. We also have a large car park, a great coffee machine and even an EV charger, so customers are well catered for!

There are challenges for the industry as a whole, and I think for most of us who have been involved for many years have experienced similar market dynamics in the past. We sell luxury items, and in light of the current economic backdrop, customers are more selective on where they want to spend. At the same time, with streaming services at the level they are, there is an increased demand for products which enhance this experience. Linking products to customers’ lifestyles is key!

We need to stop talking so much about the product’s technical specs and more about its result, less about amplifier topologies and impedances, and more about how great music can really enhance your home and bring joy. We also need to do the work to make the products easy to use for consumers and explain the differences between them. I feel there is a lot of confusion out there that puts people off engaging with specialist retailers and installers, and they ultimately settle for a product which doesn’t meet their needs or perform how they hoped.

I joined the AV.com business as it was acquired in 2021, and the speed and focus of the new owners - alongside the commitment from the existing team to get the business integrated and re-launched - was one of the most fulfilling projects of my career. The teamwork and spirit during that process was just fantastic to be a part of, and that starting point gave the whole business a new platform that we could build on.

We work with lots of different brands and have great working relationships across the range. The industry is incredibly fast paced so it’s great when brands have structures in place for fast responses. I particularly welcome brands that have moved to online portals that give us access to comprehensive information regarding product availability and digital assets. We also welcome in-person training so that our staff are up to speed with product knowledge and we have some brands that are superb at this.

I think consumers are getting more and more comfortable with smart devices, and I believe we will see more and more connected items around the house. I’m amazed at how many Google Home and Alexa devices I see in people’s homes, and I think it will be important for brands to develop products that work seamlessly within this eco-system. I really like voice control too and feel that this makes products far more accessible for everyone in the household. In our main arena of Hi-Fi and home cinema, we need to keep delivering the performance, but more products need to add the connectivity and ease of use that is becoming more common in everyday items. The other day I walked past my five-year-old daughter’s room as she asked Google to turn her light on – blew my mind that to her even a switch will be old fashioned!

As is the case for anyone, throughout your own career there are people or organisations you work with who influence you and give you new ways of looking at your personal development. I have been fortunate to work for both Yamaha and KEF, brands with a strong heritage, who have a clear philosophy that drives their business. That focus determines the culture and strategy, and keeping aligned to that is what allows business like theirs to maintain their position in the market. For me, more broadly I have been impressed by how so many brands in our industry have managed to navigate the challenges of the last couple of years. What this has shown me is that innovation and great design will always have a place and customers will keep coming back to that.

Away from work what are you interests/hobbies?

Well, I have two young children so that takes up a lot of time but after that it doesn’t look a lot different to work! I love music, playing my guitar or listening to some vinyl. I love a good series or movie – I really enjoyed the latest Mandalorian series on Disney+. It looked and sounded great.

You have magic powers and get one wish concerning the smart home and luxury AV market, what are going to wish for? Got to be wireless power, right?

Favourite music and movies? What are you watching/listening to right now?

Favourites is a nightmare to answer but music that is never far from the system include The Prodigy and Guns N Roses, right now my tip though is Pokey Lafarge. Go check him out!

You can invite three people (living or not) out for a meal/drink, who’s coming and why?

Slash, so he can teach me the Nightrain solo, Gazza to thank him for that goal against Scotland and Jesus for an amazing life story.