A pioneering store opens at South Coast Plaza

More than six miles of wire line the walls of one of South Coast Plaza’s newest stores, but anyone who enters the nation’s first Pioneer retail store will only see the living rooms and entertainment systems of their dreams.

South Coast Plaza is staying at the forefront of technology with the store, which offers the latest in Pioneer high-definition TVs and electronic equipment.

“Pioneer selected South Coast Plaza for its first retail store in the U.S. because the center reaches an exclusive demographic of upscale shoppers and has launched more ‘first-time’ company stores than any center in the country,” said Debra Gunn Downing, executive director of marketing for South Coast Plaza.

The store will also keep South Coast Plaza guests up to date with technological advances before they are available in the United States.

“Part of the experience here is there will be products that aren’t available anywhere else, so customers can see, touch and feel the equipment,” said the store’s general manager, Jeff Hagg.

There are different “stations” in the store — what Pioneer calls its series of vignettes — and each is decked out with couches, chairs, flat-screen TVs, DVD players and even lighting to suit every mood. In the front of the store, they have new technology called the Blu-ray Disc, what Hagg called the next DVD format, and will continue putting their latest and greatest technologies there.

“We’re able to get customers to interact and get their hands right on the machine and get into the menu and see how things work,” he said.

At each of the stations, customers get a chance to sit and experience what the product could look like in their home. Each station is equipped with systems to suit every viewer, including movie or sports fans, so each customer can decide what might appeal to their lifestyle best.

“There are different grades of equipment,” Hagg said. “I’ve had customers say, ‘I want that system just like it is,’ and we’re able to deliver and install it just that way.”

Even some of the furniture on display is made by Pioneer. Hagg said the advantage of controlling every aspect of the product — from display to installation — gives them an advantage over other retail stores where Pioneer is sold.

“The advantage is that we, as a manufacturer, are creating an ultimate environment system you wouldn’t see in another retailer,” he said, adding that despite that, Pioneer is still pleased with other stores.

“In this store, where we have control of all the environments, in many cases you’re seeing a Pioneer system where you wouldn’t see one — and in this case, customers can demo all of our products as they’re meant to be, working together in one system,” he said.

In about its first two weeks in operation, the store has already installed about six full systems in people’s homes. Even though these people may be getting the most up-to-date systems now, they need not be worried about the products becoming outdated anytime soon, Hagg said.

“By purchasing or investing in our current technology, customers can be rest assured they are receiving something that will definitely hold up and is going to be in line with new technology and design,” Hagg said.

“At the same time, we want to let people know to rest easy — this is all fun stuff, and they should buy an item and take it home and enjoy the product, and not worry about something being new a week later or a year later.”