| By :
Mark Etinger
Department stores have been seemingly running the table on electronics for far too long. With the convenience and luxury of the internet we have the chance to take back the power of say buying a personalized single speaker surround system or finding the absolute best camera deals in the U.S.A. It is our right as informed and actively engaged shoppers to take back the reins of our shopping experience from big cold stores and make it a more personalized and pleasurable endeavor. This is actually what capitalism is all about. Buying SLR cameras online at deep discounts and using the money we save to buy even more stuff. Of course there used to be a thing called customer service that made going into one of those large department stores make sense. As time has marched on however company representatives at these large chains seem less and less well versed in the specifics of these technical devices. Questioning an employee at some of these places about what makes for the best digital SLR cameras is likely to get you perplexed looks and quizzical non-answers. It is as if some of these people have never used a camera or a single speaker surround system in their life. By contrast, shopping online offers the chance to truly explore a wealth of options with a wide array of user reviews, expert advice and price fluctuation all there to allow you to be in complete control of your shopping experience. What the experience lacks in instant get-it-now gratification it more than makes up for in specifically focused quality control. We have become a far savvier buying public especially when it comes to recreational electronics. Folks who decades ago would have been novice shutterbugs at best are now legit photographers with an intricate understanding of the quality and care of our equipment. Your average audiophile is an expert not just on what makes for a really "kicking" sound system but how best to set up different variations and what potential pitfalls should be avoided when choosing between equipment. Of course the customer service experience can still need a human touch and luckily most reputable digital electronics retailers will readily respond to emails and phone calls, excited to answer your informed and specific questions. It is like we are collectively becoming smarter and the retail industry is adjusting to that. As a result we can all use our fresh new sound systems and digital cameras with the confidence that we got the best of our money and of these very competitive industries.
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