SHOWCASE
— By Kimberly Kapela
of serving our customers,” Kirsanov said.
Olesh advocates retailers use a tailored ap- proach where software solutions are presented as tools to address spe- cific customer needs.
music retailers to consider when selecting software titles to promote in their stores. “The brand is important because that obviously brings in the user firsthand,” Olesh said. “Also the quality, reliability, sustainability, and obviously ease of opera- tion and ease of purchase, and, at the end of the day, the support. So, if the retailer’s integrating a company that has 24/7 real support, not just AI support, but someone who can actually answer the phone and solve the problem and have the retailer do the business, that would be the best decision as far as a retailer is concerned.” For Olesh, the quality of software titles is non-negotiable. High-quality software not only enhances the user experience, but also contributes to the professional outcomes a musician is striving for. Retail- ers should prioritize software that offers cutting-edge features, intuitive interfaces and robust performance capabilities, en- suring that customers receive tools that exceed their expectations. “Some of our products that have been around for nearly 30 years are still out there with compatibility and facelifts going strong and moving forward,” Olesh said.
TAILORED SOLUTIONS As a leading developer of audio plugins and signal processors, Waves Audio has built a robust catalog of more than 250 titles that cater to both ama- teur and professional music producers. For
“From a retailer’s point of view, the most impor- tant thing for them is to understand the user’s needs and what the user is intending to do with the product, what type of performance, music or en- gineering task the user is go- ing to work within, and which category on which platform,” Olesh
music retailers, incorpo- rating Waves software into their product offerings isn’t just a good idea, it’s a strategic move. “All 250 titles have the same method of delivery to the retailer, and it really de- pends on the capacity the retailer wishes to embrace themselves with and decide on how many different types of categories they want to work with,” said Mick Olesh, Waves’ CEO. “The span of the different ways a user can utilize these ranges from anyone who’s just starting off and requires basic tools, as opposed to a serious engineer, musician or band. Rather than a one-size-fits-all approach,
said. “On the other hand, understand what we offer out of the 250 different titles and try to connect between the understanding of what the user is requiring and the avail- ability of the product that we have that makes perfect sense for the user.” Understanding customer needs also en- hances the overall retail experience. By engaging with customers to understand their workflows, technical requirements and creative goals, retailers can provide accurate guidance and support. Olesh said there are a lot of factors for
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