PC World not selling PC's?

2085942 — Thu, 04 Jun 2009 08:15:00 GMT

It seems that the UK is falling out of love with the kings of out-of-town box-shifters, PC world. This is a typical comment that I found on YouTube.

The sad truth is never purchase any computer, laptop, or components from PC World. They are the cowboy's of the computing industry, who over charge, mislead, and sell awful products often to those who know no better. Thankfully, I've heard they are in some deep brown stuff financially. Source: YouTube

These days almost nobody has a good word to say about this troubled retailer. The company has built-up a reputation for low standards of service and an unimaginative lack of innovation. Do they have what it takes to re-invent themselves for the post-crunch era? Yes, if M&C Saatchi continue to have their way:

However, their latest TV ad and print campaign by is a real creative departure because it presents an actual business strategy (TV is much better than the print).. The campaign is all about home-media and entertainment. It shows a PC user who loves films and how he can use his PC to download movies and other kinds of entertainment. PC World is positioned as a company that can help him design his media-centre, and it positions the PC as the new focus of the living-room.

Its a smart realisation on 2 counts: Firstly. that the PC market is totally commodified. It's no longer profitable to sell generic "beige-box" PCs as there are hundreds of web-retailers who can sell a similar product cheaper than PC World. Secondly, that people, in particular women, do not buy technology in a functional way. Its an emotional decision. It may often be justified by a set of rational criteria but that is very rarely why people purchase technology. People need to be given a reason to want a new PC.

For a DSG company to realise and act on this is a paradigm shift. For a long time, we have been led to believe that people buy technology akin to how they buy technology in a vending machine. My research found that its the opposite. Its emotional, intuitive and for women, often impulsive.

As to how the store experience will change in line with the more emotional and human campaign, I am yet to be convinced. Today's PC World looks more or less as it did a few years ago. But if DSG were to believe in their new positioning they could use it as a basis to transform themselves into a place of computer-driven entertainment. They could finally move away from their current 'cowboy' box-shifter image. PC World's goal should be a champion of trust akin to what Martin Lewis has done for financial services.

When I shop for technology, I want an authentic experience not a functional per-functionary transaction. I want to be spoken to in a way that does not make me feel stupid but gets to the heart of what I need. I want an environment that is akin to my home and the place where my technology will live. I want to be know and understand the magic that this technology will bring for me and my family. And not trying to flog me a PC on its spec is a good start!

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PC World not selling PC's?