Retail Sales Management Executive Summery: PC World

¶ … Retail Sales Management Executive Summery: PC World is a huge UK retailer that is ever expanding into the technology marketplace. From PC's to washing machines, they offer a one-stop shop for everything technology related. With an appealing advertising system that attracts the middle class Englishman, it is no wonder that their business continues to grow. PC World is a retailer within the Dixons Retail businesses.

The stores are located in the United Kingdom and it is the largest chain of computer retail stores in the UK and Ireland with a total of 163 stores. This report will review the overall retail sales management of PC World and how the store's overall strategy allowed for its wide expansion. Background on Sector: PC World is a retail computer store that specializes in selling computers and computer-related technology. They also carry printers, ink, accessories, games, as well as entertainment technology including televisions, DVD players, cameras, and cell phones.

The other main retailers in this line of business are Inspiration Computers. The popularity of PC World has thus far quenched any other competition. Their stores are located in all major regions of the UK and Ireland with a total of 163 stores throughout the two countries. Target Market: With a monopoly on the computer market in the UK, PC world has the luxury of appealing to a large customer demographic. In general, they appeal to the middle-class citizen seeking PC's for home use.

They also offer electronics and gaming supplies, which appeals to the younger demographic as well as cameras and video cameras for the older and family demographic. For those who are not very PC literate, they offer upgrades and repairs to computers as well. Finally, the store appeals to teens who always like to have the most up-to-date phones and other hand-held technology. Market Position: Services marketing is one of two subfields of marketing that deals specifically with services that a retailer offers.

PC World utilizes an up-to-date website to position itself with the middle-class shopper. They continually get the best technology from across the world including brands such as Acer, Apple, and HP. The store releases regular press releases and ads to attract bargain-hunting shoppers looking for sale pricing. Finally, their stores are laid out in an organized and space-efficient fashion, adding to the appeal for middle-class retail shoppers. Services Marketing Mix: PC world goes much further than other stores to also offer a large line of service marketing.

The store repairs and upgrades computers, offers delivery, recycles old ink cartridges. They also offer price matching and price promising. There is a customer service help line and they offer payment options. The store also features regular television adds emphasizing their sales people's expertise and overall level of customer satisfaction. In the most recent add, they show a Wookie shopping for a blow dryer and being assisted by a sales associate who offers him the perfect model.

Importance of Personal Selling: PC World is a retail business with retail employees handling the sales and interactions with customers. Employees are available to explain products to customers. Some locations also have a help desk that offers basic advice and for a fee can handle basic repairs and maintancence. Recently, the sales people have also begun offering in-home installation and setup of products. Finally, the company upsells customers by offering a direct help-line available only with an extended warranty. Otherwise, customers must use the outsourced helpline.

Sales Management Process: PC World is a highly fluid store that keeps itself competitive by following an effective sales process approach. First, they identify the needs of the particular customer base within the area. For instance, the company now offers Dell computers (something that no other retailer offers in the UK). Next, the individual sales agents determine the specific requirements of each customer they assist. For example, a college student may be looking for a laptop with specific capabilities depending on the program of study they are participating in.

Next, the sales associated evaluate the options by showing all the possible choices to the customer. Finally, the customer makes their choice and the sales associated evaluates the customer's overall satisfaction. While this is the ideal for the company, there have been some times when this has failed to happen and the media reported it. The worse case available in the news was where a customer brought in a laptop with a broken hinge.

The laptop was under a full warrantee, but the store claimed that the customer had voided the warranty by uploading a Lenox operating system onto the computer. Clearly the agent was not listening to the customer's issue, as they would have realized the issue was dealing with the hardware not the software of the computer. Personal Selling Process: PC World stores are large, modern, and packed with well-organized technology. At every store, departments have specially trained sales associates in easily recognizable uniforms.

Large signs clearly mark each section and isles are kept clean and organized. Each agent undergoes specific training for their particular department ensuring they are completely informed and can help customers find exactly what they need in an efficient way. Other Influences: The store has a well-established name within the industry as it has existed since the 1990's. It is a familiar location, and all sites have.