The Key to Better IT Retailing: Gaming PCs
John Coulter MBA CEng MIMechE
Equipping researchers to create spin-outs, IP licenses and social enterprises
[Part of a series helping small IT retailers improve their businesses]
The defining skill in IT Retail has nothing to do with selling, fixing or building computers.
Nothing whatsoever.
The biggest issue facing you is foot-fall. So those who do best are those who can draw people like bees to honey.
Now, every retail expert will tell you this takes three things. Eye-catching windows, interesting products and a great experience. Problem is every IT retailer already knows this. And pretty much everyone struggles with it.
But could getting into gaming PCs help? Read on and find out…
Blank customers and they'll blank you
Shops serious about selling TVs – John Lewis, Curry's,… – are terrible at something. They fail, time and again, to switch off their TVs!
To be fair they do this for a reason. They leave them on to show off the quality of the display. To show off how much better UHD is than HD or whatever.
But they also leave them on for another reason...
How many people in the TV area have the intention of buying and how many are there with none whatsoever, passing the time and looking around? Drawn because there's something to watch or captivated by the images. The point is moving images grab attention – fact - so having the TVs on makes an irresistible draw. And some who had no intention of buying see how good those TVs are and start changing their minds.
If you've empty screens in your shop or window you're missing a trick. You're blanking your customers. You're not giving them anything to look at. But screens showing something to watch - something that engages - that's different. That starts people off thinking "I want some of that." The question is, what do you show them?
And for more on the art and science of captivation see my workshop "Beguiling Design: The Science Behind Captivation".
Boxes don't sell
I'm going to go further – because you ignore the power of moving images at your peril. [And I still need to answer the question over what to show people on those screens.]
Sure, gaming pros may get excited over a fancy gaming rig. Something all lit up so they can see the boards, memory and cooling through the case window. But those same gamers and a lot of other people will get excited over a game playing out in front of them. Boxes don't make people talk. Explosions and action – the spectacle, the show, the experience - will.
If you're going to sell gaming PCs you'll have limited success promoting boxes. You'll have far more using screens – even one – showcasing games.
Grumpy and suspicious
The truth is if you give people the chance to play a game and many will. Good bad or indifferent - whether it's for the experience or to see how good they are - most will have a go. So they have fun and a great experience.
A gaming facility – the gubbins so people can sit down and play - is a serious complement to any shop. Now, many of you will baulk at this - it's an open door to kids. After all what are kids good at? Nicking and trashing your stuff! Well sure, they will if you're bad-tempered and distrustful. What do you expect?
I can't make the kids in your shop good, but I can ask you to think about your attitude. Remember, those kids have all got parents, all have birthdays and Christmas. They may even have pocket money. Those kids are the means to business just waiting to be harvested.
Your gaming area doesn't have to use expensive kit. Decent stuff priced up will do. And then join in and play with them. Comment on and help them play better. Show them the glitches. In other words, give them reasons to like you and be good. Because if they have a good experience they'll want to come back. They could well bring mum and dad too.
Your dream PC is here
You can take your store experience further. Quite a lot in fact. Whether you've screens playing games or an actual gaming area, there's more you can do to WOW customers.
Offer to build them their dream PC. Right there and then, on a tablet while you sit and chat.
Pretty impressive no? That'll get people talking. But how could you actually do it? Easy - use our In-Store PC Builder.
Now, there are many PC Configurators out there. Many online tools that'll build computers. The difference with ours is it's built for professionals like you. Meaning it works like you – flexing the design and changing components on-the-fly. The Target In-Store PC Builder is one of a kind. For much more about it see, "The In-Store PC Builder: The Configurator of Choice for PC Professionals".
On-trend
Keeping your shop, windows and products fresh is a relentless challenge. There's no getting away from the need for some discipline. And while selling gaming PCs helps a lot, it all can become a drudge.
But being ‘trendy' helps. Let me explain...
Gamesradar.com lists 39 games for release in 2018, 30 of them on PC. There's no reason you can't take part in the promotional frenzy around each. That's more than enough to fit the most demanding promotional plan. There's no need to be left out, get in on the act. Create a shop that's always changing and on-trend. And of all the computer shops in town, is the one to go to. If you're looking for inspiration look to gaming launches. Everything you need to keep your shop fresh, cool and happening is there.
Recommend: after all, you're the expert
As a computer repairer and builder you're an expert in your field. Now I know that. You know that. But we both know what we're talking about. When it comes to your customers do they really get it? And when it comes to those who've yet to buy, do they?
Anyone can say they're an expert in something, anyone can ‘talk a good game'. Real experts cut the crap and ‘do'. They 'show'. And they do it in ways that don't rely on selling anyone anything.
How? Telepathy?! Magic!? No, doing this is far easier than you may think. If you want to know how here's what to do. Go to gamesradar.com. Find the next game release for PC. Work out the best price/performance spec for a machine to play it. Don't worry whether it's special or not, note what the best spec is. And when the launch comes start promoting your recommended build. Mock one up and have it in your shop. Advertise through the web, on social and in your windows. Say something like "ABC Computers recommends [your spec here] for great performance. Only [your price]".
Show people what being an expert means. That you know your stuff and are prepared to help people. And in doing that do something none of your competitors would think of.
Get retailing!
In this series I've set out how selling gaming PCs is more than selling the machines. About how it can deliver the three key things essential for brilliant retailing. Eye-catching windows, interesting products and a great experience. An experience that'll draw all kinds of people to your shop like bees to honey.
But retailing is a huge topic and this series just scratches the surface. That's where ShopTalk, Target's free business advice service for IT resellers, comes in. I've written hundreds of blogs on everything to do with retailing. For more advice here's a choice selection of some of my retailing nuggets...