PC World targets ‘duo-consumers’
Collect at store service to attract online browser
PC World is aiming to attract the new breed of ‘duo-consumers’ who browse both online and in stores
The Dixons-owned chain is launching a new Collect @ Store service, reacting to a survey for the company which found that 35 per cent of customers said they had visited the www.pcworld.co.uk online store prior to visiting a PC World store.
The three main reasons given for choosing to visit a store and not just purchase online were:
33 per cent want the convenience of selecting products online, but prefer to see, touch and compare products before purchase;
12 per cent still want help and advice and to talk to someone face to face;
17 per cent want to be able to take home a product the same day, and do not want to wait for delivery.
The PC World Collect @ Store service allows customers to select a product online at www.pcworld.co.uk, check it is in stock at a local store and then choose to reserve it and collect it at a convenient time.
The product can be collected at the Advice and Services centre in store, where trained salespeople and technicians can offer face to face expert advice to the customer regarding the product selected prior to purchase.
Neil Old, marketing director, PC World, said: “As the internet has revolutionised how people live, and is constantly evolving, the way people shop on the Internet is evolving too.
“We have found many people are looking for the convenience of online shopping but are frustrated by waiting for delivery which is at best next day. With our new Collect @ Store service customers can have instant access to products they choose and can start using them immediately.”
