New Retail Proposition for TIME Computers
TIME Group, the leading manufacturer and retailer of home computers, is today announcing a new direction for its retail proposition. The retailer, which currently has over 150 out of town and concession premises, will begin moving stores to primary and secondary locations in high footfall locations.
The move will see the company change its retail format, from showroom to stocked shops, offering a wider range of IT soft and hard goods. Everything from considered purchases such as computers, scanners and printers to incidentals such as paper and printer cartridges. The change serves the emerging needs of a more sophisticated and knowledgeable consumer (often a 2nd time buyer) whom TIME believes will become its main market over the next two years.
TIME will take advantage of footfall generated in prime locations, change its retail environment and stock lines to suit impulse and considered purchase. The new stores will have computer support and repair areas, providing customers with elementary support, servicing and upgrading facilities on site. The first new concept store will be opening soon in Bluewater, with a rapid UK roll out expected over the next 18 months.
The retailer has seen 2nd time PC purchasing on the rise and realises that the next generation of customers need a different approach. No longer are they excited by bundles of goods, which make starting computing as easy as possible. Research shows that customers want flexible buying, which means that they want to upgrade elements of their PC on an on-going basis, when they can afford it and at their convenience.
For example a current customer may want a PC that can run windows™ XP but not want peripherals. However in 6 months time they may want a flat screen or a digital camera.
This system of period upgrading will be easy for customers in the new stores, as their PC details will be on TIME’s computer systems and staff can ensure compatibility with existing products.
The move will be supported by an investment of over £8 million and is based on research carried out by the TIME Group as part of its recent restructure. The addition of HP, Lexmark and Epson Printers in some stores has also provided valuable data. This shows that the Consumer PC market is moving from first to second time buyers. These more experienced users want more than price and spec from their purchase; flexibility, support and assurance of quality are important considerations. The new TIME stores will cater for these needs as well as provide a much wider product range.
Tahir Mohsan, said: “The market is changing, in order to remain competitive our stores have to grow with our customer base. We will still be keeping our core values of good value factory direct PC’s but adding newer elements such as depth of range, flexibility and local support services. Our new stores will give our customers better access, more choice and make it easier dealing with TIME whether you’re a first time buyer, a seasoned pro; looking for a top of the range PC with all the trimmings or a printer cartridge.”
It is not expected that there will be any redundancies with the introduction of the new retail format, although moving the stores to new locations will require flexibility from some staff.
TIME Group is the leading manufacturer and supplier of PCs under its brand TIME, and operates a network of stores nationwide. The TIME Group, which includes TIME Computers and TIME Education, has a turnover in excess of £200 million and currently employs almost 1500 people.
For more information on this release or we have to change the way you receive information from TIME Computers please contact:
Colin Middlemiss or Ayshea Domun at
TIME Group Press Office, Time Technology Park, Burnley, Lancashire, BB12 7TG
Tel: 01282 770044 ext. 1408 or 1044
Fax: 01282 777 208
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