Caseking and Overclockers UK executive director sales Steve Ling talks to PCR about the company and what it’s presenting at PCR Boot Camp 2014.
What do you see being the biggest challenge facing PC retailers at the moment?
We pride ourselves on service. Our staff are all experts and work hard to give customers the best advice possible. The challenge for retailers is to provide the services customers want, while being price competitive with faceless box shifters.
In your opinion, what’s the most important thing for retailers and resellers to bear in mind when dealing with customers?
Understanding what customers want is crucial. That’s different from what they ask for. Real experts will simply give you a shopping list and you fulfil it, but 90 per cent of customers are also looking for specialist advice.
What gadget can’t you live without?
Smartphones allow you to take your office with you, around the world. It’s hard to imagine life without it.
What do you think will be the next big thing in tech?
Wearable Tech looks big, but there will be a lot of resistance at the start. Ten years from now, we’ll think it’s perfectly normal to walk around ‘augmented’.
If you could wave a magic wand, what would you change about the channel?
More opportunities for networking – like the old days! We all work in our own separate worlds these days, with so much pressure to perform, the industry is missing key events where everyone can get together and share information and stories. That’s why PC Retail Boot Camp is such a great idea.
What is your proudest moment as a company?
Establishing ourselves as a true pan-European distributor. There are markets when size isn’t everything, but distribution isn’t one of them. We know what enthusiasts want – and now we can offer that kit across the whole region.
What products and services will you be promoting at Boot Camp this year?
All of the new stuff from our key brands really. New cases from BitFenix, Lian Li, NZXT and Silverstone
We’ll also have some great power supplies from Super Flower – which you’re going to hear a lot about in the next year. Lastly, the great new coolers from companies like Raijintek and Prolimatech
What distinguishes you from your competitors?
We carry exclusive brands – that cannot be found elsewhere – and we have enough knowledge in the consumer-facing parts of the organisation to ensure customer satisfaction.
What are you most looking forward to at PCR Boot Camp?
Networking, meeting our customers and hearing about the success stories in the industry. Things are so much better than they were in 2008, we need to appreciate that there are good years ahead and spread that positivity.
More information on Boot Camp
Caseking has signed up as a Gold Partner for PCR Boot Camp 2014. The expo and conference event, held at the Brewery in London on Wednesday May 21st, is free to attend for retailers and resellers – to secure your place register here today.