Gamers are some of the most enthusiastic customers you can sell to, but they can be a fickle, fussy bunch.
PCR asks system builders how to reach this unique demographic and keep them coming back to your store.
RICHARD ALFORD, Black Bear Computers:
”We use social media to keep in constant contact every few days. We also attend local events in our town centre and around our local area with our racing rig and gaming PCs. We’ll be running gaming events in store during this year and hope to run some with Exist2Game through Network Group.
“The term ‘gamers’ describes many different types of people, from non- gaming parents buying for their little gamers, to techy geeks who understand exactly what they want! For this reason, stores have to have staff who are very knowledgeable and passionate about gaming. Be careful of your stock holding: too little and avid gamers will not consider your store, too much and the choice is too hard to make. Price isn’t as important with gaming as it can be with standard IT hardware, so don’t undersell your expertise.”
CRAIG HUME, Utopia Computers:
”In-store events like Exist2Game and demo days with the latest hardware are a great way to bring gamers to our retail store. To keep them coming back we make sure we always have a great range of gaming gear in stock and encourage our team to chat with them about the latest games. We work closely with vendors on in-store exclusive deals and bundles that you can only buy from Utopia. This is a great way to separate ourselves from the etailers and box shifters.
“Gamers like talking to other gamers. Having staff that not only understand games, but enjoy playing them makes a big difference when building trust and creating a relationship with your customer base.”
KEITH FERGIE, PC Solutions:
”Word of mouth and YouTube are key when engaging with gamers. We also highlight case studies on upgrades that we have performed. It’s all about knowledge, knowledge, knowledge.”
PHILIP GRIFFITHS, Chips Computers:
”Social media – especially Facebook – has a big part to play. Also, if you stock plenty of products, gamers will share your name around with other gamers rather than a typical person who’s buying a normal keyboard and mouse. Be mindful of brands, too. On some top-end products you will make very little on them compared to selling other mainstream products. And due to their [higher] price, less people may buy them.”
”You can engage gamers by creating a community, and establishing loyalty to your brand and product offerings. Always understand the mindset before offering range – and do not underestimate the knowledge of gamers.”
DARREN PARKINSON, Tech CPR
”We don’t attract as many gamers as we would like, primarily because the name ‘Tech CPR’ does not lend itself to that image. We’re in the process of building a gaming brand, so all our peripherals, builds and upgrades are under the new brand, while everything else is Tech CPR. It opens up our business to a greater community and gives the correct gamer image.”