We talk to Exertis Micro-P’s retail director, Mike Buley, about the distributor’s Retail Service proposition and its focus on wearable tech.
What products and services will you be promoting at Boot Camp this year?
This year we will be promoting the wearable tech revolution with products from key manufacturers such as Jawbone, Sony and Samsung.
Wearable tech is a huge focus for us, and the industry, in 2014 and we are excited about showing retailers our product line up and the advancements in technology.
We will also be promoting our Retail Services, which are available to resellers to help them execute IT products in store and ensure that they are selling to their maximum potential. These services include merchandising, compliance, POS design, consumer engagement and demonstration.
What do you see being the biggest challenge facing PC retailers at the moment?
The biggest challenge facing PC retailers today is customer retention. With so many online retailers lowering their pricing and offering premium delivery options, many are choosing to purchase online often without going into a retail store. We need to work together with resellers to show the end user the value of purchasing a product in person and the improved customer journey that stores are now offering.
In your opinion, what’s the most important thing for retailers and resellers to bear in mind when dealing with customers?
Customer service is always king. Consumers will return again and again to where they feel they have had a positive experience and encouragingly pass on good reviews to friends and family. As part of this experience, retailers also need to ensure in-store merchandising is in line with the planogram to ensure customers get the easiest shopping experience possible. Staff expertise is also very important, as a customer will only buy a product if they fully understand its use and how it will improve their lives.
If you could wave a magic wand, what would you change about the channel?
Customer education and understanding of the products, particularly around networking products. Networking is such a key part of the smart home, without it other IT products simply won’t work to their full potential. If customers could see the benefits of purchasing networking products the reseller would benefit from the increased sales.
What distinguishes you from your competitors?
Our Retail Service proposition is the biggest difference from our competitors at the moment as it is offering something completely new to manufacturers and resellers from a distributor.
As our Retail Service team category manage all projects and work alongside our retail account managers, we really do offer a complete end-to-end solution for resellers.
What is your proudest moment as a company?
Hitting the £1 billion turnover in 2013 – what a fantastic achievement.
What are the key brands/lines you carry?
We deal with around 220 manufacturers including many world-leading brands such as Samsung, Asus, Acer, Netgear, Epson, Nokia and LG. We work closely with all our brands to ensure that we are in line with product and marketing roadmaps meaning that we can pass information onto our customers.
What are you most looking forward to at PCR Boot Camp?
We always enjoy going to Boot Camp so we can speak directly to our customers and hear their feedback. It’s great for us to know exactly what is going on in the market and on the shop floor to ensure that we are on hand if there is anything we can do to help improve their sales.
What are your aims and ambitions for the next few years?
Exertis Micro-P wants to continue the fantastic business we have with all our retail customers and continue the growth we have been experiencing over the last few years.
We would also like to help resellers with the wearable tech proposition by ensuring they are kept up to date with new products and technologies and ensuring that they fully understand the products.
Another key ambition is to drive our Retail Service offering into the market to improve our service to our customers and manufacturers and help resellers increase their sales.
PCR Boot Camp 2014, 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.