Store of the Month: Midland Computers

We chat to the tech store about the opportunities the end of XP provides
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Sales and development manager Nick Dodd tells Laura Barnes why he believes that the website and social media accounts are now more important than the shop window.

How and when did the company begin?
Midland Computers was formed in 1999. We’ve seen a steady, organic expansion since then. We’ve built up an excellent reputation for offering an exceptional range of services, which extends well beyond basic hardware and software.

We started out at a unit in Tweedale, Telford with four founding members, all of whom are still here today. We have since moved to our current state-of-the-art Halesfield premises, right in the heart of Telford’s industrial region.

What products and services do you offer?
We have a wide variety of products in our local showroom and repair facility. We offer specialist hardware and business software solutions as well as installation and network cabling, security, disaster recovery solutions and telecommunications.

We also provide website design, software development and have a recycling partnership for IT equipment too – and there’s even more than that too.

What’s been your biggest growth area recently?
We have seen growth in many areas, so not one particular area. We have seen an increase in our service work to business customers as well as an increase in sales and support from our showroom. Our web design and software growing client base is growing too.

Windows XP support is ending in April – what retail opportunities does this provide?
It’s a great opportunity for us to ensure existing and new customers are informed about what the best setup is for them. We offer advice on the latest technologies and working practices for different clients’ needs.

How important is your online presence to you?
Online presence both in terms of web presence and social media is incredibly important to us. We are aware of how many customers visit specific websites and what works best for them.

If you think about it, your website is basically your shop window, and it is open 24/7.

A good company website can help sell products and services without a need for human interaction.

We have also been using sites like Facebook and Twitter with increasing effectiveness. It’s really important to connect with customers in a personal way.

What do you have in store for the company over the next couple of years?
We will continue to progress with the latest technologies and services available. We are always looking at how to improve product offerings and gladly take on board new advancements or suggestions and roll them into our portfolio.

We have new hosted exchange services, web CMS and e-commerce products that we’ll continue to expand on. We’ll also continue to evolve our showroom items.

What advice would you give to someone starting out in the industry?
It is vital to give unequalled levels of service as well as clear, honest and unbiased advice. Excellent customer relationships are a must and shoppers always appreciate technically advanced and cost-effective solutions.

FACT FILE
Year established: 1999
Number of outlets: 1
Number of staff: 30
Contact name and address:
Unit 4, Sovereign Park, Halesfield 24, Telford, TF7 4NZ
Telephone: 01952 588688
Email: sales@midlandcomputers.com
Website: www.midlandcomputers.com

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