It’s interesting to see how one retailers are adapting its offer to the changes in consumer demands. Last night I saw a new advert from PC World and it struck me how the computer products retailer is re-inventing itself.
The advert is about a man who loves to watch films and the message is that PC World can help him design a home entertainment centre with his PC.
The difference here is that PC World has switched from selling computer equipment to selling dreams. Gone are the shots of people walking down aisles to be received by smart, friendly shop staff. Instead is a talking head embellished with special-effects. Hollywood star Christian Slater even makes an appearance, so it’s obvious PC World has spent a lot of money on this campaign and it’s a sign that it is committed to changing the way shoppers see it.
It has responded to the changing relationship consumers have with computer equipment. PC World stores have up to now been associated with geeks, who want to improve or customise their computers. The core shopper would have had a degree of specialist knowledge about the products.
Now, home computing is ubiquitous and many shoppers are so familiar with them that they are rarely thought of at all. People don’t say “I need to buy a computer”, they say “I want to store and watch films digitally”.
It’s similar to the proposition of perfume. People don’t buy perfume, they buy desirability.
PC World is reacting to this shift in consumer perceptions to its core product and should be applauded for doing so. It’s this adaptability that provides longevity and survivability in tough times. We see it in some of the best retailers and it’s often lacking in those that go under.
