
I used to enjoy shopping at CompUSA. I hope they can make it all the way back.
Once part of the big three electronics retail stores in the country, CompUSA filed for bankruptcy two years ago. It was not alone: High overheads and the inability to compete with low online prices forced companies such as Circuit City and Ritz Camera into bankruptcy, too. Meanwhile, online players such as Amazon, Buy.com and NewEgg have been growing.
But after a reorganization and a buyout in January last year by Systemax, a major electronics retailer, CompUSA is back in business.
The in-store web access may be the biggest gamble, since it raises the possibility that you might use a CompUSA floor model to find a better deal on Amazon.com for the very computer you’re using to get that information.
Say you are in a CompUSA store trying to decide if that big plasma TV is the one you want. Just tap the keyboard in front of the screen and go online to check out the specs and reviews an even the recommended mounting brackets. There’s also custom information for that particular store, such as how many are in stock.
“We do the same thing with laptops, desktops and monitors,” says Fiorentino. “We are using tech to change the retail experience for the customer and giving them access to all the information on the internet anytime they want during the buying process.” And there are no restrictions. Users can surf the internet, check their Facebook or even Twitter if they want, says Fiorentino.
It may sound like a small change but it is quite different from how Best Buy, Office Depot or other brick-and-mortar stores display information to their customers, says Doug Fleener, president of retail consulting firm Dynamic Experiences and former director of retail for Bose.
“It’s an untested concept,” says Fleener. “We will have to see if customers like to spend their time gathering information while shopping rather than doing it at home.”
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