‘Products over brands’ brings B2C success

The PC Company is one local computer assembler that has made the transition to online commerce fairly well, says IDC's Mark Cribbens.

The PC Company is one local computer assembler that has made the transition to online commerce fairly well, says IDC’s Mark Cribbens.

Its website has helped it gain what the company claims is about 8% of market share in desktops.

The PC Company managing director Colin Brown says his firm has one of the best-known brands in New Zealand PC retail, but acknowledges that too many B2C outfits obsess over brands. He says his firm emphasises its products in its advertisements. The firm targets consumers and small business.

Like many B2C firms, The PC Company is looking to other businesses for potential clients. Brown sees diversification as important.

“It’s a natural progression certainly, but we won’t be doing that at the expense of our B2C business, which is where we’ve been successful and want to continue to be successful.”

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