Tuesday, May 06 at 04:12 PM | Posted by: Ryan, Wal-Mart
Category: Gadgets

I was reading blogginstocks the other day and noticed the commentary on Wal-Mart's PC Merchandising.  The first bullet point was a bit hard to swallow: "Why even carry PCs is you display them like this".  I must be honest here:  I agree.  We have sold our fare share of computers over the years, but really haven't focused on improving the customer experience and addressing the concerns that bloggingstocks brings up.  When I took over the PC business last August, this was the first area on my list that I wanted to address. 

As you read down the blog, the next question is "Why is Wal-Mart stepping up to the plate".  Well, here is Wal-Mart stepping up to the plate!!  On May 19th, we will begin addressing some of the merchandising issues we have experienced in the past to help make the PC shopping experience easier for customers.  With over 3,800 stores, you are bound to see some variations of what I am about to show you but know we do recognize a need to change. 

The biggest change is in our Laptop area.  Here is a mock up of what the new counter will look like:

 Again, this is just a mock up but you can see that this is quite a change from our current display at stores.  The biggest changes are the helpful signing that will allow you to determine your end use then match up that end use (thru the use of icons) to one of the computers at the store, as well as merchandising the product by brand.  We have spent the last few years developing our brand portfolio and are proud of the brands that we can offer to customers.  The "Best For" signing allows customers to figure out what computer best fits their needs.

You can then match the icons to the screens on each of the laptops (seen in the first picture) as well as the fact flags below the laptops.  The fact flag is meant to clean up the language and speak more to the customers needs.  Here is an example:

 As you can see this is a major change from where we currently our.  We also know that a lot of our customers are researching online at walmart.com or other websites before they ever come to the store so we are working to integrate our online experience to be similar to what you see in the store. 

These are some big changes.  We are very excited to roll them out to all our customers.  I would hope that you would at least consider us for your next pc purchase.  Whether you are buying online at walmart.com, buying on line and shipping it to your local store via site to store, or happen to be browsing the new look on your next trip to Wal-Mart to buy deodorant or cereal, give us a try.

Would love to hear your feedback.  What do you think of the changes?  What else are we missing?  

 

 Thanks,


RH

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17 Comments
 
 

 Looks better than the few case's we have now.

 

Craig, store 1931

 
Craig Kucharski on 5/6/2008 at 5:45 PM
 
 
 
 

I think it would also be very helpful to have someone who is knowledgable about computers in general. I have purchased two computers from Wal Mart but didn't really have anyone to help me or answer my questions. I was very lucky that I got the right computer for my needs. I think the signs are a step in the right direction, but the human touch is always nice. 

 
Robin on 5/6/2008 at 8:22 PM
 
 
 
 

We shop at Walmart (or "Wallyworld" as we call it) almost religiously and I've never bought a computer there before.  I've bought three from Sam's Club but the Walmart selection is generally on the basic to very low end as far as specs.  I know they have to keep it at a price the avg person can afford and I totally agree with and understand that; however, Walmart (or WallyWorld as we call it here in SoCal) needs to have some sort of "options" for ppl who want a little higher end than what is on display, and at a better price than Circuit City and/or Best Buy.

I'm a Mac geek but I still buy PCs from time for various things that a Mac would simply be 'overkill' for.  I would love to see something where i could walk in, price it out, pay for it there, and they ship the customized machine either to the store or to my house.

That would be most ideal.

 
John B on 5/7/2008 at 3:11 PM
 
 
 
 

I think that this look and feel should also be applied to accessories.  Today most people buying a laptop or PC don't realize that they should buy a few more accessories for the near term (like an extra mouse if buying a laptop) or an external hard drive for backups (if buying a new PC or laptop.)  Having had to help friends and relatives recover from data loss  troubles, I think Wal-Mart can help in that area a little.

 
Gamer Guy on 5/8/2008 at 7:20 AM
 
 
 
 

I am a former Wal-Mart Electronics sales associate, still with the company, and I have to agree that the presentation was never all that impressive, but I think that one of Wal-Mart's biggest shortcomings so far has been the lack of adequate training for its Electronics sales associates.

It's no secret that the most knowledgeable sales associates tend to sell the most products.  When I worked at Store 100 in Bentonville I was surprised at the frequency with which customers would come in and ask for certain associates by name.  Those associates' understanding of the product was apparent to the customer and helped them build a level of trust that resulted in strong customer loyalty.

Wal-Mart needs an in-depth, and most importantly ongoing, training program for all Electronics associates to properly educate them about the TVs, PCs, MP3 Players, and all the other gadgetry and accessories Wal-Mart carries.  A proper understanding of these devices will enable them to better serve the customer and make sure the customer gets exactly what they need and want.

One thing that could be included with this presentational redesign that would be a step in the right direction is detailed pamphlets for each laptop and PC sold in the stores, both for customer and associate use.  One of my biggest complaints as a sales associate was the inability to properly assess a PC's capabilities and compatibilities because all of the information that was presented had been filtered and generalized.  True, the packaging does have most of the basic information, but when a gamer wants to buy a PC with the intention of upgrading, they want to know what kind of expansion slots are available, how many RAM slots there are, how the RAM is distributed, and many other details that most packages do not offer.

One other suggestion would be comparison charts for things like CPU, RAM, hard drive space, video card speed, size, and slot type, etc.

Most of the suggestions above could also be applied to televisions, as well.  There were occasions where, as an associate, I would have to grab a ladder and crawl behind a television on the top row to confirm what types of connections it supported and how many of each.

 
Jason Hutchinson on 5/8/2008 at 1:40 PM
 
 
 
 

I think those laptops look way too close together. You need more space between them so more than one person can crowd around and check out the merchandise. If someone's looking at one laptop, and you want to check out the one "next door," that's going to be uncomfortably and awkward rubbing elbows with them.

 
Mandy on 5/9/2008 at 10:44 AM
 
 
 
 

As for the new labels, I don't like them.  They do not note how much bloatware is loaded, nor if they are compatible with other operating systems.  It also should list any awards that particular device received by the various magazines and other organizations.

Lastly, I think it needs a 'See Also' section.  Perhaps I want something a bit bigger/faster/cheaper/etc.  Perhaps a three panel item on the bottom that shows the current item in the middle with the left box for a smaller/lesser grade machine, and the right with a more powerful machine - with walmart pricing and if it is carried by the store or not.

Better still - have a Kiosk in the computer department so folks can look at specs and make orders for things that may not already be in the store.

The problem I have had with the computer and printers are the choices in systems that Walmart selects.  Most tend to be proprietary.  Dell is one of the most prorpietary, as are Lexmark printers (which do not use standard protocols like PCL or PostScript).  The focus on Lexmark printers eliminates those of us without Windows (I run Linux) from using the printers (And boy do I need one!).

The layout of the computers (in my store - Rehoboth Beach, DE) is in one little isle.  With most of the walls covered in either ink boxes or SD memory stuff.  Where are the laser printers??

 

 
Harry Skelton on 5/9/2008 at 2:56 PM
 
 
 
 

As for the new labels, I don't like them.  They do not note how much bloatware is loaded, nor if they are compatible with other operating systems.  It also should list any awards that particular device received by the various magazines and other organizations.

Lastly, I think it needs a 'See Also' section.  Perhaps I want something a bit bigger/faster/cheaper/etc.  Perhaps a three panel item on the bottom that shows the current item in the middle with the left box for a smaller/lesser grade machine, and the right with a more powerful machine - with walmart pricing and if it is carried by the store or not.

Better still - have a Kiosk in the computer department so folks can look at specs and make orders for things that may not already be in the store.

The problem I have had with the computer and printers are the choices in systems that Walmart selects.  Most tend to be proprietary.  Dell is one of the most prorpietary, as are Lexmark printers (which do not use standard protocols like PCL or PostScript).  The focus on Lexmark printers eliminates those of us without Windows (I run Linux) from using the printers (And boy do I need one!).

The layout of the computers (in my store - Rehoboth Beach, DE) is in one little isle.  With most of the walls covered in either ink boxes or SD memory stuff.  Where are the laser printers??

 

 
Harry Skelton on 5/9/2008 at 3:10 PM
 
 
 
 

     i would not buy a computer from walmart if my life depended on it, i have seen how they ship things, i have seen inside the trucks firsthand, would you buy a pc that was buried under cola, dogfood and laundry detergent

 
buddy gibson on 5/10/2008 at 1:36 AM
 
 
 
 

@buddy gibson:
I don't see how that could be an issue.  Not having worked shipping I haven't seen these things, but surely if cola, dog food, or laundry detergent were to leak, or if their combined weight were too much for the computer, the effect on the box would be quite visible.

Beyond that, I should imagine the shipping environment is much the same as any other company's.  Surely you don't expect any sort of preferential care for a computer's box over any others when they are loaded into a Fed-Ex or UPS truck and shipped to your home?  They're just as likely to be at the bottom of the stack as the top, and I should imagine there is an even wider variety of product in the boxes that end up on top of it.

 
Jason Hutchinson on 5/13/2008 at 10:29 AM
 
 
 
 

 

regarding "our fare share," as you mention in the first paragraph, I believe you mean "fair" not "fare," no?

 
John in Austin on 5/13/2008 at 1:59 PM
 
 
 
 

Buddy.....all of our laptops are shipped securely thru UPS.  We do not use our normal Wal-Mart distribution for laptops.  Wanted you to know so you may consider us in your next purchase.

 

I appreciate all of your comments!!!

 
Ryan Halford on 5/13/2008 at 3:01 PM
 
 
 
 

The mock-up is bigger than what I have seen in the WAL*Mart I shop..there really is no problem in my shopping/I do research the electronic products first at the MFGs website..regular shopping is sometimes just "window shopping"/for computers I would say its best to do reserach first..but just basics should suffice--Pentium 4 PCs(Desktops)useing Window XP(sp2)should fairly well cover your Computing needs--useing the Celeron Processor is a very good choice for consumers looking to save some CASH--if you just interesting in Internet and MP3 Portables(get Celeron D)--in the case of LapTops..I'm a digital photographer and camcorder(user)/LapTop are most times useing a Battery(for big projects)Like video creation/get a DeskTop useing P4/the prices are pretty much equal anyway and research can be done in the comfort of your home on your new DeskTop..XP(sp2)is said to be around for 5-more years..VISTA is quite expensive--I would look for a DEAL--like a DeskTop and a LapTop(combo deal)..under $$2,000.00--that would be somthing..$$500.00 LapTops I have seen advertised don't really seem to be much use anyway..$$1,100.00 seems a good price for a LapTop..look for a more FREE OS Deal(like VISTA)included in such a deal..Buisness Software is good for High Speed Projects like Video(DVD)Creation..but Home Editions work also..I use both a XP(sp2)Home Edition and a XP(sp2)Professional OS in two PCs/having the choice to use the internet w/o getting sloppy in my pojects from "surfing"/..Computers are a great product..but gimmicks do excist around them--that's why you should do some research about a PC(or MAC)before going big time..but you really need to just PLOW-ahead and make a first time purchase..DELL is a good choice..TOSHIBA is more expensive but very impressive..Hewlett Packard has some good products for a bit LESS then DELL/like $$50.00/it can be like a horse race at times..but basically..INTEL and Windows seems a good choice/GAMING might be a better choice in those Consoles like PS2 or xBOX/there should be a consideration about Power Supply when looking at such electronics..Big GAMING PCs need about 600-watts of power where you can get by w/250-watts just having a nice hobby of music and video(still photography)..start off slow an learn the websites that offer great INFO--like--Microsoft--there is a need to have previous experiance in the use of a PC..safety is also a need/but having a PC means having alot at your fingerTIPS.

 
Mark S. M. on 5/13/2008 at 5:57 PM
 
 
 
 

Ryan I saw your new laptop display in store #1270. I'm not a geek and it looked good to me. I bought a great memory foam mouse pad that I absolutely love. lol.

I normally buy computers on the internet. Along with a wide array of models, they also offer complete specs, customer reviews, toll free advice, no sales tax and free shipping in some cases. Ryan, you and Wal*Mart have some huge hurdles to climb. However, your new display will make me take a look at Wal*Mart.

I still think Wal*Mart's best bet at gaining computer market share is brand name closeouts which you've done before with great success. There's no other retailer in the country who can make a great buy on a million laptops with the stroke of a pen. For the manufacturer it's a painful, but fast and clean deal. Who wants to hondle for 1,000 units with the J&R's, 47th St. Photo, and Tiger Directs of the world thru sleazy sales reps?

 

 

 

 
Vic Stone on 5/30/2008 at 10:00 AM
 
 
 
 

I'm just curious, but why don't you put the processor type on the fact tag? There is a big difference between a celeron and a core 2 extreme processor. And don't even get me started on AMD's mobile stuff these days.

I know that not all customers will know the difference, but having it on the fact tag would be a good launching point for the associate to discuss the different options to customers.

Especially when you start putting faster XPS machines inline with Emachines, customers are going to want to know what they're getting.

 
Johnathan on 6/6/2008 at 11:16 PM
 
 
 
 

 

Honestly i  too think it looks a tad bit crowded. i do think the signs will help however until you all start training the sales folks to be helpful and at least have some knowledge about the systems there is little that can be done really. that is the One of the biggest reasons i do not shop at Walmart for electronics. while i Love that they do offer Dell computers now which is a big plushowever when I have tried going to Walmart i am never given the assistance I need and when i ask they tell me they do not know or are not sure. They do not know anything about the products in the area they work in.

If you can help fix that in the Frederick MD stores you will have a lot better response I am sure.

 
April on 6/13/2008 at 2:40 PM
 
 
 
 

Looking forward to seeing this at my local WM, zip 61081...where I recently saw computers with a bright "clearance" label on the box locked up behind the grille doors on the lower level of the display.  Very well-hidden, in other words.

"Better still - have a Kiosk in the computer department so folks can look at specs and make orders for things that may not already be in the store."  AMEN!  Have the FULL specs available someplace, either online or on the packaging.

 

 
Glendower on 7/6/2008 at 8:59 AM
 
 
 
 
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