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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7 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??