Intel goes inside retail stores for promotion

Intel goes inside retail stores for promotion

Keen to further build its profile in the consumer market, Intel has kicked off its 1998 Holiday Retail Days promotion which will see it establishing stalls at leading retail outlets in most major population centres.

The promotions will continue to run on Saturdays, Sundays and Thursday nights until the weekend of December 12-13, 1998.

Intel's retail and reseller marketing manager Andrew McLean told ARN last week that Intel has received very positive feedback from retailers about the program.

"Effectively, the goal of the demonstration days is to assist the retailer in increasing sales of PCs with Intel processors inside," McLean said. "Most consumers are very confused these days about the different types of processors that are available and we are really there to try and educate them.

"The benefit from the retailer's point of view is that we help consumers identify the computer that they really need and we are trying to increase the average selling price."

McLean said a lot of consumers only look at the MHz rating in computers, without realising there is a lot more they need to know about the performance of different PCs.

While the program mainly applies to larger mass merchants, the concept of what Intel is doing will also apply to smaller dealers with the introduction of a range of merchandising material and a separate Genuine Intel Dealer program.

McLean said a lot of customers have an idea of what they want, but are unable to make an informed decision on their own. But he claims once they have the technology explained to them, customers are often ready to be sold something more than they originally wanted.

Max head room

"Consumers should be encouraged to buy computers with head room for future software applications or else their investment can be very short-lived," McLean said. "Retailers have to move away from being order takers and become consultants."

"In the face of direct selling and online selling, retailers really need to add more value to the face-to-face shopping experience," he said.

Full details on the Intel Holiday Retail Days are available at Intel's Web site (

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