Retail buying group Betta Stores Limited (BSL) have embarked on a campaign to convince a greater proportion of their 400 outlets to consider selling PCs after signing a partnership with Adelaide assembler Hyundai MultiCAV.
The retail group, which consists mostly of Betta Electrical and Chandlers outlets, is currently promoting the sale of several models of Hyundai MultiCAV PCs, bundled with onsite training and configuration services.
“We are relative newcomers to the retail of computers,” BSL spokesperson, Colin Spears, said. “We have sold PCs by Acer, Compaq and Optima in the past but only about 120 of our 400 retail stores are currently selling computers.”
In February, the retail chain will hold a national launch to push the sale of computer goods to all of the group’s stores.
“Betta is looking to sell around $80 million of computer hardware in the next 12-18 months and they needed a strong brand to help them grow their business,” Hyundai MultiCAV CEO, Aron Jackson, said. “They are trying to get more and more of their stores to sell PCs – their ultimate goal is to get computers in all the stores.”
Speers said the Hyundai MultiCAV PCs that BSL stores were now selling represented ‘excellent value for money’ – much of the savings resulting from the PCs being bundled with the Sun StarOffice productivity suite rather than the much more expensive Microsoft Office equivalent.
Jackson said the StarOffice bundling deal was negotiated directly with Sun in the US. He claimed Hyundai MultiCAV was the first system builder to sign such a deal, which had since been mirrored internationally by the likes of Sony and Walmart. “This is a big step for [Sun],” Jackson said. “There are plenty of other manufacturers planning to come on board with StarOffice. Let’s face it, computers are too expensive and this is a way we can offer them a much better price.”
As a value-add to the PC sale, Betta’s family-orientated customers are being offered free on site training and setup for any Hyundai PC sold in a BSL store.
“After a customer has been set-up and trained, they are likely to adopt the [Sun] software and continue working with it,” Spears said. Hyundai MultiCAV has contracted a third party, QuickKnowledge, to fulfil onsite training for BSL customers.
Jackson said that the arrangement meant 500 technicians around the country were able to provide this service for the sale of every Hyundai MultiCAV PC.
To kickstart the sales of Hyundai MultiCAV PCs in BSL stores, the two companies are running a sales promotion running in Betta/Chandlers catalogues from January to February. Every Betta Electrical or Chandlers customer that buys a Hyundai MultiCAV PC will go into the draw to win a Hyundai Getz, a small car built by legally unrelated but similarly named Hyundai Motor Company.
The deal with BSL and the Hyundai Getz promotion upset several distributors of ‘Hyundai’ branded IT products in Australia, who claim the six-month-old Adelaide-based MultiCAV business is encroaching on their trade mark rights. For the full story, see this week's ARN.