![]() has shifted to instant rebates from mail-in rebates for certain PC models, making it simpler and less confusing for customers to buy PCs.īut some of the new online features are making a difference to certain customers. H-P and Dell are now also working with retailers to build exclusive PC designs or configurations for their customers. ![]() Many are increasing their selection of notebook computers and beefing up accessories such as software and carrying cases. Retailers are working hard to continue increasing their share of PC purchases. Also, retailers can often help set up the computer, for example, in a home's wireless network, through specialized services. First-time PC buyers typically learn more through a tactile experience at a store - for instance, when choosing between a 12-inch or 17-inch screen. While user reviews and online videos may appeal to consumers who are purchasing their second or third PCs, novice tech buyers have more reasons to shop at retail stores, says Richard Shim, an analyst for research firm IDC. "It makes feel better about their purchase without having to go to a store to do it." The online retailers are trying to bring the product to life, says Laura Broderick, consumer online director for Dell. Owens says she may buy the new computer, as well as PC accessories such as a monitor, from TigerDirect. She soon started emailing with the TigerDirect employee who made the video, asking questions about some products. Owens checked out the Web and came across video reviews of keyboards and mice on. Not finding what she wanted, however, Ms. "Normally I would only purchase things hands-on," she says. Owens, 32 years old, wants a powerful computer to play PC games and started her research last month by visiting local big-box retailers around Louisville, Ky. ![]() The revamps are aimed at consumers like Cassandra Owens. Meanwhile, in June started an online community for its customers, complete with blogs, forums and a newsletter.Īlso redesigned its PC page this month to focus on the most popular notebook and desktop offerings, as opposed to a more general list of its stock. Buy.com has started letting users upload their own one-minute video review of PCs and other products. It has also launched a single-page checkout feature, reducing the number of pages to click through from three. , for instance, has added video product reviews, so consumers can see the PCs in use. Instead, they aim to enhance the online-shopping experience, making it feel more like the PC is right in front of the shopper and can be bought instantly. Online vendors say they don't want to compete on price. According to a May study from Forrester Research, 66% of PC sales in stores are influenced by online research.ĭell, the top online destination for PCs, recently enhanced its Web site. In revamping their sites, online vendors are trying to take advantage of the fact that many consumers research their PC purchases online. During the first five months of this year, 60% of PCs sold to consumers were bought in a store - the highest share this decade - up from just under 53% two years ago, according to NPD Group Inc. Once, it was easy to find the best PC prices online, but as average selling prices in the industry have declined, the price differences have become negligible.Īll this has taken a big bite out of online PC sales. Laptop customers, planning to carry their PCs around with them, pay more attention to styling, shape and weight.Īlso, the Web sites' price advantage has evaporated. But as laptops have become more popular, people have increasingly sought to touch and test out their computers before buying. For years, consumers were happy to buy their PCs online.
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