The
Beginning
Micro Center today is very much a product of the basic beliefs
it holds from its early development over 20 years ago. All
of the top and middle managers have been with the company
over 10 years.
Already in business before the definable personal computer
industry, Micro Center was the result of the two founders'
dissatisfaction with their employer - Radio Shack, and their
vision of a better way to satisfy customers' technological
needs. They knew that the power of PCs and their accompanying
"killer applications" was so profound that they
would need to design an expandable store that could grow with
what was sure to be the explosion of products. But with an
industry growing out of control, the founders felt the additional
responsibility to cushion the neophyte customers (nearly everyone
at that time) from the industry's growing pains.
The company managed a humble start with a tiny investment
in a small, 900 sq. ft. storefront in Columbus, Ohio, which
housed all the products available at the time. Micro Center was one of the first dealers to be authorized by Apple Computer
and a year later was the 16th dealer to receive IBM authorization.
By 1983, the availability of quality products began to mushroom,
and Micro Center's "store-within-a-store" departmental
approach had begun. The industry's computer superstore was
born when the original store was relocated, and over the next
year ballooned to 44,000 sq. ft. Contrary to the popular thinking
that only small stores could provide personal service, Micro
Center's size further personalized the technical shopping
experience. More solutions, more staff with more knowledge
and better prices meant more personal service.
A rarity at the time, the early store already had an experienced
service department, technical support department and well-established
classroom facilities aimed at both first-time computer users
and those wanting to advance their computer skills. Since
then, Micro Center has been known as "The Computer Department
Store."
Growth
Micro Center's early 1980's customer was the early adopter
of technology, but by the mid to late 1980s, business buyers
became the most prevalent customers. Micro Center created
dedicated divisions to cater to business needs, but many business
customers preferred to shop at retail for the best selection
and availability. A major trade publication declared "Retail
is Dead," reporting that business was the growth area
and that the "superstore" format could never be
applied to the highly technical computer industry. But Micro
Center thrived in this period by adding products and listening
to customers. Second-generation stores were opened in Westerville,
Ohio in 1984 and Atlanta in 1988, and 16 third-generation
stores since then.
Micro Center was once again on the industry forefront by
introducing PC "clones" as early as 1985. A retail
leader in non-brand as well as branded PCs, Micro Center® continues
that tradition with the house brand PowerSpec computers and
award-winning WinBook notebooks, as well as other major brand
names.
In the mid-1990s, Micro Center again became the innovator
when it introduced the sub-$500 PC, then the sub-$400 PC and
finally the "Free PC" - a fully capable Internet
PC bundled with an Internet Service Provider plan and rebate.
In 1990, Micro Center initiated its unique advertising method
of using direct mail. Direct mail is an expensive advertising
medium, but is the best way to regularly communicate with
customers and the only way to introduce literally hundreds
of specials and new products each month.
Micro Center waited until the 1990s to finish its business
plan and prototyping and to position itself to "take
the show on the road" with expansion into other markets.
Micro Electronics is privately-held and so has preferred to
expand slowly by retail standards, and did so without incurring
debt. Micro Center's investment in store facilities to enhance
the shopping experience is much higher than others in the
industry. Sales approaching the billion-dollar range and a
strong financial position have insured its long-term ability
to expand.
Today, of the few remaining companies still in business from
the early days, Micro Center is the only one in its original
form.
The Virtual Store
Micro Electronics traces its "virtual store" roots
back to 1986 with the founding of its direct marketing company,
MEI-Micro Center. One of the industry's original direct marketers,
MEI-Micro Center built its business based on quality customer
service and by simply offering computer accessory products
at prices no one could match.
Its tight focus was to provide customers with the best overall
value which it did to over 1.7 million customers over the
years both through the mail and later online. MEI was recently
integrated into Micro Center, which continues and builds upon
its successful virtual store concept. Together the companies
serve over 3 million customers nationwide.
The Ultimate Computer Store
Micro Center has collected several industry awards for effective
selling, customer service and merchandising. One example is
"Computer Retailer of the Millennium" by Computer
Show Daily, a publication reporting on the computer industry
since 1982. The award stated, "In addition to its endurance,
the award is based on Micro Center's well-trained sales force,
efficient distribution and well-executed merchandising; everything
required to be effective when toe-to-toe with the sophisticated
computer shopper." Micro Center has also received several
"Best of
." designations from several local
newspaper and magazine reader's polls.
The store management fosters a continual training atmosphere
and encourages in-depth knowledge on the part of all employees,
whose main mission is providing customers the information
needed to make intelligent purchase decisions. Micro Center
associates are expected to be very knowledgeable about their
jobs and the products they sell because customers rely on
them to make informed product recommendations. Micro Center
sponsors MCU - Micro Center University, which maintains an
extensive curriculum of training courses in products, professional
salesmanship and management development. Micro Center training
has long been recognized as superior by its vendors.
By delivering the best technology products and more of them,
the most enjoyable and complete shopping experience, the best-trained
and most professional staff, the long dedication to the computer
industry, the most accessible product information and an advertising
plan designed to keep its customers informed, Micro Center
will continue to be the technology customer's One-Stop Shop. |