A Retail Computer Industry Innovator
Micro Center is the retail company in the Micro Electronics family that also includes WinBook Corporation, Redemtech, and PowerSpec. Headquartered in Hilliard, Ohio in suburban Columbus, Micro Electronics was founded in 1979 at the emergence of the Personal Computer industry.

The Specialist
Founded on the principle of providing "technical retailing" at its best, Micro Center offers a huge, but easy-to-shop selection of competitively priced, high-quality products, and a wealth of information to help customers make thoughtful buying decisions. This successful retail formula and customer-centered approach is at the heart of the "brick and mortar" store designs and the new "virtual store" - Micro Center Online.

Micro Center stores are big enough and the selection broad enough to be specialized. Products, categories, departments and staff are arranged so that everyone from the novice to the experienced computer customer can easily find just what they need. Micro Center utilizes a "dedicated departmental" approach, with store layouts based on the organization of the personal computer industry itself, and the way people prefer to buy technology products. Twelve dedicated product and service departments, each with tightly-defined product lines and a specialized, knowledgeable staff, provide what is the industry's most compelling and customer-oriented shopping environment.

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™."

The 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.