PC Mall
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[edit] Overview
PC Mall, Inc. is an online retailer of technology solutions and services for businesses, educational and government institutions through the means of direct marketing. It’s wide variety of computer hardware, software, peripherals and electronics come mostly from the PC and Mac brands.
[edit] History
PC Mall Inc. was co-founded in 1987 by Frank Khulusi, the company’s incumbent chairman, CEO and president. Based in Torrance, California, it is a public company traded on NASDAQ. The company has offices and supply warehouses through out the United States and Canada. PC Mall sells more than 100,000 products from companies such as IBM, Apple, Cisco and Microsoft, and has authorized certifications from top service centers like Apple Authorized Service Center and Microsoft Solutions Provider. The company is also certified as a reseller by almost all the leading manufacturers in the world, including Compaq, Sony, Nikon, Viewsonic and Toshiba.
[edit] Operations
The company’s operations are divided into two segments:
1- Rapid response supplier of products which make up PC Mall’s Core Business, which concentrates on B2B solutions.
2- Wholesale provider of consumer electronic products at discounted prices.
In 2005, PC Mall Inc. started operations in the Philippines, which enabled the company to allot more resources for several projects in order to boost sales. The company also established its call center operations, which houses inbound sales, technical support and customer service functions.
The company’s broad selection of products are screened and selected to be included in the company’s website (http://www.pcmall.com) and retail catalogs. Factors such as quality, features, price and warranties are considered before a product can be included among the company’s merchandise.
[edit] Marketing channels
In order to achieve the business goals, PC Mall Inc. utilizes effective marketing such as relationship-based inbound and outbound telemarketing from dedicated customer service representatives. It also makes use of the vast influence and resources of the Internet by maintaining its several sites. PC Mall also makes use of direct sales force, distinctive full-color catalogs, and retail showrooms that are located in Torrance and Santa Monica, California, and Memphis, Tennessee. These showrooms are created to reach out to small businesses in the locality.
