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By Anita Warren
It’s hard to resist the allure of Dartmouth’s Computer Store. You can buy
all things Dell or Apple at a very reasonable discount. You can rent a loaner
computer for travel if you’d rather not take your own. You can even “test
drive” at no cost the latest gadgets in the demo section. There’s only one
catch: the store sells to and services only members of the Dartmouth
community.
Given its restricted market, the success of Computer Sales
and Service, which runs the store, is remarkable. Last year, the operation
sold more than $7 million worth of products, including software and
computer-related peripherals; printers from Epson, Hewlett-Packard, and Xerox;
personal digital assistants from Palm; and, of course, the wildly popular iPod.
“iPods are flying out the door right now,” says Computer Sales and Service
Manager Theresa Woodward. The pocket-sized multimedia devices currently are the
store’s number one seller. Apple’s PowerBooks are a close second. Sales spike
each September when 900 Dell or Apple laptops are distributed to incoming
first-year students (in a record-breaking two-hour time frame).
A focus on facilitating relationships with customers, not just on sales, is
a primary key to the Store’s success. Customers depend on pre-sales advice and
post-sales service to provide the solutions they need. And store personnel
count on customers’ comments and recommendations to ensure cutting-edge
products are on the floor to test or purchase. “If the item someone is looking
for is not on our store shelves, all they have to do is ask,” says Woodward.
“We can usually get the product for them within a reasonable time frame.” She
adds, “We’re always trying to expand and improve our business.” Sales volume is
critical because Computer Sales and Service must be a self-supporting
operation.
Two years ago, Computer Sales and Service moved from the basement of Gerry
Hall to Carson Hall to accommodate and better display a larger inventory.
Currently, the group is in the final stages of implementing a new
point-of-sales system. The system will integrate with the College’s financial
systems. Once in place, customers will be able to view their sales and service
records online.
The Computer Store is open Monday through Friday, 8:30 a.m. to 4:00 p.m.
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