News
Selfridges slams 'techno-babble' in retail culture
Andrew Wooden Feb 29 2008, 3:35pm
Comments (6)
Prestigious retail giant says stores need to 'de-clutter' the confusing jargon flooding the industry
Top end department chain Selfridges has attacked the way in which technology retailers overly rely on technical terminology when explaining products, leading to consumer confusion and a mystification of the industry.
The retailer, which is currently experiencing significant growth in laptop, notebook, gadget and TV sales, told PC Retail that its no-nonsense sales pitch and simple ethos towards explaining products has helped it appeal to a more mainstream consumer that may otherwise be put off the heavy technical jargon often employed by specialists.
"If you look at the way Intel and AMD position some of their products, a lot of people don't understand them," said Selfridges' technology buying manager Richard Jones (pictured). "If you're talking the speed of a processor or the name of a processor, it actually doesn't mean a lot to anybody.
"A lot of these guys are geared up around technical information – we need to de-clutter that, customers need to know and understand and to have their hands held to a certain degree on what they need it for, how their going to use it, and the advice on the best product for them.
"[The techno babble] is endemic of the industry, it proliferates down from people like Intel, AMD and Microsoft and I think it's their job to help customers understand it, but as a retailer we're in prime position to understand what customers are looking for and how they're going to shop here; help them make those decisions and de-mystify technology – it's not that difficult."
This uncomplicated approach to communicating with consumers is clearly paying off, with Selfridges' technology department enjoying some impressive sales growth in recent months – bucking the trend set by other big players in the market.
"Laptops, gadgets and TVs were phenomenally successful in 2007. If you look at the notebook market at the moment, and you look at what's being posted out by the likes of PC World, our notebooks sales are growing year-on-year by 15 per cent.
"If you're to believe the news they've put out in the market at the moment, then look at our results, we definitely are beating PC World's growth. With the footfall and the dedication that we've got I'd say we're definitely bucking the trend."
Turn to page 44 in the March issue of PC Retail, or alternatively download our PDF edition, to read our exclusive interview with Richard Jones.
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Comments
“Mr”
Posted by: Phil Thane - Feb 29, 7:13pm
Techno babble in IT is no worse than any other trade. Slefridges can stop quoting specs if they want but why should CPU speed or FSB be any more confusing than horsepower and torque when debating which car to buy?
What really baffles me is the pseudo science used to sell cosmetics, but the women who buy them, and those who write about them in the media seem to understand what it's all about, so whether or not I get it is irrelevant
“Re: Babble”
Posted by: Stephen Martini-Deacon - Mar 1, 11:38am
Yes I agree that jargon in the retail side of our industry is no worse than that of say cosmetics as mentioned by Phil Thame.
Yet I also see Selfridges point of view, there is an excessive and un-necessary use of "techno Babble" that is thrown at the customer this is down to bad product and customer service traing ( in a lot of cases none at all!) What does annoy me are the sales staff I encounter who try to make themselves seem superior and insist on trying to blind the customer with technical info which they themselves don't understand and are just repeating parrot fashion from an often rushed training session. Knowing a products features and specs are all well and good but how it will work for the customer in their business scenario is the type of skill we need to develop in our salespeople. There are a lot of good professional companies out there with excellent salespeople and unfortunately a lot more useless companies manned by idiots!
“Re: Babble”
Posted by: Hamish_McHam - Mar 3, 3:20pm
@1
I don't remember ever going into a car showroom and asking about the horsepower or torque. Hell, I don't even really know what torque is. I just go in and ask decide on my new car by the way it looks and the way it drives.
“Re: Babble”
Posted by: Steve Billborough - Mar 3, 3:39pm
I think what Selfridges is saying is a fair point � a lot of people I know are put off by 'techno babble.' It can be intimidating for a customer � and that is not conducive to sales. I think the industry could do with a little de-cluttering in this sense.
To be honest, I'd be put off if a car dealer started banging on about horse power and torque while trying to sell me a car. I couldn't give a damn how the innards of my car work, I just want to get from A to B. I think a lot of people view computers in the same way.
“Re: Babble”
Posted by: Brett_Stocks - Mar 3, 3:59pm
@2
The retail side is really bad. I was in Selfridges the other day (wife's decision, not mine) and as any self respecting man should, made my way up to the technology center.
I've gotta say, I almost ended up buying a laptop there. It shocked me how much more attractive you can make a PC sound without resorting to some sort downstairs compensating language
“Re: Babble”
Posted by: Brett_Stocks - Mar 3, 4:03pm
I just read my reply through. I was talking about the retail side in most PC retailers, not Selfridges, which was a refreshing change from the norm. I think I'll be looking to implement a couple of things I learnt from them this week.