The first remodelled shop opened in Colchester last Saturday and places product benefits, rather than just technical features, at its heart. In-store graphics prominently feature women and children, while services such as Collect@store and Tech Guys occupy prime positions.
PC World's usual tagline, 'the computer superstore', has been dropped from the fascia to reflect the fact that today's digital technology goes way beyond the traditional desktop PC and is now at the centre of many functions in homes.
The changes are reminiscent of those made in the US by PC World owner DSGi's counterpart Best Buy, which has transformed its business to cater more effectively for different types of customer.
PC World commercial director Bryan Magrath insisted that the retailer would continue to appeal to its established shopper demographic. However, he added: 'We're tailoring it to the market. Female customers have become more important and they had been buying product elsewhere. Everyone has a PC now. It's mass-market and we have to appeal to that.'
Magrath said that the store design also allowed the retailer to display and change product at less cost than previously. 'The new design has flexibility built in. We can adapt to new ranges that are coming in, or move easily from peak to Sale,' he said.
The shop is divided into four main areas: computing, digital entertainment, furniture and office products and services. It showcases the lounge of the future in a 'connected home', where the retailer can demonstrate the uses of technological innovation.
If the Colchester store proves successful, the approach and look will be replicated across other PC World stores.
PC World has 150 shops and has the highest operating margin of DSGi's UK chains. Last year, it generated sales of£1.74 billion, as the overall computing market rose in value by 5 per cent. Analysts expect DSGi to update on trading at the end of this month.
The chain is the latest in a line of retailers to woo more women into traditionally male markets. In DIY, Homebase and B&Q have both tried to extend their appeal.
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