There's nothing small about the way Micro Electronics sets up shop. The retailer sells computers and consumer electronics through an e-commerce site and through more than 30 stores operating under the Micro Center banner in more than 15 US states. The stores, which span up to 60,000 sq. ft., stock about 36,000 products across 700 categories, including desktop and notebook computers from major manufacturers such as Apple and HP, as well as Micro Electronics' own WinBook and PowerSpec brands. Its computers are built by subsidiary International Products Sourcing Group, which also supplies discounted computer gear. Founded in 1979, Micro Electronics also provides repair, maintenance, and recycling services for computers and other electronics..
Micro Electronics sells notebook and desktop computers (and related supplies), video game consoles and gaming PCs, books and magazines, office furniture and supplies, and telecommunication equipment. The retailer also provides educational, repair, maintenance, and mail order services for computers and related items. Additionally, Micro Electronics offers technology change management services that automate and manage the deployment and redeployment of equipment, as well as remarketing and recycling services.
Micro Electronics operates its business through several subsidiaries. Besides its Micro Center computers and electronics retailing business, the company boasts e-commerce site Micro Center Online and the International Products Sourcing Group, which has expertise in sourcing name-brand computer products at discounted prices and in making its own computer and electronics products.
The Hillard, Ohio-based computer and consumer electronics retailer boasted a global e-commerce site and 31 store locations in 15 US states (as of late 2015), including: California, Colorado, Georgia, Illinois, Kansas, Massachusetts, Maryland, Michigan, Minnesota, Missouri, New Jersey, New York, Ohio, Pennsylvania, Texas, and Virginia.
Sales and Marketing
Micro Center advertises and sells its products from its stores, catalog, and online site. Its stores cater to tech enthusiasts with "Build Your Own" departments -- which allow customers to assemble their computers from scratch -- and "Knowledge Bars" up front where customers can speak with technicians. The chain distinguishes itself from its big-box competitors by stocking a wider assortment of products and employing a knowledgeable sales force.
Micro Electronics aims to maintain a customer base that is as loyal as the one Apple enjoys without spending money on expensive advertising. Facing pressure from Amazon and other online retailers, the company has also been building its e-commerce business to showcase more items, replenish inventories faster, and ultimately reach more customers.
To boost store and online sales beyond product transactions, Micro Electronics has also been expanding the number of services it offers, with a focus on repairing and maintaining computers and electronic devices much like Apple does with its Genius Bars in its retail store locations.
In late 2012, looking to streamline its client base and sales channels, Micro Electronics sold its Redemtech electronic asset disposition (EAD) services provider to Arrow Electronics. Redemtech served a roster of large enterprise clients, OEMs, and government. It also sold refurbished computers, peripherals, and parts through its Red Rabbitt online store to wholesale buyers, resellers, businesses, as well as consumers.
Micro Electronics was founded in 1979 by John Baker.