PC World eyeing up the ladies

6 November 2006 — High Wycombe (UK): PC World, owned by DSG International, is testing a new store format that is designed to attract more female customers.

The company is trialing the new store format at its Colchester outlet to distance itself from its previous "geeky male" brand image.

 

Changes to the format include the use of softer colours and lighting and increased interactivity.

 

It is understood that the company will convert all of its 150 stores to the new format, providing the trial proves successful.