In a recent conversation with Sanjeev Mehtani, Chief Sales Officer at Acer India, Rajeev Ranjan, Publisher & Editor of Digital Terminal, delves into the company's strategies and initiatives in the competitive PC market in India. The discussion revolves around Acer's commitment to channel partners, its position as the fastest-growing PC brand, the expansion into exclusive gaming laptop stores, and the plans for retail presence expansion in both Tier II and Tier III cities.
Sanjeev shares insights into how Acer ensures a consistent brand experience and empowers its partners to achieve their business goals. The interview highlights Acer's dedication to enhancing the gaming experience for customers and the key programs designed to drive channel business growth in alignment with current market trends. Let's explore the detailed Q&A to gain a deeper understanding of Acer's vision and initiatives in the Indian PC market.
Rajeev: How does Acer plan to strengthen its support for channel partners, especially given the significant growth of the channel business in the PC market?
Sanjeev: Acer recognizes the significant growth in the channel business, comprising approximately 65-70% of the PC market. To align with market dynamics and better support our valued channel partners, we are adjusting our strategies to match current trends. By prioritizing the channel business, our aim is to deliver consistent brand experiences. It ensures that our partners, integral to our success, can leverage Acer's position as the fastest-growing PC brand in 2023. Acer's strategy to align with the market's significant emphasis on channel business is a deliberate move to enhance the overall brand experience for our customers. By strengthening our commitment to channel partnerships, we strive to offer customers a more immersive and cohesive brand encounter. The expansion of retail stores allows customers to engage with Acer products firsthand, empowering them to make informed purchasing decisions. Through our dedicated channel partners, Acer ensures a tailored and customer-centric approach, addressing the unique needs of diverse customer segments.
Rajeev: In light of Acer being the fastest-growing PC brand, how does the company ensure that channel partners leverage this growth to achieve their business goals while delivering a consistent brand experience?
Sanjeev: Acer's growth strategy centers on collaboration with our channel partners. As the fastest-growing PC brand in a dynamic market, we equip our partners with the necessary tools and support to reach their business goals. Through collective efforts, our objective is to sustain the growth momentum. Our commitment to a seamless brand experience ensures that Acer and its channel partners flourish in a competitive landscape. We aspire Acer's success story to be a shared narrative with our channel partners, recognizing their pivotal role in achieving collective business objectives.
Rajeev: Acer has ventured into exclusive gaming laptop stores. How does this initiative set Acer apart & what benefits does it offer to customers in terms of the gaming experience?
Sanjeev: Acer India created the market for gaming laptops in 2016 and this has shifted the momentum for PC market growth. Our exclusive gaming laptop stores demonstrate our ongoing commitment to the gaming community, showcasing our extensive gaming range and providing an immersive experience. Our sales team, knowledgeable about gaming technology, assists customers in making informed choices and accessing exclusive deals, contributing to Acer's recognized position in the gaming market.
In our exclusive gaming stores, customer experience is a top priority. Our expert staff provides valuable insights into gaming laptops and accessories, believing that an informed customer is a satisfied customer. The sales team plays a crucial role in delivering an outstanding and personalized experience.
Rajeev: Do let me know any specific region/market where you are looking to expand your retail presence. What eligibility and criteria do you look into for partners who are willing to work with you in the retail business?
Sanjeev: We are strategically expanding into Tier II and Tier III cities due to the growing demand for PCs in these regions. We are also simultaneously expanding in metro cities with flagship stores and dedicated gaming stores. When choosing retail partners, we prioritize aligning objectives. We assess partners based on industry expertise, financial stability, and operational capabilities. Crucial considerations include market reach, tech adoption, legal compliance, and reputation. Successful partnerships require effective communication, scalability, and mutually beneficial terms.
Rajeev: How is Acer driving channel business growth amid current market trends? Could you highlight key programs to empower them?
Sanjeev: At Acer, we align ourselves with current market trends to drive growth in channel business. Our commitment to collaborative success with channel partners is evident through implemented programs designed to empower them in this dynamic business landscape. As the fastest-growing consumer brand, Acer places significant emphasis on channel business growth as a vital element of our overall expansion strategy.
Moreover, we offer partners incentivized training to navigate market dynamics successfully. Our communication channels have been optimized for efficient collaboration, facilitating swift decision-making. Acer's innovative product bundles provide a competitive edge, strategically meeting market demands. Our multifaceted strategy, which includes training, streamlined communication, and product bundles, empowers partners to navigate challenges and capitalize on growth opportunities.