CompUSA Narrows Focus to Tech, Biz Niche

U.S. electronics retailer CompUSA Inc. said Tuesday it would narrow its focus to tech enthusiasts, educated professionals and small and midsize businesses.

Our goal is not to be everything to everyone, Chief Executive Officer Roman Ross said. We’re focusing our efforts on the customer base that best aligns with our clear value proposition.

The suburban Dallas retailer, controlled by Mexico’s Grupo Carso SA, is shutting 126 of its 229 stores in 39 U.S. states and Puerto Rico this month.

The remaining 103 stores will be repositioned to appeal to business customers wanting commercial-grade products and business-level technology, CompUSA said. To support this niche, CompUSA is testing a store format that includes a section designated for small and midsize businesses, it said.

It will also offer employees advanced technical training and certification programs to ensure the retailer has the most highly trained workforce in the industry, CompUSA said.

The chain said it will seek to attract tech enthusiasts and educated professionals through targeted marketing initiatives.

CompUSA defines tech enthusiasts as early adopters of the latest technology products and educated professionals as people who use high-end business products at work and are apt to purchase them for home use.