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ComputerWare/Elite Chain Throws In The Towel
An anonymous reader writes "ComputerWare, a ComputerLand-like chain of stores specializing in Apple computers, went out of business in 2001. Thinking he sees an opportunity for expansion, the guy who owns Elite Computers, the long-time independent Apple computer store literally across the street from Apple HQ in Cupertino, bought the CW name and leased and reopened the SF Bay Area stores as 'ComputerWare by Elite Computers.' In 2003, Mr. Elite realized the reason the original ComputerWare owners got out -- Apple's engaging in 'unfair competition' -- and announced he is closing the chain along with his original store."
And frankly, it's not Apple's fault that Elite sucked. The number of complaints from their (ex)customers I've heard about them is astounding. Their management decisions, sales tactics, and repair records are all the explanation I need for their failure.
I've worked at an Apple Specialist before, who realized that the Apple Stores interact with a completely different market, and that there are entire market segments almost exclusively available to Specialists. They've continuously grown and become the largest and best Reseller / Specialist / Service Provider within a good 100 mile radius. Yes, there was a supply shortage when the new iMacs rolled out.. yes, MacWhorehouse and a couple of the newly opened Apple Stores got a handful of units before we did... but we still got the first stock in the county.
Every Apple Specialist and Reseller has a rep who covers a certain territory and takes care of "his stores", the shops in his area. Ours ROCKED. Totally on top of things, took care of ordering issues, advised about ways to improve store operations, suggested places to get additional income (it's all about the service department, baby!), helped the store plan out long-term strategy, and always was checking in on how the store was doing.
If Elite hadn't been a shady operation and had run themselves well (As ComputerWare and a number of other successful Apple Specialists have), worked cooperatively with their Apple liaisons, maintained a better-trained staff base (rather than paying them a crappy wage + dinky comission.. I interviewed @ one of their stores once and took another job), paid attention to the market and where Apple was opening stores, and only re-opened Computerware stores in GOOD locations, things might have turned out differently.