IBM Unveils 'Buy Today, Ship Today' Push to Sell PCs and Options Over the Web - Company Business and Marketing

Edge: Work-Group Computing Report, Feb 21, 2000

IBM Tuesday announced an aggressive new sales strategy for selling PC products and options over its Web site (ibm.com). The promotions for U.S. customers include a new "Buy Today, Ship Today" feature unmatched in the computer industry. IBM said it will ship orders the same day for U.S. customers who place orders by 3 p.m. EST on nine popular models of ThinkPad notebooks, Aptiva PCs, IBM's commercial desktop PCs and an IntelliStation NT-based professional workstation. The company said that over the next few months, it will increase the number of models offered through its "Buy Today, Ship Today" program.

"We're beefing up our ability to sell directly to those customers who want to order directly from us via the Web or telephone sales," said David M. Thomas, Senior Vice President and Group Executive of IBM's Personal Systems Group. "Small businesses and consumers don't want to wait seven days for their computer equipment to be delivered, they want it today. Because we've taken significant costs out of our business expenses, we're passing along the cost savings from making our businesses more efficient."

IBM said the new program will enable it to cut prices for U.S. customers by up to 30 percent for PC and mobile models featured on the ibm.com Web site. IBM said it will continuously change its Web offering promotions, and customers can learn about them by clicking on the ibm.com home page's shopping cart or "hot deals" icons. For example, IBM is currently offering an IBM PC 300GL with an Intel Celeron processor, 64 MB of memory, 13.5 gigabit hard drive, a monitor and assorted software packages for $1,149.

A national advertising campaign to promote IBM's direct sales will kick off with an ad in the Wall Street Journal Tuesday and four-page inserts in newspapers in 22 major U.S. cities tomorrow, as well as major radio markets and magazines. The campaign features consumers who want hardware and software tools to make them productive at home, along with small business owners who ask the question, "Think IBM is expensive? Think again."

IBM is also introducing "Call Me Now" buttons on many of its ibm.com pages to provide customers with easier online shopping than ever before. If customers have a question about a product or service and can't find the answer on the ibm.com site, they simply click on the "Call Me Now" button, key in their name and phone number, and within a few minutes, they will receive a call from an IBM telesales representative who knows exactly which product they've been browsing. IBM's "Call Me Now" buttons are supported 24 hours a day, seven days a week. Because they have been popular with customers during recent pilot programs, IBM is adding "Call Me Now" buttons to more than 100 product offerings on the ibm.com site.

"IBM's research indicates that when customers visit the Web to shop for PCs and options, about 70 percent pick up the phone to talk to someone when they decide to purchase," Thomas continued. "So IBM's Personal Systems Group now has hundreds of telesales representatives who have been specially trained to assist customers, and we've increased staffing to be available when our customers need it -- 24-hours a day, seven days a week."

Web or phone sales

Customers can enjoy the convenience of purchasing IBM's products via http://www.ibm.com or by calling 1-888-ShopIBM (1-888-746-7426). The site provides one-stop shopping for PC products and options, as well as other IBM products, software and services. All of IBM's PC products and options are backed by the company's unsurpassed worldwide customer support and services network, which is available in more than 160 countries and includes 14 Help Centers located around the world. The IBM Personal Systems Group can be visited on the Internet at http://www.pc.ibm.com.

Attachment for reference:

The 22 newspapers that will feature IBM's new advertising for direct customers in four-page inserts on Wednesday, Feb. 16 are: the Ann Arbor (Mich.) News; Atlanta Constitution; Boston Globe; Boston Herald; Chicago Sun-Times; Chicago Tribune; Dallas Morning News; Denver Post; Denver Rocky Mountain News; Detroit News and Free Press; Fort Worth Star Telegram; Los Angeles Times; Minneapolis Star Tribune; New York Daily News; New York Newsday; New York Times; Orange County Register; San Francisco Chronicle/Examiner; San Jose Mercury News; St. Paul Pioneer Press; Seattle Times Post Intelligencer; and Washington Post.

Buy Today, Ship Today orders must be placed by 3:00 PM EST, including completion of any credit approvals.