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INTERVIEW: CRAIG JOHNSON, FOCUS MULTIMEDIA


company, that’s not part of our makeup. Our aim is to deliver products that are new, attractive, consumable, refreshingly different and ahead of the game.


Why work on mobile and smartphone accessories first? It’s a relatively young market with a lot of scope for bringing new and exciting products to market. There is a wealth of possibility yet to be tapped into.


Focus Multimedia offers tailored ‘PC store on a stand’ units for retailers


Tell us about your ‘PC store on a stand’ concept. How has that performed at retail? For any product to succeed, visual presentation to the consumer is critical. We work with retailers to deliver in-store merchandising solutions for any available space. Our ‘PC store on a stand’ represents clever and valuable use of space for any retailer, no matter what their primary commodity. Our solutions are simple and highly visual mechanics for driving incremental business. PC penetration across UK households is huge. Not all PC users will necessarily look for product, but if they see it they will buy it. Once consumers have made a purchase, we know from experience they will be back to repeat purchase, for themselves and as gifts.


The PC is a truly massive impulse purchase market and we are still only scratching the surface.


www.mcvuk.com


How does it benefit independent games retail?


With the ‘PC store on a stand’ independents can offer a complete range of impulse price PC games and software from a very small footprint. Focus tailors the display and content to suit each retailer’s requirements – from four or five titles to comprehensive range solutions. Putting impulse buys in front of every consumer who walks





Not all PC users will necessarily look for product, but if they see it they will buy it. Craig Johnson, Focus Multimedia


through their doors gives indies the opportunity to add on valuable sales to any purchase. Periodic range changes keep the offering fresh and current, delivering evergreen sales with products that sell every week.


What is your business target in terms of global expansion? We’re absolutely committed to being the No.1 publisher in budget PC. The global vision is to emulate our UK success across all our English-speaking territories. The plan is already in progress and we’ve made great strides towards our goal. Australia and New Zealand are perfect examples, and we have our sights set on doing the same in other emerging territories.


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