More the merrier as retailer eyes net gains

The Sheffield-based company, which sells 70 per cent of its stock to businesses, is hoping to attract more leisure consumers to its sites which sell everything from keyboards to cameras.

There are currently about 50 websites which operate under "More" brand, including More Plasmas and More Gaming.

Operations manager Brian Trevaskiss said: "We have done a lot of development this year on the group of sites we operate in the last six months. We found that More Computers was too limited , especially when we were expanding into other areas.

"If you are searching for a television online you are more likely to take notice of something that is called More Televisions rather than More Computers."

The company also created a dedicated consumer website – www.morefrom.co.uk – which showcases the best-selling lines and new products from each website.

More Computers, which has a turnover of 9m and a total of 13 staff, has 200,000 customers but Mr Trevaskiss said he hopes that the new developments will boost numbers in the coming months.

Although some of the company's larger competitors have become aggressive on the price of their goods, More's strategy focuses on customer service. In October it beat off competition from 40 national players, including Argos, Amazon and Dixons, to be Highly Commended in the PC Pro Service and Reliability Survey 2010.

Mr Trevaskiss said: "Our strategy is to lead on service and quality of service rather than go all out on price. We are not massively more expensive than other people and in some cases we are cheaper.

"When customers have a specific requirement they look for a trusted source not just a cheap price and 25 per cent of our sales is repeat business. Lots of retailers will try to sell things at any cost online whereas we tend to concentrate on the breadth and depth of a product range."