Third-party Distribution
ComputerLand and Sears Roebuck partnered with IBM from the beginning of development. IBM's head of sales and marketing, H.L. ('Sparky') Sparks, relied on these retail partners for important knowledge of the marketplace. Computerland and Sears became the main outlets for the new product. More than 190 Computerland stores already existed, while Sears was in the process of creating a handful of in-store computer centers for sale of the new product. This guaranteed IBM widespread distribution across the U.S.
Targeting the new PC at the home market, Sears Roebuck sales failed to live up to expectations. This unfavorable outcome revealed that the strategy of targeting the office market was the key to higher sales.
Read more about this topic: IBM Personal Computer
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