In Good Company
It's no accident that Jackson Lan locates his 17 computer stores in close proximity to big retailers like CompUSA and Computer City. The CEO of PC Club, which markets its own line of custom PCs, says it's part of his "accompaniment strategy" to give computer shoppers more variety. If customers can't find something in his store, he refers them to the CompUSA across the parking lot. The approach, he says, has created positive buzz about his customer service, and many he sends to the competition return and bring friends. Plus, being located next to the big boys keeps him on his toes. "If we can make money next to them, we can make money anywhere else."