Chips with everything

When Martin Ellis decided to set up shop, he hit on a novel idea ofpromoting his business. Stalls on one local market give him access to upto 29,000 people on a Sunday. Stan Clare takes a look at the success storywhich is Chipshop 2000.

Martin Ellis set up his Merseyside store, to offer a one-stop-shop for games enthusiasts.

Ellis, now 30, founded the business which became Chipshop 2000 in his mid-20s. He was getting bored with his job as a technician in a Kirkby secondary modern school and wanted a new challenge. Since then he has seen the opposition in Liverpool pass away, while the team based at his city centre shop, goes from strength to strength.

Eshewing the costs of advertising, Ellis decided to plug his business at Stanley Sunday Dock market, a popular indoor complex. Here he had direct access to up to 29,000 people on Sundays, as whole families from across the region saw his displays. This proved the key to success, attracting clients to the shop just off the main drag, when it opened.

Another stall at Tuebrook market on Thursdays and Saturdays helps to expand the client base further. Even at the market sites, punters are invited to test the games for themselves on one of the consoles.

Attracting interest is just one part of the equation though. The vast selection of games are coupled with test consoles, hardware and service facilities. They sell, buy and swap games and hardware. Imports and rare specialist programs are a speciality. When I visited, Nintendo 64 was on sale well in advance of its launch in the UK next year.

Last September the newly-re-named Chipshop 2000 moved into premises in the regenerated Liverpool Palace commercial centre, just off the fashionable Bold Street. Games are amassed on the walls, the store is decked out with lots of checker plate and black and the monitors above give the impression of a space-age flight operation.

The customer flow and turnover indicates a level of interest to gladden the eyes of any retail observer. Members of the team now include an former Escom manager, a PC engineering wizard, as well as a couple of sales assistants.

Chipshop 2000 offers a better-than-cash-price deal for players who want to upgrade from Mega-drives, Playstations and Saturns, so the facility that it provides is in great demand.

Martin realises the niche they have cornered, must be safeguarded and cultivated. Applying his "one stop" policy to PCs is now a priority. The technical backup is in place and a larger section of Chipshop 2000 will soon be dedicated to PC hardware and software.

There is every indication that some big retail players in this sector could well be adjusting their energies towards the PC sector, but this doesn't bother Ellis: "The way Dixons, Comet and the like are selling the product without specialist knowledge is only going to help independents such as Chipshop 2000. As independents we offer a complete one-stop package.

It would not be a surprise for them to pull out of this sector."

Just introduced as we went to press was Chipshop 2000 on the internet.

New, used, swaps, rare and imported titles, PC-CD ROMs and an up-to-date stock list of new and secondhand games are all on the page.

There is information on Playstation, Mk I and Mk II, Playstation import titles and present deals on offer.

You can find the page on: http://www.cshop.demon.co.ukThe email address is: [email protected]

CHIPSHOP 2000

Three Liverpool locations

Stores: 9 Slater Street, Liverpool Palace regeneration centre. Comprehensive "hands on" games show room city centre. Open 10-6 Monday to Saturday, late night Thursday till 7pm. Market unit Stanley Dock Sunday market though smaller, still displays a vast array of equipment and titles on offer.

Tuebrook market stall - Thursday & Saturday.

History: Started in 1992 on Merseyside markets, progressed into a city centre shop trading as Chipshop, 66 Wood Street near to current location in 1994.

Product range: All games hardware and software. UK and imported own direct imports.

Growth potential: This is a people business, providing very personal service to customers, with a team full of fun and keen as mustard. Growth potential in the PC systems.