Resellers swoop in on Misco's patch

Channel players capitalise on Misco's demise with marketing campaigns targeting former customers and employees

The channel may have lost one of its largest and most established players following Misco's collapse, but for others the opportunity to boost the top line is too great to ignore.

With the company in administration, Misco's customer base of £200m-plus revenue is up for grabs, with some channel players directly targeting the reseller's ex-customers, as well as former employees.

A Google search for "Misco" returns adverts from the likes of Daisy, King of Servers and Probrand looking to mop up leftover business.

The Daisy advert links to page headlined "Are you a former Misco customer?" which offers free shipping to customers if their orders with Misco have been delayed or cancelled.

Currys PC World Business goes a step further and targets both ex-Misco customers and employees.

The advert links to a dedicated page which states: "Here at Currys PC World Business, the news that Misco UK has ceased trading has been met with sadness. For the many dedicated Misco employees this will be a hugely distressing situation.

"Similarly, the closure of Misco will undoubtedly impact many of their customers - especially those that have been awaiting an order to arrive to allow them to continue to operate their own business.

"As the UK's biggest technology specialist, we're here to help both Misco's employees and customers during this difficult time."

Ex-Misco employees are invited to fill in an online form ahead of potential employment as Currys PC World Business expands into "extraordinary new markets".

Ex-customers are also given five per cent off their first online order.

Colva IT has a similar advert and dedicated Misco page which states: "The news that Misco UK has ceased trading has been met with sadness and will undoubtedly impact their customers.

"Whether you have an outstanding or undelivered item or need to place a new order quickly, get in contact with our team today."

King of Servers has a Google ad which states "Were you a Misco customer? Looking for a new supplier?‎" which links through to the King of Servers homepage, while Probrand has a similar advert.