1. E2 E7 N17 N3 NW5 SE1 SE8 SW12 Sw18 SW1 W10 W4 CR7KT2 PC Universe: Location of Store Postcodes in London

2. Sales figures and New product launches FY volumes= 297.572 FY revenues= 149.232.081 In June new configurations are introduced in the market Sales jump in June, September and December

3. JulJun Jan FebMarAprMayAugSepOctNovDic JulJun Jan FebMarAprMayAugSepOctNovDic weeks months weeks months Some stores adopt periodical discounting sales promotion and sells at prices significant lower the market price… …but sales volumes show increases for all stores, even those that sell above market prices and don’t make discount sales promotion

4. Volumes JulJunJanFebMarAprMayAugSepOctNovDic weeks Configuration sales by cluster determined through cluster analysis New configurations have been introduced in week 23. This increased volumes also for existing products. Sales jump in week 36 (start of school year) and week 53 (Christmas’ effect) for all clusters JulJunJanFebMarAprMayAugSepOctNovDic weeks months Retail Price Mean Laptop prices have a constant decay in time, as it should be expected for an high tech product, but more technological clusters (cluster 9 and 8) are limiting the depreciation

5. Clusters average retail prices by Store Postcodes Highly differentiated and sophisticated products such as cluster 9 are sold at a price premium, while “basic” configurations in clusters 1 and 2 have low prices. Stores SW1P3AU, W43PH, N31DH, E78NW and CR78LE used promotional discounting strategies for all configurations