By Claire Reilly

Just under a month ago, Intel launched the newest generation of its core processors. Known as 4th Generation Intel Core (codename: Haswell), the processors feature a redesigned micro-architecture that allows for new PC form factors and designs; new Iris graphics that double the graphics performance of Intel’s previous generation; and a 50 per cent improvement in battery life — the biggest leap in the company’s history.

There is a huge range of products that are currently rolling out into the market featuring the new Intel processors, offering plenty of reasons for retailers to upgrade consumers to a new device.

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According to Intel ANZ managing director Kate Burleigh, it’s all about starting the conversation with consumers.

“One of the opportunities retailers have is to lead by asking, ‘What have you got at home and how old is it?’ That opens the conversation,” she said. “Because if you’ve got a four-year-old PC, you’ve probably got a Core 2 Duo or 1st Generation Core (Nehalem), and this new chip quadruples that performance and increases battery life.

“If a consumer is in the store, they’re probably going to want to buy anyway. Our own research shows us in Australia that most people will walk out spending $300 less than they were prepared to pay for a laptop. So you do have that opportunity to sell up. But the challenge is, do they spend $200 or $400 which is low end, or can you get them to spend $700 or $800?

“One of the questions we ask is, ‘How much do you think you paid for your last computer?’ and most of them will say around $1,200 or $1,300, because three or four years ago that’s what you were paying.

“But you can say, ‘I have a fantastic model for $700 or $800 now, and it’s so much better in terms of performance, it’s a beautiful design, it’s a great form factor and it’s got the latest OS.

“Hopefully with 4th Generation and some of the more interesting designs that are coming through, it will give retailers a lift and a reason for saying ‘Hey come in and have a look’.”

Kate Burleigh’s tips for selling the benefits of 4th Generation Intel Core

-Retailers might mentally compare a new computer with last year’s model, but realistically the consumer’s device at home is a lot older.

-Compare features on the new 4th Gen products with these older models — the performance will be much better, and the price will most likely be cheaper too.

-Lead with the best. Start with “the most beautiful car on the lot” as Burleigh says, and then work down. Most consumers will find it hard to go back to an entry-level device if they’ve seen the features on a premium model.

-“Seeing is believing” according to Burleigh, so be sure to demonstrate the product in action.