When we started Choice back in 1998 we knew we were entering a competitive market where a lot of other companies existed already offering similar products and a good service. We continuously strive to match and beat the levels of service available, and feel we are succeeding with our 100%, no quibble guarantees, free delivery and zero surcharge policies. We keep all our advertising as simple and accurate as possible, with all prices shown complete and final. Same day dispatch, delivery or other charges added. We also try to make it as easy as possible for you to place an order, with orders accepted via post, fax, over our secure web site or by using one of our freephone lines. Of course, we always endeavour to then dispatch your items the same day, via Royal Mail. One area where we have become market leader is in the effort we make to ensure the quality of the products are the highest, whilst keeping the retail price the lowest on the UK mainland. We source and test products from all over the world, than buy in huge quantities to make cost savings we are than able to pass on to you. Also, the loyalty of our customers, who order from us time and time again, allows us to keep our profits margins tight, passing on more savings.

It was these service and pricing efforts plus our customers loyalty that helped us to crown our 5th year with the honour of receiving the Computer Active Reader’s Award for ‘Best Specialist Consumable Supplier’. Then, to launch the start of our 6th year, we reach the shortlist, along with Amazon, Dabs.com, Evesham.com & PC World for ‘Best Retailer’. These are achievements we admit to constantly shouting about. Why not? We are still excited by them, after all, with a circulation of around 245,000 every fortnight and the numbers of you who took the trouble to vote, (for which we thank you), I think we should be proud, enjoy it and work at being the customer’s favourite next time too!