Just walked passed a Currys Digital store here in central Glasgow to find it totally closed.
Saddened in that it is one less high street store open, but not surprised to see it happen. One thing that has characterised my visits to any (what was) Dixons / Currys / PC World was that I would leave feeling more irritated and annoyed than I did when I went in, my ‘customer experience’ in any of these Dixons Retail group stores was always negative.
I remember a while ago going into one store and while looking at one or two laptops was approached by a sales girl who asked what sort of laptop I was after. I said I was after something that had to be dual-core processor and the video output to be digital. She said ‘back in a minute’ and when she returned selected a lap-top saying this one would be suitable for me, pointing to the (analogue) VGA output saying that this was digital. I questioned her about it but the assistant repeated that this was suitable, told me the output really was digital, and was keen to complete the sale. Fail!
Another instance was of looking at printers and being approached by a sales assistant. I said I was looking for one of the cheaper postscript compatible machines. She said she didn’t know if they had any but would go and ask. (I have no problems with staff not knowing – they can’t know everything – so long as they are honest about it.) When she returned she said that they didn’t sell that make. The trouble is that postscript is not a make but a printer language common across most high and mid-range printers with some low-end machines postscript compatible too. I don’t know who she asked, but the end result was incorrect information from the staff and a disappointed customer. (Needless to say, there were postscript compatible printers there.)
As for the number of times I’ve overheard staff tell customers that ‘this camera’ is better than ‘that camera’ because it ‘has more megapixels’ is too many to list here. Or being told this is better ‘because it’s digital’. Then when you ask why does that make it better, the response just to repeat ‘because it’s digital’. Or of course, going into one of their stores and then waiting 20 minutes to be served, only to be eventually approached by a member of staff saying that the store is now closing. This has been a depressingly common experience; it’s apparent that as soon as it gets anywhere near closing time the staff all start heading towards the back of the store, reluctant to serve customers. I assume in case it delays their exit out at the end of the day.
Then there is the integration of (or lack of) the running of their web site compared to that of the store. Senior management has not yet latched onto the fact that consumers now expect seamless integration between the two. To find the web saying there is stock and on going to the store finding none, or price differences between the two is unacceptable. Customers expect to find ‘exclusives’ consistent between the channels. Their stores need to compliment, not compete with their internet presence.
I prefer buying in a shop, to be able to see and handle the actual product at time of purchase. To be able to walk out with the item, not having any postal delays and trying not to miss the delivery van. However finding staff who don’t know their products, who only seem interested in customers if they can get the customer to buy something that will fulfil their daily sales target just sends me off to places like Amazon. It’s not that I want to go to Amazon, but am being driven there because of the quality of service from their high street stores.