At the beginning of December, share broker Societe Generale issued a note to its clients about DSGi that said, “Given the lack of visibility and uncertainty surrounding DSGi's financial position, we believe the equity is effectively 'option' money, as there is no current dividend and no net assets."

Despite this rather alarming viewpoint, I have to report that DSGi has just opened a brand new superstore here in Aberdeen. And I really mean a “superstore”.

The Group has closed a Currys in one of the retail parks and has completely refitted premises at another location that were once a PC World outlet.

The site has lain vacant for years since the PC World was re-located. DSGi has done a remarkable job in creating one of its new Winning New Revenues (WNR) Currys superstores. 

It is amazingly bright inside with a totally new-look to the display stands.  The overall effect is quite stunning, with a huge variety of small net-books on working display at the entrance.

As customers look into the store, it almost has a tiered theatrical effect, as the net books are followed by bigger notebooks and the items on display gradually get bigger towards the back, where there are more than 100 large screen TVs - all showing HD pictures.

Every member of staff has had the new “Fives” training and I hear that the words, “Can I help you” are now totally banned.

Customers are now called “guests” and staff are encouraged to greet “guests” with a phrase of their own that is a variation on, “What brings you to Currys today?”

The “Fives” training teaches how to greet a customer, engage them in conversation about their needs, suggest a solution, and tailor it to the “guest’s” requirements.

Mentioning DSGi’s WEH (What Ever Happens) cover is also an important part of the training and from what I have observed, it is getting good results.

I have returned to this store in various guises for the last five days and I am most impressed by this new style of selling.

Of course, independents with “wee shops” like mine have been doing something similar for years, but it is new for most DSGi staff.

I must ask Mr Browett if he can and let me do the “Fives” course – after all, Comet let me do its white goods training.

DSGi appears to have a winning store and staff format – now it needs the economy to pick up again to ensure success.