22 July 2009
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About town |
Plymouth is a city and unitary authority area on the coast of Devon, about 190 miles south-west of London. |
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• Plymouth’s history goes back to the Bronze Age, when its first settlement grew at Mount Batten. It continued to grow as a trading post for the Roman Empire, until the more prosperous village of Sutton, the current Plymouth, surpassed it.
• Plymouth Council is currently undertaking a project of urban redevelopment called the ‘Vision for Plymouth’ launched by architect David Mackay and backed by Plymouth City Council.
• Plymouth is home to the largest operational naval base in western Europe. Devonport Dockyard is the UK’s only naval base that refits nuclear submarines and the Navy estimates that the dockyard generates about 10 per cent of Plymouth’s income.
• The city is home to more than 250,000 people, making it the 15th most populous city in England.
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| It Hertz when she's right |
 AS PART of a redesign of my living room, I was looking for a bigger TV and so headed for the Sony Centre on Cornwall Street.
I entered the store and was greeted by Hermione, who asked if she could help me.
I explained that I wanted to upgrade my 32in set to a bigger one.
“Are you looking for a 37in, 40in or something even bigger?” she asked me.
I said a 40in set would probably be best.
She first showed me a 100Hz (KDL40W5710) set, which was on sale at £1,195.95, and then said the store’s best 40in set was the 200Hz (KDL-40Z4500), which was on sale at £1,499.95.
Pointing to the higher-priced set, Hermione said the store was pushing that model a lot at the moment.
“You look at the 100Hz set and you think you can’t get any better than that, but then you put it next to the 200Hz set and…” she said.
Hermione asked if I was working to any budget.
I said I could go up to around the £1,300 mark.
She said: “Personally, if I was on a budget, I would not mind having the 100Hz set. It looks fantastic and even football looks brilliant on it.”
The 100Hz set was showing the Open Season movie on Blu-ray.
I asked Hermione if I could take some information away on the TVs.
“Of course, I’ll get some information for you on both sets,” she said, “and I’ll give you my card as well, so you’ve got a point of contact.”
“When are you looking to buy?” she added.
“If not this month, then next month,” I replied.
I continued to browse the TVs while Hermione gathered together the information for me.
After a few minutes, I joined Hermione at the counter, where she presented me with the information. She said that both TVs came with a free five-year guarantee, while the store could deliver for free “in the South West”.
Summary: Hermione was friendly and enthusiastic. By asking basic questions, she ascertained my needs and I was impressed that she pitched the two most expensive 40in TVs to me, choosing not to bother with the lesser sets. |
| Score: 10 out of 10 |
| Putting high fidelity first |
 FOR months, I’ve thought about changing my micro system for a hi-fi separates system, so I bit the bullet and headed for Sevenoaks Sound & Vision on Cornwall Street.
I walked into the store and was greeted by David. He asked if he could help me and I told him that I was looking to buy my first hi-fi separates system.
“Would you want CD, amp and speakers?” he asked. I said that would be ideal, so long as the system was upgradable.
“We start off with something like this,” David said, pointing to an NAD package, which included the NAD C515 amplifier, the NAD C315 CD player and a pair of Monitor Audio BR1 speakers.
“The package is £680, but we do it for £599, so you save yourself £80.”
David told me that this system would be “a good start”. He said I could spend less on my first system, but the quality of the NAD system would be better.
I said I’d like to consider a tuner option.David said the matching NAD DAB/FM tuner, the C445, would cost an extra £230.
He pointed out that the NAD remote control would control both the CD and the tuner modules, which was good for “synergy”.
I asked if David had any information on the NAD system available, but he apologised that he did not.
I asked how long the special offer would go on for. “It’ll last for a while yet,” he said.
David added that if I brought in some CDs I was familiar with, he would demonstrate the products for me in the upstairs demo room.
Summary: David was laid back, but friendly and helpful. By asking simple questions, he shaped my answers into a fantastic system that would have given me everything I had asked for. I would have liked him to offer a demo using CDs he may have had in the store. |
| Score: 9 out of 10 |
| Going through the ranges |
 IN SEARCH of a range cooker, I drove to the Beacon Appliances store on Stuart Road.
Steve greeted me and asked if he could help me.
I said I was keen to buy a range cooker. “We’ve got three sizes,” Steve said, “900mm, 1,000mm or 1,100mm.” I said a 900mm model would be best for our new kitchen.
Steve said that the store stocked two range cooker makes, Rangemaster and Stoves.
“Are you looking for all electric, or for electric ovens with a gas top,” he asked.
I said an electric/gas combination would be ideal.
Steve told me that Rangemaster’s 900mm models started at £1,130 and went up to £1,600, across seven products.
Stoves, he said, only manufactured one 900mm range cooker, which cost £1,240 and was available in black or cream.
He showed me the Rangemaster 90 (£1,135), which was available in four colours and the Rangemaster Classic 90 (£1,336), which was available in seven colours.
Steve gave me a copy of the Rangemaster brochure. He told me that range cookers were ordered in specially for customers and that his store sold six a week on average.
Steve added that the store would deliver the range cooker to me free of charge.
Summary: Steve was friendly and I enjoyed our conversation about range cookers. He was able to meet my product needs, but he did not close the sale and I felt he could have talked a little more in depth about the two products he presented. |
| Score: 8 out of 10 |
| Lesson on a Lumix |
 ON Cornwall Street, I went into the Shop@Panasonic store, as I was keen on buying a new digital camera. Two members of staff were busy serving customers, while a third was standing behind the counter.
I began to browse the camera displays and was drawn to the Lumix G1 camera (DMC-G1), which was priced at £499. I picked up a copy of the Lumix brochure.
When he had finished serving his customer, Stephen approached me and asked if I needed help.
I said I was looking for a camera and had read reviews of the G1 and wanted to find out more.
He opened the cabinet and removed the G1.
“Do you know much about SLR cameras?” Stephen asked.
I said it was best to assume that I knew nothing about them.
He demonstrated the camera, firstly showing the intelligent auto function, before showing the camera in macro mode and then showing the different shutter and aperture settings.
“We have made this camera small by taking out the mirror box and putting in an electronic live viewfinder instead. What you see is what you get.”
Stephen said the G1 came in three colours, black, red and blue and had a three-year warranty.
He pointed out that the camera was sold with a 14-45mm zoom lens, but that I would be able to add a 45-200mm zoom for half price (usual price £370), if I bought it at the same time as the camera.
I thanked Stephen for his help and said I would go away and think about it.
Summary: Stephen was very knowledgeable and was able to demonstrate the camera’s features well. Two points were deducted as I felt he really did not attempt to close the sale and I would have expected him to hand me the camera to have a play with, which he didn’t. |
| Score: 8 out of 10 |
| Distress purchase |
 IN URGENT need of a new washing machine, I headed into the Comet store on Mayflower Street.
I entered the store and began to browse the washing machine display, when I was approached by Craig, who asked if he could be of any assistance.
I told him that our current washing machine had packed in and that I wanted to get an idea of what was available.
Craig said washing machines started at £180 and went up to £700 or £800. He asked if I wanted to stick with my existing manufacturer.
I said I had a Hotpoint and Craig asked if I was happy to consider another Hotpoint. I said I was.
“Hotpoint start at £349 and go up to about £499, depending on what you’re looking for,” he said. Craig pointed to a Hotpoint model (WMF740F).
“It’s £329,” he said, “It’s got a 1,400 spin, 7kg load, a 30-minute quick wash and it will tell you on the display how long the wash will take. You can also reduce the spin speed and the temperature.
“Do you have any children?”
“Yes,” I said, “we have a little girl.”
Craig pointed out that only Hotpoint and some Bosch machines had a child lock.
He continued: “Reliability-wise, the best you’re going to get is Miele, Bosch, Hotpoint or Zanussi– that’s what I would recommend.”
I asked what other models he could recommend.
He showed me a Bosch model and I asked what the differences were between the Bosch model and the Hotpoint model he had shown me.
“You’re paying for the Bosch name,” he said. “Instead of paying £329, you’re paying £399 – it has a lower spin speed and a lower capacity (6kg). The Hotpoint model offers value for money.”
Craig said if I ordered it before 2pm, I could get next-day delivery, or the day after.
He said: “We do a delivery and installation service. That means they’ll disconnect the old one and put the new one in. That costs £34.95, for the all-day service, and £39.95 if you want to stipulate morning, mid-morning or afternoon for the delivery.
“If you want us to take the old washing machine, because of the disposal laws, that’ll be £8.95.”
I asked for some information to take away with me.
Craig asked what my budget was and I said I could not go above £350.
He said he would print out details of a few products for me, based on sub-£350 price points.
Summary: Craig asked key questions and was able to interpret my answers well. He was able to provide me with all the delivery and installation information. Points were taken off for not closing the sale, and I should have liked him to talk in depth about at least one other product. Providing me with printouts for a number of models for me to peruse at home, instead of actively selling to me, was slightly disappointing.
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| Score: 7 out of 10 |
| Nothing but the best |
 IN Drake Circus, I went into ETS, where I was looking for a new vacuum cleaner.
I walked into the store and was greeted by Mark, who asked if I needed any help.
I said I was looking for a new vacuum cleaner, after my trusted previous model had given up the ghost.
Mark asked me if I wanted a cylinder or upright, bagged or bagless?
I said I wanted the best I could get and so Mark led me to the Miele display.
Mark said the cleaners were bagged and that products were supplied with two dust bags. He pointed out that a box of four bags costs £8.99 and lasts for 12 months.
I told Mark we had a dog and asked if he could recommend a suitable product.
He presented the Miele S7260 Cat & Dog cleaner, which was priced at £269.99.
“If you pay an extra £30, you could get a 10-year guarantee on it – and they’ll chuck in a pack of bags,” he said.
“Basically, for £21, you’re getting a 10-year guarantee on it and that covers you for parts and labour.”
Mark told me that Miele was a German company, whose motto was ‘Forever Better’.
He told me that the Cat & Dog product had a charcoal filter, which gets rid of pet odours. I asked for some information and he gave me a copy of a Miele leaflet.
Mark said: “We are the cheapest in the town for them as well.
“The Cat & Dog we are selling at £270 and you’re looking at £300 around the town. If you do see it anywhere cheaper, come and see me.”
Summary: Mark knew his stuff. He asked me some questions and when I said I wanted the best, he showed me the best. Doing this and mentioning that his store was the cheapest in town for this product, was a good technique, which I applauded. |
| Score: 8 out of 10 |
| No stock, no salet |
 AFTER getting lost, I thought a satnav could be useful, so I headed to the Currys store on Coypool Road.
Signs outside the store apologised for the inconvenience caused by the construction work that was being carried out inside the store.
Amy, the store greeter, did her job well and welcomed me as I headed for the satnav area, which seemed relatively light on stock. On the Garmin display, for example, there were four gaps on a display that had capacity to hold nine products.
With the satnav display located so close to the front of the store, I expected one of the three sales staff loitering near the door to approach me.
Sadly, that did not happen and I was surprised that after waiting to be served for around five minutes, there were six members of staff chatting just yards from where I was standing.
Disappointed at being ignored, I walked out of the store.
Summary: Apart from Amy’s friendly welcome, which I have rewarded with one point, this store visit was memorable for all the wrong reasons. The lack of products on the satnav displays, the banging and drilling of the contractors and six members of staff chatting and ignoring customers was not a good experience. |
| Score: 1 out of 10 |
| Better the devil you know |
 NOW that I was settled in my apartment in Devon, I headed to the Currys.digital store on New George Street as I was keen to get Sky+ HD.
Outside the store, I noticed point-of-sale posters saying that I could get the Sky+ HD box for £29 as a new subscriber.
As I walked into the store, MC Hammer’s U Can’t Touch This. was belting out
I headed to the back of the store, where the digital TV services section was located.
I picked up a Sky brochure and began to study it.
Ben had been in the stockroom and had walked within inches of me, but ignored me, instead preferring to do a little dance routine in the middle of the quiet store.
After standing in the same spot for more than five minutes, I left the store disappointed as Kylie Minogue’s Better The Devil You Know started to blare out.
Summary: To walk within inches of a customer and ignore them is not just unprofessional, it is rude. Instead of acting the fool by dancing along to MC Hammer, Ben should have been at the top of his game, especially in a quiet store. |
| Score: 0 out of 10 |
| I’d rather be in Le Mans |
 ON Royal Parade, I went into Debenhams, as I was keen to find out more about Blu-ray.
I made my way to the sound and vision concession on the third floor, which is run by Sonex.
Two salesmen were talking behind the counter and I began to browse the products on display.
I spotted a Sony Blu-ray 2.1 home-cinema package (BDVFS350FI), which was reduced to £399 from £499.
I explained that I was interested in finding out more about Blu-ray.
“Oh, right,” the man said. “Blu-ray is just new media for DVD, that’s it.
“It’s a sharper picture and if you look at that set-up there, you can see it play.”
I asked the man whether Blu-ray was significantly better than DVD.
“Have a look, it’s the only way you’re going to see it. If you watch that through for five minutes or so, you’ll see what’s happening.”
After about a minute, the man returned and said: “So, there you are, that’s Blu-ray.”
The man then left me and joined his colleague behind the counter.
I heard him say: “So, just to get away from it, how was Le Mans?”
Thoroughly disappointed, I left the store.
Summary: The salesman seemed preoccupied and at times I thought he was being quite rude. I was the only customer in the department and he seemed happier talking to his colleague than serving me. |
| Score: 0 out of 10 |
| Snap decision |
 WITH my brother’s birthday rapidly approaching, I went into the Jessops store on Cornwall Street to have a look at digital SLRs.
The small store was reasonably busy, with one member of staff serving a customer, two members of staff chatting behind the counter and two customers using the self-serve photo kiosks.
I located the Canon digital SLR display cabinet and thought the EOS450D model, on sale at £499, looked like an ideal camera.
According to point-of-sale material, the camera came with an 18-55mm lens.
I picked up some information on Photo+, the optional three-year product repair plan that Jessops offers in-store.
After five minutes of browsing and with two members of staff not serving, I am afraid to say that I walked out thoroughly disappointed.
Summary: While there were a number of customers in the store, there were also two members of staff who, to be blunt, were doing nothing. Ignoring potential buyers is not the best retail practice I can think of during a recession.
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| Score: 0 out of 10 |
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Summary |
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A SUNNY day in Plymouth and my team was met with some shining examples of sales skills and customer service.
For the first time in a long time, the majority of stores performed well, although Currys.digital, Jessops and Debenhams let the side down.
In the case of Currys, it’s worth pointing out that we did not mark the store down because building work was taking place. This store scored a solitary point for the greeter doing her job, but being ignored by idly chatting staff was the main reason for the low score.
As I have said many times in the past, ignoring customers is not only unprofessional, it is a dangerous tactic in these recessionary times.
Hermione from the Sony Centre, Stephen from Shop@Panasonic, David from Sevenoaks Sound and Vision, Steve from Beacon Appliances and Craig from Comet all scored well.
A special mention should go to Hermione at the Sony Centre. My mystery shopper said that he would have had no hesitation in buying from her – he liked her style.
And so, congratulations to the ‘fantastic five’ of Hermione, Stephen, David, Steve and Craig. As you scored more than seven points, you have been rewarded for your customer service with automatic entry into this year’s ERT Industry Awards, which will take place in London on October 15.
Well done! |
Top of the Town |
| Independents |
Multiples |
Winner: |
Sony Centre |
Winner: |
None |
Commended: |
Sevenoaks Sound & Vision
Shop@Panasonic |
Commended: |
Comet |
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PREMIER LEAGUE |
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No. of visits |
Total points |
Average per call |
B&O |
2 |
20 |
10 |
Apple |
3 |
25 |
8.3 |
Shop@Panasonic |
7 |
49 |
7 |
Independents |
51 |
334 |
6.5 |
Sony Centres |
17 |
106 |
6.2 |
Supermarkets |
4 |
22 |
5.5 |
Richer Sounds |
9 |
45 |
5 |
Currys.Digital |
15 |
58 |
3.9 |
Comet |
16 |
54 |
3.4 |
Department Stores |
16 |
40 |
2.5 |
Jessops |
15 |
36 |
2.4 |
Currys |
14 |
10 |
0.7 |
Robert Dyas |
1 |
0 |
0 |
PC World |
3 |
0 |
0 |
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