Tottenham Court Road

18 February 2010

About the street

• Tottenham Court Road is a street in London, running from St Giles Circus (at the junction of Oxford Street, New Oxford Street and Charing Cross Road) at its southern end to Euston Road in the north, near the border of the City of Westminster and the London Borough of Camden – a distance of about three-quarters of a mile.

• The area where the road is built is described in the Doomsday Book as belonging to the Dean and Chapter of St Paul’s Cathedral.

• The road is served by three stations on the London Underground – from south to north these are: Tottenham Court Road, Goodge Street and Warren Street – and by numerous bus routes.

• Pink Floyd played many early concerts at the UFO Club at 31 Tottenham Court Road, where they were the house band.

• It is mentioned briefly as the location where ‘I’ was allegedly arrested for ‘toilet trading’ in the 1986 Bruce Robinson cult movie classic Withnail and I.

• The road gained notoriety in 2001 when it became the first central London location for the Spearmint Rhino chain of lap dancing clubs.

Planning permission

“I’LL be back,” as Mr Schwarzenegger used to say, “once I’ve got approval from the Ministry.” (Well, he didn’t say that last bit). This was my promise to Rhennay after a very good demonstration.
Shasonic is the multi-brand store operated by the Shasonic Group, which also operates the Sony Centre Galleria and Samsung Bose stores our team visited.
The store was reasonably busy, so I browsed a number of areas before settling in front of the Sonos wireless music system.
Rhennay was chatting to acustomer, but when he had finished, he joined me and asked if he could assist me.
I told him that the Sonos system had caught my eye and asked if he could explain it to me.
“It’s a multi-room system for your house,” he said. He asked me what I’d use the system for and I said I’d like to have different music in different rooms.
Rhennay said that Sonos gave instant access to music no matter where it came from – the computer or via the internet.
He told me that the Napster music service would offer me “every song that is available in the world”, for a subscription of around £10 a month.
He said he could recommend Napster personally. He said he had been able to get Sikh religious music from Napster.
He talked me through the various Sonos options and then asked me how many rooms I’d want to include in my Sonos network and I said three.
“You could buy three of these,” he said, pointing to the ZonePlayer S5, from Sonos, which was priced at £379.
He explained the features and benefits and explained how to connect the network.
He pointed out that the Sonos Controller 200 retailed at £279, but that users of the Apple iPhone or iPod Touch could download a free ‘app’.
I said I’d have to go and talk to my wife, the treasurer.
“We call that the Ministry of Home Affairs,” Rhennay joked.
I asked for some information on the Sonos system and he gave me a leaflet.
Just as I was about to leave, Rhennay picked up the Sonos remote and demonstrated the ease of downloading a track from Napster, which he then played.
Impressed by Rhennay’s performance, I vowed to return to make my purchase, once I had cleared it with the Ministry.
Summary: Rhennay is a shining example of all that is good about our industry. He offered advice and knowledge that left me in no doubt that I would buy from him.

Score: 10 out of 10

Well, that’s just framing marvellous

ON the hunt for my mother’s birthday present, I headed into the MicroWorld 2000 store.
A man greeted me and I explained to him that I was looking to buy a digital photo frame, but was unsure what was available.
The man said: “We sell digital photo frames from 7in to 10in. Our range starts at £55 for a Philips model and we have a Sony one at £59.99.”
I spotted a 10in Philips model at the other end of the display and the man told me that model was on sale at £110.
He told me that the Philips model I’d spotted was compatible with Compact Flash, SD cards and USB memory sticks.
“It’s all ready to go straight from the box,” the man said.
He explained that the internal memory of digital photo frames was small, so he advised me to go for one that had options for removable disks.
I asked for some information to take away, but the man said manufacturers no longer sent information to stores. So he advised me to check both the Philips and Sony websites.
I thanked him for his help.
Summary: I was disappointed that the man did not focus on the more premium-priced digital photo frames and that he did not demonstrate any of the units he spoke about.

Score: 4 out of 10

On the road again

JAROSLAV came straight to the point, asking good first questions and then showing me products that matched my wants and needs.
I was just starting to plan my European road trip this summer and I needed a satnav, so headed to the Micro Anvika store.
I was greeted by Jaroslav, who asked if he could help me. I explained that I was looking for my first satnav, but did not know anything about them.
Jaroslav asked me what maps I would need and I said I’d definitely need maps for the UK and Europe.
He mentioned the TomTom XL, which had 42 maps, and the TomTom One – the only difference between the two models, he said, was the size of the screens.
I said I’d prefer a big screen and he advised me to buy a model that had an SD slot, so that I could upload new maps to the device should I need to. The TomTom XL was priced at £183.90.
Jaroslav said another option for me could be the TomTom 750, which was on sale at £229.99.
I asked what extra features were on that model, as the price was slightly higher than the model he had previously shown me.
He said: “It’s got a lot of features, like hands-free calling via Bluetooth, and there is also a voice command feature, so you just tell it where you want to go, and it’ll find it on the map.”
I thanked him for his help.
Summary: Jaroslav showed good product knowledge. He was able to differentiate between models and attempted to sell me up the range. However, he did not demonstrate the products or attempt to close the sale.

Score: 7 out of 10

Selling by numbers

I LIKED the idea of being able to watch YouTube on a Samsung TV, but would have liked the salesman to demonstrate it.
I had headed to the Samsung Bose store, operated by the Shasonic Group, in search of a new TV. I was approached by a member of staff who said the Samsung TVs were on the first floor.
Upstairs, I was greeted by a smiling man who asked if he could help. I told him I was looking for a new TV for my living room.
“6 Series, 7 Series or 8 Series – any particular one or size?” the man asked slightly abruptly.
I said I would like to buy a 40in set, but that I did not know what the differences were between the three different series of products.
The man showed me the 40in set from the 6 Series, which was on sale at £1,029.99. He explained that all three Series were back-lit with LED technology, which is more economical to run than conventional LCD sets.
He said: “Series 6 is 100Hz and Full HD, with four HDMI inputs; Series 7 has the same, but also gives you internet TV.”
I asked what he meant by internet TV.
“Media 2.0 is built into Series 7 and 8 sets,” he said. “These are ready-made widgets, so you can use YouTube, Flickr and things like that, as long as your TV is connected to your router.”
The 40in Series 7 set was priced at £1,269.99. The man added: “It will also stream from any other computer in the house, via your router system.”
I asked how I could connect the TV to my router and the man told me that I could either use a network cable, or for £60, buy a dongle to do it wirelessly.
Series 8, the man said, was the same as Series 7, but featured a 200Hz processor. The Series 8 set was on sale at £1,399.99.
The man then pointed out that there was a cash-back offer, with £200 back on the Series 8 set; £150 on the Series 7 set; and £100 on the Series 6 set.
Summary: The man was friendly and helpful. However, he did not demonstrate the sets and he could have shown me the Media 2.0 platform in action. Neither did he did not attempt to close the sale.

Score: 8 out of 10

Don’t shout, I’m trying to read

EVEN the salesman shouting at a customer on the phone could not detract from my experience in the Sony Centre Galleria.
I was greeted as I entered the store, which is run by the Shasonic Group, and began browsing before settling in front of the Sony Readers.
One could not help but overhear a member of staff having a disagreement with a customer on the telephone, but I remained focused on the Readers.
A member of staff approached me and asked if I needed any help.
I said that I had read about the Readers in a magazine and had popped into the store to find out more about them.
He first showed me the PRS-300 (£149.99), which he explained did not have a touch-screen.
The salesman on the telephone was getting more and more aggravated by the customer he was talking to and one could not help but hear him when he said: “Please do not talk down to me in this manner.”
Unfazed, the member of staff who had approached me began his pitch.
“It’s just a Reader, with no dictionary and no note-taking – a basic Reader connected to your computer,” he said, “with no card slots.”
The main feature of the PRS-600 model, which was on sale at £229.99, the man said, was its touch-screen.
He showed me the note-taking feature and demonstrated the photo album.
He also showed me how it was possible to change the orientation of the Reader, which he said was “quite nice if you’re reading at night”.
He finished his demonstration by showing me the built-in dictionary.
I asked him how easy it was to download books from the internet to the Reader.
“You’ve got Waterstones and W H Smith; or you could, literally, download all of the free books that are available,” he added.
The man apologised for not having any leaflets for me to take away.
I thanked him for his help.
Summary: The man showed good knowledge and was able to demonstrate both Readers well. He did not attempt to close the sale, so I have deducted one point.

Score: 9 out of 10

Poor reception

AFTER hearing about the wonders of internet radios, I was disappointed not to be given a demonstration.
When I went into Spatial Audio & Video, a man asked me if I needed any help. I said I was thinking of getting a digital radio, but did not know what I should go for or how much to spend.
“Digital radios range from £40 upwards,” he said. I told him I’d like a radio that had both FM and DAB and he explained that all radios offered both bands.
He then presented the Pure Evoke Flow at £150, which he said could be connected to the internet. He said: “You need to connect it via your wireless router. Further up the range, there are products that feature docking stations.”
I said I was not sure which model to go for. He said: “It depends what your requirements are. You need to sort out in your own mind what features you need.”
I said that the internet radio appealed to me and asked if he could demonstrate the Evoke Flow. But he apologised as the store “doesn’t get any reception here”.
I asked how many channels were available on the internet. “Thousands,” he said, “from all over the world”.
When I asked for some information, he advised me to have a look on Pure’s website.
Summary: I felt the man was a little short with me. He didn’t really point out any features or benefits and so I left the store both confused and disappointed.

Score: 3 out of 10

Left hanging on

THE salesman’s mobile phone rang while he was talking to me and that was the last I saw of him.
I’d popped into Arena Electronics, attracted by an advertisement running on a TV in the window, promoting one of Panasonic’s Blu-ray recorders.
I went in and started to browse when a man approached me and asked if I needed any help.
I explained that I had seen the rolling advertisement in the window and wanted to find out more about the Panasonic product.
The man said: “The Blu-ray recorder (DMR-BS750EB-K) has twin Freesat tuners, which enables you to record on to Blu-ray. To watch Freesat, you will need to connect it to a satellite dish – this will enable you to record one channel, while watching another. It also has a 250GB hard drive.”
I asked the man if he could tell me what channels were available in high definition on Freesat.
The man said: “At the moment, it’s only HD content from the BBC and ITV. The BBC has got about four or five channels and so has ITV. It’s slowly building up.”
The man said the Panasonic model was on sale at £449.99.
I asked for some information to take away. At that point, the man’s mobile phone rang and he walked away to answer it. One of his colleagues gave me a brochure.
Summary: The man offered some knowledge, but at the end of the day, this visit will be remembered for his walking off chatting on his mobile, when he was meant to be serving me.

Score: 2 out of 10

Unforgettable?

TAKE That’s Never Forget was playing as I walked out of the Heal’s department store and I will certainly never forget this visit.
Inside Heal’s, I was looking for the small domestic appliance department.
After failing to find it, as the store was busy with many customers browsing, I approached a security guard, who told me it was “over there on the left, somewhere”.
Eventually I found the SDAs, which were located next to the sales counter, where a member of staff was on the telephone just a couple of feet from where I was standing.
I began browsing two espresso/cappuccino makers from Gaggia.
The Gaggia Baby Black espresso maker was priced at £275, while the Gaggia Classic was on sale at £300.
After finishing her phone call, the woman walked straight past me, without saying a word.
Disappointed that I had been ignored, I left the store.
Summary: In these tough economic times, it is imperative that all staff make the most of every possible sales opportunity. Sadly, the woman at Heal’s did not. When I walked out, so did the chance of a £300 sale.

Score: 0 out of 10

Harp not so plucky

THE man at Harp didn’t seem bothered about helping me and just walked off while we were talking.
I’d gone into Harp looking to buy a new TV. As I was browsing, the man had approached me and asked if I needed any help.
I explained that I wanted a new TV for my living room and that I wanted to see what was available.
He told me that “the new Sony range is coming out with the Freesat”.
He told me that a new range from Panasonic would be in-store this month.
I was standing in front of a Samsung LED TV and I commented to the man on the nice picture.
“This model is Full HD and offers 200Hz,” he said.
I asked him to explain what 200Hz meant.
He said: “When you are watching tennis or football, the motion of the ball stays smooth.”
I asked about the thin TV panel and the man explained that the back-lit LEDs contributed to that.
“The LEDs use less energy, so you’ll save money on your bills,” the man said. And then he just walked off.
Somewhat taken aback, I left the store.
Summary: The man did not seem interested in helping me. However, he was able to explain motion flow and I liked the way he mentioned the energy savings that were possible on LED TVs.

Score: 3 out of 10

3, 4, 10... whatever

RAJ confused me when it came to explaining what high-definition channels were on Freesat. Firstly, he said that there were 10 HD channels, including Sky 1 HD, then he said there were three or four.
I had gone into the Maplin store, where I spotted a Panasonic DVD recorder (DMR-XS350). I noticed that the model had an integrated Freesat tuner and was on sale at £599.99.
Raj then approached me. “It also has Freeview built-in, as well as Freesat,” he said.
I asked him if HD content was available on Freesat.
“Currently in the UK,” Raj continued, “there are only 10 channels that are in HD – and Sky 1 HD is one of them.”
Confused, I asked if Sky 1 HD was available on Freesat.
“No, you have to have a subscription to Sky,” he said.
I asked how many HD channels there were on Freesat.
“There’s National Geography [sic] HD, Eurosport HD, and I think there’s about three or four HD channels that you get.”
I asked how the box connected to the TV.
Raj turned the box around on the shelf, explaining that I could connect it via Scart or S-Video.
I asked for some information to take away and Raj referred me to the Maplin website.
Summary: Raj was only able to explain the basic information about the Panasonic model. When I asked about the number of HD channels on Freesat, he confused me by talking about Sky 1 HD, which is not available on the platform. I should have thought the best way to connect the product to a TV would be with an HDMI cable.

Score: 1 out of 10

Summary

MY TEAM’s visit to London’s most famous shopping street for consumer electronics really was a mixed bag. We saw some glowing examples of customer service – and some terrible examples, too.
Before I dish out the plaudits, I think it would be right to offer some constructive advice first.
At Heal’s, I was amazed that a member of staff standing just a few feet away from one of my team, ignored them. This, as I have said many times before, is retail suicide.
At Harp and Arena Electronics, staff started talking to our shoppers, but then just walked off.
Now to congratulate those stores that did well – and interestingly enough, three of the four stores that I am going to praise are owned by John Shah’s Shasonic Group.
At Shasonic, the Sony Centre Galleria and the Samsung Bose store, my team were treated to some very good examples of what we, as mystery shoppers, are looking for.
I must single out Rhennay at Shasonic, who wowed our mystery shopper with his style.
As of September 2009, all those who score seven points or more will be entered into the ERT Industry Awards for 2010.
So, well done to Rhennay at Shasonic, the two salesmen at the Sony Centre Galleria and the Samsung Bose store, and Jaroslav at Micro Anvika, whose names are being put forward.

Top of the Town

Independents		Multiples
Winner:	Shasonic	Winner:	None
Commended:	Sony Centre Galleria	Commended:	None

PREMIER LEAGUE

	No. of visits	Total points	Average per call
B&O	3	30	10
Apple	3	25	8.3
Panasonic Stores	8	58	7.3
Sony Centres	23	157	6.8
Independents	72	451	6.3
Richer Sounds	10	49	4.9
Currys.Digital	20	83	4.2
Comet	21	62	3.0
Department Stores	23	65	2.8
Jessops	19	49	2.6
Maplin	1	1	1
Currys	19	17	0.9
PC World	5	1	0.2
Marks & Spencer	1	0	0

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