Cardiff

12 March 2010

About the street

• Caerdydd, the Welsh for Cardiff, is the capital, largest city and most populous county of Wales. According to the 2001 Census, the city had a population of 305,353.

• The National Assembly for Wales has been based in Cardiff Bay since its formation in 1999. The building, known as the Senedd, was opened on March 1, 2006, by the Queen.

• A major £675 million regeneration programme for Cardiff’s St David’s Centre was completed last year. It provides a total of 1.4 million square feet of shopping space, making it one of the largest shopping centres in the United Kingdom.

• According to the Welsh Rugby Union, the Millennium Stadium has contributed £1 billion to the Welsh economy since it opened in 1999, with around 85 per cent of that amount staying in the Cardiff area.

• Cardiff is one of the most-visited locations in the recent series of Doctor Who. This is because the programme is produced by BBC Wales. The spin-off Torchwood series is set exclusively in Wales, with all but one of its episodes being mainly set in Cardiff. Dalek creator Terry Nation was also born in Cardiff.

Ross switches me over to Sky

WITH digital switchover due to take place imminently in my area, I headed to Satellite TV Video Hi-Fi on Crwys Road to assess the digital options.
Ross was on the telephone, so I browsed the TVs that were on display. When he had finished his call, Ross asked me if I needed any help.
I said that we currently had no TV service and that I wondered what the best option would be.
“It all depends really,” Ross said, “you’ve got a few ways of doing it. You’ve got the choice of Sky through a satellite, or Freeview through an aerial.”
He told me that Sky would supply me with an HD box and the installation would cost me £30 up front.
The minimum subscription, Ross said, would then be £18 a month, or £28 a month if I took the HD subscription.
Ross said, based on that package, I would not get sports or films in HD, as they are premium content. He showed me the different ‘mixes’ that were available.
He continued: “The other way is to have an aerial fitted, which is about £100, and then you’ve got to get a Freeview box, unless you’ve got a Freeview tuner built-in to your TV.”
I told Ross that my Panasonic TV had an integrated Freeview tuner.
Ross pointed out that the Sky+ HD box would enable me to record one channel, while watching another. I could also record in SD and HD content.
Unsure what option would be best, Ross said that he would go for Sky, because of the superior picture quality and the wide range of programmes that were available.
He then mentioned Sky’s broadband and land-line phone services.
I asked how long it would take to get a satellite dish installed.
“Within a week,” Ross said.
I asked for some information to take away and Ross gave me a Sky leaflet.
Summary: Ross was able to talk me through both Freeview and Sky. When he could see that I favoured Sky, he was able to throw in a comprehensive round-up of Sky’s broadband and phone packages. I have taken one point off as he did not demonstrate Sky or Freeview.

Score: 9 out of 10

Jacobs focuses on a best buy

I was looking to buy my first digital SLR camera and so I headed to Jacobs Digital.
Steve approached me and asked if I wanted any help. I said I was looking to buy my first digital SLR. I explained that I had previously used both film cameras and compact digital cameras and that I now wanted to buy my first ‘proper’ digital SLR.
Steve asked if I had a target budget in mind and I said I would be willing to spend up to £800.
He asked what I’d be using the camera for and I told him it would be for family events and holidays.
Steve said: “The Nikon 3000 (£379) or the Canon EOS 1000 (£369) are going to give you an A3+ print if need be.”
He advised against “shooting in JPEG and said it was better to shoot RAW, something that was possible with the software included with the Canon model, although the Nikon model would require me to purchase additional software.
He took the Canon and Nikon models out of the display cabinet and placed them on the counter, where he talked me through the features of each.
He explained some of the settings and said that either camera would be an ideal ‘first’ for me.
Summary: Steve was able to talk me through the features and benefits of each camera. Asking my budget was a clever move. Two points were knocked off as he did not attempt to close the sale and did not encourage me to pick up the cameras myself.

Score: 8 out of 10

Craig will match any price

CRAIG said that if I could find the Smeg product he was suggesting cheaper online, he would make me an improved offer.
I had gone into The Cardiff Warehouse on Stadium Close, off Penarth Road and was explaining to Craig, who had greeted me, that I was looking for a single built-in oven to sit under a hob.
“It really depends on how much you want to spend,” he said.
Firstly, he showed me a De Dietrich model, with a rotisserie and an intelligent cooking system, which was selling for £349.
“I could do a deal if you wanted one of them,” Craig said. He then showed me models from Baumatic and Smeg.
Craig asked me how the product would be installed. I said it would be plugged in.
With that, Craig recommended a Smeg model (SCP112), which was on sale at £699. He pointed out that this oven has two pyrolytic cleaning systems and a rotisserie.
He explained how the pyrolytic cleaning function works and described the model as being “fabulous”. He also pointed out the many programmes on the ovens and he mentioned that the Smeg model had three pre-sets that could be programmed.
Craig advised me to look online and if I found it cheaper, to go back to him to get an improved offer.
Summary: Craig was friendly and helpful. He was able to offer basic information on all the models he presented. By asking how I would be installing the oven, he was able to steer me to the Smeg product, which he said was one of only two ovens he sold that could be plugged into a standard three-pin socket.

Score: 4 out of 10

Double helping of service

I WAS looking to subscribe to Sky Digital, so headed to the Comet store on the Valegate Retail Park at Culverhouse Cross.
I was greeted by Jonathan who asked if he could help and I told him that I was thinking of getting Sky and wanted to find out more.
“Are you a new customer?” he asked and I confirmed that I was.
He explained that I would have to have a Sky+ HD box, but that did not mean that I was required to have a Sky+ HD subscription, if I didn’t want one.
Jonathan asked if I had an HD-ready TV and I said that I did.
The HD subscription, he said, would cost £10 on top of whatever package I went for.
“If you go for the HD subscription, the box is free and it’ll cost £30 for the satellite dish installation,” he said, “for that £10 a month, you’d get 38 HD channels”.
Unsure of whether he had given me the right information – which he had – Jonathan went off to check what he had told me. Richard said he would help me while Jonathan was away.
Richard picked up a Sky remote control and began to show me the Sky+ platform. He showed me the BBC HD channel and said “the level of detail is much, much higher”.
Richard continued: “Sky says that HD is five times better detail than normal TV. When Sky moves to 1080, it’ll be nine times better and that’s due to happen in June. No additional equipment is required, Sky will just crank it on the box immediately when it becomes available.”
I asked Richard how long it would take to get a satellite dish installed and he said it could be done “within a week”.
Richard left me to find the pricing information that Jonathan had gone to get. He returned clutching a price list that showed that Jonathan had indeed given me all the correct information.
Richard handed me the piece of paper and I asked if he had any more information and he gave me a Sky leaflet.
I thanked him for his help.
Summary: Despite not being sure about the pricing details, Jonathan was spot on with his information. Although I was pleased to get an HD demonstration, I was disappointed that neither Jonathan nor Richard offered any advice on the Sky+ functionality included in the HD box.

Score: 9 out of 10

Andy gives it the Full HD

ANDY’s clear attempt to close the sale was very good – and if I had had the funds, I would have been tempted to make a purchase.
Looking for a new TV, I was in the Sony Centre Cardiff Bay on Penarth Road.
Andy greeted me from behind the counter and asked if he could help me. I told him that I was looking for a new TV for my living room.
“Do you have a particular size in mind?” he asked.
I said that my current set was a 32in model, but that I wanted to get a bigger set this time round. I said I was considering a 40in.
“We’ve got this one here,” he said, pointing to the 5810 set, which was selling for £1,099. It’s full HD, 100Hz and it’s got the latest Bravia engine. It’s a great set, with Freesat built in.”
I asked Andy what Freesat was.
“Freesat is basically Freeview in HD, with no subscription,” he said.
I asked how many HD channels were on Freesat. “At the moment, there’s only three: the BBC, BBC 4 and ITV,” he said.
He then showed me the new Z model TV, which was on sale at £1,499. He described the set as being “very similar” to the model he had previously shown me, “just a higher spec”.
He explained that the Z model was a 200Hz set and he went on to explain the difference between 50Hz, 100Hz and 200Hz sets.
He pointed out that both TVs he presented came with a five-year warranty.
I asked Andy if he could organise a dish installation for me. He said he was able to offer free installation on the TVs he had presented.
I asked for some information to take away and he referred me to the Sony website.
I asked him for the store’s telephone number, so that I could ring to see if they had one in stock when I was ready to make my purchase.
“We’ve got them in stock now if you want to take one away with you,” Andy said.
Nice try, I said.
Summary: Andy was a pleasure to deal with. He was able to talk me through both sets well. I have taken two points off as he got the number of HD channels on Freesat wrong and he did not demonstrate either TV.

Score: 9 out of 10

It’s in the bag

MY day in Cardiff continued with a visit to Crwys Electrics, where I was looking for a new vacuum cleaner after my cleaner had packed up.
Inside the store, a man was just finishing with a customer and asked if I needed any help. I explained that I was in need of a new vacuum cleaner after the old one had failed.
The man said: “Are you looking for an upright or a cylinder?”
I told him that our old machine was a cylinder model.
“We do a Daewoo cylinder at £39; we do a smaller one at £28; or, if you want, you can bring your old one in and we can give you an estimate to repair it – we don’t charge for that.”
I said our old vacuum cleaner was a bagless type.
“We do things like the Henry at £95 or a similar machine to a Henry, which has exactly the same parts, which is £89,” he said. “So it’s £28, £39, £89 or £95.”
I asked how much the bags cost. “The other two are £3.95 for a five-pack; for the Henry they are £7 for a pack of 10,” he said.
“You can also use the Henry, or the one below it, without bags if you want. You’ve just got to wash the filter – but it’s much easier if you use it with a bag. It’s cleaner if you use a bag and it is a big bag so it does last quite some time.”
Summary: The man talked me through the options fairly succinctly, but the conversation took place at the sales counter, so I did not get to see the products in the flesh.

Score: 5 out of 10

JLP undersells itself

THE John Lewis store in the new St David’s 2 development is the largest John Lewis store outside of London.
I was looking for some expert advice on buying a washing machine. The domestic appliances department was very busy with a handful of customers browsing.
A salesman was serving a customer and two other salesman were deep in conversation with each other.
As I browsed the products on display, I was drawn to signage on the wall that referred to the retailer’s famous ‘Never Knowingly Undersold’ line, which pointed to quality, price and service.
Among the products, I liked the look of a Panasonic machine.
The NA14VA1WGB, a 7kg model, with 1,400 spin speed, was on sale at £449. Point-of-sale materials indicated that the machine came with a free Panasonic five-year guarantee.
The salesman started helping another customer, while his two colleagues carried on their conversation with no sign that they were even thinking about serving me. So, I walked out.
Summary: I had high hopes for my visit to the John Lewis store, but had those hopes dashed by something that is becoming more prevalent than ever in retail – staff chatting to each other to the detriment of providing customer service. I felt undersold by a company that pledges otherwise.

Score: 0 out of 10

The dreadful dozen

WHEN the salesman walked past me with his head down, I hoped that the shopping experience would get better – it could go only one way, couldn’t it?
In need of a new washing machine, as the previous one had given up the ghost, I had headed to the Currys store on the Brooklands Retail Park at Culverhouse Cross.
Inside the store, I immediately noticed that there were many staff – perhaps as many as a dozen – wandering around or chatting, although one customer was being served.
I headed off to the washing machine area. A salesman walked towards me, looking at the floor.
In the washing machine display, the Hotpoint Aqualtis machine caught my eye. The 9kg machine (AQ9D69I), with a 1,600 spin speed, was on sale at £599.
In the next aisle, a woman was tidying the irons display. Standing just yards from me, I thought she might have made an approach.
After five minutes waiting to be served, and having been ignored by two staff, I left.
Summary: To be ignored by one member of staff is disappointing, to be ignored by two members of staff is inexcusable. In a big store that was heaving with staff, but not customers, I would have expected more.

Score: 0 out of 10

Bad day for a Blu-ray

EVEN when I frantically scribbled down the details of six products, it did little to persuade one of three chatting salesmen to serve me.
I had gone into the Currys Digital store in the new St David’s 2 development looking for a Blu-ray player.
The store was reasonably busy, with a number of customers browsing. I walked around the store, before settling in front of the Blu-ray players, which were next to the Dect display where a salesman was serving two customers.
I began to have a look at the six products on display. Just the other side of the Blu-ray display, three salesmen were having a chat, in full sight of me.
As they carried on their conversation, I made a note of the Blu-ray players I had seen.
Despite standing in the same position, making my notes, no member of staff bothered to approach me.
Disappointed, I headed for the exit.
Summary: Sales staff should remember what they are on the shop floor for. Conversations about weekend plans and relationships should be reserved for the staff room or the pub. Yet another shocking example of retail suicide.

Score: 0 out of 10

Grounds for a walk-out

I WENT to the Debenhams store in the St David’s Shopping Centre to look for a coffee maker.
I found the electrical section and began to browse the products on display. Two products caught my eye. The Bosch Tassimo was £97, down from £117 and the Krups Dolce Gusto was on sale at £97, too, down from £127.
One member of staff was sat at a nearby computer, while I could overhear two sales staff chatting in the cook-shop area.
As I continued to browse, I noticed a handy piece of p-o-s, which highlighted “Choosing your coffee maker” and explained the key information about filter coffee makers, combi machines, espresso makers, Nespresso makers and bean-to-cup machines.
After five minutes, the woman was still sitting at the desk typing frantically into her computer, while the two women in the cook-shop were still engaged in conversation.
Thoroughly disappointed that three members of staff had ignored me – or been too caught up in catching up on the latest gossip – I left the store.
Summary: Another example of how sales staff should not behave. They say ignorance is bliss. That may be true, but ignoring customers in a retail environment is not on.

Score: 0 out of 10

Summary

THE weather could have been kinder to my team during their visit to Cardiff, but then, so could some of Cardiff’s sales people.
Before I dish out any plaudits, I really must address a topic that came up in four of the stores that we visited.
I know that staff have to talk to one another about business, but what shoppers – mystery ones and real ones – do not want to hear are the lurid details of what you did last night, your plans for the weekend or your latest romantic entanglements. But these were just the sorts of things we were treated to in Cardiff.
Staff at Currys Digital, Debenhams and John Lewis should really have known better. There is a time for laughing and joking with colleagues, but that is not on the shop floor when there are customers waiting to be served.
Now time for some praise!
Well done to the top four stores in Cardiff, who really showed off their skills well.
Ross at Satellite TV Video Hi-Fi and Jonathan/Richard at Comet were able to give the lowdown on Sky to the shoppers who visited their stores. Well done also to Andy at the Sony Centre and Steve at Jacobs Digital.
As you all scored more than seven points, your names will go into the hat for the industry’s most prestigious awards programme, the ERT Industry Awards.

Top of the Town

Independents		Multiples
Winner:	Statellite TV Video Hi-Fi	Winner:	Comet
Commended:	Jacobs Digital, Sony Centre	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	24	165	6.9
Independents	76	477	6.3
Richer Sounds	10	49	4.9
Currys.Digital	21	83	4.0
Comet	22	71	3.2
Department Stores	25	65	2.6
Jessops	19	49	2.6
Maplin	1	1	1
Currys	20	17	0.9
PC World	5	1	0.2
Marks & Spencer	1	0	0

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