News
DSGi refit and rebranding gets underway
Andrew Wooden Oct 3 2008, 11:29am
25 PC Worlds and ten Currys and Currys.digital stores to be refitted for Christmas
As the date of Best Buy's UK offensive edges ever closer, the first stage of DSGi's long planned regrouping is beginning to take shape, with 25 PC World and ten Currys/Currys.digital stores scheduled to be refitted, retrained and rebranded in time for Christmas – alongside the opening of a trial 'hypermarket'.
So far, the Enfield, Brentford and Coldfield PC Worlds have been refitted with the new layout and new branding, while the Chelmsford Curry.digital and Swindon Currys stores have also been reformatted.
"There's essentially four new formats here – PC World, Currys.digital, Currys and a huge trial hypermarket. All these will emerge before Christmas," DSGi's Mark Webb told PC Retail.
The new layouts are designed to be more easily navigated, while the product ranges will be bolstered with an increased number of higher end products. A renewed wave of marketing will be put in place to support the rebranding.
DSGi is also investing more into its staff knowledge, with a companywide training program.
Meanwhile, new zones dedicated to convergence are designed to boost customer awareness of how to use technology in the home, and more opportunities will exist for vendors to brand certain areas with their product ranges.
"Everything is designed so that PC Worlds are destination stores for computing, new technology, digital products and service with the Tech Guys," continued Webb.
"What you'd see as a customer would be grid layout of the store as opposed to the old herring bone, so when you walk in you will immediately have clear line of sight right to the other end of the store, we have much better clarity with the signage and the look of the stores. It's not just a physical change, there's a huge amount of work going into retraining and training our store teams."
- mixx
- digg
- stumbleupon
- del.icio.us
- technorati
- yahoo
Comments
“dsgi training”
Posted by: avid reader - Oct 3, 11:20pm
so far their triaining is an americanised sales technique to use words that try to psycholocically make people want to buy today. like asking if they are 'looking to buy with cash or credit' rather then asking the old way 'just looking or want to buy'.
would like to see as part of there 40 hour shifts atleast 5 hours in a training centre actually doing hands on product useage. rather then reading boxes as they walk around on a quiet day.
i think DSGI still got along way to go yet, new products arriving every week and only allowing 2 member of staff to go on a training day to a training centre in a different location. a store of 40 staff thats approximatly only 1 training session a month.
“Re: dsgi training”
Posted by: avid reader - Oct 3, 11:24pm
also their pcworld instore techguys dont have any internal training such as microsoft or intel or NVQ's. its just hoped that a fully qualified microsoft certified, NVQ qualified computer hardware engineer will want to apply for a job paying 13k-18k. otherwise its based on working knowledge of staff members.
again a more structured training scheme should be thought up.
“Re: Re: dsgi training”
Posted by: Dave - Oct 5, 1:53pm
In over 15 yrs with currys I had roughly 3 days training, product training is non-existent unless you WANT to train yourself.
Now there is no comission on sales, the sales staff are not at all bothered if you buy or not as it make no difference to them so no incentive for them to learn about the products
“Re: Re: Re: dsgi training”
Posted by: heather - Oct 19, 3:52pm
There may be no commission, but the targets are still there. There is a lot of grief for staff not meeting targets. The retraining is not in product knowledge only sales technique.