RETAIL FOCUS MYSTERY SHOPPER
This Mystery Shop was conducted by infinite Field Marketing Solutions, a leading provider of field marketing services to the technology sector.
The solutions provided include Training, Market Research, Mystery Shopping, Demonstration Days, Roadshows, Merchandising and Compliance & Data Capture. Visit our website for details and to request a Case Study.
MAPLIN
BEFORE VISITING the store I browsed the website, which showed a decent range of monitors within my budget so my hopes we high. However, this quickly changed upon locating the display with only three AOC monitors to choose from. After reading the shelf tickets I found the sales assistants all gathered together next to the tills. I explained my query and help followed me back to the display. “A lot of the stock we have is website exclusive; we don’t have that much in store,” the member of staff told me. Working through the models the salesman took
them off the shelves one at a time to establish the connectivity and resolution. He fiddled with the front facing buttons on a screen before admitting: “I can’t seem to get the screen demonstration to come on,” so we were left looking at the AOC logo. I asked if the brand was any good, to which I was told: “I can’t say I’ve used one personally but I don’t know of any returns and they are very good value. My boss has one I think, I’ll ask him.” We both approached the manager, but it turned out he didn’t have an AOC after all. The visit didn’t inspire me to spend. The products
available met my criteria but the sale process itself was rather odd. By the time the manager told me he didn’t own an AOC I was by the door and escape was far too easy.
SCORE 5/10 [SUMMARY]
With more well recognised brands such as LG and HP competing with little-known display vendors like AOC, HannsG and HKC in the £100 to £150 price bracket recommendations usually revolved around four key factors: contrast ratio, price, response rate and resolution. Other features including USB connectivity and integrated speakers were largely overlooked.
46 PCR December
The visits themselves ranged from mediocre to excellent, with Novatech and Currys/PC World taking the top honours, thanks to things like great store displays, combined with low prices and strong customer service. Comet let itself down with an untidy display and some very puzzling advice from sales staff.
www.pcr–
online.biz
CURRYS DIGITAL
SEARCHING THE store for any type of monitor, I eventually gave in and asked for help. It turned out there was only one display in stock – a 20-inch HP model for £119.99. The sales assistant scanned the shelf ticket for more conversational points. “It’s got a contrast ratio of 1000:1, 5ms response time and 0.276 pixel pitch,” he said, to which I replied: “Sorry, I don’t mean to sound daft but what’s that?” The staff member seemed as puzzled as me. “I don’t sell many monitors, I’m afraid I’m not sure either. We have a number of small LCD TVs that can be used as a PC monitor,” he responded. The display featured a number of sets but the
prices exceeded my budget. “If you are willing to push your budget slightly you can get a much better screen than the HP monitor, with the bonus of having a digital TV as well,” he said. The TV in question was the LG M227WD (£179.99). The image quality was an improvement over the HP but the £60 increase meant the hunt for the ideal monitor wasn’t over. The salesman did his best with the very limited
options available. The addition of a TV tuner was appealing and the screen contrast was greatly improved, but with numerous live TV streams now available it wasn’t really necessary.
SCORE 5/10
NOVATECH
HIDDEN IN A business park, the warehouse-sized retailer had a small but extremely well laid-out shop front with various products on display. Not all of the SKUs depicted on the website were there, but the sales area was clean, tidy and full of additional information about Novatech services and PC related questions. Waiting patiently as the salesman finished talking
to other customers I was impressed by his sales manner and personal anecdotes in conversation. I explained my query to him and he said: “If you aren’t stuck on having a 20-inch screen, 22-inch models are actually cheaper.” The monitors were displayed all around the sales floor, each one was switched on and linked to a PC of some sort. He talked me through the monitors in stock, including two HKC displays well within my budget, and an LED backlit LG for £154.99. He asked what I would use it for and when I told him mostly writing and artwork, he said the LED was probably best, but also suggested a cheaper 24-inch HKC which might offer better value. My visit was very informative; the options were endless and the customer service was excellent. I never felt patronised, and the salesman made an effort to show me what the tech speak actually meant.
SCORE 9/10
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116