15
RETAILER SPOTLIGHT
DSGi plans to transform electrical
retailing with its new Currys
Megastore format
Electrical
STORM
R
etail parks across the country have been reporting

Statistics
customers queuing overnight for bargain electrical
goods, and police being called to control crowds at
Currys Megastore
store openings. The brand causing all the fuss is the new
Date founded: 2008
Currys Megastore format from electrical giant DSGi. Ownership: DSGi
The format, creating some of the UK’s biggest electrical stores at
Target UK portfolio up to 50 stores
50,000 sq ft, was launched last year specifically to counter the threat
Target store size: 35,000 sq ft and upwards
from US category killer Best Buy, which formed a joint venture with
Carphone Warehouse to enter the UK market. The aim is to achieve
Website: www.dsgiplc.com
dominance by increasing the depth and breadth of all ranges – the
Megastores carry up to 10,000 lines. brands such as Apple, Microsoft and Bose. To maximize sales
The first Currys Megastore was created last year by refurbishing opportunities all stock is on the shop floor, and the Megastores have
and extending an existing store at Junction 9 of the M6 at Wednesbury very limited warehouse space.
in the West Midlands, and it made an immediate impact. Opening day In the past Currys has scored poorly for customer service, with
attracted over 15,000 shoppers and the store has seen a 54 per cent a widespread perception that staff lacked product knowledge and
uplift in sales. were more interested in selling warranties than electrical goods. As
The second opened in New Malden, Surrey and this was recently part of the conversion process all staff are retrained, and DSGi’s stated
joined by a 55,000-sq ft store – the biggest so far – on the Purley Way aim is to “out-specialise the specialists” by employing experts in each
in Croydon. The Croydon store was created by installing a full-cover category and by going back to departmentalisation, so staff in white
mezzanine in an existing store, and is the first to trade on two levels. goods are not expected to sell computers.
The first new-build store is likely to be on the Lakeside retail park This reflects The DSGi renewal and transformation plan announced
in West Thurrock where DSGi has taken one of the most notorious by CEO, John Browett, in May 2008, which aims to totally transform
retail warehouses in the UK. Originally designed as a Lifestore for customer service across all of the group’s brands.
Marks & Spencer, it most recently was occupied by the Danish In addition each Megastore will have a dedicated TechGuys desk
furniture brand ILVA. in-store, enabling shoppers to benefit from expert technical support.
DSGi has identified 30-40 sites within its existing portfolio that Other services on offer include Currys’ next day delivery service,
could be suitable for conversion. One opened in the last financial year; which gives customers the option to choose when they have their
five are expected to open this year and the programme will then product delivered within a three hour time slot. Shoppers can also take
accelerate with as many as 20 expected to open in 2010/11. With advantage of Currys’ award-winning WEEE recycling scheme which
conversion costs estimated at £25 per sq ft, the conversion process is offers free in-store recycling on old electrical products.
expected to pay for itself in less than three years.
The new Megastore format not only updates the look and feel of Find out more:
Currys, but also offers customers a ‘hands-on’ product experience. For more information, please contact the author or visit the website:
Interactive ‘play tables’, allow shoppers to pick up, turn on and test out www.shopping-centre.co.uk/development
a wide range of products before they purchase, including premium graham.parker@jldmedia.com
www.shopping-centre.co.uk September 2009 SHOPPING CENTRE
15-SCSep-ROM.indd 15 23/9/09 17:05:37
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