Interview: PRC Direct N
ot surprisingly, when casually mentioned at an industry event, there
was an immediate heartfelt invitation. It was therefore of great delight for both George Digwa at PRC and simultaneously, Adam Aldred-Lane, Marketing Director from TCL, to jointly invite me to see the operational side of PRC and review the impact of increased sales of large screens owing to the stocking, training, demonstrating and ultimate selling of the TCL range of TVs. Tucked away off the A127 is the PRC Direct
Showroom on the Bentalls Business Park, Basildon, of which officially opened on the 1st July 2022. A stalwart independent, established in Essex
and London for over 45 years, PRC Direct has provided its customers with a professional, efficient and pleasing service. Now with a Trustpilot record showing 11,793
reviews, attaining an Excellent recognition with a 4.7 score.
Whether in store or online, visitors are offered a vast range of top brand consumer electronics, including TV and hi-fi, plus, major and small domestic appliances. PRC HI-FI & VIDEO LIMITED After meeting up with staff, then being shown the fabulous displays of SDA, MDA and Vision products, wishing to continue his enthusiasm and continuing pride of his 25 years with PRC, George and I sat down to discuss a variety of issues of which many other independent retailers will no doubt share the questions and answers as sounding familiar. At this stage, I must not forget the generous hospitality of Tea and biscuits.
Stuart Hopwood: With new technologies and features, is it difficult to educate customers? George Digwa: As the business has grown and technology has changed, we’ve always recognised that not all customers are relaxed around new technology. We are especially proud that our fully trained staff are ready and able to help – we don’t baffle our customers, we’re on hand to assist them to make the choices that are right for their individual circumstances. After all, we want them to stay loyal to PRC and to recommend us to their friends and colleagues. At PRC Direct we encourage customers to look at and touch the specialist electronic items that we sell.
SH: Having visited many stores over the decades, entering your showroom, it’s very noticeable your store and extensive product range is clean, tidy and displayed with the customer in mind to ‘touch ‘n’ feel’. How important is it for you and your staff to maintain such high standards?
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www.ierdaily.co.uk
“Supporting the Suppliers Who Support the
Independent Retailers - Together We Succeed”, quotes George Digwa
Having met and enjoyed brief chats with those running the successful business PRC at a variety of functions over the decades, I’d never actually visited their place of business.
GD: We supply the brands that our customers know and trust too. That’s why our newly refurbished state of the art retail outlet in Basildon is so important to us. It’s our retail hub and the place where we can meet our customers face to face and show them the latest technology to meet their needs. The quality of the store with its premium look and feel demonstrates our commitment and passion towards the industry and is like no other. We understand only too well that those customers who want to see the merchandise before they buy prefer to do so in the best possible environment. We also know that in a market that’s as tough as today’s it’s vital for a business like ours to adapt and change. We recognise that we have to appeal to a customer base that’s choosy, knowledgeable as well as price sensitive.
PEOPLE MAKE THE DIFFERENCE
SH: What are your current business objectives or issues? GD: Besides the obvious Government burdens imposed on all businesses of which we have no influence to change, our biggest issue is one that affects all independent retailers like us at PRC – direct to customer sales from manufacturers who also discount to prices lower than what us as the independent retailer can purchase as trade price. This is one issue we can change. For this reason, re-evaluating our trade partners is imperative. We must continually review the support from suppliers as this will be the only way to obtain a sustainable future and viable business partnership.
SH: You mentioned the evaluating of suppliers. Which manufacturers do you currently major on? GD: Our MDA quality range majors on Haier, Rangemaster and BSH. The SDA products are
Spring 2025
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