Shopfloor TAKE A TOWN Audio-T, Crwys Road


This store is located at the junction of Crwys Road and Dogfield Street in the north of the city. I was looking to buy some kind of audio


product to sit on my desk. Inside the store, assistant manager Kerrin was serving a customer, so I started to browse the products on display.


After four minutes, Matt approached me and asked if he could help. The product he presented was the Sound


Streaming Speaker from WiiM, priced at £299. Matt said that the best way, in his opinion, to control the speaker is to use the WiiM app.


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For the demonstration, Matt selected Sultans of Swing by Dire Straits – from the Radio Paradise app – via the WiiM app.


Featuring a 1.8in high-


resolution touchscreen, Matt said that users can stream from 20+ music services, pair two speakers for true stereo, or make it part of a whole-home WiiM system for seamless, synchronised sound everywhere.


Sales skills: 4/5


Store presentation: 5/5


Total score: 9/10


Matt did a good job. His demonstration was very good but he didn’t attempt to close the sale. The store was well presented.


This store, opened in September 1987, was the 7th Richer Sounds outlet to be opened in the UK.


I was looking for a new TV. Inside the store, I was greeted by Andie. He asked what size I was looking for and I told him that our seven- year-old TV is 43in, but we could go up to around 57in.


Richer Sounds, Cowbridge Road East


Sales skills: 3/5


Store presentation:


5/5


Total score: 8/10


Andie gave a good overview of the TV – speaking from his own experience of the 65in set – but did not attempt to close the sale; the store was well presented.


Andie instantly presented a 55in LG model (OLED55C54LA), which was priced at £1,339. He said that he has the 65in version of the LG TV and he’s happy to recommend it. He said the LG model featured enhanced AI and the most lifelike


picture yet to grace a C-Series OLED. He added that the TV features the latest version of LG’s award-winning webOS Smart TV. Andie took my details and gave me a quote and said that it is valid for seven days, but subject to availability.


John Lewis + Partners, The Hayes Currys, Newport Road


This store – the retailer’s largest store outside of London – opened in Cardiff’s St David’s 2 shopping centre on September 24 2009, serving as a major anchor for the redevelopment. I was looking to buy a coffee machine. I was immediately drawn to two Nespresso displays, the first of which was split between Original and Vertuo machines, with seven Original products and four Vertuo products. I liked the Sage Creatista Plus coffee


machine, which was priced at £399.99. The price ticket indicated that it could make eight drinks and offers customisable temperature and texture options. To extend the two-year guarantee on the


coffee machine, a Protect+ policy would offer a further two years cover for £35. The second display featured 11 Vertuo coffee machines, including five different colours of the Krups Vertuo Pop coffee machine, which were priced at £55. The Vertuo Pop price ticket indicated that the machine produces espresso, double espresso, gran lungo and mug coffees. With no sign of any staff on the shop floor, I left the store.


Sales skills: 0/5


Store presentation: 5/5


Total score: 5/10


I was unable to assess the sales skills here. The two Nespresso displays looked great and well merchandised.


This store is located on a busy retail park, where its neighbours include Halfords, Dreams and Topps Tiles.


I was looking to buy a rangecooker. Inside the store, I navigated my way to the rangecooker display, with no approach. There were 15 rangecookers on display from


brands including Belling, Kenwood, Leisure, Rangemaster and Smeg. The cheapest rangecooker was from Kenwood (CK500DF) and priced at £749. The electronic price ticket indicated that the matt black product was a 90cm, single cavity dual fuel rangecooker. The most expensive product on display


Sales skills: 0/5


was from Rangemaster (EDDLO11OE), priced at £3,999. The price ticket indicated that the Edge Deluxe 110cm model featured induction. With no approach, I continued to study the price ticket for the Rangemaster product. As well as mentioning that Currys will price match if the product is found cheaper elsewhere, the price ticket also referenced how customers could “pay at your pace” for the Rangemaster rangecooker.


Customers looking to purchase the rangecooker on finance could pay monthly from £162.07 over 36 months, at 29.9% APR.


Store presentation: 5/5


Total score: 5/10


I was unable to assess the sales skills here. The retailer’s investment in its rangecooker display was very good.


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