January 2024 ertonline.co.uk


JOINT WINNING MULTIPLE


JOINT WINNING MULTIPLE


Richer Sounds, Tooley Street


Richer Sounds formally began trading in 1978 when Julian Richer, then aged 19, opened his first shop near London Bridge. This shop established the record for the highest sales per square foot of any retail outlet in the world in 1994, a record still current in 2023 according to the Guinness Book of Records. I was looking to buy a TV. Inside the store,


I was greeted by Paul, who’s name badge indicted that he had worked for the retailer for seven years. The store was showing The Masters snooker


tournament and Paul demonstrated how different the live footage was on LED, QLED and OLED TVs, as the TVs were all next to each other in a row. While a few manufacturers are in the OLED TV sector, Paul suggested that I look at models from Sony and Philips.


He showed me 55-inch models from both brands. The Sony Bravia model (XR55A80LU) was priced at £1,599. The Philips model (55OLED908) was priced at £1,699, and Paul highlighted that the Ambilight set also features an integrated sound bar at the bottom of the panel.


Sales skills: 5/5


Store presentation: 5/5


Total score: 10/10


Paul did a good job. He presented both TVs well, and the mention of the sound bar in the Philips set was an attempt to close the sale. The store was well presented.


Nespresso, Regent Street


Nespresso opened its flagship boutique in the heart of London’s West End – next door but- one to Café Royal – in 2012. Inside the store, I was greeted by Bridgit.


She asked about my family’s drinking habits and I said I like espressos and Americanos, while my wife likes cappuccinos and lattes. She explained that Nespresso coffee plans start at £25 a month, and the credit can be used to buy coffee and accessories. Bridgit presented the Vertuo Plus coffee machine, which was priced at £129, when purchased with a coffee plan, or £199 if I opted to just buy the machine without a plan. She demonstrated how to use the machine


and encouraged me to make a drink using it; she then suggested that, recalling that my wife likes milk in her coffee, that I use the coffee plan credit to get a discount on a milk frother – and she gave an overview of the three models.


Sales skills: 5/5


Store presentation: 5/5


Total score: 10/10


Bridgit was on great form. Encouraging me to use the machine was a master stroke and the possible discount on milk frothers was an attempt to close the sale. The store was excellently presented.


Currys, Oxford Street


This store – on Europe’s busiest shopping street, with around half a million daily visitors – is sandwiched between branches of Miniso and Sunglass Hut.


I was looking to buy a vacuum cleaner. Inside the store a sign indicated that vacuum cleaners were on the mezzanine level. There were products on display from Dyson, Samsung and Shark. After three minutes of browsing, I was approached by Nuradin, who asked if I needed any help. He presented two Dyson models. The first


model, V15 Detect Absolute, was priced at £699.99. Nuradin picked up the model, turned it on and demonstrated the guide light that can be used to pinpoint dirt in dark places. He said that the model comes with a two-in-one combination tool and a wide nozzle. The second model that Nuradin presented was the Gen 5 Detect Absolute, which was priced at £749.99. He said that this model is Dyson’s most powerful vacuum cleaner. Nuradin continued by telling me that the model delivers 280 air watts of “powerful fade-free suction” and up to 70 minutes of whole-home cleaning.


Sales skills: 4/5


Store presentation: 5/5


Total score: 9/10


Nuradin did a good job and explained both models well, but he did not attempt to close the sale; the store was well presented..


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