Shopfloor TAKE A TOWN


Basics Domestic Appliances,


Sherborne Place,


This store, established in 1990, is located on a parade of shops in a residential area, where other retailers include a newsagent, a convenience store, a Chinese takeaway and a beauty salon.


44


I was looking to buy a new fridge-freezer. Inside the store, David greeted me and asked if he could help me. I explained that I wanted to buy a large fridge and a large freezer. He presented two products from Statesman Appliances. The 331-litre fridge (TL335LWEV2) was priced at £349 and David said that the model features five adjustable glass shelves, four door shelves, a large salad drawer and an internal LED light.


b


h h o


Sales skills: 3/5


Store presentation: 4/5


Total score: 7/10


David gave an overview of the two appliances. The store was well branded from the outside, but I thought that it looked slightly untidy inside.


The 242-litre fridge (TF170WEV2) was priced at £399 and David said its features included six clear drawers and one maxi box. He added that both products could have their doors reversed to fit the space.


David said that the store delivers, but he did not give any prices for delivery, or how much it would cost to reverse one of the doors.


Currys, Greenbridge Retail Park, Swindon Road


This store is located at one end of a large retail park, where its nearest neighbour is a Lidl supermarket.


I was looking to buy a washing machine. Inside the store, I headed to the mezzanine level, where the domestic appliances are displayed. I was not approached on the ground floor of the store, or on the upper level. With no staff in the vicinity of the washing machines, I walked up and down the aisles counting the number of washing machines as I passed them. Unbelievably, there were 89 washing machines on display, ranging from a Logik 7kg model (L712WM23), priced at £199, to a 9kg Miele model (WWG880 WCS), priced at an eye-watering £1,399. Reading the features list of the Miele appliance, it stated that it has a 1,400rpm spin speed, offers a 49-minute quick wash full load and a 20-minute quick wash for 3.5kg. With no sign of any


Sales skills: 0/5


Store presentation: 5/5


Total score: 5/10


staff, or customers, on the mezzanine level, I headed to the ground floor, unable to assess the sales skills.


Retail staff are employed to approach customers, help them and then sell them a suitable product – but not here. The store was well presented.


Tefal Home & Cook, Swindon Designer Outlet, Kemble Drive


This store is sandwiched between branches of Denby and Marks & Spencer. I was looking to buy a Nespresso coffee


maker. Inside the store, I was greeted by a member of staff, as I made my way to the Nespresso display. The Krups Nespresso Vertuo Plus (XN9031) was priced at £139.99, a £40 saving on the usual retail price. Point-of-sale material indicated that a promotion running on the Vertuo Plus was for 50 free coffee pods, with the first coffee order.


The Nespresso Pixie (XN3063GO) was priced at


Sales skills: 1/5


Store presentation:


5/5


Total score: 6/10


Greeting a customer is a no-brainer but not following that up is a travesty. The store was well presented, and the POS materials were used well.


£104.99, a £45 saving on the usual retail price. In a similar promotion to the Vertuo Plus, purchasers of this machine could claim 100 free coffee pods, with their first coffee order. The large poster indicated that the promotions


were due to expire on January 6, 2026. I was unable to assess the sales skills of the member of staff that had already greeted me.


John Lewis & Partners, Swindon Designer Outlet, Kemble Drive


This store opened on October 28, 2010. Built from scratch in a matter of months, the resulting shop is bright and spacious. I was looking to buy a dishwasher. Inside the store, I made my way to the appliance department, which is at the rear of the store. I could not miss the fact that three members of staff were chatting behind the till. There were seven freestanding dishwashers on display from AEG, Bosch, John Lewis and Miele. One dishwasher was marked as sold. With no sign of an approach, I continued


Sales skills: 0/5


to browse the models. The first product that seemed suitable was a Miele model (G7130 SC), which was reduced to £664, from £949. The second dishwasher I liked was a Series 4 Bosch model (SMS4EMW06G), which was priced at £419, down from £599.


After five minutes of


browsing, I reluctantly left the store, unable to assess the sales skills of the staff. The three members of staff were still engrossed in their conversation.


Store presentation: 5/5


Total score: 5/10


As I have said many times, ignoring customers does not make good business sense, particularly in the current economic climate; the store was well presented, inside and out.


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