September 2026 ertonline.co.uk


JOINT WINNING MULTIPLE


JOINT WINNING MULTIPLE


Pro Cook, Churchill Square Shopping Centre, Russell Place


The retailer first opened in Brighton in Ship Street in August 2019 but moved to this location on 24 April, 2026.


I was looking for a new toaster for my


recently refurbished kitchen. Inside the store, there were many toasters on display. Dean approached me and asked if I needed any help. I explained that I had been bamboozled by the number of products on display and Dean recommended a product. He explained that the stainless steel Long Slot toaster was idea for toasting sourdough bread or pitta breads. It was priced at £79.20 and Dean mentioned that the product was in the sale, with a 20 per cent discount based on its usual price.


As well as the two long slots, Dean said that


the toaster offers seven browning settings, as well as defrost, reheat and cancel features. He added that


the toaster comes with a


built-in crumb tray to leave your countertops looking pristine whilst being easy to empty. Dean said that the sale price would last for another couple of weeks, and he added that the toaster comes with a two-year guarantee.


Sales skills: 5/5


Store presentation: 5/5


Total score: 10/10


Dean did a great job and the two mentions of the sale price, and the guarantee were attempts to close the sale. The store was well presented and very well lit.


Richer Sounds, London Road


This store – the retailer’s 20th store – is located on London Road, dubbed the Shoreditch of Brighton, between The Branch pub and a Betfred outlet.


I was looking for a new TV. Inside the store, I was greeted by Charlie, who said that, in his opinion, LG OLED TVs are the best sets on the market.


He started his presentation by showing me an LG set (OLED55G54LW), which was priced at £1,299.


He said that TV is packed with cutting- edge technology, which delivers the best-ever picture from a 55in LG TV. Brighter and more detailed than before, Charlie said the picture quality is just the start . He added that I could get a free LG soundbar, with the purchase of this TV; the 3.1ch sound bar with subwoofer (US60T) is usually priced at £199.


The second TV Charlie presented was another 55in LG OLED model (OLED55C54LA), priced at £969, which he said was an excellent price, for a great TV.


Sales skills: 5/5


Store presentation: 5/5


Total score: 10/10


Charlie’s mention of the free sound bar and subwoofer was an attempt to close the sale. He used his experience as the owner of one of the LG OLED models in the presentation, which was a good move. The store was well presented.


Apple Store, Churchill Square Shopping Centre, Russell Place


This store is sandwiched between two national retailers, Build-a-Bear Workshop and Pull&Bear. The night before I headed to Brighton, I had fallen down the stairs and seriously damaged my MacBook Pro. With the claim on my contents insurance underway, I was looking for a replacement laptop. Inside the store, I was greed by Aiesha, who asked if I needed any help. I explained the scenario and Aiesha asked what I would use the laptop for and I said my key applications are Microsoft Office, and two Adobe programmes, Photoshop and InDesign.


She then suggested that I could save money


by purchasing a MacBook Air, instead of a like- for-like replacement with a MacBook Pro. Aiesha asked about my previous MacBook


Pro, and I gave her the details. She then presented the 15in MacBook Air, which was priced at £1,799.


She explained that the model features 16Gb of unified memory and 1Tb of SSD storage. Aiesha added that the MacBook Air features two Thunderbolt 4 ports, a MagSafe 3 port, and a 3.5mm headphone jack.


Aiesha said that the MacBook Air does not come with a power adaptor.


Sales skills: 4/5


Store presentation: 5/5


Total score: 9/10


Aiesha knew her stuff, but she did not attempt to close the sale; the store was well presented.


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