Mystery shopper went to Coventry in the search for a new Graphics Card capable of playing High Definition movies via HDMI.
Currys
Upon entering the store, I could see it was very quiet only a handful of customers were present. The Staff were meandering around the store having discussions or merchandising the displays. The first thing I noticed was that the Stores background music was very loud, as was one of the TV’s in the LCD area, which was presumably on to attract customers to the deal of the moment.
I walked through neatly presented aisles, which clearly stated the latest deals available to prospective buyers. The only negative was the look of the store carpet, which was dull, grey and looked like one too many customers had passed its way. I found the computer section within the store; my first observation was that the section was not manned by Staff and, despite it being quiet, my presence there did not give any of the in-store team the impetus to try and engage with me to ascertain if I needed any assistance.
After about 11 minutes, I decided to go and seek out a staff member. Eventually, I found a lady by the name of Alison who assisted me; I informed her that I was looking for a Graphics Card and she stated that she didn’t believe Currys sold them.
Just to make sure, Alison looked in the relevant section of the store where they may be and confirmed that they did not stock them. She was very kind and recommended me to go to a local store named Eclipse. Unfortunately, she could not give me directions.
This was a disappointing visit, as with Currys covering all product genres, I would have expected there to be some upgrade products available to support the PC’s retailed within the store.
Summary: ‘The store was very helpful and polite, although was unable to provide any graphics cards for purchase.’
Customer Experience rating:6/10
Comet
This store was right next to the Currys store and was slightly busier, with a few customers wondering the store. One of which was engaged with a member of staff. Sadly, I wasn’t greeted or acknowledged by any of the remaining store staff, despite there being several staff standing in the store foyer area. Unfortunately, it did not make me feel like a particularly valued customer.
I walked around the Computer section and noted that everything was very neatly displayed. The end-cap offers were clear and stated the money saving opportunities to entice customers. As I looked around the store, I could see a gentleman looking at Sat Navigation display clearly looking for some help; however, the rear of the store was neglected by the store staff that had congregated at the front of the store.
No-one approached me whilst I waited in the Computer section or whilst I walked around the store. After 15 minutes I took it upon myself to approach a member of staff. I approached a male staff member and advised him I was looking for a graphics card; he immediately told me that they do not sell Graphics Card, but could recommend a store called Eclipse.
Unfortunately, he was not from Coventry and could not tell me where it was; however, he kindly took me to another member of staff, who then explained where it was located. Again, as with Currys, this was a disappointing visit, but it was nice to get a recommendation.
Summary: ‘The store staff were very helpful once prompted, but again a national retailer which did not sell graphics cards’
Customer Experience rating:6/10
Staples
Staples was situated on the same retail park as Currys & Comet. The Staples store was much brighter than the two previous stores; the music was not loud, the aisles were clean and everything was clearly marked with prices. I walked around near the desktops and laptops. Despite the store also being quiet no staff were around the area or willing to approach me. I could see that they were all congregated at the front of the store.
Once again, I walked around for about 10 minutes before having to walk to the front of the store to approach a lady and ask her for assistance. The staff member would not move from the front of the store and called upon another of her colleagues to help. He came out to me and I explained to him what I was looking for. He seemed confused and did not understand what I wanted to purchase. As a consequence, he asked his Manager for assistance.
I had to explain to the Manager what I was looking for and he took me over to the section where they were kept. When we got to the section, he discovered that they do not sell them anymore, although they had done in the past; so he informed me. I was quite surprised to learn that Manager’s and staff do not know what is on their shop floor; a little disappointing to say the least.
The Manager was very apologetic and stated that they didn’t sell them due to demand being so low. Unlike, Currys and Comet he did not recommend any alternative stores where I could purchase a graphics card from. I must admit to leaving the store more than a little perplexed about the whole experience.
Summary: ‘It was clear why customers are shopping more and more online, the third retailer that stocked computers, but no upgrade path.’
Customer Experience rating:5/10
PC World
Again, situated in the same Retail Park, this was a lareg PC World store. I walked though the entrance and could clearly see what offers they had available; Canon Printers & TV packages galore. There was a lot of space, the store was not cluttered and it was very light, compared to the other stores I had visited.
I looked around for Graphics cards for about 10 – 15 minutes. During this time, no staff approached me or offered support. As a consequence, I made my way over to the Tech Desk, to ask for help. Paul eventually came out to see me and he asked how he could help. I told him that I was looking for a graphics card that would be capable of streaming Blu-ray to a HDTV.
I advised him that I currently have a PCI-Express card, at which point he told me that it did not matter what I have; his initial tone came across as condescending. We walked over to large selection of graphics card on display and Paul recommended two cards to me; Sapphire Radeon HD4560 – 1GB DDR2 priced at £67.99 and the Sapphire Radeon HD4650 – 512MB DDR2 priced at £69.98.
Paul told me that I was better off buying a 1GB as is was cheaper. When prompted and questioned about DDR2, Paul told me that it is the way the memory is formatted. He also told me that you could use the graphics card to play games and watch Blu-ray discs on.
After overcoming the initial blip with Paul, I found him very helpful and when we got into the flow of conversation he had a good understanding of the products and my requirements. Therefore, I would definitely recommend PC World to get advice. The only down-side was the length of time I had to wait around for someone to engage with me.
Summary:‘Excellent service once we had passed the initial hiccup’
Customer Experience rating:8/10
Maplin
This store was located on the same retail park as Currys, Comet and PCWorld. Outside there was a black speaker playing music to create attention and draw in customers. As I walked around, I noted that everything was clearly labelled and there were lots of clearance offers available from computer components to solar power garden lighting.
I strolled in and out of the aisles to find what I was looking for, but with no success. There were very few staff in-store, so after 10 minutes, I decided to wait in the queue to get served and get some assistance. As I waited in-line, I overheard the staff assistant asking a customer if they had a catalogue at home. The customer said that he currently just look online, at which point he was advised by the staff member that the catalogue has a £150 worth of vouchers inside which could be spent in store. He recommended that the customer should get one and take advantage of the offers; a nice touch and good customer retention tool.
When I approached the staff member, Geoffrey, I highlighted what I was looking for. He asked me what card I was currently using, and told me that a higher gig card would bring about greater benefits; which he kindly outlined. He showed me the packaging and highlighted the HD features; stating that you could use it for playing HD Content with incredible visual fidelity and to watch Blu-ray movies. Geoffrey recommended two products; ATI Radeon HD4670 1GB PCI-E Graphics card, priced at £99.99 and the ATI HD3650 512MB PCI-E card at £59.99. Geoffrey also recommended that l get a HDMI cable
Overall, this was a very good visit, as Geoffrey had a wealth of knowledge and gave me clear direction. I would definitely go in again if I needed computer advice.
Summary: ‘A superb level of support given, I would have bought from this store and its attentive staff’
Customer Experience rating:9/10
Game
This store is in the City centre, it did not take me long to find it. I walked in to a very quiet store, there was just one customer being served. The store looked untidy and the carpet was very dirty. There was a great deal of POS stating various offers; with a very prominent and striking Tennis / Wimbledon themed display reinforcing a national TV campaign for a game release.
I walked around the store for about 5 minutes looking for Graphics cards, there were clearly not any in the store. I approached the two staff members, who were more interested in talking to each other than serving any customers, and asked about Graphics cards. They advised me that they do not sell them and looked at me blankly; no recommendations were given.
Summary: ‘I appreciate that not all stores sell graphics cards, but a little more attention to customer service may encourage me to shop there again.’
Customer Experience rating:4/10
Eclipse
The store was not easy to find; however, when I did find it I walked into the trade entrance. I waited for about 5 minutes and asked a gentleman that was standing there if I was in the right section. He kindly pointed out there is another entrance.
First impressions were very good; when walking through the correct entrance I noted that this independent store was clean, organised, with everything well laid out and prices were clearly stated. I looked around the store and then looked towards the counter, I was greeted by a smiling staff member, called Darren, who offered me help and assistance.
I explained my requirements to him and he immediately knew what I was looking for. He questioned me on my requirements and what I was currently using as a graphics card; which I explained to him it was a PCI-Express. Darren was making sure that he gave me sound advice and was recommending the right product.
He told me that he had found the right one for my requirements, checked stock on his system and went to get it from the back. He brought out a Sapphire Radeon HD4650 1GB DDR2 priced at £53.99, this was much cheaper than PC World £67.99. Darren explained that there were two options available; a 512GB & 1GB. He stated that the more information the graphics card can store, the better the picture (stores more information to send out).
I asked Darren how easy it would be to install and he gave me an overview of what I needed to do. He also recommended that I get a HDMI cable.
Overall Darren was excellent; he made sure that I understood all the information he gave to me. He used ‘layman’ terms to get complicated technical messages across, which for many people would have been appreciated.
Summary: ‘Very helpful, demonstrating the type of personal service you would expect from an independent.’
Customer Experience rating:8/10
PC Retail Mystery Shopper August 09 – Graphic Card Upgrade for HD