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iSellmobile_MARCH 2016

INTERVIEW A LOOK INSIDE DIXONS CARPHONE 3-IN-1 SUPERSTORES Dixons Carphone has begun combining some Currys, PC World and Carphone Warehouse stores into larger 3-in-1 outlets. iSellMobile spoke to Weybridge Carphone Warehouse Store Manager Dan Cooper about being one of the latest stores to make the change. How does having a Currys, PC World and a Carphone Warehouse rolled into a new 3-in-1 store help customers? It gives customers unrivaled value and choice, mobile isn’t an industry in isolation because everything is now connected and we’re now selling the connected world. Whether you get a smartphone contract or a MiFi device, you can connect it to your tablet which then connects even to your fridge nowadays. It’s not just TVs and lighting any more either, with things like Samsung’s Addwash washing machine it’s all coming together. So having the range of products here helps to sell Internet of Things devices? Yeah definitely it’s great for demos as well, with the iPhones for instance you can load a YouTube video and throw it to any of the TVs we have connected to the same network. The Sonos system is similar, the whole store is ran on a Sonos system so instead saying “watch me make this little speaker work” when showing off what a phone can be used for, I can go “watch me change the music throughout the entire store from my mobile.” Next step will be getting them to put Phillips Hue lights in! Weybridge is known as a pretty posh place, what are your top selling phones? It’s a bit surprising really; it’s the Doro 612 PhoneEasy. I probably sell more of them than 6 iPhones, but the best selling smartphone is the iPhone 6, it’s a really affluent area, which interestingly, seems to increase accessory sales as well, especially cases for example. Is it difficult in a 3 in 1 store where a customer might approach you looking for a TV or a washing machine rather than a phone? How do you manage this? We help with what we can, we’re all into technology here so if we get asked for laptop advice for example we can normally narrow down the range before passing them over to a member of our Currys or PC World staff. Having this also makes us more flexible because we can help different sections out when they’re busy. What are the challenges in an out of town location like this compared to a high-street store? It’s a different customer, most looking to upgrade a device will go to where they went last. In here we’re selling to people whom may not have came in for a new phone, it is generating new business and spreading awareness of our presence. How many staff work with you? Two at the moment though we’re looking to hire a few more, the two are Chintu and Alfie, they’re brilliant, they know everything mobile and we’ve had 100% NPS scores for the last four months. www.isellmobile.co.uk


iSellmobile_MARCH 2016
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