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Two years ago, customer service was still rated at a dismal 44 per cent, but that has since grown to 83 per cent today. But it is not just service that has helped the company win over customers.
Currys PC World has also undergone a major transformation in its stores, which Mr James admits were overcrowded and uninviting.
At a new store in Aylesbury, for example, all the shelves have been lowered by 12 inches, meaning most customers can now see over the entire store when walking around. Mr James said it allows customers to spot items off in the distance that they may not have even considered previously.
In addition, digital price tickets – common in France – have been added to some of its items meaning the company can change the price centrally to keep up with online rivals, something which will save time and money.
Slightly more wacky ideas such as heat-seeking scanners to check where people are going are also being installed, although Mr James is keen to explain that he is not going for a full-on Minority Report-style experience.
Early signs suggest Currys PC World does have a future and a market-leading one, at that. However, while they might be out of the hospital ward, they still have some way to go to full recovery.
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