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PC World, Britain’s biggest computer retailer, will spend millions of pounds in an attempt to improve the customer service and technical know-how of its sales staff. DSG international, also the owner of Dixons and Currys, is pouring in a reported £10million to retrain the salesforce across its UK network. The group’s upgrade will extend to branch makeovers, which analysts were cited by The Mail on Sunday as expecting to cost the company an extra £300million. Speaking to the paper, John Browett, DSGi’s chief executive, said he wanted the group’s brands to become “famous for offering a fantastic in-store experience.” Reflecting on both of the recent investments, he added: “The ultimate aim is to have customers come into the stores and think the service is great.” Most of the newly formatted stores are expected to be ready by the end of this year, though 20 are already on the high street for customers to see. DSGi’s modernisation will test studies claiming fresh interiors can boost retailers’ profits, while the retraining will address criticism that its sales staff are ill-informed. Jul 20, 2009 Email this article Printer friendly page Previous Page
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