Currys and PC World owner credits service overhaul for sales boost

Currys and PC World owner Dixons has credited the customer service initiatives introduced two years ago after it reported sales from its UK stores leapt 13 per cent in its latest quarter.

knowhow

The increase in sales for the three months to 30 April from stores open for a year or more helped the consumer electronics retailer register a 7 per cent increase for the full fiscal year.

The group has benefited from being the last major retailer of its kind in the region following the closure of Comet in December 2012. The company also claims initiatives such as KnowHow, an advice and repair service described by the company as a “fundamental shift” in its approach when introduced in November 2010, helped drive the gains.

Chief executive Sebastian James says: “We have worked hard to improve the conversation that we have with our customers and to improve our shops and our prices.  This is paying off as customers increasingly choose us when they need electrical products, and – more importantly – tell us that they like what we are doing.”

Multi-channel sales increased 7 per cent in the full year, the group says. James adds it has a “clear business model to flourish in the internet world”.

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