Sales soar at new-look shop

A GADGET store in Ipswich has seen a 20% increase in sales following a new look and a new rewards system for staff.Carphone Warehouse in Tavern Street was revamped and re-branded at the beginning of July, when a new impartial customer service was introduced.

A GADGET store in Ipswich has seen a 20% increase in sales following a new look and a new rewards system for staff.

Carphone Warehouse in Tavern Street was revamped and re-branded at the beginning of July, when a new impartial customer service was introduced.

In what it believes to be a first for the UK mobile phone industry, the high street chain abolished commission-based sales and bonuses, and now rewards staff at the store on customer service feedback. The employees in Ipswich now concentrate on providing impartial advice and support to help customers make the best choices among an ever-expanding range of gizmos and gadgets.

The company says products, such as the latest Apple iPhone 3Gs and Sony Ericsson W995, have been flying off the shelves in recent weeks with consumers eager to get their hands on the latest technology products to hit the market. The store has even had to create waiting lists for some must-have products.


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Store manager Dave Marcer said mobile broadband for laptops had also proved popular as it allows business users to get internet access on the move so they can Skype in for meetings or check the latest FTSE activity or industry news online. They were also getting a lot of students coming in to buy the latest gadgets as they prepare to head off for university.

“Our sales figures, and the general consensus within the industry, shows there's a real thirst for the latest and greatest technology,” he said.

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“With the sheer range and availability we have in store now as a result of the recent new-look investment, it's clear that gadget lovers in Ipswich are seeing us as a one stop shop where even the most tech-obsessed people can find what they're looking for.”

Mr Mercer said they were expected the Nokia 5530 phone, which is dedicated to social media such as Facebook and Twitter, to become the next big thing in the Ipswich store.

Latest figures from retail analysts Mintel indicate that spending on hi-tech gadgets in Britain is set to break the �50billion barrier for the first time next year. Even in the face of a recession, 38% of those questioned by retail analysts were willing to skip a night of clubbing to fund their gadget-obsessed shopping habits.

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