Photo: Dixons Retail
Presumably Mr. Browett interviews really, really well, and perhaps Apple CEO Tim Cook has yet to visit a PC World or Currys (Dixon’s face of retail in the U.K.), but the two retail experiences are poles apart.
Rooney calls Dixons retail outlets “violently” coloured, “frenetic,” and “cluttered.”
When Apple announced that it had hired Browett, CEO Tim Cook said, “Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met.”
Yet Dixons subsidiary “PC World was slated in a 2009 report as the worst place to buy a computer on the high street, receiving a 42% customer score,” Rooney cites. “The same survey put Apple at the top, with customers rating it at 88%.”