The Carphone Warehouse opens second experience store in Leeds
December 17th, 2002
The Largest Mobile Phone Store in the North of England
The Carphone Warehouse today opened its second new concept experience store and the largest mobile phone store in the North of England, in Briggate Street, central Leeds.
The new store concept, launched in Oxford Street in August 2002, showcases the latest mobile technologies, allows customers to receive live product demonstrations and to obtain every available mobile product and service.
The Oxford Street concept is a proven success. As the UK’s largest mobile phone store, it has been profitable since opening and has consistently been among the top three performing stores in the Group. The company expects that Leeds will quickly deliver similar returns.
Charles Dunstone, Chief Executive, The Carphone Warehouse said:
“We are tremendously excited about the opening of our new format experience store in Leeds. Oxford Street has been a huge success. I am convinced that both the premier location close to the new Harvey Nichols, coupled with the proven success of the new format will mean we enjoy similar growth and success in Leeds. I look forward to the new-year when this concept will roll out across a number of other locations in the UK and many of our European markets.”
The new experience store in Leeds includes the following:
The best consultants in Europe
The 20 strong team includes 1 Store Manager, 2 Deputy Managers, 17 Sales consultants and 3 Specialist Engineers working in the store’s repair centre. These employees represent the company’s elite and are trained not only to give expert advice and comprehensive demonstrations on current product but on product yet to launch.
The store includes live demonstration areas with browsing tables, including the latest camera phones and bluetooth application products. Data specialists are permanently on hand in these areas to demo the latest product.
This secure area represents an industry first in customer choice and flexibility, specifically targeting students, tourists and bargain hunters. The zone stocks nearly new, reconditioned, sim free handsets all at considerably reduced prices.
Nokia concession store
This is the only other time that Nokia and a mobile phone retailer have agreed to a pan-European retail partnership. The concession area, which is currently being rolled out to stores across Europe, provides customers with the largest selection of the most sophisticated Nokia handsets, outside Nokia’s own stores.
The repairs centre is situated on first floor its glass walls enabling customers to see that their phones are being repaired by experts and with the latest technology. The centre repairs the majority of handsets on the spot and the service is available for both Carphone Warehouse and non Carphone Warehouse customers.
Prepay voucher vending machine / express tills Situated at the front of the store, these allow customers to purchase quickly, without getting stuck behind a longer consultation.
10 CCTV cameras positioned throughout the store
These particular cameras are not for security but specifically used to capture and then analyse shopping habits, including how people interact with handsets, respond to displays and how long they spend watching demonstrations or buying a phone. This then becomes the basis of store improvements and modifications across The Carphone Warehouse store portfolio.
This investment in both the Briggate Street site and the sales team is a continuation of the long standing, successful relationship that The Carphone Warehouse has with the city of Leeds. The company now has eight stores in the area employing a further 40 consultants and with the addition of this new store, The Carphone Warehouse becomes a significant local employer and business.
If you require any further information please contact Vanessa Tipple, The Carphone Warehouse press office on 0845 604 1207.