Mash wins approved agency status with Dixons Carphone

After showcasing our retail experience credentials, we have recently been appointed as a Dixons Carphone Approved Agency providing sales demonstration staff to work in Dixons Carphone stores including Currys. As a retail brand that understands the importance of high quality in-store staff, this is an exciting moment for us – and a fantastic opportunity to demonstrate the difference our staff can make.

After showcasing our retail experience credentials, we have recently been appointed as a Dixons Carphone Approved Agency providing sales demonstration staff to work in Dixons Carphone stores including Currys. As a retail brand that understands the importance of high quality in-store staff, this is an exciting moment for us – and a fantastic opportunity to demonstrate the difference our staff can make.

I can’t remember a time when retail was more in the news than it is right now. And for such conflicting reasons. The number of well-known stores closing down makes you feel that those “High Street is dead!” premonitions could be right. But then the next article might be John Lewis opening its all-singing, all-dancing store in Oxford, or how some new technology is set to radically enhance the in-store experience.

So as winners and losers rub up against each other in the media, one thing is plain to see – it’s a very tumultuous time for the retail industry. Fortunately, it seems that Dixons Carphone is on the right side of that tussle.

Since merging in 2014, Dixons Carphone has taken some bold steps to ensure their physical stores stay relevant and popular amidst the growth of online shopping and changing consumer behaviour. They’ve done this by integrating three concepts into their refurbished stores.

Firstly, they’ve recognised that new technology – while life changingly brilliant – is a bit tricky to get your head around (as well as a major investment). So they’ve worked hard to ensure that their in-store staff can be educators and reassuring voices, as well as sales people.

Secondly, they’ve appreciated the growing trend for connecting different devices in the home, and have built on this concept in-store. So now departments are designed around how customers live their life, rather than product-led lines of demarcation. Nowadays not many of us can watch TV without at least scrolling through Instagram on our phone – so why get customers to march across store to try both products?

And thirdly, they’ve understood the importance of offering an experience that consumers can’t get online. So whether that’s testing different noise-cancelling headphones next to a speaker spewing commuter sounds, or ordering a complimentary flat white at the in-store coffee bar, Dixons Carphone has created a positive environment that simply can’t be replicated online.

Here at Mash, we’re really excited about providing sales demonstrators with this customer-focused experiential retailer. They’ve clearly got the foundations right, and we’re sure that our fantastic team of Mashers will help them continue to grow.

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