Mobile is very pleased to announce that the winner of Shop Idol 2014 is John Sherwood of Digital Phone Company (DPC). DPC, which has a strong history and brand identity in Norfolk and Suffolk, is the first independent retailer to win Shop Idol.
John was a finalist in last year’s Shop Idol, but that did not stop him from coming back to prove that he has what it takes to go all the way. The judges voted unanimously that he should be this year’s winner because of his drive, charisma, enthusiasm, passion and charm.
The father-of-three enjoys playing football with the Veterans and coaching under-8s. He has been with the Digital Phone Company for 4 years and says his spare time is taken up ferrying his children to and from their after-school activities.
Managing director of DPC, Chris Share said: ‘We are very proud of John’s achievement and it an honour to be the first independent retailer to have one of their salespeople win the prestigious Shop Idol award.’ He added that the award and recognition will ‘undoubtedly help to accelerate and progress John’s career with DPC’.
John is already a Sony Ambassador and DPC are now looking at ways that this role can be advanced, both in terms of providing training to colleagues and also arranging and hosting promotional days within retail stores.
‘The future is certainly bright for John and he is an important asset for DPC; we will provide a platform for him to continue to develop and be a success,’ Share said. ‘For us it is recognition not only of John’s abilities in terms of product knowledge, sales and customer service, but also of the training that we provide to all of our employees,’ he added.
DPC, which began trading in 1994 as a single retail store, faces challenges every day from some of the bigger players in the industry. According to Share, its tactic in competing has always been to focus on what the customer wants and delivering it. ‘Our retail branches are based in market towns and we look to integrate ourselves into the local community and become more than just the “local phone store”, for example in some of the towns in which we are located we run technology training courses on smartphones and tablets, to great success,’ he said.
DPC is built on the premise of rewarding excellence both in terms of remuneration and promotion opportunities. All store managers have been promoted though the business and even the board of directors have worked their way up from the shop floor.
Share said: ‘We have always tried to understand our local environment and adapt our offerings to demand, we are small enough to be flexible and tailor our portfolio to a local need or specific event but also large enough to retain overall buying power in order to compete financially.’
'We encourage our colleagues to offer a fantastic customer experience and ensure we spend time with customers to help them understand how their smartphone or tablet works and ensure they are going to get the most from its features,' Share added.