Carphone Warehouse is launching its biggest recruitment drive ever as it moves to roll out over 500 concessions across the Dixons’ PC World/Currys megastore portfolio, following the completion of its merger with Dixons Retail this month.
The retailer is on the hunt for around 2,000 branch managers and customer consultants to man the Carphone store-within-stores which are being rolled out at pace. Seven Carphone Warehouse store-within-stores are already up and running in PC World/Curry megastores in Watford, Leamington Spa, Aylesbury, Preston, Derby, Banbury and in Oxford Street in London. Another 23 will be opened across the UK before Christmas.
The mobile store-within-store roll out is central to the ambitions of the newly merged Dixons-Carphone which aims to capture the bourgeoning connnected home market by putting mobile at the heart of the business. Before the merger Dixons Retail had flirted with mobile by installing around Phones 4u concessions in around 150 of its megastores. Under the new strategy its ambitions in the mobile space will go much further, with all Phones 4u concessions replaced from next May with Carphone store-within-stores and another 350 Carphone store-within-stores rolled out across Dixon’s entire retail estate over the next two years.
The concessions will be badged with the Carphone Warehouse logo and staffed by Carphone sales consultants. The retailer has said it is looking for applicants with a passion for technology, a high level of sales skills and the ability to offer outstanding customer service. All staff will undergo a comprehensive training programme delivered by Carphone.
A Dixons-Carphone spokeswoman said the Carphone store-within-stores will play a much more integral role in PC World/Currys stores than the Phones 4u concessions.
She said: ‘It will feel very much like a Carphone Warehouse store but it will flow much more with the rest of the store and will certainly not feel like a bolt-on. We have a team here at Carphone working on the design of the stores and they are taking our existing store design and making improvements to that.
‘As with our standalone stores there will be a much more digital theme to the store-within-stores, with digital screens which can constantly change the point of sale messaging, replacing the traditional posters and manufacturer-dedicated areas.’