3’s Parpworth takes on O2 retail chief role

3’s Parpworth takes on O2 retail chief role

O2 has appointed former 3 retail director Ian Parpworth as head of sales for retail as it looks to boost performance across its 400-strong retail estate.

Parpworth, who left 3 in March this year, will report to Richard Baylis, O2 UK’s general manager for retail.

Parpworth will be given end-to-end responsibility for sales strategy and performance across all O2 owned retail stores.

During his time at 3, Parpworth was responsible for increasing productivity and improving customer experience across its retail estate. Sales director and former O2 online chief Amanda Lambert took on Parpworth’s retail responsibilities when he left after a restructure at the operator.

Parpworth’s career began at Dixons Store Group, where he held a number of roles including area manager and regional manager for The Link and PC World. He also held the position of operations director for The Link and was heavily involved in the O2 takeover of those stores.

The move comes as the operator opened its 150th new store design shop in Stafford last week.

The new store design project, launched last year, sees O2 update its current store layouts in a bid to ‘get closer’ to customers. The new layout focuses on giving space to browse live products, areas to relax, services such as O2 Guru and practical express check-out areas.

In May, O2 overhauled its retail bonus scheme to reward staff on an individual basis rather than collectively.

From the start of July, the network’s retail staff were rewarded against their individual performance for customer experience, in addition to team performance for sales in their own store.  

The new scheme replaced the old bonus structure, which rewarded retail staff based on collective team performance.

Written by Mobile Today
Mobile Today

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