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?5 million ad campaign and improved customer service also driving sales, according to CEO

Revamped DSGi stores are group’s top performers

PC and technology retailer DGSi’s new revamped stores are the best performing in the group, chief executive John Browett has said.

According to Retail Week, Browett told a conference that the new Currys megastores are “fantastically successful”. “We’re really pleased with their performance,” he added.

The CEO also commented that Currys’ £5 million advertising campaign had helped drive sales. In a recession, he said, spending that much money on brand awareness was a “very brave thing to do” but that it had paid off.

He added that the new drive for improved customer service was proving beneficial for the group. “The company never really took customer service to heart,” he told the conference. “But what we’re doing now is quite dramatic. It’s a really big change in the way we run the business. Sales were taking off in stores where customer service has improved."

Last month DSGi’s hardware director, Jeremy Fennel, and spokesman Mark Webb told PCR that the group was planning further store renovations throughout the year, focusing on megastores and ‘hybrid’ sites.

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