Carphone restructures Geek Squad - PC Retail

Carphone restructures Geek Squad

Brings insurance division under brand as it looks to boost laptop after-sales service business
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Carphone Warehouse has begun rebranding its insurance services under its existing Geek Squad brand, as it prepares for the roll out of new product lines to more of its stores across the UK.

The move is aimed at bolstering its call out and remote assistance service to deal with increased queries from laptop and mobile broadband customers, as well as bringing its other insurance services under a single brand, to help strengthen its value proposition.

One of the areas the company is believed to be looking to target with the revamped Geek Squad brand is laptop insurance. Mobile phone insurance is already a lucrative area, and as the retailer expands its presence in the sector, it is likely to want to increase the number of packages it sells for its IT customers.

The combined service will offer a variety of packages, from basic cover all the way to call-out services. Best Buy's chief executive Roger Taylor revealed that the revamped service's tagline would be: "From computer crashes to mobile smashes," during its recent financial conference call.

Source: Mobile Today

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