For this issue, ERT’s team of mystery shoppers visited, and assessed, eight stores across the Wiltshire town
Audio-T, Fleet Street
This store is located between Waiting Room, a Craft Union free house, and an Indian restaurant, Jack Spice.
I wanted to buy a music streamer. Inside the store, assistant manager Jon Abson, asked if he could help me. He started by presenting a couple of models from Bluesound, and he mentioned the price points of different Bluesound products.
Jon said that the best sub-£1,000 music streamer was a Bluesound model, Node Icon, which was priced at £899.
He said that the Node Icon delivers an unparalleled listening experience by combining cutting-edge engineering, exceptional sound quality, and a sleek ultramodern design.
Jon asked if I’d like a demonstration of the product. Within a few minutes, Jon had the Node Icon set-up and he was using an iPad to control the streamer.
He selected a Lou Reed track – Walk on the Wild Side – and Jon explained how straightforward the user interface is and highlighted the 5in colour display on the unit; I told him how impressed I was with the product.
He said that I could put a £200 deposit down to reserve the product.
Summary: Not only did Jon give a perfect demonstration of the product, but he also attempted to close the sale by mentioning I could reserve the streamer by putting down a deposit; he showed how powerful a demonstration can be. The store was well presented.
Sales skills: 5/5; Store presentation: 5/5
Total score: 10/10
ProCook, Swindon Designer Outlet, Kemble Drive
This store is in McArthurGlen’s Swindon Designer Outlet, which is 40 minutes from Bristol and 20 minutes from Bath.
As a fan of kitchen gadgets, I was keen to see what I could add to my line-up of products. Inside the shop, I was greeted by Karol Lukasik, the store’s general manager, who asked if I needed any help. I explained what I was looking for and Karol got to work straightaway.
The first product that Karol presented was the Air Fryer Health Grill, which was priced at £143.20, a 25% saving on the usual retail price of the product.
Karol said that the product has 12 functions – air fry, roast, broil, bake, dehydrate, slow cook, grill, griddle, stew, steam, keep warm and manual – and he said that the grill features four temperature settings, as well as adjustable time and temperature controls.
The second product Karol presented was the Electric Pizza Oven Air Fryer, priced at £199. He said the model includes 20 convenient functions and the appliance can make authentic wood-fired-style 12in pizzas in a matter of minutes
He added that both appliances come with a two-year guarantee for peace of mind.
Summary: Karol was on great form and clearly knew his stuff – he showed me all the accessories that came with the products too. The shop was well presented, inside and out, with tidy displays and no clutter.
Sales skills: 5/5; Store presentation: 5/5
Total score: 10/10
Burden Electronics, County Road
Henry Burden started the business, specialising in the rental, servicing, and repair of TV sets. His son Randy joined the business in 1974 and the store, in its current location, opened on December 20, 1976.
I was looking to buy a new vacuum cleaner. Inside the store, Randy was busy serving a customer, and I was greeted by Graham.
Graham asked if I was looking for a particular type of vacuum cleaner and I said I wanted to buy a cordless product that was pet friendly.
Using his mobile phone to access the Euronics website, he presented a PowerPro Pet model from Shark, which was priced at £189.99, a saving of £90 on the usual retail price.
Graham said that it has a run time of up to 50 minutes, while the cleaner is covered by a five-year guarantee, and the battery is covered for two years.
Graham said that I could order the vacuum cleaner on the Euronics website and then collect it from the store.
Summary: Graham gave a good overview; he knew about the products and encouraged me to do a click and collect. He told me that he is the delivery driver – great job Graham. The store was well presented.
Sales skills: 3/5; Store presentation: 5/5
Total score: 8/10
T4 Cameras, Market Street
This independent photographic retailer operates two stores, this one in Swindon and a second store on the High Street in Witney, Oxfordshire.
I had just picked up some freelance work, where I would need to take better photos than I can on my trusted iPhone. Inside the store, I was greeted by Andrew, who asked if I needed any help.
I explained my scenario to Andrew, and he got straight to work. Using an in-store computer, he searched for suitable products.
The first camera package he presented was for the Canon EOS R100 camera, packed with an 18-45mm lens, which was priced at £569, a £100 saving on the usual price.
He said the R100 is user-friendly and added that to take photos I could use the camera’s viewfinder, or the fixed screen, but if I wanted to move the screen, I’d need the next model up.
Andrew then presented the second camera package; the Canon EOS R100 camera, packed with an 18-45mm lens, which was priced at £699, a £160 saving on the usual price.
He concluded his presentation by saying that the price promotions run until January 30, 2026.
Summary: Andrew gave a good overview; he did not an attempt to close the sale. The store was well presented.
Sales skills: 3/5; Store presentation: 5/5
Total score: 8/10
Basics Domestic Appliances, Sherborne Place,
This store, established in 1990, is located on a parade of shops in a residential area, where other retailers include a newsagent, a convenience store, a Chinese takeaway and a beauty salon.
I was looking to buy a new fridge-freezer. Inside the store, David greeted me and asked if he could help me. I explained that I wanted to buy a large fridge and a large freezer.
He presented two products from Statesman Appliances. The 331-litre fridge (TL335LWEV2) was priced at £349 and David said that the model features five adjustable glass shelves, four door shelves, a large salad drawer and an internal LED light.
The 242-litre fridge (TF170WEV2) was priced at £399 and David said its features included six clear drawers and one maxi box. He added that both products could have their doors reversed to fit the space.
David said that the store delivers, but he did not give any prices for delivery, or how much it would cost to reverse one of the doors.
Summary: David gave an overview of the two appliances. The store was well branded from the outside, but I thought that it looked slightly untidy inside.
Sales skills: 3/5; Store presentation: 4/5
Total score: 7/10
Tefal Home & Cook, Swindon Designer Outlet, Kemble Drive
This store is sandwiched between branches of Denby and Marks & Spencer.
I was looking to buy a Nespresso coffee maker. Inside the store, I was greeted by a member of staff, as I made my way to the Nespresso display.
The Krups Nespresso Vertuo Plus (XN9031) was priced at £139.99, a £40 saving on the usual retail price. Point-of-sale material indicated that a promotion running on the Vertuo Plus was for 50 free coffee pods, with the first coffee order.
The Nespresso Pixie (XN3063GO) was priced at £104.99, a £45 saving on the usual retail price. In a similar promotion to the Vertuo Plus, purchasers of this machine could claim 100 free coffee pods, with their first coffee order.
The large poster indicated that the promotions were due to expire on January 6, 2026.
I was unable to assess the sales skills of the member of staff that had already greeted me.
Summary: Greeting a customer is a no-brainer but not following that up is a travesty. The store was well presented, and the POS materials were used well.
Sales skills: 1/5; Store presentation: 5/5
Total score: 6/10
Currys, Greenbridge Retail Park, Swindon Road
This store is located at one end of a large retail park, where its nearest neighbour is a Lidl supermarket.
I was looking to buy a washing machine. Inside the store, I headed to the mezzanine level, where the domestic appliances are displayed. I was not approached on the ground floor of the store, or on the upper level.
With no staff in the vicinity of the washing machines, I walked up and down the aisles counting the number of washing machines as I passed them. Unbelievably, there were 89 washing machines on display, ranging from a Logik 7kg model (L712WM23), priced at £199, to a 9kg Miele model (WWG880 WCS), priced at an eye-watering £1,399.
Reading the features list of the Miele appliance, it stated that it has a 1,400rpm spin speed, offers a 49-minute quick wash full load and a 20-minute quick wash for 3.5kg.
With no sign of any staff, or customers, on the mezzanine level, I headed to the ground floor, unable to assess the sales skills.
Summary: Retail staff are employed to approach customers, help them and then sell them a suitable product – but not here. The store was well presented.
Sales skills: 0/5; Store presentation: 5/5
Total score: 5/10
John Lewis & Partners, Swindon Designer Outlet, Kemble Drive
This store opened on October 28, 2010. Built from scratch in a matter of months, the resulting shop is bright and spacious.
I was looking to buy a dishwasher. Inside the store, I made my way to the appliance department, which is at the rear of the store. I could not miss the fact that three members of staff were chatting behind the till.
There were seven freestanding dishwashers on display from AEG, Bosch, John Lewis and Miele. One dishwasher was marked as sold.
With no sign of an approach, I continued to browse the models. The first product that seemed suitable was a Miele model (G7130 SC), which was reduced to £664, from £949.
The second dishwasher I liked was a Series 4 Bosch model (SMS4EMW06G), which was priced at £419, down from £599.
After five minutes of browsing, I reluctantly left the store, unable to assess the sales skills of the staff. The three members of staff were still engrossed in their conversation.
Summary: As I have said many times, ignoring customers does not make good business sense, particularly in the current economic climate; the store was well presented, inside and out.
Sales skills: 0/5; Store presentation: 5/5
Total score: 5/10
To see more of Take a Town click here
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