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Business

Online buyers prefer real-life human help over AI says Currys

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  • Tech buyers in the decade to come will prefer real-life human help to faceless robot retail
  • New look Currys predicts an era of H.I. – Human (not artificial) Intelligence
  • 3 million conversations with online shoppers via ShopLive, in last 18 months, proves desire for human help
  • Research from the retailer shows that more than half (58%) of Brits want to speak to a real-life expert before they buy
  • Research also shows that 57% of shoppers who get real human help before they buy are likely to get the right product first time and be more satisfied with their purchase

THERE’S a new breed of post-pandemic shopper, demanding help from experts and rejecting faceless robot retailers, says new look Currys (previously Currys PC World), as it relaunches its UK stores and online services. A new trend labelled “Robot Rejection”, shows these shoppers are demanding face-to-face human interaction and expertise alongside digital experiences when buying everyday technology – which is often expensive, unfamiliar and difficult to select.

As it enters a new omnichannel chapter in its 137-year history, Currys, the UK’s biggest retailer of tech, has been at the forefront of this emerging trend. The retailer has evolved its hybrid retail format of online and in-store experience, creating more opportunities for today’s buyer of technology to access Human Intelligence online. In Summer 2020, the retailer launched its pioneering 24/7 online ShopLive platform, ensuring shoppers could still obtain in-person advice from one of their expert colleagues from a laptop tablet or phone, without visiting a store. The service has proved to be popular with over 3m customers engaging with it to date.

Currys states that in 2021, 58% of people shopping for expensive and unfamiliar tech products would like to speak to a real-life human expert before they buy, whether that be instore or online. In fact, 57% of shoppers that get human help are more satisfied with their purchase than those who don’t, and they state that interactions with humans lead to them making the right choice first time, meaning it’s a quicker and more cost-effective way to buy. Computing tech is the category with the highest need of expertise, where 60% of people said they wouldn’t make a purchase without expert advice. Research also shows that return rates are higher when consumers don’t speak to an expert beforehand, with 64% of people saying they’d be happy with the right product and less likely to return their purchase if they got the advice with real human expert help.

With over 3 million online shoppers demonstrating the need for Human intelligence via its ShopLive service, Currys has been able to pinpoint the tech categories where online tech shoppers most look for real-life human expertise, with those coming out top including laptops, washing machines and TVs. The most popular time to get that expertise is between 5pm – 7pm on weekdays and 3pm on a Saturday. Following this starting success, Currys predicts it will have around 150,000 online ShopLive conversations during Black Friday week, this November.  The retailer is also set to build on this success with a new Currys website that will enable better content, more personalisation and a slicker, quicker experience.

The retailer believes stores will remain important for customers too. Internal data from the business also shows that 61% of shoppers believe it is important to see a product in real-life before buying, where consumers can have conversations with experts in a unique environment where they can see, touch and play with the tech they are thinking about buying. Currys is also making improvements within its bricks and mortar locations, introducing content that shows how products work on interactive customer-facing digital screens. In addition, the retailer is making it possible for people to get hands-on with the latest tech before they buy, powering ever more of the products on show, including laptops, TVs, gaming consoles, vacuums and much more.

Currys is investing nearly £25m in extra advanced training for its 13,500 colleagues which involves undertaking an additional 16 hours of further training. This new programme will teach colleagues about the intricacies within technologies; how they work, what the benefits are, and how to demonstrate them in store. In addition, they will be taught how to have a great conversation, asking the right questions to identify the shoppers’ unique requirements and best match them to the right tech for them. So far, in total colleagues have completed an additional 121,674 hours of expert coaching – significantly more training than any other tech retailer – with more to come.

Ed Connolly, Chief Commercial Officer at Currys told Herald.Wales: “Technology is such an intrinsic part of our lives now. More than ever before, prior to handing over their hard-earned cash, people want advice about the tech they buy from a real-life human expert, particularly when it comes to expensive and more complex kit.

“The new Currys brand has evolved to match this changing consumer need, delivering helpful, expert in person advice when and where shoppers need it most. We have invested heavily in our website and in ensuring that our frontline colleagues are not only the absolute experts on the tech we sell but that they also know how to get to the heart of what customers need and want. Every colleague is trained to listen first, inspire and then find the right product for the shopper and educate them on how to use it, in a way an algorithm simply cannot.

“We know not every purchase requires guidance from an expert. Sometimes shoppers already know what they want, or they just need something small and simple, which our websites and stores are well equipped for. However, when it comes to more complex products, speaking to someone in-the-know, whether that is online or instore, is what today’s new trend in ‘Robot Rejection’ is all about. Expert advice shortcuts the lengthy buying process, cuts out confusion and ultimately arms shoppers with the tech they need. Whether it’s understanding the difference between resolution and HD Ready when finding the perfect TV amongst the OLED or QLED acronyms, or simply wanting help deciding on a washer dryer combo, our experts are on hand to answer any questions.”

Martin Raymond, Co-Founder & Editor in Chief of Future Lab says: “‘As our research suggests, more and more people are looking for human-in-the-loop experts, advice, and face to face moments with brands as screen and AI fatigue sets in post-COVID. We also trust people and experts to give us the right kind of advice, at a time when we’re increasingly understanding that as many as three quarters of self-styled  influencers we are meant to follow on TikTok and Instagram hide their ad disclosures, while many of those ‘peer’ reviews we read on Amazon etc, are really paid-for reviews, so more and more, we want named experts we can independently validate, and to speak with brands that have a history and a reputation in the marketplace.”

To mark the rebrand and opening of new look Currys stores, the company has launched its biggest ever brand campaign calling out fake reviews, bot farms and lazy algorithms. A new TV ad shows how life is better when you listen to experts, especially when it comes to tech, and heroes the role of Currys’ expert colleagues.

Currys is a new brand formed from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone with a bold new look and is committed to making it even easier for everyone to enjoy amazing technology. Becoming one brand means customers can turn to Currys for all their tech needs, interacting with Currys colleagues in stores, online, over the phone and on the doorstep.

Business

Independent brewers join call for business rates relief as pub closures feared

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INDEPENDENT brewers have joined growing calls for urgent, pub-specific relief on Business Rates amid fears that community pubs across west Wales and beyond could be forced to close.

The Society of Independent Brewers and Associates (SIBA) has warned that changes announced in the Autumn Budget will see pub costs rise sharply over the next three years, with the average pub facing a 76% increase in Business Rates. By comparison, large warehouse-style premises operated by online and technology giants are expected to see increases of around 16%.

The issue will be discussed at a meeting taking place on Monday in Saundersfoot, where local publicans, small brewers and business representatives are due to come together to examine the impact of rising Business Rates and escalating operating costs. The meeting is expected to focus on the future sustainability of community pubs, particularly in coastal and rural areas where they often act as vital social hubs as well as key local employers.

Independent breweries are particularly exposed, SIBA says, as the vast majority of their beer is sold through local community pubs. Many small breweries also operate their own pubs or taprooms, meaning they are hit twice by rising rates. Some independent brewers have reported rateable value increases of up to 300%, creating new costs they say will be extremely difficult to absorb.

New industry research published on Thursday (Dec 12) suggests that introducing a pub-specific Business Rates relief of 30% from April 1, 2026 could protect around 15,000 jobs currently under threat in the pubs sector and help prevent widespread closures.

The call for action follows an open letter sent last week by SIBA’s board, expressing deep concern at the impact of the Budget’s Business Rates decisions on the hospitality sector.

Andy Slee, Chief Executive of SIBA, said: “The last orders bell is ringing very loudly in our community pubs after the shock changes to Business Rates in the Budget.

“Publicans and brewers feel badly let down by a system that still isn’t fairly addressing the imbalance between big global tech companies and small business owners.

“We were promised proper reform of Business Rates in the Labour manifesto last year and a rebalancing of the tax regime, but this has not been delivered. Pubs therefore need urgent help to address the planned increase in costs through a pub-specific relief, followed by full and meaningful reform.”

Those attending Monday’s meeting in Saundersfoot are expected to consider how local voices can feed into the national debate and press for urgent action to protect community pubs across Pembrokeshire.

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Business

Cosheston Garden Centre expansion approved by planners

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PLANS to upgrade a garden centre on the main road to Pembroke Dock have been given the go-ahead.

In an application to Pembrokeshire County Council, submitted through agent Hayston Developments & Planning Ltd, Mr and Mrs Wainwright sought permission for upgrade of a garden centre with a relocated garden centre sales area, additional parking and the creation of ornamental pond and wildlife enhancement area (partly in retrospect) at Cosheston Garden Centre, Slade Cross, Cosheston.

The application was a resubmission of a previously refused scheme, with the retrospective aspects of the works starting in late 2023.

The site has a long planning history, and started life as a market garden and turkey farm in the 1980s, and then a number of applications for new development.

A supporting statement says the previously-refused application included setting aside a significant part of the proposed new building for general retail sales as a linked farm shop and local food store/deli in addition to a coffee bar.

It was refused on the grounds of “the proposal was deemed to be contrary to retail policies and the likely impact of that use on the vitality and viability of nearby centres,” the statement said, adding: “Secondly, in noting that vehicular access was off the A 477 (T) the Welsh Government raised an objection on the grounds that insufficient transport information had been submitted in respect of traffic generation and highway safety.”

It said the new scheme seeks to address those issues; the development largely the same with the proposed new garden centre building now only proposed to accommodate a relocated garden centre display sales area rather than a new retail sales area with other goods, but retaining a small ancillary coffee bar area.

“Additional information, in the form of an independent and comprehensive Transport Statement, has now been submitted to address the objection raised by the Welsh Government in respect of highway safety,” the statement said.

It conceded: “It is acknowledged that both the creation of the ornamental pond and ‘overspill’ parking area do not have the benefit of planning permission and therefore these aspects of the application are ‘in retrospect’ and seeks their retention.”

It finished: “Essentially, this proposal seeks to upgrade existing facilities and offer to the general public. It includes the ‘relocation’ of a previously existing retail display area which had been ‘lost’ to the ornamental pond/amenity area and to provide this use within the proposed new building and moves away from the previously proposed ‘farm shop’ idea which we thought had merit.

“This revised proposal therefore involves an ‘upgrading’ rather than an ‘expansion’ of the existing garden centre use.”

An officer report recommending approval said that, while the scheme would still be in the countryside rather than within a settlement boundary, the range of goods sold would be “typical of the type of goods sold in a garden centre and which could be sold elsewhere within the garden centre itself,” adding: “Unlike the recent planning application refused permission it is not intended to sell delicatessen goods, dried food, fruit and vegetables, pet products and gifts.”

It added that a transport statement provided had been reviewed by the Welsh Government, which did not object on highway grounds subject to conditions on any decision notice relating to visibility splays and parking facilities.

The application was conditionally approved.

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Business

Tenby Poundland site could become retro gaming lounge

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TENBY’S former Poundland and Royal Playhouse cinema could become a retro computer gaming lounge, plans submitted to the national park hope.

Following a takeover by investment firm Gordon Brothers, Poundland shut 57 stores earlier this year, including Tenby.

Prior to being a Poundland, the site was the Royal Playhouse, which had its final curtain in early 2011 after running for nearly a century.

The cinema had been doing poor business after the opening of a multiplex in Carmarthen; in late 2010 the opening night of the-then latest Harry Potter blockbuster only attracted an audience of 12 people.

In an application to Pembrokeshire Coast National Park, Matthew Mileson of Newport-based MB Games Ltd, seeks permission for a ‘CONTINUE? Retro Gaming Lounge’ sign on the front of the former Gatehouse (Playhouse) Cinema, White Lion Street, most recently used as a Poundland store.

The signage plans form part of a wider scheme for a retro gaming facility at the former cinema site, which has a Grade-II-listed front facade, a supporting statement through agent Asbri Planning Ltd says.

“The subject site is located within the settlement of Tenby along White Lion St. The site was formerly the Gatehouse Cinema and currently operates as a Poundland discount store, which closed on October 18.”

It adds: “This application forms part of a wider scheme for the change of use to the former Gatehouse Cinema. Advertisement consent is sought for a non-illuminated aluminium composite folded panel that will be bolted onto the front façade of the proposed building, in replacement of the existing signage (Poundland).”

It stresses: “It is considered that the proposed advertisement will not have a detrimental impact on the quality of the environment, along with being within a proportionate scale of the building. It is considered that the proposed signage will reflect site function.

“Furthermore, due to the sympathetic scale and design of the sign itself, it is considered that the proposal will not result in any adverse visual amenity impacts.

“The proposal is reduced in sized compared to the existing Poundland advertisement. The sign will not be illuminated. Given the above it is considered that such proportionate signate in association with the proposed retro gaming lounge is acceptable and does not adversely affect visual amenity.”

An application for a retro gaming lounge by MB Games Ltd was recently given the go-ahead in Swansea.

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