Business
Online buyers prefer real-life human help over AI says Currys
- 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
Pembrokeshire Broad Haven holiday park works refused
A DEVELOPMENT call for a Pembrokeshire holiday park has been turned down by Pembrokeshire Coast National Park.
In an application to park planners, Broad Haven Holiday Park, through agent Gerald Blain Associates, sought permission for the relocation of a boat storage area, vehicle shed and play area along with rewilding of adjoining fields at Broad Haven Holiday Park, Broad Haven, near Haverfordwest.
The application was supported by local community council The Havens.

However, an officer report recommended refusal.
Detailing the application, it said: “The proposal relates to the extension of an existing static caravan holiday site into adjacent undeveloped woodland to accommodate the relocation of boat storage, a vehicle shed, and a children’s play area, together with associated ecological mitigation measures. No increased pitch numbers are proposed.
“The development site has already undergone some site clearance, resulting in the removal of approximately 1,000 square metres of woodland.”
It went on to say: “The existing site is already intervisible with the coast, and the proposed relocation of boat storage would likely increase its visibility rather than reduce it. Without supporting evidence in the form of a Landscape and Visual Impact Assessment (LVIA) or Zone of Theoretical Visibility (ZTV) demonstrating that the development would be visually contained, the proposal appears contrary to the guidance contained within the SPG and the objectives of Policy 41.
“As a result, the proposed development is considered to detract from the special qualities of the National Park in this location and would be detrimental to the quality and character of the landscape character area in which the site sits, and as such does not comply [with policies].”
The application was refused on grounds including it being sited within previously undeveloped land within a flood zone, a lack of information on potential impacts on biodiversity, and it is “considered to detract from the special qualities of the national park in this location and would be detrimental to the quality and character of the landscape character area in which the site sits”.
Business
Manorbier caravan park call refused by national park
A CALL to allow a Pembrokeshire caravan park to change part of its site from touring vans to static units without a formal planning application has been refused.
In an application to Pembrokeshire Coast National Park, Norfolk-based Park Farm Opco Ltd, through Chipping Norton-based agent Laister Planning Limited, sought a Lawful Development Certificate for the proposed stationing of static caravans in lieu of touring caravans, year-round, at Park Farm Holiday Park, Manorbier.
A supporting statement accompanying the application said: “The purpose of this application is to confirm that the touring caravans so permitted for year-round occupation on the western field at Park Farm, are capable of being replaced by static caravan pitches without effecting a material change of use. There is no specific number of touring or static caravans which is being sought at this juncture.”
It says Park Farm Holiday Park comprises of two areas, area A having some 61 owner-occupied static caravans, and area B used for touring caravan pitches and tents.
Planning permission was originally granted way back in 1956 for the caravan site, on a temporary basis, a Lawful Development Certificate for an existing use for the use of the site for up to 70 static caravans granted in December 1998, mainly covering area A.
The statement said the lawfulness of siting caravans year-round was previously confirmed by the park in 2024 “use as a campsite for touring caravans (not including twin-unit static caravans) and tents which shall be occupied for holiday use only and used as temporary, non-permanent units on a year-round basis”.
Of the proposals, it said: “The site is currently used for the stationing of touring caravans all year round. Most of the caravans on the site are stationed on what is called a ‘seasonal’ basis, where the owners leave them permanently stationed on the site and use them as holiday homes, paying an annual ‘seasonal’ fee.
“The proposed use of the site is to replace the permanently stationed touring caravans with permanently stationed static caravans. No specific number is provided, as no number is provided in any of the existing certificates, but it is anticipated that the total number of caravans in the application site will inevitably be reduced as the caravans are generally larger.
“There would be no other change in the way the site is operated, and the intention is to use the caravans for holiday purposes.”
An officer report recommending the certificate of lawfulness for the change be refused, saying it was “not satisfied that the evidence accompanying the application is sufficient to establish that the proposed use would be lawful”.
It said that while lawfulness certificates for tourers had been granted “it is considered that the siting of single-unit statics in lieu of those tourers, as now proposed, would be inconsistent with the lawful use of the site, and cannot be considered lawful in the same way,” adding “the changes proposed would result in a definable character change to the site of a magnitude that would be sufficient to amount to a material change of use requiring planning permission”.
The application for a certificate of lawfulness was refused on the grounds “the proposed use of the site would represent a material change of use requiring planning permission for which no permitted development rights exist, meaning a specific grant of planning permission is needed in order for the scheme to proceed”.
Business
Pembrokeshire Paddle West South Quay boat shed approved
A PADDLEBOARDING and canoeing company’s call for an extension to a boat shed at Pembroke’s South Quay, below its historic castle, has been given the go-ahead by county planners.
In an application to Pembrokeshire County Council, G Booth of Paddle West CIC, through agent James Dwyer Associates, sought permission for an extension to the stone-built boathouse, adjacent to the cliff on South Quay fronting the Mill Pond, Pembroke.
A supporting statement said: “It is intended to erect a single storey ‘lean-to’ building, or ‘shed’ for the storage of boats, such as canoes and kayaks, and related equipment, on a vacant space adjacent to the existing stone-built boathouse.”
It added: “The boathouse and the intended adjacent boat storage shed is located, as is to be expected, in close proximity to water, the Mill Pond. The Mill Pond is the main area of activity for Paddle West, a Community Interest Company, providing boating activities, kayaking, canoeing and paddle boarding, frequently for young people and families.”
It went on to say: “It is intended that the structure would be lightweight, erected on the exiting hard standing. The ‘shed’ would be used for the storage of boats and related equipment.”
With regard to the historic setting, it added: “Although the stone-built boathouse appears not to be listed, it is recognised that the walls above are listed and together they are a piece.
“Accordingly, through form and external materials proposed, timber cladding and profile sheet roofing, the aim is to ensure that the structure would be subservient and muted and not detract or compete with the visual aesthetic of the boathouse or historic walls. In effect the addition would blend into the background.”
The application, supported by Pembroke Town Council, was conditionally approved by county planners.
The boathouse is sited near to the new Henry Tudor Centre in South Quay, which is due to open in Spring 2027.
The centre, expected to receive around 30,000 visitors a year, will tell the story of Henry Tudor, son of Pembroke, his Welsh ancestry and his impact on our national story, Welsh culture and our wider British heritage.
The restored derelict South Quay buildings will also house a new library and community café, and a healthcare, social services and supported employment facility in the adjoining premises.
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