Connect with us
Advertisement
Advertisement

Business

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

Published

on

  • 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

Port of Milford Haven now official ‘a great place to work’

Published

on

THE PORT of Milford Haven has been officially accredited as a Great Place to Work-Certified™ organisation. As the first Port Authority in Britain to secure this Certification™, it is a significant achievement.

“We are very proud to be Great Place to Work-Certified™,” said Vidette Swales, HR Director at the Port of Milford Haven. “It means so much that our employees have reported a consistently positive experience with their colleagues, their leaders and their jobs. Offering a positive employee experience is not only beneficial for the people who work with us but is also key for our continued business success.”

Tom Sawyer, CEO at the Port of Milford Haven added: “Our team is operating the UK’s leading energy port, and it is of the utmost importance that we do that safely, responsibly and effectively. We’re striving for excellence and aim to provide a world class service to our customers as well as supporting sustainable coastal communities for the prosperity of future generations. Our employees are clearly at the centre of this which is why I’m delighted that they feel supported in their role. I’m especially proud that this Certification™ demonstrates our core values of Safety, Excellence, Collaboration and Sustainability so perfectly.”

“We congratulate the Port of Milford Haven on achieving their Certification™,” said Benedict Gautrey, Managing Director of Great Place to Work® UK. “Organisations which put the employee experience at the heart of their business gain their employees’ trust and, in turn, are truly able to build a great workplace culture that delivers outstanding business results.”

Find out more about careers at the Port of Milford Haven here: www.mhpa.co.uk/about/careers-at-the-port/.

Continue Reading

Business

One in five now accessing Ogi’s Wales-based full fibre network

Published

on

Welsh full fibre telco – Ogi – has reached two thirds of its planned first phase rollout with one in every five premises now signed up to one of its home or business services. 

Kick starting its ambitious FTTP [Fibre to the Premises] rollout in 2021, Ogi propelled onto the UK telcomms scene with a £200million plan to bring full fibre to south Wales much sooner than planned by the incumbent operators.

The business shifted its approach at the beginning of 2024 to focus on customer take-up – attracting thousands to the full fibre switch thanks to a new competitive pricing and shorter-term contracts strategy.

Gaining first mover advantage in places like Pembrokeshire and the post-industrial towns and villages of the south Wales valleys, the fresh approach has served the provider well, with a sector-leading high customer satisfaction score to match. This comes following a targeted period of investment in back office operations and customer service, with new 7-day opening hours and refreshed online resources among the changes introduced earlier this year. 

Amid rising competition from the UK’s largest telcos, increasing build costs and other market pressures, the Gigabit-capable provider continues to see customer adoption increase, with one in five joining the network in 2023, with places like Pembrokeshire seeing double that rate of growth.

Chief Executive Officer, Ben Allwright, said: “With one in five of the premises we can serve already signed up to Ogi, it’s clear to see we’re investing in the right places. Passing the 100,000 premises milestone – two thirds of our initial plan, completed – and seeing the massive benefits from this technology as adoption increases is encouraging. 

“Putting our ISP operations first since the start of the year, and harnessing the build machine as a tool for growth has allowed us to take a breath, and make sure we’re doing the right things for our customers and long-term sustainability. While we might not be as visible installing new network as we had been – we’ve been busy in the background, supporting our existing customer base and welcoming thousands more every month. 

“We’re building something really exciting here at Ogi; and the people of Wales are invested in our journey to create a real challenger brand – one that Wales can be proud of, and others are already envious of.”

The network is currently being rolled out in around 60 towns and villages across south Wales, with thousands of customers joining the full fibre ISP every month. The Wales-based telco offers broadband and phone services for home and a suite of IT, connectivity and security options for business, with a new wholesale opportunity recently added to the portfolio for high capacity users.

Continue Reading

Business

Carmarthenshire cheese factory owner speaks out in bad odour row

Published

on

THE DIRECTOR of a mozzarella factory which supports 140 dairy farmers has insisted he wants to be a good neighbour following complaints from a small number of people about noise and odour.

Steve Welch, of Dairy Partners Ltd, said acoustic barriers were installed in February to dampen the noise of liquid natural gas (LNG) deliveries at the site in Aberarad, near Newcastle Emlyn, Carmarthenshire. He said the company employed 75 people and served a growing market. “We’re expanding – that’s an indicator of our success,” he said.

Environment regulator Natural Resources Wales (NRW) had visited three months earlier, in December 2023, and found that the noise of pressurised LNG deliveries did not comply with Dairy Partners’ site permit. The NRW officer’s report said there was “an offensive and continual tonal noise originating from the direction of LNG tanker and LNG tank”, but no odour problem was detected.

NRW issued what’s known as a compliance assessment report in February this year requiring the company to take action. The regulator said this wasn’t the same as a formal enforcement notice, and that it was continuing to monitor noise and undertaking “detailed dialogue” with Dairy Partners.

Mr Welch said the LNG supplier it had been using exited the market last autumn. This supplier, he said, had a “silent” gravity-fed tanker which took six to eight hours to complete its delivery. He said all the available alternative LNG suppliers used a pressurised delivery system which was quicker, reduced the risk of spillage and was more economically viable. The company switched to the pressurised delivery system, which led to complaints about the accompanying noise.

Mr Welch said Dairy Partners tried using different tankers and built a wooden pallet stack to try to mitigate noise before investing in the sound-dampening panels, which he said made a big difference. He added that Dairy Partners was working with NRW to modify its site permit to reflect the use of the pressurised LNG deliveries.

Site manager Daryl White said liquid natural gas powered the factory and that there was one delivery per week during daytime hours between Monday and Friday, lasting one hour.

Dairy Partners measures the decibel level of LNG deliveries and Mr Welsh said the noise rated as “moderate to soft” when heard at the nearby roadside. A resident living just across the road, Megan Ceiriog-Jones, said she had recorded a higher decibel level, and that the sound of other operations such as night-time “venting” which she had recorded on video were disruptive. “The noise videos are just a sample of noise complaints that are sent to NRW on a regular basis,” she said.

Dairy Partners said further noise-dampening measures would be added as a condition of planning approvals for wastewater and cleaning tanks which were decided by Carmarthenshire Council’s planning committee last month. A handful of objectors opposed the retrospective applications, including Ms Ceiriog-Jones and Stephen Rees, who both addressed the committee. Ms Ceiriog-Jones said the effects of “noise and sleeplessness are hard to quantify”, while Mr Rees said the reality for residents living by the cheese factory was “considerable disruption”. Ward councillor Hazel Evans addressed the committee to say that Dairy Partners was a large contributor to the local economy and that she was reassured by the many planning conditions proposed by the planning department. She said she understood that some nearby residents weren’t happy, although they didn’t wish to see the factory close.

Speaking to the Local Democracy Reporting Service, Mr Welch said the company logged all complaints, had attempted to talk to Ms Ceiriog-Jones, and wanted to have a positive relationship. He said: “We want to be good neighbours.”

Mr Welch said cheese had been made at the site since 1938, with previous owners including Canadian firms Saputo and McCain Foods, and an Egyptian family business.

Site manager Mr White said the factory was “on its knees” when Dairy Partners took over in 2013 and began investing in it and increasing production.

Every year around 200 million litres of milk arrives at the site from 140 nearby dairy farms. Nine hours after arriving the milk is turned into 2.5kg blocks of mozzarrella cheese, with the separated whey sent to another company where it is dried and sold in powdered sports nutrition products. Cream is also produced at the Aberarad site.

“Making cheese is really technical,” said Mr Welch, who is one of three Dairy Partners directors. “You’te taking milk and turning it into a stretchable cooking product which has a lot of different characteristics. You’re manipulating proteins, sugars and minerals in a reproducible product.”

Varying levels of salt can be added to the cheese blocks, which move slowly along a tray system in a brine solution before being packaged ready for onward delivery. Around a third of it ends up overseas in countries including Lebanon and China.

Mr Welch said the site produced around 22,000 tonnes of mozzarella and pizza cheese per year, and that it hoped to expand this to as much as 35,000 tonnes. He said the 75 jobs were highly skilled and that many more indirect jobs relied on the site. Mr White said haulage business Mansel Davies & Son had around 40 drivers who delivered to and collected from the Aberarad site.

Dairy Partners, which also has a base in Gloucestershire where its cheese is shredded, has an annual turnover of around £140 million. “The market is expanding – we can’t keep up,” said Mr Welch. “We’ve got to keep producing, and we are never going to be silent.”

Continue Reading

News1 day ago

Opportunity to request changes to the 20mph limits in Pembrokeshire

Pembrokeshire County Council is opening up an opportunity for residents to request changes to 20mph limits in their locality. The...

News2 days ago

Council seeking legal advice to address Withyhedge enforcement

PEMBROKESHIRE County Council says it has sought legal advice and is contemplating legal proceedings against Withyhedge Landfill operators RML, in...

News2 days ago

Beautiful, funny and lovely: Family pay tribute to Sian Batchelor

THE family of a woman has paid tribute to a “beautiful, funny, lovely person.” Sian Batchelor, aged 32, was found...

Community2 days ago

Locals’ concern as St Davids scout hut threatened with demolition

THERE is widespread concern over the future of St David’s Scout Hut in Ffynnon Wen, which faces potential closure and...

News3 days ago

Police investigating after woman found dead on beach near Pennar  

DYFED-POWYS POLICE have confirmed they are investigating the death of a woman who was found on a beach near Pennar...

News3 days ago

Police discover body in search for Luke Stephenson, 19

POLICE have confirmed the sad news that they have discovered a body during their search for 19-year-old Luke Stephenson, reported missing from the...

Crime4 days ago

Llandissilio man accused of making hundreds of child abuse images

A 25-YEAR-OLD Llandissilio man has appeared before a District Judge charged with making 258 Category A images of a child....

Community6 days ago

Solemn tributes at Freshwater West for WWII maritime tragedy

IN an emotional gathering at Freshwater West, Pembrokeshire, the public and veterans convened on April 29, to honour the memory...

Community7 days ago

Barley Saturday makes a grand return to Cardigan

ON SATURDAY (Apr 27), the historic town of Cardigan in West Wales is abuzz with excitement as it hosts its...

Community1 week ago

Train disruption expected due to essential works at Clarbeston Road

PASSENGERS are being asked to check before they travel between Carmarthen and Milford Haven/Fishguard Harbour next week when Network Rail...

Popular This Week