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IT News Thread, Apple appoints John Browett (former Dixon's CEO) as new head of retail in Other News; What is Tim Cook thinking? Has he ever been to a PC World or Curry's? They are the complete opposite ...
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    Apple appoints John Browett (former Dixon's CEO) as new head of retail

    What is Tim Cook thinking? Has he ever been to a PC World or Curry's? They are the complete opposite of an Apple Store!

    Browett seen as bad for Apple thanks to Dixons' poor reputation
    John Browett, CEO of Dixons Retail, whom Apple plans to appoint as its senior vice president of its retail operations in April, may be a poor choice to succeed Apple's former SVP Ron Johnson if customer service, clean stores, and great products are still priorities for the company. Numerous readers have let Ars know that they feel Dixons' stores are messy, staffed with clueless salespeople, and sell low-quality goods. Because of this, some consumers worry that the new hire may be a harbinger of bad things to come for Apple's otherwise highly respected retail stores.

    Apple CEO Tim Cook praised Browett for his commitment to customer service in a statement earlier today. "We are thrilled to have him join our team and bring his incredible retail experience to Apple," Cook said. Dixons' website claims the company has "become a bit customer obsessed lately."

    But that seems to go against the description given to us by several readers about the customer service at Dixons stores—branded Curry's and PC World in the UK—which they described as "" and "the epitome of appalling service." (Source)

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    I think Mr Browett will be looking for a new job soon.

    Apple boss tries to gut retail operation
    One of the smartest decisions that Apple made over the last decade was to open retail stores worldwide, giving users a chance to get some hands on time with its products. One of the worst decisions came recently when the new vice president of retail John Browett decided to gut the operation. Luckily, he admitted his mistake.

    Browett, who took over the post from Steve Jobs’ hand-picked head of retail Ron Johnson earlier this year, apparently thought one of the best run retail operations in the world was “too bloated,” according to a detailed post on ifoAppleStore.com.

    “Browett’s decision reportedly came despite strongly-worded advice from Retail segment veterans that reducing personnel ahead of the annual Back-to-School promotion and the September introduction of the iPhone 5 could create a customer service catastrophe,” reads the report. “Browett disagreed with his staff, and said the chain needs to learn to run ‘leaner’ in all areas, even if the customer experience is compromised.”

    This has the stench of a man looking to make a name for himself, not someone that’s doing what’s best for Apple or more importantly, its customers. To take one of the most heralded retail experiences in the world and gut it, stripping it of everything that makes an Apple store what it is, just doesn’t make sense.

    It seems to me that Browett is trying to make Apple retail just like every other retail store on the planet. A few employees trying to satisfy an ever growing consumer base. That formula doesn’t work. It may save a few dollars in the short term and Browett may look like a hero on paper, but in reality the whole company would suffer the consequences. (Source)

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    Quote Originally Posted by Arthur View Post
    I think Mr Browett will be looking for a new job soon.
    That would of course be the reason we don't see as many Currys Digital (aka Dixons) or PC World Stores around any more then .. and the ones we do are run by people who's only dream it is to work in a call centre where they can give out equally as bad advice .. only anonymously .. lol ..

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