And Apple's new chief of retail is...

[Matt D]

John Browett. As in, John Browett the current CEO of Dixons. Yes, Dixons

"Apple names John Browett new retail chief"

Originally Posted by CNET

by Don Reisinger January 31, 2012 5:01 AM PST

After losing the mastermind behind its retail stores last year, Apple has been on the hunt for someone who will keep up its momentum.

Apple is placing its bets on John Browett, CEO of European technology retailer Dixons. Browett will be joining Apple in April as senior vice president of retail, the company announced last night. In his new role, Browett will be charged with handling Apple's retail strategy and continuing Apple Store expansion worldwide.

"Our retail stores are all about customer service, and John shares that commitment like no one else we've met," Apple CEO Tim Cook said in a statement. "We are thrilled to have him join our team and bring his incredible retail experience to Apple."

(snip)

At Apple, Browett will have big shoes to fill. In June, Apple announced that Ron Johnson, the person responsible for establishing its retail stores and helping them grow to more than 350 locations worldwide, was leaving to become CEO of J.C. Penney. Johnson's departure left a major hole in an increasingly important part of Apple's business, requiring Apple to find the right person to continue Johnson's approach to retail.

And what is that approach? In a guest column for the Harvard Business Review, Johnson wrote that Apple's secret retail sauce wasn't about just selling products; it was about getting store employees to help customers in any way they could.

"Compare that with other retailers, where the emphasis is on cross-selling and upselling and, basically, encouraging customers to buy more, even if they don't want or need it," Johnson wrote. "That doesn't enrich their lives, and it doesn't deepen the retailer's relationship with them. It just makes their wallets lighter."

I don't know about anyone else, but I've never considered Currys and PC World to be "all about customer service" like Apple Stores are. In my experience, the emphasis has often been on, oh, perhaps "cross-selling and upselling and, basically, encouraging customers to buy more, even if they don't want or need it"...[Need an extended warranty with that sir? [Don't worry, if the TV breaks we'd never be so silly as to lose it!] How about an expensive HDMI cable? etc. etc.]

Sure, maybe this guy will turn out to be awesome at Apple. But all my poor experiences with DSG don't give me much hope...

[Damien]

They are replacing the genius bar with a single hot line that charges £1 a minute.

[Sirius]

Apple will soon be a rotten apple

[Ravenheart]

Have to say I had the exact same thoughts as Matt when I saw the article on the Reg earlier.

I really did laugh when I saw this comment in it

Tim Cook, Apple's head honcho, said in a PR blurb: "Our retail stores are all about customer service, and John shares that commitment like no one else we've met." The departing Dixons supremo is Cook's first high-profile signing since succeeding Steve Jobs as CEO.

Seems a strange appointment indeed.

[martyh]

Originally Posted by Sirius

Apple will soon be a rotten apple

on a good note DSG may start to improve

[Sirius]

Originally Posted by martyh

on a good note DSG may start to improve

sorry but that is never going to happen

[Matt D]

http://www.guardian.co.uk/business/2...f-john-browett

Originally Posted by The Guardian

(snip)

Analysts said Apple's board was attracted by Browett's many years of experience in the retail sector and his performance in successfully turning around Dixons's reputation for poor customer service. Robert Gregory, analyst at Planet Retail, said: "He is a very dynamic character and not afraid to take risks.

"One of the things he has brought to Dixons is really improving their customer service. It had a reputation for many years of having poor service. That fits in well with Apple's philosophy of making the stores a destination where people can go and really get great service."

(snip)

Bwah? AFAIK Dixons still has a reputation for very poor service?

Ugh. Can anyone who has shopped in both an Apple Store and a PC World / Currys truly say that PC World / Currys has comparable customer service?




LOL at the comments at the Guardian.

e.g.

http://www.guardian.co.uk/discussion...alink/14417583

Originally Posted by DJKevvykev @ the Guardian

See what happens as soon as Steve Jobs isn't around... ?

Company with best high-street customer service reputation hires man from company with worst high-street customer service reputation.

This is terrible news.

http://www.guardian.co.uk/discussion...alink/14422590

Originally Posted by peterkendell @ the Guardian

So nice to see ability and success being properly rewarded. Why not hire Fred Goodwin as CFO while you're at it, Timbo?