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Basildon
08 November 2007

About Town
  • Between Domesday and the 18th century there were many spellings for Basildon – 1176 Berdlesdon, 1200 Bretlesden, 1240 Batlesdon, 1510 Bastelden, 1594 Basseldon and 1602 Bassendon
  • The Domesday Book of 1086 records the town being called ‘Berlesduna’. One of the early Norman landlords was Turold who appears on the Bayeux tapestry.
  • Basildon started as a small rural village, which, according to the Post Office Directory of 1869 had a population of 157, that had increased to 644 by 1929.
  • During the First World War the German Zeppelin L32 was brought down in flames over Basildon.
  • By 1949 Basildon was created as a ‘New Town’ to help relieve the post-war inner city housing problems.

Chris plays a starring role

Chris was carefully cleaning the glass on the display cabinets as I entered - but immediately came over to join me at the camcorders.
“The first question I need to ask you is whether you prefer to use tapes for your video, a DVD disc or a hard drive where the images are recorded and stored on the camera,” he began, “as this will help us find the right product for you.”
Pointing out the three different camcorder types in front of us, he said. “The hard drive version is more expensive but will give a better resolution on your images,” he cautioned.
Explaining that I didn’t have a video, he suggested the DVD system. “If you’re buying one for the first time, I’d recommend the Canon DC201 (£199) as it’s an excellent all-round model which is easy to use, has a 30 times optical zoom and a large 2.7 inch LCD screen.”
Another feature was the dual layer DVD, Chris continued. “This gives you greater recording time as you can use both sides of the DVD to record,” he explained. A DVD kit was on offer with the camcorder.
“For £20 extra you’ll get a case, extra DVD’s and a cleaning kit so you’ll have everything you need.” There was one more thing to add on. “I’d suggest the warranty cover at £50 as this will cover you for three years so if the camcorder gets dropped, smashed or damaged, just bring it back and we’ll give you a new one to replace it,” he enthused.
“Let me give you a catalogue which gives you more details,” Chris finalised.

Score: 8 out of 10


A new TV by the weekend

Just round the corner was the main shopping centre. A salesman quickly approached me and asked what size TV I had at the moment. “With flat panel, the 32” would be equivalent to your 28” widescreen,” he said, escorting me round the store.
“But it also depends on how far away you sit from the TV,” he added asking me to show him the distance in store. “OK, so 40” is probably the biggest size your room could take but 32” would be optimum.” There were three models to show me.
“The speakers are now at the bottom of the screen saving space and prices start at £699 (for the S series) up to £899 for the D series which has a proto-type technology called Motionflow,” he continued, leading me across to another model. “This is a 100 Hz TV which is easier for the eyes to look at and gives a clearer more detailed picture,” he advised, “and it’s said that people who suffer from migraines will find this TV more relaxing to watch.”
The TV was HD Ready. “We’re showing HD here through a Sky box which you can upgrade to in the future but I’ll switch over so you can see how the picture would look at home,” Lee continued, changing over from Sky HD. “There’s built in Freeview so you’ll get extra channels immediately.” Delivery and installation would be charged separately. “Just delivery is £30 but for installation as well it’s usually £50 but we’re doing this for £40 at the moment.”
Lee gave me his card. “There’s a five year warranty with Domestic & General which is great for you because if anything happened to this franchise, you’d be covered separately,” he explained. “You probably remember Allders in town who went bankrupt leaving people with a worthless warranty.”
Inviting me to pop back in Lee, added, “And we can usually deliver within a few days so you could have your new TV for the weekend.”

Score: 8 out of 10


Cooking on gas

A rather tired-looking store on the Pipps Hill Retail Park. Inside I counted five salespeople, who were all serving, and trying to cope with a throng of customers.
No problems getting served, though. No sooner had I arrived by the cookers than I was joined by a saleslady just finishing a sale.
“This is a terrific model a Rangemaster Classic (£1749) which is great if you’ve got the space,” she began brightly.
“It has two full ovens, a grill and five gas burners including one designed especially for a wok,” she continued.
There was an electric hot plate too. “This can be used to keep things warm such as a coffee pot or a plated meal,” she enthused.
“And you’ve also got an extra drawer here,” she said opening it up, “which is handy for storing your pans and cooking trays.”
Delivery was, she told me, an additional £20 and it was a further £7.50 if I wanted an old oven taken away.
Taking me over to a nearby PC, she printed out the dimensions and specification for me.
“Or I’m here until 5pm today if you want to pop back in,” she said, “and we can usually deliver from our regional distribution centre within a week.”

Score: 7 out of 10


Navigating to success

NO MISSING the bright turquoise and white signage above, what looked like, a new store. Inside everything was clean and tidy. A separate cable counter at the other side of the store was busy with customers.
The sales staff were wearing smart turquoise t-shirts as part of the uniform. Richard found me by the Sat Nav display near the till. “Where will you be travelling – the UK or Europe?” he asked.
“We’ve a TomTom (ONE GB) which you just plug in and go at £149 which covers the UK or the European version is a little more at £229,” he said pointing them out in the display. “Or the XL versions have larger screens making it easier to see the route,” he added.
“Alternatively the TomTom 520 (£299) has other features you may be interested in such as bluetooth so you can use your mobile phone through the system as well as putting your own music on which you can play in the car.”
The sat nav could be used for walking too, he told me, by changing the settings to show the footpaths available. “These new models are quite compact now and very slim, so easy to carry in your pocket.”

Score: 7 out of 10


Drumming up business

Another double fronted store split between brown and white goods. No surprise to see the same couple from Currys Digital being shown a choice of flat screen TV’s by a salesman here.
A further two salesmen were serving customers giving me an opportunity to look round. A fourth salesman came through a door behind me. “Can I help at all?” he said smiling. “We’ve more machines here….,” he said, taking me round the corner, “what load size do you need?”
The average load was 5kg but some machines, he told me, now had an 8kg capacity. “This Servis (£269) has variable wash temperatures and spin speed up to 1200.”
Opening the door, he said, “The machine will be the same size as yours at home but just see how large the drum is. And it’s a double A rating for energy so will be efficient to use,” he enthused.
The Hotpoint model (£249) was an alternative option with a higher spin speed at 1400, he explained, but only a 7kg load capacity. “There’s a free 5 years parts warranty with the Hotpoint machine as well.”
Delivery was included in the price. “And we can have your new machine to you within a few days,” he smiled.

Score: 7 out of 10


Plasma warning

NEXT a short drive to the Mayflower Retail Park to see Currys.
The TV’s were displayed in rows at the back of the store. A 40” Panasonic caught my eye. At £1049 it was part of a package which included home cinema.
After a few minutes a saleslady - who’d already walked past me - came back and offered to help.
“We’ve a range of 37” and 32” as well, depending on what size you want,” she began taking me round the display.
“Panasonic is one of the market leaders and we have most of the range in stock so you can collect from store.”
However if it was a Plasma model she recommended home delivery.
“It’s important the screen is kept upright - you can’t just lay it down in the back of your car as this could cause damage,” she cautioned.
There was a £40 charge for installation.
“Just let me know which one you prefer and I can check the stock for you.”

Score: 6 out of 10


Brewing up a sale

UP TO the first floor I went to the small electrical department. Coffee machines by Siemens, Krups and Gaggia were prominent.
A saleslady put down, what looked like a delivery, and came over. “Would you like some help?” she asked. “I don’t work on this department but I’m not sure where everyone is today.”
She continued with another question. “What type of coffee do you prefer to drink?” she asked. “This DeLonghi machine (£80) does filter coffee, espresso and cappuccino so that should cover it,” she smiled.
“You’ve a hot plate under the filter jug to keep your coffee warm too,” she added, “as well as the frother to make your café latte.”
She admitted she had this machine at home and loved it. “Hope that helps,” she said almost apologetically.

Score: 6 out of 10


Let's look elsewhere

THE double fronted window was empty apart from two workmen surrounded by cables sorting out the electrics. Inside this store looked bright and welcoming. Plenty of customers looking round, too.
But where were the salespeople? One at the cash till by the front door, another helping a customer with a returned item and a third (who looked like a manager) on the phone.
A couple nearby were discussing what size TV they wanted. Finally after searching for help with no luck, I heard one of them say ‘Let’s take a look elsewhere before we decide’ and off they went.
Meanwhile the salesman on the phone was still busy chatting. With nothing else to do I did a quick head count of customers. Nine – including me.

Score: 0 out of 10


Greeted by rubbish pile

THIS enormous store was based on the same retail park. The first thing I saw was a pile of dust, leaves and paper which was obviously ready for the rubbish bin.
Sadly no one had finished the job and now the pile was gradually being walked back into the store. The large selection of laptops was towards the back just next to the LCD and plasma TV’s.
Plenty of customers but the only salespeople I’d seen so far were on the till and at the Customer Services desk. Many of the laptops were playing demos for ‘Smart Plan for Business’ which was obviously to help new-start businesses.
It offered up to £3000 worth of technology. Still no one around serving.
Heading for the exit I saw two salespeople chatting to each other oblivious to the customers around them – or the pile of rubbish.

Score: 0 out of 10


Who can I ask for help?

A SHORT drive to Great Oaks just outside the main pedestrianised shopping area. Another store packed full of customers.
All the sales staff were huddled together behind the Customer Copy and Print area.
Two were dealing with a refund, a third was serving at the till, while a fourth was on the phone and a fifth was on the PC.
The desktop computers were just next to the counter so I took a look. The hard drives were sold separately from the monitors, keyboards and mice so it wasn’t clear what the complete package price was.
But who could I ask? Particularly as the queue at the counter was growing longer..

Score: 0 out of 10


Summary
IT’S MORE than seven years since I last visited Basildon. How things change.
Enquiries about satnav then would have been met with blank expressions. The all-invading flat panel displays would have been nowhere to be seen. Yet, in retail selling some things never change.
A successful sales encounter still requires an approach. Had I received the reception I had at Currys, PC World and Staples seven years ago, the result would have been the same. No approach, no points.
Likewise, the stores who emerged as winners. Lee at the Sony Centre, with his demonstration of HDTV and his low-key sale of a warranty, would have succeeded in any era.
And Chris at Jessops had also been outstanding with his explanations of camcorders.
The salesman at Maplin nearly edged it with an excellent sale of satnav. Meanwhile Home Cinema Store, in spite of its name, made an excellent fist of selling a Hotpoint washing machine.

Top of the Town Independent

Winner
Sony Center

Commended
Home Cinema Store

Multiples

Winnder
Jessops

Commended
Maplin

Premier League
No of Visits
Total Points
Average per call
B & Q
1
8
8
Richer Sounds
1
8
8
Sony Centres
6
46
7.7
Apple
1
7
7
Bennetts
1
7
7
Independents
19
123
6.5
Currys
8
45
5.6
Jessops
7
36
5.1
Comet
8
39
4.9
Department Stores
6
28
4.7
Maplin
3
14
4.7
PC World
8
20
2.5
Staples
4
7
1.8
Currys.digital
5
7
14
Iceland
1
0
0