What price an honest deal? (Dixons)

Member Name: honest_ed

Product:	Dixons
Date:	13/01/02 (442 review reads)
Rating:

Advantages: nice stores, selection

Disadvantages: poor salespeople, insurance rip-off

My story is a bit out of date as the events took place over a year ago when the Techno chain was still in existence, but as a newcomer to Dooyoo, I hope that sharing it now may be of at least some benefit to fellow members or visitors. The subject of the opinion is Dixons, but bear with me until I explain the context.

It began when I started looking for a new VCR. Having read various reviews, I settled for the Panasonic HD-630, at the time a widely available and popular model. Prices were beginning to fall and Techno were advertising the exact machine at about £30 cheaper than most of the other retailers. I went to the smallish Dixons at my local shopping centre where the model was on display and asked the young salesman about the VCR. I was told that it was one of their most popular models, that it was a high quality, reliable machine and that it was in stock. I mentioned about the price difference and that I presumed they would reduce their price in keeping with their advertised price promise and was assured that this was the case. On following the salesman to the computer terminal, I was disappointed when he told me that the computer indicated that the Panasonic was not in stock after all.

I left the shop without thinking much about this. But the following day, by chance, I was passing a larger store in a neighbouring city and decided to try there. This time I asked for a stock check first and was told that the model was available. When I mentioned about the price difference with Techno, the salesman said that he would meet the company’s price obligation provided the machine was in stock and available for sale in Techno. He made a short phone call and came back to me apologetically saying that he had contacted Techno and they were out of stock, so he could not reduce his price.

By this time, I was beginning to smell a rat and decided to have a third attempt at our large city-centre Dixons. However, I first went to the
nearby Techno to check the precise model was in stock. The manager assured me that it was and even opened the storeroom to show me a pile of 13 Panasonics ready for purchase. I went round to Dixons, asked for a stock check and was told that there were 5 machines in the store. I mentioned the Techno price and stood beside this (yet another) young salesman as he lifted the phone to make sure that Techno had the Panasonic at the price I quoted. With regret, he told me that Techno were out of stock! I asked if he was sure that he was through to the local Techno store and he assured me that he was.

His face drained when I said that I had just returned from Techno and had actually seen the VCR boxes, and he clumsily stammered over his words of apology as I told him what I thought of his company. He offered to speak to the Manager to reduce the price. I walked out of the packed store, saying I was on my way to speak to BBC’s Watchdog with the salesman frantically asking that I stay to “come to an understanding”.

Despite the satisfaction of such a theatrical exit, this incident has left a sustained and bitter taste in my mouth. I do not know if I was the victim of deliberate company policy to cheat the customer, but with a similar story from 3 related stores within the space of a week, I can’t help thinking that there is at least a case to answered.

I suppose the moral of the story is not to assume automatically that you'll get an honest deal from these stores. Do your homework yourself before you purchase and don't rely on the information you will be provided by their poorly-trained sales staff. If you don't trust them, then walk, there's lots of competition out there and as price comparisons on the net will show, Dixons or their associates seldom come out as offering the best value.

While I am on the subject, in general I like visiting the big Dixons/Currys stores to browse around. Th
ere is a great selection of products on display and I find their regular publications useful. However, it is rare for their staff to have more than a minimal understanding about the products they sell and I don’t like the way they rip-off customers under the guise of “payment protection”.

Incidentally, I bought the Panasonic HD 630 at Laser who, without hesitation, beat the Techno price. It has lived up to its reputation and I have been delighted with the machine.

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