Being an ex employee for PC World, giving them over 3 years of my life, what can I bring to the table for you guys to read and learn about? Quite a bit I hope. Let's make this nice and easy by categorizing different bits and pieces.
Disclaimer
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Before I begin, however, I'd like to make the following known: Everything stated here is of my own opinion and not fact - unless stated. Some figures are guesses becuase I've been out of the company over a year or so and my memory isn't pin perfect. Additionally all views here are my own and not of PC World or DSG and finally... I take no responsibiity for anything that happens from what I provide below.
OK... boring stuff over with... bring on the review.
Store Layout
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From what I found over the years inside the organization, the store layouts generally are very good and are devised by a team working hard on plannograms... which us lot then had to decipher and produce for you to look and browse. All the items in the store are shelved in categories and in some cases, peripherals are conveniently placed near items that they can be used with. An example of this is paper and ink near the printer aisles.
You'll find all the computers and laptop/notebooks around one central part of the store; usually referred to as the Hardware Mat by the staff. (By the way if your store has a non-carpeted trail that runs around the store... it's called the circuit or the track ;) Little piece of unnecessary information for you!) Items here are usually placed in order of price. Many customers that I've dealt with usually start looking around the price they can comfortably afford, with the models that are slightly more expensive right next to them - trying to tempt a bigger purchase. But hey, that's sales eh? ;)
PC Clinic / Tech Guys
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Just before I left PC World, the company launched this whole new sub-brand called The Tech Guys. The whole idea was to generalize the whole IT support/service model offered into something a lot more easily understandable by the general public. Rather than come in to a store and go to a 'clinic' to see a 'technician' you could simply go see 'The Tech Guys' For the purposes of this review, I'll be referring to the whole 'Tech Guys' desk in store as the Clinic ; as that's how I always knew it.
The clinic is where customers are sent to for repairs, refunds and exchanges. The annoying thing about this is if you're considering dropping your computer in for a repair early Saturday morning, or fancy getting that USB cable refunded that you don't need then you'll more than likely be in for a good wait! The whole idea of putting the repair desk, customer services desk and refunds desk into one... usually managed by only one member of staff is a stupid idea and can regularly cause queues and customer frustration.
Additionally, don't try and signal help from one of the technicians behind the desk who are (usually) working away on repairing systems. Some times they will come and help at the desk, but that's usually only when they are dealing with a customers machine or if they recognize someone they know.
The Clinic will usually be able to handle with a lot of varying issues; from upgrading your memory to recovering lost data on your hard drive and reinstalling software. It will most likely vary from store to store but the technicians are usually very competent and will know what they're doing. Sometimes you can see ordinary sales advisors in the clinic, but usually it's only training they're receiving. The turn around for jobs is very quick on the most part but around Christmas and Easter expect large queues of jobs before yours.
The Staff
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Let's try and get one big urban myth out the way right here, right now. Many people see the level of competence of PC World staff absolutely abysmal and to be fair this is not true. What you WILL find however is because you can approach pretty much anyone in a purple shirt for assistance, they may be from the clinic, the tills, the warehouse or could just be a general sales person; because of this their technical knowledge will vary... and will vary a lot! I've heard some sales guys talking potential new buyers of machines through different components with great levels of description and using proper facts to help decision making. On the other hand, I've heard members of staff referring to a computers base unit, the 'processor' which is strictly untrue and can be misleading. If you're unsure of something a member of staff tells you then asking for confirmation isn't something they usually mind - at least not when I worked there as they usually learn something along with you.
Another myth that needs putting to rest is this: some staff DO GENUINELY WANT TO HELP YOU! So many times I used to hear customers going off it because the person assisting them couldn't do exactly what they asked, right away. It's true that some staff members cant be bothered but don't label everyone that way. I used to work there and I wanted to properly assist the customers who approached me (or who I approached.) The thing is, if one of the first things you say or do insults the attendant then you're unlikely to get good service. On a few occasions the first thing said to me would be along the lines of "Don't try anything funny/I'm not here to be swindled etc" - Thats never something I'd ever do and being accused of it before you say a word doesn't make the attendant feel any better.
Commission
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The store I worked in NEVER worked on ANY commission and from what I hear now, more and more PC World stores are moving to that way of working. So many times we (as a team in store) would recommend important additions to your purchase... only to be point blank refused and told that we were only thinking of ourselves in earning commission. I used to take pride in telling them they were wrong and that I was only trying to genuinely help pick the stuff right for them.
Prices
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PC World's pricing structure is good; don't underestimate this please. Sure you may find some items a little more expensive than in other shops but all you need to do is approach a member of staff there and inform them that you found the item cheaper somewhere else and they'll match the price on the spot.
(Please be aware however that in line with this policy, the staff member has the right to call the store and validate their claim. Additionally, if it's not in stock then you won't get the reduction. The whole idea of the price promise is to ensure that if you can buy today, then it's from them. If the other store doesn't have it in stock then you're main dilemma is either buy it at PC World's price or not at all.)
Some items were ridiculously priced however; one example of this is charging £14.99 for a USB cable which you can grab online for as cheap as £1 in some cases. They get away with this pricing in most cases because items such as printers don't come with these required cables and customers will need one in order to make full use of their purchase. Be warned =)
Returns & Refunds
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Although you may disagree with this if you've ever had a bad return experience at PC World, most of the staff will be on your side when bringing things back - but please don't over exaggerate your problem as chances are they've dealt with it before. If you bought something and didn't open it, then as long as you have your receipt you'll get your full amount back - no questions asked. If its been opened, you may still get your refund on most cases. Some products such as software may not be included in this policy for a number of reasons; two being the possibility of copying and returning and secondly some products require activation and cannot be resold. If in doubt, ask before you hand over your money.
If you don't have your receipt then expect a problem. Without this piece of paper, the member of staff can't validate your purchase in most cases. There is an internal system that allows for receipt tracing but it doesn't work for all customers and only works best if you provided your name/address at the time of purchase - Mostly when buying a PC/Laptop/Cover or a TV Card.
Price Haggling
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Something that I found while working at PC World is that most customers believe PC World absolutely RAKES it in and although strictly speaking they do make a decent profit, it isn't as much as you may originally think. As a customer, seeing a computer package for say £799 is a lot of money and many people like to try and haggle the price down a bit. Unfortunately unless you're buying other items with it you're VERY unlikely to succeed and heres why. PC World makes next to absolute nothing on the PC's alone as the market is extremely competitive and margins are wafer thin. In most cases the company make more profit on a cable then they do on a full blown entertainment PC or laptop. Should you buy Internet Security software, a printer, ink cartridges... things like that then he price can usually be haggled down a little - It doesn't hurt to ask but if you don't get the price you were hoping for, please don't take it out on your assistant. They are usually working to strict instructions given by their manager to minimize discount to hit targets. If they say they cannot take the price any lower, then 95% of the time they are not kidding.
Collect @ Store
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A new initiative that PC World launched whilst I worked for them was Collect @ Store. This was a scheme intended to capitalize on the online shopping market, but with a twist; save on delivery times and costs by ordering over the internet and picking it up yourself in store... at online prices! A lot of the time you'll be able to save a bundle by checking here first and making a reservation or two. If you're trying to make that final decision on a PC, then why not reserve a number of machines you've been looking at through the Collect @ Store service and then visit your local store to see them in person and get the advice of an advisor. Once you've made your decision you'll have a reservation to collect at the online price - Money saved eh :) You could even still try haggling becuase although you're paying less then what the in store ticket says, the store doesn't lose money because the lower price (from the web) was set by Head Office... it's not discount applied at managements discretion.
One tiny, tiny thing I've experienced with the Collect @ Store service is on rare occasions you may be told the item is in stock on the site, but upon collection you're told it cannot be found. Sometimes the stock indicator online will say "Yes its there" but in store stocks been misplaced or miscounted and therefore you cannot get it. It's very rare for this to happen but I have seen it before. If in doubt ring the store before setting off if you've got a long distance to travel.
PC Performance (Insurance)
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Here's something else that always shocked me whilst working at PC World - in both the customers reaction to it and the companies view on it. To me, the PC Performance idea was a good one in what it offered at the price. For a few quid per month you could protect your expensive and costly investment for pretty much anything under the sun - including accidental damage - so if it broke, then you'd get a new one. No questions asked! This runs for as LONG as you want on the Pay As You Go scheme. You decide when the payments stop. However many customers lose out becuase as soon as the staff member barks on about 'cover' or 'insurance' they'd tell them they were not interested and that was that.
If you're buying a PC or a laptop... or anything expensive for that matter, then please do take a look into the protection product. In most cases it IS a good deal. But I know that it isn't for everyone and even though its pennies a month... it still too expensive for some customers. The thing that I found at PC World is the management I was under seemed to think that EVERY customer wanted it... they just didn't know it yet and we had to convince them it was the right thing to do. That was simply untrue. Many customers however did want it, but only after it was explained to them. All in all, if you're buying something expensive then look into PC Performance. It's not something that lures you into a false sense of security - it really does pay out.
And, from what I remember, it's totally underwritten as well so even if PC World closed down the day after you bought everything you're still looked after.
Business Centre
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Have you ever spotted that posh looking corner of the store, with the laminate flooring and comfy chairs? This is the PC World Business centre and its somewhere you can do your shopping from, as long as you either own a business, buying for a startup or are buying on behalf of a company. The whole shopping experience is generally more personal here as you'll be assigned a dedicated Business Account Manager and 99% of the time they are good. From what I could remember, not any staff member could do the work in the Business Centre. You had to prove you could do the job as it involved a little more than on the shop floor - chasing up orders, dealing with potentially massive organizations etc. is not something for a fresh new employee to be attempting first off.
Also PC World stock a heck of a lot more items then whats on the shop floor, but it's all mainly for Business customers. There's usually a large blue catalog in the Business Centre with all the items in. If you cannot see a printer you like for your business on the shop floor, say, then take a look in the catalog for something you might like.
Buying a Mac?
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Something that always perplexed me whilst working for PC World was that although they were called PC World, they stocked a selection of Mac's an Mac software... but their dedication to it in terms of staff knowledge, the amount of training done on the subject internally and the amount of stock given to each store was abysmal. It seemed so like an afterthought to be honest. I own a MacBook, (In fact I'm using it to write this), but I'd never buy one from PC World. The staff there 99% of the time don't know anything about them and this includes the technicians who are widely Windows trained and in little else. When my store learnt about my love for Macs I suddenly found myself being the only staff member dealing with Mac inquiries from customers. I didn't mind this as it meant everyone got some realistic, factual information. I once heard a colleague saying to a customer, "This mac does everything a PC can do and more. It can run all your programs, it just looks different thats all" and the person nearly bought it, thinking all their Windows applications would just run under Mac OS X... not even knowing Windows wasn't on the Mac at all! They thought it was just another brand name for a PC company.
I've heard PC World are trying to cover Mac's more now - with one store getting a dedicated Mac section with a proper Mac trained employee - but I still wouldn't shop here for Apple products. The large lack of staff knowledge, with the inability to fix your machine on site if something goes awry just puts me right off ... and I'm sure it will put you off too. If you absolutely MUST buy from PC World then I beg you to get PC Performance. This ensures you're safe!
Some Final Points
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I gave 3 years of my working life to PC World and I worked hard for them. I became one of the most senior members of staff not in a managerial position and obtained a lot of experience; something my manager admitted when I gave my notice of leave. Working there wasn't too bad becuase of the team I was in - full of life and really enjoyed doing what they did. Unfortunately as a customer, sometimes you can get an attendant who really doesn't know the answer to your question but will either try and help (and get it wrong) or just shrug it off and leave you standing; (seen it happen before). Most staff do want to help you though so please give them a chance and realize not all team members want to con you out of your money.
Expect delays first thing in the morning at the clinic for refunds, repairs or exchanges and if you're after buying a computer then the floor staff are grabbed the second the doors open so be quick to nab one! The stock is looked after well and nearly always packaged nicely on the floor but sometimes the prices can be incorrect so double check with someone in a purple shirt if it seems a little over priced.
I rarely shop there, simply becuae I get everything I need online and have other ports of call for products. The things I have bought from there though, (Pocket PC, laptop and some smaller items) have all been in good nick and never had to return anything.
Lots of people put PC World down through lack of staff knowledge, high prices, the forcing of insurance upon you etc. What you need to do is take a step back and think. Not everyone in a shop is going to know everything about... well everything. The IT business is one of the most complicated to get your head around, due to the amount of products, components and terminology floating around so some staff members get it wrong. Hey, even I've had to go ask advice from someone but that doesn't mean you're dealing with someone 'thick' - I doubt you know everything there is about computers, otherwise why would you be asking the attendant the question ;) They're only human after all. Prices may look high but double check with a store staff member if you think its incorrect and remember the price policy if you find it elsewhere cheaper. Finally the insurance is NOT forced... at least it wasn't when I was there. Many customers seemed to confuse the term 'forced' with 'being in depth'. As ADVISORS, we're instructed by the company tobe thorough and explain the benefits of the protection to you. If you say no the first time, the employee may try to overcome your objection but saying it twice usually does the trick.
I hope this has been helpful in giving an insight to PC World to a degree. It's been a while since I last stepped foot into one of their stores, but from what I've heard from friends still there not much has changed, although the staff get a lot more training these days :) All the better for us customers eh ;)
Where in the world? Where do you think =) 
Well Reviewed