RETAIL - Gone to the shops

Don't ever forget the consumer is king because the people doing the spending don't. PC Dealer gives you a customer's view of how retailers are doing.

The PC retail market has been watching closely as supermarket chainsspending don't. PC Dealer gives you a customer's view of how retailers are doing. Tesco and Asda have jumped into the sector to grab a slice of the action.

But how do they compare with other retail outlets and what are traditional high-street stores up against?

PC Dealer sent an undercover agent, posing as a first-time buyer, to check out what's on offer. She trawled Croydon and Tottenham Court Road, looking for a sub-#1,000 PC suitable for word processing and internet use. And then, just to sort out the men from the boys, she asked about the iMac and millennium compliance.

PC WORLD, PURLEY WAY, CROYDON

First impressions - This is the first stop on my trail because the taxi driver's response to my request 'take me to a computer' is to drive straight to PC World. The purple decor on the outside doesn't seem to deter the stream of customers entering the store. On stepping inside, they are immediately given a leaflet outlining the shop's special offers.

The shop is well laid out and it's easy to find the relevant department.

The computers are at the back of the store, which means you have to wade through peripherals and software to get to them.

Display - There are several computers on display, plus a number of employees giving demonstrations to customers.

Staff appearance - Red jumper, black trousers, name badge and a smile.

Service - Staff are plentiful and one approaches me after less than five minutes in the shop. He's helpful and not too pushy, wasting no time in asking me exactly what the computer would be used for.

Year 2000 - Well informed. Explains when it will happen and that all PC World computers are compliant.

Range - Wide selection of products.

Recommended purchase - At first, the assistant suggests a Packard Bell.

But in the end he offers me a Hewlett Packard package, complete with scanner and printer, for #949. It has a 266 MHz AMD processor, 32Mb SDRam, a 3.2Gb hard disk, a 14in monitor with Windows 98 and fax-modem.

He doesn't try to push a more expensive Pentium II. In fact, he explains it isn't necessary to have this amount of power for simple home use.

iMac? - No iMacs at PC World. The assistant says they haven't been offered to many outlets and Apple is being exclusive about its latest addition.

On the subject, he comments: 'It looks good, doesn't it? And you know how much they are - yes, excellent.' He adds that PC World used to sell Apple but gradually phased it out. He doesn't know where I could find one - 'possibly Computer Warehouse'.

Verdict - Good service, not too pushy, but well informed and friendly.

There's a nice coffee shop to chill out in when it all gets a bit too much.

TOYS R US, PURLEY WAY, CROYDON

First impressions - The big advertisement in the window for multimedia computers hits you as far back as the car park. Once through the door, though, you have to navigate a complicated maze of Teletubbies and paddling pools to get to the PC section.

Display - Finally arrive to find only two PCs on display, advertised under the banner Family Multimedia Centre. They're tucked away between huge shelves bearing children's toys.

Staff appearance - Smart - shirt and tie plus name badge. Peppermints would be useful - an unwelcome whiff of cigarette smoke wafts from the assistant every time he speaks.

Service - Staff are thin on the ground. Notices in the store tell you to ask for a demonstration, so I hunt around until I find two young male assistants. But they are obviously the Teletubbies demonstrators. 'Computers?' they reply, helplessly.

Finally, they say 'wait here' and after five minutes, another assistant arrives, who explains about the two models on display - HP and Tiny, both at #999. Despite the advertisement in the window, both PCs have sold out and there are no leaflets.

The assistant doesn't seem interested in talking and is in a rush to advise someone in another section. He doesn't ask what the PC would be used for, then rushes off saying I should phone the shop for further advice.

No one else is looking at the computer section.

Year 2000 - No time to ask.

Range - Poor.

Recommended purchase - Whatever's in stock.

iMac? - Again, no time to ask

Verdict - Hot and stuffy with a mind-boggling layout. Glad to leave.

CURRYS, PURLEY WAY, CROYDON

First impressions - Humming - a substantial amount of noise from the various electrical appliances is the first thing I notice.

Display - Not very large. Buyers have to traipse past shelves of stereos before getting to the relatively small computer section.

Staff appearance - Very smart - shirt and tie.

Service - Staff swoop only after I have circled the display for five minutes.

Year 2000 - Assistant brushes off the question, saying all the PCs in the store are compliant.

Range - Not bad - includes Compaq, IBM and Packard Bell.

Recommended purchase - Unsurprisingly, the assistant really plugs the Packard Bell. He claims it is outselling Compaq worldwide and that Packard Bell produces the best PCs for home use.

iMac? - 'I've seen it on TV, but I've never actually touched one.' He hasn't a clue where I could get one.

Delivery #12, plus an extra #30 to set it up at home and explain how it works.

Verdict - I get the feeling computers aren't a significant part of Currys' business. Plus, the salesman would probably tell anyone anything they wanted to hear just to make a sale.

COMET, PURLEY WAY, CROYDON

First impressions - A lot of staff standing around, but not approaching customers. It's a very large store, reminiscent of a warehouse, with stacks of boxes around the place.

Display - There is half a wall of computers tucked away at the back of the shop. They are next to the games, which are given a lot more space.

A couple of customers are trying out the PCs, which they are encouraged to do by signs all over the walls. It's also nice to see Spiceworld: The Movie playing on several TVs in the store.

Staff appearance - Blue uniform.

Service - Despite all the assistants hanging around, no one offers to help.

They are too busy talking to each other or playing with their own computers.

Customers are transfixed by the TV when they could be getting help or looking at computers - great for sales. Haven't been served in 10 minutes, so walk out of the shop.

Year 2000 - No advice.

Range - Eight computers on offer, including Siemens Nixdorf, IBM and Daewoo.

Recommended purchase - A substantial leaflet outlines the best offers and recommends an IBM Aptiva E25, AMD K6 2/226MHz processor, 3Mb SDRam, a 4Gb hard disk drive with fax-modem and a 15in monitor at #799.99

iMac? - No sign of it.

Delivery - Free.

Verdict - The Spice Girls is a nice touch but seems to distract people - and staff - from the real purpose of the store. Very poor service.

TEMPO, PURLEY WAY, CROYDON

First impressions - Relatively quiet, with relaxing music in the background.

For once, it's not difficult to find the computer section - it's at the front of the shop, to the right of the door.

Display - For the size of the store, this is the best display of all the sites visited. There are 17 PCs, including 10 under #1,000, plus a lot of brochures and leaflets.

Staff appearance - Shirt and tie.

Service - Slow. And customers are expected to take the initiative. There aren't enough staff, so you have to approach them behind the counter.

An assistant only comes over as I am about to walk out of the shop. He is impatient and keeps looking at his watch. He doesn't seem interested in answering questions about the differences between Pentium II and Celeron, and keeps advising me to spend as much as my budget allows because it will make the machine easier to upgrade in the future.

Year 2000 - Fully explained in the Tempo Computer Buyers Guide booklet.

Range - Excellent - Compaq, Daewoo, HP, IBM, Olivetti.

Recommended purchase - Compaq Presario, 300MHz, with AMD K6 processor MMX, 3.2Gb hard disk, 32Mb SDRam and a 14in screen, plus a modem, CD-Rom drive, Windows 98 and printer, for #899. The assistant also pushes a similar model at #999.

iMac? - Assistant hasn't seen one.

Verdict - Excellent leaflets outlining a beginners' guide to buying a computer and including an exhaustive glossary of computer terms. But Tempo is let down by poor service and staff who don't seem interested in the customer.

ASDA, WALLINGTON, SURREY

First impressions - Asda's advertising campaign says 'Sharpen up for school, Viglen multimedia PC' - but there's no sign of the computer section.

Display - A small rack of leaflets near the customer service desk, but no other marketing material on display. No one else is looking at the leaflets or asking about the computers. There are no computers on display in the supermarket.

Staff appearance - Standard red Asda uniforms.

Service - No staff assigned to deal specifically with customer enquiries about PCs. The assistant on the service desk says 'Computers?' and looks blank. She goes over to a pile of identical leaflets and hands one over.

I ask what I have to do to buy a computer. She replies: 'I don't know.

Just a minute.' Looking at the leaflet, she says: 'You have to ring this number.' I ask: 'Is it a freephone number?' She replies: 'I don't know.' I ask: 'Is there anyone else who can help?' A man comes over. 'No one knows much about it because we haven't been briefed on it,' he explains.

Year 2000 - No information.

Range - One model - Viglen, Celeron 300MHz, 32Mb Ram, 3.2Gb hard drive, 15in monitor with fax-modem and Windows 98 for #799. Available until 4 October.

Delivery Free.

iMac? - No information.

Verdict - Terrible. Very little information at the store. Viglen seems to be using Asda solely as an advertising medium and not a very effective one at that. The assistants look on helplessly and can only recommend that you call Viglen direct.

The number on the leaflet is not freephone, but takes you straight through to Viglen. The salesperson's opening line is: 'Got an eye for a bargain, huh?' In the first part of our conversation, he describes the payment options - 0 per cent finance over 12 months with a 10 per cent deposit for a #799 machine, or a three-year payment at 17.9 per cent. Asked what kind of computer is on sale, he replies: 'A brilliant computer.'

Apart from the hard sell, the salesperson is well informed about the millennium bug and the internet. Regarding the iMac, he unsurprisingly advises against it, saying Apple only has 20 per cent (!) of the market.

He says Apples are good for graphics, but are left far behind in the home PC market.

UCON MEGASTORE, TOTTENHAM COURT ROAD, LONDON

First impressions - Extremely busy. Small shop, packed to bursting with boxes, kit, customers and staff, most of whom are male. Phones are ringing and it's very noisy.

Display - Hectic displays of electrical equipment everywhere, with a handful of PCs on display. Many are stacked on top of boxes.

Staff appearance - Shirt, no tie.

Service - Assistance as soon as you walk into the shop. Staff are very friendly, if a little lecherous. Customers are sent to queue at a desk - I nearly fall over a pile of boxes on the way. Everyone's very polite but the queuing time is five to 10 minutes. When serving, the assistant spends time going over the fine detail of the spec required. He stresses that he is quoting me a good price and says it is important to return the computer to the shop if I find it cheaper anywhere else.

Year 2000 - Questions about millennium compliance and the internet are brushed off with a wave of the hand. The assistant is adamant that the PC will include all requirements and comply with everything.

Range - Difficult to tell among all the piles of boxes.

Recommended purchase - A Pentium II for home use. The assistant claims this level of chip would be necessary and stresses it is not too powerful.

He says Ucon could build a machine with a Pentium II 266 MMX, 32Mb SDRam, 3.4Gb hard disk with CD-Rom, Windows 98 and a 15in monitor, all for #743.

An HP printer would add upwards of #100.

Delivery - #10.

iMac? - Doesn't give me time to ask.

Verdict - Busy shop, with staff all too ready to help. But advice regarding the more expensive Pentium II for home use is questionable.

MICRO ANVIKA, TOTTENHAM COURT ROAD, LONDON

First impressions - Extremely busy, small shop.

Display - On entering the store, you notice the iMac display on the opposite wall straightaway. Boxes with pictures of the latest Apple product are surrounded by a crowd of people, all peering at the one iMac on display.

Staff appearance - Brown shirt and tie.

Service - After five minutes, an assistant approaches. Very helpful.

Year 2000 - Well informed.

Range - The shop has sold out of most of its PC range - the assistant only has one sub-#1,000 package that it recommends.

iMac? - The assistant says it's an excellent machine that 'looks good', but comments that it could prove difficult to use if you had never used an Apple before.

At #999.99, it has no floppy disk (an extra #99) and the printer costs #219. Unfortunately, Micro An-vika has sold out of iMacs after the first delivery of 140 machines, less than four days before.

Delivery - #12.

Verdict - Excellent service, well informed and helpful. Wonderful to touch an iMac at last, but the rest of the stock is a little sparse.

COMPUTASHOP, TOTTENHAM COURT ROAD, LONDON

First impressions - It's hard to find out exactly where the PCs are. Customers have to walk between counters on either side of the shop.

Display - No PC display.

Staff appearance - Smart - dark blue suit, shirt and tie.

Service - A sales assistant approaches almost immediately. He asks me what I want the PC for, checks the price range and whether it is a first-time buy. He is well informed and chatty, takes time to sit down and discuss the pros and cons of various models and asks me about my job and interests to get a fuller picture.

Year 2000 - Skirts around the issue.

Range - Difficult to tell just by looking around.

Delivery - The salesperson says delivery is free, but that it depends on his day-to-day mood.

Recommended purchase - A 233MHz processor, 64Mb Ram and a 3.2Gb hard disk, plus CD-Rom, modem and Windows 98 for #645. Asked whether a machine with this processor will be easy to upgrade, the assistant says it doesn't matter because the machine will be out of date in three years anyway.

He also suggests a printer for over #200.

iMac? - He doesn't recommend it, saying it is very different from a PC and needs an expensive printer.

Verdict - Good service, but no display.

TESCO

Simon Stoffe, a representative at Tesco head office, says supermarkets in the London area that were stocking PCs have sold out. The Fujitsu Pentium II 266 machines had been 'flying off the shelves'.

He says Tesco in Cardiff, Wales and Sterling, Scotland have now been targeted for trials. Cardiff was selling Fujitsu Pentium II 350, 64Mb SDRam, 4.3Gb, CD-Rom modem with Windows 98 and 15in monitor for #899.99.

Both stores were selling the iMac for #999.99.

Unlike Asda, Tesco had computers on the shelf and representatives from the relevant manufacturers on site to demonstrate machines to customers.

Soffe adds: 'A lot of customers say it is intimidating to go into a computer superstore and they never know whether they are getting a good deal.'

Tesco doesn't deliver, but it does offer a 12-month service for customers to phone for support of any machines purchased.