I’ve never been to a Carphone Warehouse and I certainly hope I
never do, not least because I’m sure they must be stuffed to the gills
with overly helpful sales assistants eager to share their unnatural
level of knowledge about tariffs and the like.
A trip to its web site seems a far better option: a peaceful shopping
environment where there’s no chance of being pounced upon.
But what should I be greeted by when I get there but a chirpy little
virtual shopping assistant, keen as mustard to help. However, I’ll
forgive the Carphone Warehouse because at least it has had the presence
of mind to render her silent. What’s more the site boasts a whole lot of
other redeeming features: the design is clean, clear and will appeal to
a wide audience. It’s an excellent achievement that it has exploited the
interactivity of the web to make the mind-boggling experience of
choosing a mobile phone seem relatively straightforward and, dare I say,
The Carphone Warehouse is renowned for having one of the best sales
operations of any UK business - and it is certainly taking online
seriously as a sales channel. In fact, sales have exceeded the company’s
Since the site’s launch just over a month ago, pounds 10,000 worth of
goods have been sold online - that’s comparable to a traditional store
This easily puts Carphone Warehouse in the premier league of UK
e-commerce sites. While it’s disappointing that it doesn’t seem to offer
special discounts for buying online, I’m heartened to see it offering
discounted packages for customers on the excellent lastminute.com.
This site has to be one of the best examples I have seen this year of a
retailer embracing the opportunity which the web presents - it is bound
to become an industry benchmark. Its design, architecture and navigation
are all first class. Perhaps it could employ the same people that have
constructed its web presence to look after its radio ads?
Site: Carphone Warehouse
Where to find it: www.carphonewarehouse.co.uk