P4U begins iPhone staff prep


Phones 4U has completed a series of training days to prepare its store staff for the launch of the Apple iPhone, due to launch on Orange on November 10.

At least two store staff from each of its 450 stores attended training sessions at Commercial briefings in Birmingham last week.

Staff were told prior to the training days that no discount would be permitted on the sale of any iPhone on prepay or contract.

During the first few weeks of launch, the retailer will also conduct weekly mystery shops to ensure, which it said to be part of Apple’s stringent sales agreement.

One store staffer said: “The focus at the moment in store is centred around ensuring store staff have the knowledge to sell the iPhone. It’s a very popular handset and we expect sales to hit a record high on the back of the device.  Since customers heard the news that we’ll be stocking the iPhone, our store has generated over 50 leads.”

A Phones 4U spokesperson said: “We’re delighted to be able to offer our customers the Apple iPhone on both O2 and Orange. To ensure our staff are in a strong position to introduce the Apple iPhone to our customer base, every store manager along with a member of staff from each store will attend iPhone specific training prior to the launch. Further training on the iPhone will take place during dedicated iPhone Training Hours in stores.

“Additionally, all staff will receive an e-learning pack and are required to complete a bespoke online learning module and quiz.  All associate regional directors have also received iPhone training from Apple trainers. Regular mystery shops will be carried out by Phones 4U as standard, as well as by Apple.”

Phones 4U has completed the first phase of its store refits last week, to “update” its retail estate.

The Stafford, Crewe, Newcastle-under-Lyme, Manchester and Liverpool branches have been refurbished with further roll out due later this year.
Over 100 stores will be refurbished by November, and its entire retail estate consisting of 450 stores will be completed by April next year.

Phones 4U retail development director John Welsh said: “We are happy with the refurbishment plans. Further roll out will depend on the success of these stores.”

It will have live demo handsets and laptops but will not offer an extended product portfolio. Products will be stocked on shelves on the shop floor.

Phones 4U is encouraging store managers to consult with their associate regional directors to fit stores appropriately. Smaller stores may have less space for demo displays.