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Cashier Number 3 Please by Terry Green

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ARE WE BEING SERVED?

In 2003 I carried out a speculative project for a UK-based electricals retail chain who were curious about how we could help them improve the customer experience in their stores. So I spent a day in one of their edge-of-town outlets in Oxford – a busy Saturday – to watch how it worked.

The store was around 50,000 square feet, with departments for all of the major electrical items – flat-screen TVs, home cinema, white goods, personal computers, digital cameras. The store had an FTE of eight, which means a “full-time equivalent” staffing level of just eight people for such a huge space.

I watched customers arrive at the store. Typically they first looked around and then moved into the area that interested them. There they would ...

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