We reported last night that Apple officially appointed CEO of Dixons John Browett as its senior vice president of Retail following Ron Johnson’s departure in October of last year. Browett is leaving his position at Dixons Retail, which operates various United Kingdom-based retail stores including Currys, Currys.digital, and PC World. Dixons is one of the largest electronics chains in Europe, and PC World, the last on that list, is one of the largest computer/consumer electronic retailers in the U.K. It also has a reputation of being a big-box consumer electronic store that consumers describe as “the worst of Best Buy and Radio Shack combined.”
While U.K. product-testing and consumer advocacy group Which? consistently ranked both Currys Digital and PC World at the bottom of its research regarding the Top 100 retail chains, a report from Financial Times explained “Apple has mystery shopped and been impressed.” Specifically, the report mentioned “a system of decision trees to match customers with products” that Browett has implemented while at Dixons.
The calculation of Mr Cook may be that if Mr Browett is good at selling people products that bore them, he will do even better selling them i-gadgets that they lust after.
According to reports in November from BBC, Browett recently renovated more than 250 stores, implemented new service, and customer support strategies. However, the company reported first-half losses of just over £25 million (slightly lower than expected, but higher than losses of £6.9 million the year prior). In 2009, Retail Week (via GigaOm) profiled Browett, calling him “affable and intellectual” and describing his “schoolboy enthusiasm” for technology during a trip to PC World. Here is an excerpt: