Apple has appointed former CEO of Dixons Retail John Browett as its Senior Vice President of Retail.
The company announced the new hire in a press release, saying that Browett would be "responsible for Apple’s retail strategy and the continued expansion of Apple retail stores around the world".
"Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met," said Tim Cook, Apple’s CEO. "We are thrilled to have him join our team and bring his incredible retail experience to Apple."
Browett is also a former CEO of Tesco.com and has a degree in Natural Sciences from Cambridge University and an MBA from Wharton Business School. He will begin his role in April.
Browett takes over the post of Senior Vice President of Retail from Ron Johnson, who left the company after 10 years to join JC Penney. Johnson is the man behind the creation of the company's chain of Apple Stores.
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MacOS10 said on Tue, 31 Jan 2012
Oh. My. God.
Have Apple ever heard of "The Dixons Shopping Experience"??? I fear this is the start of a long decline for Apple. What a monumentally bad decision!!
Jaded said on Tue, 31 Jan 2012
Exactly what I thought when I read the news. Diagonally opposite shopping experiences. Passionate knowledgeable staff pleased to be there, versus bonus-incentivised people whose knowledge of product doesn't extend much beyond reading the price ticket.
Orca said on Tue, 31 Jan 2012
I can think of much better ways to reduce Apple's profit margins, if that is what they are trying to do!
frere said on Tue, 31 Jan 2012
This is a direct experience of my shopping at Dixons ...
Me: "Why don't you make something of Apple's 'Airport' system?"
Dixons Employee: "We haven't opened our airport shop yet."
Duh!
And ... they seem more concerned about selling the latest Antivirus software (advertised on their Macs) than the iPad I wanted to see. There must be more commission!
Oh, Apple, what are you doing?
frere said on Tue, 31 Jan 2012
"Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met," said Tim Cook.
So, John has changed then? Pity he didn't introduce some Appleness into Dixons.
Salamat said on Tue, 31 Jan 2012
Microsoft's shares leap by 150%
SwissMac said on Wed, 01 Feb 2012
How anyone can think that getting the boss of the company with the worst customer service in the UK is going to give Apple good customer service I can't imagine. If he was the best they saw, then they really aren't looking at the right people. Sack the Headhunters, the recruiters, and the HR and PR depts for this lack of choice and then presenting it as a great idea.
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