Retailers 'must improve' switchover advice

Digital UK, the independent body implementing the UK’s switch to digital TV, is urging retailers to ensure staff are fully briefed on switchover.

This news comes after research published today shows many electrical retailers are giving poor advice to consumers about digital television, just weeks before digital switchover begins in Whitehaven, Cumbria.

Digital UK is announcing a number of measures to help retailers improve the quality of advice, after completing a national retail audit programme which found that while 69% of stores were using the ‘digital tick’ symbol, only 32% could accurately explain the logo.

The ‘digital tick’ logo identifies products which are designed to work before, during and after digital TV switchover.

Around 56% of stores were unable to explain what will happen to analogue recorders at switchover and just 27% of stores ran a postcode check on the customers’ reception. After switchover, VHS recorders and analogue DVD recorders will not be able to record one channel while another is being watched.

More positively, the study revealed that stores had improved since the last audit in September with 66% of the 'mystery shopper' assessors saying they would recommend the retailer they visited for buying digital TV equipment – up from 48%.

With regards to retail staff, 71% were confident in advising on switchover and digital TV, up from 64%. Independent retailers performed best, with 84% of their staff offering confident advice, compared to 33% in unassisted stores such as supermarkets. 97% of licensed stores found the ‘digital tick’ logo scheme beneficial.

Dawn Banks, trade marketing manager at Digital UK, said: "With just weeks remaining until the first analogue TV signals are turned off, retailers have an indispensable role to play in helping people get ready. But the quality of in-store advice must improve if switchover is to be a success. So we’re announcing a range of new initiatives, in partnership with the retail trade, which are designed to further improve the level of switchover knowledge and understanding among staff."

Digital UK is launching a new promotion for the ‘Ask Digital’ advisor scheme, which has already trained 6,500 staff to answer switchover questions, with changes to make it more accessible to stores. It is also developing pocket cards for staff explaining issues such as analogue recording.

The availability and prominence of leaflets and point-of-sale material in unassisted stores, principally supermarkets, is to increase, with trade advertising and new point-of-sale material explaining the ‘digital tick’.