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This article is about PC World, the UK computer retailer. For the British magazine, Personal Computer World, see Personal Computer World.

PC World
Type	Part of DSG International plc
Founded	November 1991
Headquarters	Hemel Hempstead, United Kingdom
Key people	Per Bjørgås (Group Managing Director, UK and International Electricals Division since January 2006)Keith Jones (Managing Director, PC World since April 2005), Jerry Roest (Managing Director, PC World Business since 2006)
Industry	Retail
Products	Information technology
Revenue	n/a (see DSG International plc for group revenue.)
Employees	5,528 (2005)
Slogan	The Best Of Both Worlds (also "Internet prices to take home today")
Website	http://www.pcworld.co.uk/ http://www.pcwb.com/

PC World is one of Britain's largest chains of mass-market computer superstores. It is part of DSG International plc ("Dixons Stores Group"). PC World operates under the brand name PC City in Spain, France, Italy and Sweden.

In November 1991, Vision Technology Group Ltd opened the first PC World store in Croydon. When Dixons Group plc (now DSG International) purchased the chain in 1993, there were four PC World stores in existence. There followed a period of expansion as more stores were opened across the country. This expansion was partly driven by a series of acquisitions beginning with DN Computer Services plc in 1996, followed by Byte Computer Superstores Ltd in 1998 and, more recently, Micro Warehouse in June 2004.

PC World Business was launched in September 1997 in the UK. Since March 2001, PC World Business has been based in Bury, Greater Manchester and has its own management team.

The company employs in excess of 5,000 people^{[citation needed]}.

The outside of the new Southampton Central PC World store in December 2006. The new logo is clearly visible.

The old logo of PC World on the Kingston Park store

As of March 2006, there are 163 PC World stores in the UK and Ireland. Sales in 2004/2005 (including PC World Business) were £1,695 million.

The stores offer ranges of consumer-oriented PCs, laptops and peripherals, including DSG stores' own-brand Advent and PC Line. Stores also have a "PC Clinic", which offers advice and services. Some stores also have a "Component Centre" area, which contains more basic PC components such as motherboards, hard drives and cases. Most UK stores have a branch of "The Tech Guys", and also offer consultation to business customers.

In September 2006, PC World UK assumed management control of its French subsidiary. PC World in the UK is also due to undergo a style change at the beginning of 2008, including a new logo, staff uniforms and store layouts as part of its image re-branding programme. The changes have been trialled at the Brentford, Colchester, Portsmouth and the brand new Southampton, Newcastle (Silverlink), Isle of Wight, Enfield, Burnley and relocated North Shields branches.

In late 2006, PC World launched "The Connected Home", selling PC based home entertainment systems and installation services.

PC World has attracted criticism in a number of areas. Common complaints include:

• Failure to honor statutory responsibilities under the Sale of Goods Act (see controversies below)
• Lack of genuine computer knowledge amongst staff [1][2]
• Sales-oriented culture that pressurises staff into promoting more expensive goods, regardless of suitability, and often with misleading or incorrect information (see false advertising below)
• Aggressive promotion of extended warranties (also known as insurance and support packages)
• Poor after sales service, especially if an extended warranty is not purchased
• Customers are required to use out-sourced, national rate telephone support for hardware issues or premium rate (£1.50/minute, except for set-up which is £1/minute) telephone support for software issues, unless an extended warranty has been purchased.
• Lack of choice or availability of individual computer components, rendering the store of limited value to more computer savvy consumers
• Overpriced goods when compared with equivalent independent retailer or on-line prices, for all but out-of-the box PC systems
• Disparity in pricing between PC World stores, the PC World website and other shops owned by the Dixons group.
• The use of low-priced lures to sell high margin items, for example cheap ink-jet printers but expensive printer cables and ink.
• Complaints of repairs not being completed.^{[citation needed]}

Similar criticisms have been aimed at other retailers in the DSG group (including Dixons and Currys).

In 2006 PC World attempted to get away from its reputation for having sales staff on commission who would therefore use high pressure sales tactics with its "One Team" marketing campaign [3]. This involved adverts in major newspapers claiming staff no longer received commission, however this claim is misleading. Staff now receive commission based on the performance of the entire store as a whole, meaning their pay is still directly linked to performance.

In 1997 Gary Glitter took his PC into a branch of PC World in Bristol for repair, where child pornography was found by staff. PC World informed the police, and Glitter was subsequently charged and convicted of possession of child pornography. It is unclear whether the repair work that Glitter's machine required would have necessitated access to the hard drive with images being discovered by accident, or whether PC World staff accessed the contents of the hard drive when they had no legitimate reason to do so, either as a routine activity performed on all customers machines, or performed on Glitter's due to his celebrity status.

In 2005, after 56 complaints from TV viewers, PC World was forced to remove an advert that gave misinformation about wireless networking. [4] There have also been numerous other complaints over ads, particularly regarding goods advertised but not actually available in the stores. [5] [6]

On the 26th of March 2007, The Register reported [7] that PC World had repaired a customers laptop, under the terms of an extended warranty, with a second hand hard drive. The drive contained images of bestiality, which the customer claimed "popped up" on screen whilst his 11 year old son was playing a game. PC World spokesperson Hamish Thomson admitted that "it is not uncommon" for a second-hand part to be used in a PC World repair.

On the 12th of September 2007, PC World reportedly refused to repair a customers laptop with a manufacturing defect under warranty because the operating system had been changed from Windows Vista to Linux [8]. Such a change could not have resulted in the physical problems the laptop was suffering from, however the manager of the London store is quoted as having been told to refuse repairs where the operating system had been changed.

It was also reported on 20th of September 2007 that PC World told a customer that the bag he had purchased was "incompatible with Mac laptops" and that the 17" bag was too small for the 17" laptop [9]

DSGi has employed a strong refund and exchange policy to ensure products are exchanged for the right reasons and as to help not detriment the business.

Items that may be returned are:

• Items unopened and within the "acceptance" period of 28 days from purchase.
• That are proven faulty and within 28 days of purchase.
• Items that qualify for "Code 5" meaning 'Instant Replacement' in store such as CDs, etc.
• Items purchased within 28 Days and proveable that has been sold mis-represented.

Items that do not qualify for return but do for repair are:

• Items older than 28 Days and within 1 Year Warranty.
• Items that are older than 28 Days and are under PC Performance (maintenance service).
• Items only under warranty must be sent off to the manufacturer for exchange or repair!

Items that do not qualify for return:

• Opened software.
• Intentionally damaged goods.
• Products older than 28 Days and do not qualify for repair under warranty.
• Products older than 1 year's warranty, even when it is under PC Performance (check for repair).
• Older than 28 Days and used.
• When no receipt or bank statement is issued to prove purchase.
• Products that have a voided warranty.

To Void the warranty means you've either intentionally damaged the machine, replaced the hardware or Operating System that was initially installed, purchased the machine and taken it out of the United Kingdom, or have accidentially dropped the machine. Accidental Damage is not support by any Manufacturers!

PC World has developed a strong learning force in which new starters and existing colleagues may develop their skills and knowledge for the work involved.

New starters will soon be able to attend the "PC World Academy" where they will learn various parts of the store, work, and advice in serving our customer.

Then once the colleague has started working they have access to the Customer Advisor training ladder, and 'Power of Knowledge'.

PC Performance migrated to The TechGuys from its precessor Mastercare, the service has altered its policies from an Insurance to a Repair and Maintain service. When it migrated it also changed its payment style as well, rather than paying one hench lump sum up front, you can now go 'Pay As You Go' meaning you are able to pay monthly for the service instead. The service is cancellable at any time and if asked you may be able to get given the very first month for free!

The service includes:

• Unlimited repairs (parts are included during REPAIR).
• Access to the 24/7 Hotline to TechGuys London.
• Free yearly PC Health Check (like our yearly dentist appointment).
• Next Working Day Courier Collection or in-home service.
• Data Recovery (retrieve permanently lost or corrupted files).
• 1gb Online Data Backup
• Labour-free upgrades (UPGRADE parts are not included).
• Accidental Damage.

Printers, Cameras, Scanners, Photo Frames under £130 come with "Instant Replacement" mean you can come into the store and receive a new machine from store stock as opposed to sending it off to the manufacturer which can take ages. You can normally purchase a £9.99 or £19.99 instant replacement for 3 Years depending on the price of the machine.

There has been a lot of complaints regarding Sales of Goods Act, DSGi respect the Sale of Goods Act and it is #1 in our services.

• If your item is broken you are entitled to a refund within 28 Days, otherwise the Manufacturer are obliged to repair or exchange its stock.
• The Store does not have any legal obligation to exchange items with its store stock when the product is over 28 Days.
• Sale of Goods Act does not dictate where replacements come from, however it does say they must be given to the customer.
• DSGi only support a 1 year warranty unless you optionally purchase our own independant maintenance service. If a manufacturer gives longer than a 1 year warranty you must consult them.
• Mis-represented goods must be exchanged before 28 Days is over otherwise it is legally deemed you have accepted the goods.
• You must have a receipt or solid proof of purchase you bought the item.
• 'Fit for its purpose' means it lives up to what the machine is designed for and unfortunately not what the customer thinks its for (I.E. a £299 EI Systems PC will not play games, and is designed for word-processing hence fit for its built purpose).
• The warranty is void if you replace hardware or its Operating System, due to the fact its no longer the original machine you bought.
• If you damage your machine accidentially it is only supported under our maintenance agreement, manufacturers refuse to pay for accidentially damaged products.

Wikimedia Commons has media related to:

PC World

• The official PC World website
• The official PC World Business Portal Page website
• "The Connected Home" website

• Customer feedback on PC World, at Ciao.co.uk
• The Tech Guys (Successor to Mastercare)

• DSG International plc
• Coverplan
• Currys
• Currys.digital
• Dixons
• The Link
• PC City