Independent retailers that have signed up to Digital UK’s ‘digital tick’ scheme are providing a better service to prospective customers than those who have not, according to the switchover body.
However a mystery shopper exercise revealed a continued lack of knowledge, or ability to explain, the ability to record channels independent of the one viewed after switchover. Only 28% were able to explain the loss of recording with analogue devices correctly with 30% giving the wrong information – usually that VCRs would stop working altogether. Digital UK said the matter was being addressed with the offer of further training.
Digital UK found that switchover was accurately discussed by 87% of licensed independent stores, compared to 77% of those who had not. The process was accurately explained by 83% of licensed stores, a feat achieved by only 77% of stores that had not been licensed to display the tick symbol.
