It’s said that gadgets like mobile phones are heading for the scrap heap. The new buzz centres on “convergence” – handsets that take pictures, play films and music, and allow near instantaneous broadband connection. Oh yes, and you can make phone calls if you feel inclined.

All of which underpins the new-look Carphone Warehouse that opened last week in downtown Romford. This is one of several trial stores – another opened on the same day in Portsmouth and the Westfield branch has been trading for more than three weeks now. Yet step inside the 2,800 sq ft Romford store, look around and the first thing that will be apparent is a large mid-floor unit devoted to mobile phones. Carphone Warehouse head of new business Darren Gardner said: “We still want people to know we do phones, so the left-hand side of the shop is for this - it’s what we’ve done for 20 years.”

Elsewhere, however, this shop is a long way removed from a standard phone shop. Mid-floor there are tables filled with laptops and the traditional phone accessories area has been condensed to a single panel on the perimeter.

There are games and a zone at the back right of the store for what Gardner calls “scary stuff”. This turns out to be early-adopter kit that shoppers may need advice on. The rear is dominated by a wood-look consultation area and an orange “Geek squad” counter. If this is what mobile phone shops are likely to become, it’s an improvement.

Topics