For this first article, Housewares Magazine’s team of mystery shoppers visited, and assessed, seven multiples across the Welsh capital
ProCook, Pugh’s Garden Centre, Ty-Nant Road, Radyr (JOINT WINNING MULTIPLE)
This store opened on Thursday, March 15, 2018, and has two entrances, one inside the garden centre and one from the exterior.
I was looking to buy an air fryer. Inside the store, which I entered from the garden centre, I located the air fryers and there were three suitable products on display – the Air Fryer Health Grill, ProCook Multi Cooker 8 in 1 and the Electric Pizza Oven Air Fryer, which were priced at £179, £149 and £199 respectively.
After a couple of minutes browsing, I was approached by Tessa, who asked if I needed any help. She started her presentation by mentioning that the store manager has the Air Fryer Health Grill and is very happy with it.
She said that the product has adjustable time and temperature controls to suit your needs and explained that the adjustable controls provide flexibility.
Tessa highlighted the 12 functions of the appliance and explained various features including the grill rack and she said the splatter shield could be removed for cleaning.
She finished her presentation by mentioning that the product comes with a two-year guarantee.
Summary: Tessa was on great form; her mention of the two-year guarantee was an attempt to close the sale, and she was able to talk me through the product features and benefits. The store was well presented.
Sales skills: 5/5; Store presentation: 5/5
Total score: 10/10
Lakeland, Cardiff Garden Centre, St Mellons (JOINT WINNING MULTIPLE)
This store opened in the summer of 2024 and is accessed by walking through the garden centre.
I was looking to buy a bread maker. I was approached by Alan, who asked if I needed any help. 
Looking at the products, Alan recommended the Lakeland Bread Maker Plus, which was priced at £129.99.
Alan said that he likes this model and said that it offers three loaf size options – 500g, 750g, 1kg – and 15 easy-to-use programmes. Other features include a delayed start function, a built-in memory function and non-stock coating for easy cleaning.
He explained that the 15 pre-installed settings for everything from French loaves, gluten-free bread and wholemeal, to desserts, doughs, jams and cakes.
The second model Alan presented was the Lakeland Touchscreen Bread Maker, priced at £149.99. He mentioned the large LED display, the 12 programmes to choose from and the three loaf options – 454g, 567g and 680g. He added that both bread makers are covered by Lakeland’s three-year guarantee.
Summary: Alan was able to present both products well and the mention of the three-year guarantee was an attempt to close the sale. He talked in-depth about the two products and was keen to help me. The store was well presented.
Sales skills: 5/5; Store presentation: 5/5
Total score: 10/10
John Lewis + Partners, The Hayes
This store – the retailer’s largest store outside of London – opened in Cardiff’s St David’s 2 shopping centre on September 24, 2009, serving as a major anchor for the redevelopment.
I was looking to buy a coffee machine. I was immediately drawn to two Nespresso displays, the first of which was split between Original and Vertuo machines, with seven Original products and four Vertuo products. The displays looked stunning and showed the Nespresso products well.
I liked the Sage Creatista Plus coffee machine, which was priced at £399.99. The price ticket indicated that it could make eight drinks and offers customisable temperature and texture options.
To extend the two-year guarantee on the coffee machine, a Protect+ policy would offer a further two years cover for £35.
The second display featured 11 Vertuo coffee machines, including five different colours of the Krups Vertuo Pop coffee machine, which were priced at £55. The Vertuo Pop price ticket indicated that the machine produces espresso, double espresso, gran lungo and mug coffees.
With no sign of any staff on the shop floor, I left the store.
Summary: I was unable to assess the sales skills here. The two Nespresso displays looked great and well merchandised.
Sales skills: 0/5; Store presentation: 5/5
Total score: 5/10
Next Home, Capital Shopping Park, Leckwith Road
This store, on a busy retail park, is sandwiched between two national retailers, Smyths Toys Superstores and B&M Home Store.
Our new kitchen has a stunning island and I was looking for some bar stools to go around it. Inside the store, I took the escalator to the first floor.
There were six bar stools on display, all of which featured price tickets. The stools ranged in price from £130 for the Aiden gas lift bar stool, to £185 each for the Abel and Wolton Buttoned bar stools.
There were no staff in the home department. I noticed that every product had information attached that explained that they were all self-assembly and each came with a 15-year guarantee.
I was keen on gas lift models. In addition to the Aiden stool, the Hamilton bar stool was also a gas lift model, priced at £165.The Hamilton model was available in six different colours for the black metal base, and two colours that could be matched with a chrome base.
Summary: I was unable to assess the sales skills of staff at this store. Having a bright showroom, with products well displayed is great, but staff on shopfloor would be equally welcomed.
Sales skills: 0/5; Store presentation: 5/5
Total score: 5/10
Dunelm, City Link Retail Park, Newport Road
This store, located at the end of a small retail park, is also home to national retailers, Jollyes Pets and Home Bargains.
I was looking to buy a saucepan package set. As I browsed, I was greeted by Jamie, who interacted with me as he was putting products on the shelves.
There were a number of package sets available from suppliers including Brabantia, Prestige and Tefal. 
The first product I looked at was from Prestige; the 9 X Tougher Than Titanium set was priced at £65. Looking closely at the box, I could see that it a three-piece set, consisting of 16cm, 18cm and 20cm saucepans.
I liked a Tefal set (Titanium Force), but it became apparent very quickly that this was not displayed in the correct place, as the price ticket referenced a totally different product
The Tefal package included five products: 20cm and 28cm frying pans, a 14cm milkpot, and 16cm and 18cm saucepans.
With no sign of an approach, I left the store.
Summary: Despite a greeting from Jamie – which I have given a point for – this was as good as it got. Products were in the wrong place and displays were messy.
Sales skills: 1/5; Store presentation: 3/5
Total score: 4/10
Costco, Capital Retail Park, Leckwith Road
This store opened on opened on Thursday, July 31, 2008, as part of the Capital Shopping Park development in Leckwith.
I was looking to buy a stand mixer for my recently refurbished kitchen. Inside the store, I headed to the small domestic appliances area, where products were merchandised, with boxes of products under the display.
There were two suitable products. The first was a Kenwood model (KMX751ABK), which was priced at £213.98. The point-of-sale material around the mixer was very good, as it mentioned the model’s 1000W motor, five-litre stainless steel bowl and 14 optional attachments.
Another piece of POS stated that the product comes with a whisk, dough hook, K-beater, splash guard and spatula.
The second stand mixer was from KitchenAid (SM55), priced at £479.98. Unlike the Kenwood model, this product was not well presented. From the KitchenAid box, I could ascertain that the mixer comes with a 5.2-litre bowl, as well as three attachments.
Summary: I was unable to assess the sales skills at this store, as there were no staff visible in the area. I’ve knocked a point off for how untidy the KitchenAid display was.
Sales skills: 0/5; Store presentation: 4/5
Total score: 4/10
T K Maxx, The Hayes
This store opened on Thursday, March 28, 2013, and is in the former David Morgan department store.
I was looking to buy new salt and pepper mills to be a fixture on my new dining room table.
Inside the store, I took the stairs to the basement, which is where the home department is located. Once I had located the salt and pepper mills, there were seven sets on display from suppliers including Cole & Mason, Culinary Craft, Dartington, Typhoon and Viners.
I noticed that prices varied among the different salt and pepper mills, with prices ranging from £8.99 for a Culinary Craft set, up to a Dartington set priced at £19.99.
The top priced Dartington product caught my eye. The product information on the box indicated that these were electronic mills, which are powered by four AAA batteries (not included).
Other information informed users that the products should be wiped clean, using a damp cloth; they were not dishwasher safe.
Summary: I was unable to assess the sales skills here. The salt and pepper mills display was a mess.
Sales skills: 0/5; Store presentation: 4/5
Total score: 4/10
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