Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Mystery Shopper: Romford
Mystery Shopper wants a new handset, with photography and HD video a priority. Can someone suggest an appropriate handset and give him tips on uploading his happy snaps to social networks?
6: EE
Product range – 4/5
Product knowledge – 0/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 4/5
Total – 11/30
5: Carphone Warehouse
Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 2/5
Questioning ability – 1/5
Sales ability – 1/5
Shop appearance – 2/5
Total – 13/30
4: O2
Product range – 3/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 3/5
Total – 16/30
3: Vodafone
Product range – 3/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 2/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 19/30
2: Three
Product range – 5/5
Product knowledge – 4/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 4/5
Shop appearance – 5/5
Total – 24/30
1: Phones 4U
Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 28/30
Summary
A real mix of results on what should have been a simple task for the retailers.
Phones 4U’s almost flawless approach was made to look even better by dismal performances at EE and Carphone Warehouse.
The lack of demonstrations was also a surprise, with only James at Phones 4U and the assistant at Three letting me use suggested handsets. EE left me confused, while Carphone left me irritated as they had the perfect device in store but failed to sell it to me with conviction.
O2 and Vodafone both got the basics right without being spectacular, leaving Phones 4U the clear winner, thanks to great personalised advice and hands-on explanations of key features.
Full article in Mobile News issue 548 (September 23, 2013).
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