Mystery Shopper wants a smartphone but has no idea which one. He has a £30 budget – but can our retailers convince him to take a more expensive device, and are retail outlets still driven by sales?
6: O2
Product range – 3/5
Product knowledge – 2/5
Airtime knowledge – 4/5
Questioning ability – 3/5
Sales ability – 1/5
Shop appearance – 3/5
Total – 16/30
5: EE
Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 4/5
Questioning ability – 3/5
Sales ability – 2/5
Shop appearance – 4/5
Total – 20/30
4: Carphone Warehouse
Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 3/5
Total – 23/30
3: Vodafone
Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 5/5
Total – 25/30
2: Phones 4u
Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 4/5
Total – 26/30
1: Three
Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 4/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 27/30
Summary
A solid performance from our retailers on the selling task.
Rick from Three was an excellent salesperson and was able to explain the benefits that would come from a high-end handset.
A great effort by Aron at Phones 4u who would have won on most other weeks.
Commendable efforts also at Vodafone and Carphone Warehouse from very knowledgable staff.
At EE and O2, where there are increasing moves towards customer service, staff acted more like order takers rather than sales staff.
Overall, consumers are still getting good advice on the high street when it is required.
Full article in Mobile News issue 566 (June 16, 2014).
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