Mystery Shopper: Guildford

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5: Mobile Master (Independent)

Product range – 2/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 2/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 14/30

4: Vodafone

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 3/5
Total – 17/30

3: Carphone Warehouse

Product range – 3/5
Product knowledge – 2/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 18/30

2: Orange

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 4/5
Total – 24/30

1: 3

Product range – 5/5
Product knowledge – 5/5
Airtime knowledge – 4/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 5/5
Total – 29/30

Summary

The key factor in this mystery shop was demonstrations. Only Orange and 3 gave one, with the difference being the quality.

3’s handset was set up to give the best demo experience. The other difference between the stores was their sales style, Vodafone and Mobile Master gave the feeling that I was expected to be asking questions to find out more. Carphone Warehouse, Orange and 3 felt more like conversations, with questions being asked by both sides.

3 was a clear winner. The experience was memorable and the tariff offered more internet usage. A few days later I actually made the switch from an iPhone to a HTC.

Full review in Mobile News issue 462 (April 26, 2010).

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