Mystery Shopper Special: Westfield Stratford

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Most major mobile retailers were present at the opening of Westfield Stratford. Mystery Shopper was after a top-end smartphone with high-quality screen to watch films on. How would the new stores cope with our request?

5: Everything Everywhere

Product range – 4/5
Product knowledge – 1/5
Airtime knowledge – 1/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 4/5 
Total – 13/30

4: Phones 4U

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 3/5
Sales ability – 4/5
Shop appearance – 3/5
Total – 22/30

3: Virgin Media

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 3/5
Questioning ability – 4/5
Sales ability – 5/5
Shop appearance – 3/5
Total – 23/30

2: Carphone Warehouse

Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 4/5
Questioning ability – 3/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 25/30

1: O2

Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 4/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 27/30

Summary

As these were new stores, we decided on a straightforward topic and nearly all of them came out largely unscathed.

That is, except for Everything Everywhere. The staffer’s vague sales approach was a concern and perhaps more focus needs to be put into training.

Phones 4U’s staffer was knowledgeable but lacked live demo handsets, while Virgin Media’s Ryan spent too much time trying to sell me the company’s other services.

It was close between Carphone and O2 for the top prize, but Ewan at O2 just got there with his almost-perfect sales approach, finding out my needs through questioning and pure honesty.

Overall, it was disappointing most of the staffers didn’t make an effort to go through tariff allowances with me. This should be a top priority when making a sale.

Full review in Mobile News issue 498 (September 26, 2011).

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