Mystery Shopper: Bishop’s Stortford

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Mystery Shopper’s mum is after a new handset and contract. She wants a modern phone and needs plenty of minutes – at least 600 – but isn’t bothered about data. What advice can the retailers offer?

6: Phones 4U

Product range – 3/5
Product knowledge – 2/5
Airtime knowledge – 2/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 2/5
Total – 13/30

5: Carphone Warehouse

Product range – 4/5
Product knowledge – 3/5
Airtime knowledge – 3/5
Questioning ability – 3/5
Sales ability – 3/5
Shop appearance – 3/5
Total – 19/30

4: O2

Product range – 2/5
Product knowledge – 3/5
Airtime knowledge – 4/5
Questioning ability – 4/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 20/30

3: Vodafone

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

2: EE

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 5/5
Questioning ability – 4/5
Sales ability – 4/5
Shop appearance – 5/5
Total – 26/30

1: Three

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

Summary

The retailers identified what I was looking for, but some failed to connect the dots.

Apart from a woeful experience at Vodafone and a confusing visit to Phones 4U, the retailers got the basics right, and most identified the Samsung Galaxy S III Mini as the obvious choice to fit my needs.

The sales assistants at EE and O2 failed to make the extra effort shown by Three and Carphone Warehouse.

They appeared to struggle to personalise their offers without resorting to using their computers or handing me brochures.

Three’s impressive store and good handset options almost won the day, but the personal touch and great offer from Danny at Carphone made him the clear winner.

Full article in Mobile News issue 550 (October 21, 2013).

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