Mystery Shopper: Luton

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Tablets are expected to be the most in-demand presents this Christmas. Mystery Shopper is well aware of the buzz, and has had his eye on the new iPad range for a few weeks too.  Can the retailers come up with the goods?

6: O2

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

5: Carphone Warehouse

Product range – 2/5
Product knowledge – 2/5
Airtime knowledge – 2/5
Questioning ability – 0/5
Sales ability – 0/5
Shop appearance – 3/5
Total – 9/30

4: Phones 4U

Product range – 1/5
Product knowledge – 2/5
Airtime knowledge – 2/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 3/5
Total – 11/30

3: Three

Product range – 3/5
Product knowledge – 0/5
Airtime knowledge – 3/5
Questioning ability – 1/5
Sales ability – 2/5
Shop appearance – 3/5
Total – 12/30

2: Vodafone

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

1: EE

Product range – 3/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 27/30

Summary

Hunting for a deal on the iPad Air was like chasing an endangered species.

Only a couple of stores had the Air in stock, while the iPad Mini with Retina was nowhere to be seen.

I may as well have not bothered going into the O2 store, while the assistant at Carphone made my visit a confusing and unsatisfying one.

Phones 4U did not seem to be bothered by the tablet craze, while the staff at Three did a poor job of capitalising on the network’s push into the sector.

Vodafone and EE took similar approaches, talking up the contracts on offer before springing joint offers for phone and tablets. However, Visar at EE gave me all the information I needed and gave the best overall offer.

Full article in Mobile News issue 553 (December 2, 2013).

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