Mystery Shopper: Brixton

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Mystery shopper has a retired parent who likes their social media and wants a smartphone and data package to match. Can they find the perfect choice of handset and airtime package for this growing market segment?

6: Vodafone

Product range – 2/5
Product knowledge – 2/5
Airtime knowledge – 0/5
Questioning ability – 1/5
Sales ability – 1/5
Shop appearance – 2/5
Total – 8/30

5: Carphone Warehouse

Product range – 3/5
Product knowledge – 2/5
Airtime knowledge – 1/5
Questioning ability – 0/5
Sales ability – 0/5
Shop appearance – 3/5
Total – 9/30

4: Phones 4u

Product range – 2/5
Product knowledge – 3/5
Airtime knowledge – 0/5
Questioning ability – 0/5
Sales ability – 1/5
Shop appearance – 5/5
Total – 11/30

3: Three

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

2: O2

Product range – 4/5
Product knowledge – 4/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 3/5
Shop appearance – 5/5
Total – 21/30

1: EE

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

Summary

A clear win for EE. Pamela recognised there was a potential sale and provided all the help and advice that was required.

O2 had a nice choice of handsets and came close but the adviser let herself down with poor questioning.

The rest were pretty abysmal, with no choice offered on handsets, poor airtime knowledge and just not seeming to be very interested all too common.

Full article in Mobile News issue 560 (March 24, 2014).

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