Mystery Shopper: Kensington High Street

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Mystery Shopper wants to buy the HTC One (M8).  Can our retailers offer a comprehensive demo of the latest device and convince him to go for the latest model? 

6: Carphone Warehouse

Product range – 3/5
Product knowledge – 4/5
Airtime knowledge – 4/5
Questioning ability – 1/5
Sales ability – 3/5
Shop appearance – 4/5
Total – 19/30

=4: O2

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

=4: Phones 4u

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

3: EE

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

2: Three

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

1: Vodafone

Product range – 4/5
Product knowledge – 5/5
Airtime knowledge – 5/5
Questioning ability – 5/5
Sales ability – 5/5
Shop appearance – 4/5
Total – 28/30

Summary

The retailers performed strongly on this task but many struggled to differentiate between the two handsets.

Only three stores visited had the HTC One (M8) on display more than a week after it went on sale and this must be a worry for the manufacturer.

The camera and its ultrapixel specification was a main point of confusion with most staff unable to point out what this actually meant.

Indeed the only person who was able to confidently demo the M8 was Vodafone’s Henry.

Full article in Mobile News issue 562 (April 22, 2014).

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