Mystery Shopper: Watford

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Amateur photographer Mystery Shopper wants a smartphone with a top of the range camera. Can our retailers find him the right cameraphone or will they resort to just measuring megapixels?

6: Carphone Warehouse

Product range – 2/5
Product knowledge – 2/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 1/5
Shop appearance – 3/5
Total – 13/30

5: O2

Product range – 4/5
Product knowledge – 2/5
Airtime knowledge – 3/5
Questioning ability – 2/5
Sales ability – 2/5
Shop appearance – 3/5
Total – 16/30

=3: Three

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

=3: Vodafone

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

2: EE

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

1: Phones 4u

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

Summary

Cameras are about more than just megapixels, something the retailers missed.

Carphone Warehouse and O2 were both lacking in staff, and knowledge about cameras.

Three offered perhaps the friendliest customer service but could only offer facts read off a card whilst Vodafone was too pricey.

EE were understaffed as well but handled it well. They seemed to have the best knowledge of cameras overall but not the best service.

Tariq at Phones 4U was unmatched – sterling balance of customer service and camera expertise.

Full article in Mobile News issue 571 (August 26, 2014).

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