Mystery shopper is off to University and wants the best deal for a student to call home, close friends and use the internet.
Get Connected (5th)
This store looked very fresh looking from outside with a speaker at the entrance playing loud music. A large interior space displayed the phones neatly on the walls with appropriate literature next to them.
I was immediately greeted by a gentleman named Zee, very smartly dressed. He seemed very enthusiastic and asked me what I was looking for. After explaining my requirements Zee recommended the LG Arena touchscreen phone as the best phone for internet surfing due to its large screen. He said that they have sold lots of them especially for the internet features, “Is this was the latest phone on the market then?” “Yes”. Zee noted a couple of further feature highlights but didn’t really go into any detail or make me want the phone right then, right now.
I explained to Zee that I had been recommended the Samsung Tocco Ultra Edition; he replied “That it was not the right phone for you, LG is better than that”. I expected a few reasons as to why to follow but the statement was all Zee had for me. The LG was located and taken off the display stand to demo which l found strange as it was a dummy handset. The product was a nice shape but it was difficult to get too excited about a lump of plastic that did nothing, Zee didn’t offer to show me a real unit so we moved on to tariffs.
Zee recommended an Orange £34.26 per month tariff, 900 minutes, 500 texts, 500MB internet usage and unlimited UK landline calls all on a 24 month contract. This was an appropriate solution to my needs but Zee didn’t offer any other options to consider although details were visible about other tariffs which could have been more beneficial to me.
Zee took the opportunity to secure the deal, which was to be expected although I had explained I was just having a look around and seeking some information. The sales pitch was very linear with single recommendations made without comparison or viable reasons for purchase making it feel a little shallow.
Product Range **
Product Knowledge **
Airtime Knowledge **
Questioning Ability ***
Sales Ability ***
Shop Appearance ***
Overall Score: 15
3 Store (4th)
I walked around the little narrow store for about 10 minutes; there were two customers in store one being served and one browsing. I was entertained by the music playing and the large amount of live demonstration phones on display. I waited at the sales counter and was served by a gentleman named Raj. “How can I be of assistance?” l told him that I was going to university and was looking for student deal offering a lot of minutes and the ability to surf the net on a regular basis.
Raj presented me with a brochure and showed me the tariffs and mobile phones. He recommended the Internet Texter tariff, which was £35 per month giving me 750 minutes, free 3 to 3 minutes (maximum of 2,000), 3,000 texts and a 1GB allowance of the internet on a 24 month contract. He went on to recommend the Nokia N86 but without a demo or any particular reason why other than the screen size was bigger.
An alternative option was the Mix & Match plans for talkers and texters, 1100 Mix & Match minutes on an 18 month contract, starting from £27 (Depending on what phone you select). There was no mention of internet or any other key free features including 3 to 3 calls, Voicemail, Skype to Skype calls and Windows Live Messenger.
The size of the store presented an additional challenge to sales as the layout meant Raj needed to move aside to let customers move past. This disrupted his flow and background noise made it more difficult to hear him clearly at times.
Three offer some strong USP’s within their tariffs but they were not built upon during the visit. A product demonstration was expected but never came despite a clear recommendation being made. Raj was friendly and knew where to locate the information he required to enlighten the customer but the sales process was unfulfilled.
Product Range ***
Product Knowledge ***
Airtime Knowledge ***
Questioning Ability ***
Sales Ability ***
Shop Appearance ****
Overall Score: 19
02 (3rd)
The big open space inside the store looked very clean and tidy with music playing softly in the background.
Whilst looking around the phone displays l was greeted by a gentleman called Chris who seemed eager to help me. After initial conversation detailing my needs Chris took me over to the iPhone display. He picked up a live display model and handed it to me to see what I thought of it. Chris went on to demonstrate the phones internet capabilities; unfortunately this was not successful as the 3G signal was very poor in the store. Chris apologised for this and said that it can be a tad embarrassing when this happens. Not to worry, surely this is the start of a great demonstration of how the iPhone is going to change my University experience. Unfortunately not, that was it.
We went on to talk about the tariffs; Chris listened to what I had said regarding minutes and internet and recommended the O2 £44.05pcm tariff. (1200 minutes, 500 texts and unlimited UK data and Wi-Fi) In terms of a handset the new iPhone 3GS 16GB was the choice proposed over the older 3G model.
The recommended handset and tariff met all of my required criteria offering a clear screen for web browsing and enough minutes, text and data allowance to keep in contact with friends and family. I would have liked to have been informed of other benefits the iPhone could offer a University student and perhaps a further handset to compare it against.
Product Range ***
Product Knowledge ****
Airtime Knowledge ****
Questioning Ability ***
Sales Ability ***
Shop Appearance *****
Overall Score: 22
Orange (2nd)
The store had a modern feel with colourful displays and a well laid out interior. No sooner was l in the shop when l was greeted by a smartly dressed lady with a smile called Fiona. “How can I help?” I talked Fiona through what l was looking for and she recommended one phone fit for my purpose, the Samsung Tocco. Fiona asked if I would like to see it in action, which l promptly agreed to. She showed me how to get on the internet, how to use the touchscreen or key pad, the menu system and the 8mp camera. I was very impressed with Fiona’s product knowledge and the handset.
Fiona then began narrowing down the correct tariff choice for me from the variety offered by Orange asking relevant questions about my expected usage and costs. Fiona recommended giving me 900 minutes, 500 texts, 500MB internet on phone, free voice sat nav, unlimited landline calls, free home broadband all for £34.96pcm. This was a fantastic offer and seemed like a real student package.
Also included in this was the Magic numbers (Call an Orange mobile number free of charge – one at a time) and Orange Wednesdays (Buy one and get one free offers for Cinema and Pizza Express every Wednesday). Fiona took the opportunity to complete a sale by enquiring if I would like to reserve a handset but I politely declined.
Like many of the visits a second or third option of handset and tariff would have been appreciated to make a considered choice although in terms of customer service Fiona was very good. She displayed excellent product knowledge and gave a recommendation based on her questioning ability and experience.
Product Range ***
Product Knowledge *****
Airtime Knowledge *****
Questioning Ability *****
Sales Ability *****
Shop Appearance *****
Overall Score: 28
Carphone Warehouse (1st)
A well designed interior layout offered large display areas with live product and a contract discussion area towards the rear of the store away from browsing customers. Products were well displayed and clearly labelled with POS illustrating the features of the handsets.
I could only see one member of staff who was serving a customer upon entry, when he finished he wasted no time in introducing himself and asking me how he could help.
We chatted briefly about my reasons for being in store and Jason went on to recommend a mobile and laptop package. This was the first out of all the stores I visited to take this approach and with great interest I took the conversation forward.
The recommended deal offered a Samsung Tocco Lite, the handset has a 3 mega pixel camera and 3” touchscreen. In addition to the phone I would also receive a free Dell Inspiron 15.6” widescreen laptop with a 160GB hard drive, 1GB Memory, 7 in 1 media card reader and Microsoft Windows Vista Home Basic package. Jason retrieved a demonstration handset and showed me the key features he had previously described easily navigating the menu systems before handing it to me to have a play with.
The mobile tariff offered 900mins, unlimited text, 500MB internet browsing on my handset, Orange Wednesdays, home broadband and magic numbers. The free Dell laptop was the real deal clincher over all store recommendations especially with the university student in mind.
The experience in store was very good, Jason had listened to what I had asked and showed empathy with my situation. His recommendation offered something no other store had considered; the laptop relieved a necessary additional cost to students and was supported with relevant product knowledge.
Product Range *****
Product Knowledge ****
Airtime Knowledge *****
Questioning Ability *****
Sales Ability *****
Shop Appearance *****
Overall Score: 29
Winner Profile:
Name: Jason Blann
Age: 40
Job Title: Full Time Sales Consultant
Tenure: 1 Year
Best Tariff: £40 – Dolphin, 900 minutes, unlimited text,
Best Handset: Nokia N86
Sales Ethos: I enjoy making sure that I meet customer needs and wants, l like to make sure they leave with the best possible tariff that suits them.
Hobbies: Cycling & Music
Summary:
Carphone Warehouse and Orange were the best stores visited. Jason was enthusiastic, friendly and totally committed to me to find the right deal for me. Whilst Orange was nearly there in terms of service a laptop deal was not present. This extra bonus and a crucial consideration to go to university nowadays was the winning point.
02 was very good in recommending the new iPhone 3GS handset, Chris was polite at all times but failed to show me a full handset demonstration. I found Get connected were too pushy, whilst full of knowledge it looked like they were just interested in a sale. The 3 Store did not entice me with their offers and did not demonstrate the handset that was recommended.
Store Round-up
Carphone Warehouse: £35 per month on Orange – 900 minutes, unlimited texts mix & match, 500MB internet browsing, orange Wednesdays, magic numbers, Samsung Tocco Lite & Dell Laptop recommended.
Orange: £34.26 per month – 900 minutes, 500 texts, 500MB internet on phone, free voice sat nav, unlimited landline calls & free home broadband. Samsung Tocco recommended.
O2: £44.05 per month – 1200 minutes, 500 texts and unlimited UK data and Wi-Fi. iPhone 3GS 16GB recommended.
Get Connected: £34.26 per month on Orange – 900 minutes, 500 texts, 500MB internet on the phone, free UK landlines or £39.15 per month – 1200 minutes, 500 texts, answer phone, free mobile browsing, and itemised billing. LG Arena recommended.
3 Store: £35 per month – 750 minutes, free 3 to 3 calls, 3,000 texts & 1GB or Starting from £27 – 1100 Mix & Match minutes, free 3 to 3 minutes, free Skype calls, free voicemail. Nokia N86 recommended.
Mobile News Mystery Shop Oct 6th 2009 – Best Student Mobile Deal