Vodafone best high street mobile retailer

Asda comes out worst in terms of advice and stock levels
Kerry Butters
Kerry Butters -


Which? has revealed the best mobile retailers in the UK after its first ever survey on retailers discovered huge differences in performance.

The consumer watchdog said: “While some retailers scored highly in some areas, too many offer an experience their customers find mediocre overall.”

Vodafone came out on top and was rated the highest “street performer” for appropriate advice and after-sales service, as well as offering a good range of handsets and ensuring stocks remain high.

Asda failed to deliver, coming bottom as it was felt it lacked the expertise of high street vendors and offered poor service alongside few products.

Vodafone was beaten to the top spot for the best online store though, with O2 taking the number one spot for ease of use.

Phones 4U performed very poorly with customers giving them a paltry 44% score, and online retailer E2Save did a little better but fell down on stock levels, range and the ordering process, achieving only two-star ratings in these areas.

Overall, the big boys performed the best in high street shopping, alongside Tesco, but large retailers offering a range of networks all performed poorly with the Carphone Warehouse coming out just above Phones 4U and independents.

Asda provided the worst service, along with inappropriate advice and low stocks - although it did manage to perform well on pricing.

In online stores Phones 4U performed the worst, coming in last behind E2Save and 3, whilst O2, Vodafone and mobiles.co.uk provided the best web shopping experience.

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