Mobile Choice Awards 2013: Best In-Store Customer Experience

Our readers have spoken and their votes highlight the mobile phone stores that treat people like individuals, answer their questions knowledgably and offer a great in-store experience overall.




Vodafone has been improving its in-store experience and is now in its final year of a three-year programme to change the way it sells products. The stores have been set up with a modular system, which means staff can change the look and feel of the point of sale very, very quickly. Shelving units can be taken down easily and replaced, giving the visual merchandisers more scope to change the whole experience. New customer propositions have also been consistent over time, while the Red Box system – allowing customers to swap over their contacts and content to their new phone – remains popular. 





Carphone Warehouse

Consistency is important to the success of Carphone Warehouse and it remains a strong contender in this category. Only the lack of a creative spark over the past 12 months stopped it pushing on to win this prize. 



O2’s stores are in transition, as it goes through the process of firming up a new-look retail proposition. However, the company’s in-store customer service is exceptional.


Phones 4u

Promotions helped Phones 4u make the shortlist. The dedicated 4G areas it set up in-store helped highlight that technology, while a deal that sees it work closely with Microsoft allowed it to do some interesting things around Windows Phone.



Three continues to create some of the most modern, customer friendly stores, pushing its experience light years away from the early, over-busy mobile phone shopping experience.


Congratulations to all of the winners. You can find all of the incriminating photos on our official MCAwards 2013 website, and a full list of the 2013 Mobile Choice Award winners can be found here

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