Mystery shopper October 12, 2007

SPORTS WORLD

RANGE
There were a reasonable number of models to choose from, but there was not an even spread across the brands. Reebok and Asics were favoured over Nike and there were no Adidas styles available. Everything shown to me was at 30 per cent off.

PRESENTATION
The store looked like it was in chaos. The shopfloor appeared to double as the stock room. A wall of shoe boxes was the first thing I came across when entering the store, which obstructed the view. Walking through the store meant negotiating your way around randomly strewn boxes.

SUGGESTED PRODUCTS
Nike Air Pegasus -£45.99; various Reebok trainers, ranging from£20.49 to£48.99 (all at 30 per cent off); various Asics products, priced from£37.09 to£90.99

CONCLUSION
The chaotic store and the sheer difficulty in negotiating your way around the stacks of boxes were instant turn-offs. I approached a member of staff to ask for help, but he redirected me to a colleague who knew more about it. He was polite and showed me where I could find shoes suitable for the gym, but did not offer any further assistance – saying all the models would be satisfactory for my needs. There were a decent number of styles to choose from and all were on offer, but I couldn’t muster the patience to look at them. Price was probably the store’s only redeeming quality.

SCORE: one out of five

FOOT LOCKER

RANGE
Admittedly, it was the smaller of the two Foot Lockers on Oxford Street, but the number of actual sports shoes on sale was very limited. The store definitely favoured fashion trainers. However, there were a few decent models within my price range.

PRESENTATION
The shoes were neatly displayed, with men’s along one wall and women’s along the other. The different styles and brands were clearly defined and it was easy to browse and find exactly what you were looking for. The latest styles were highlighted on a separate display unit at the front as you enter the store.

SUGGESTED PRODUCT
Nike Shox Slim R4 in Black -£64.99

CONCLUSION
I was not approached and asked whether I needed any help, but when I approached a member of staff, he was happy to stop and help, despite being in the middle of another task. He showed me which ranges were suitable and recommended a style, highlighting that it was available in a number of colours and would also be suitable to wear as a fashion shoe. He also pointed out that they had it exclusively in black at a discounted price. However, he made no attempt to seal the sale and couldn’t tell me exactly what about the shoe made it ideal for gym use and running.

SCORE: three out of five

NIKE TOWN

RANGE
Despite offering just one brand, this shop had the widest range, with most available in a number of different colours and variations. It was also the most sports-focused of the stores, with most styles being allocated to an activity, rather than just fashion.

PRESENTATION
The shoes looked great displayed on the curved walls and they were clearly grouped by activity, which made it very easy to browse and quickly locate what you needed. The store was very tidy and clean and the graphics, photos and displays were inspiring.

SUGGESTED PRODUCT
Air Max Moto -£70

CONCLUSION
The store is large and it took a few minutes to find the right shoe department. It was relatively busy, but I was approached to see if I needed any help almost as soon as I started to browse. I found the assistant very helpful and knowledgeable. She knew the specific features of each model and had a good idea of what I wanted. There were a range of price points and plenty to choose from within my range, but no offers or bargains to be had. I had to wait a little longer than I would have liked to get a pair sent up for me to try on.

SCORE: four out of five

JD SPORTS

RANGE
Not the biggest selection, with just a few styles and two brands to choose from. However, the assistant did point out that, because I was a women’s size 7, I could also consider some of the men’s styles.

PRESENTATION
A good-looking store, with the shoe walls lit up to catch your eye and show off the trainers. The store was also clean, uncluttered and easy to move around. However, the women’s shoes were next to juniors and it was not always obvious or clearly labelled which was which.

SUGGESTED PRODUCTS
Women’s Nike Dart -£34.99; women’s Asics Interceptor -£39.99; various Men’s Nike styles, ranging from£54.99 to£84.99

CONCLUSION
I was approached after just one minute of browsing and the assistant was very polite, honest and willing to help, but perhaps could have showed a little more interest. He answered my questions well and gave some clear advice and also pointed out which pair was on offer. I was a little disappointed by the small selection and it would have been difficult to be confident I had found the best shoe for me among them. Again, there seemed to be more fashion trainers than sports shoes. One bonus was that the prices were, on the whole, lower than expected.

SCORE: three out of five

THE VERDICT
Sportsworld was a draining experience. As well as the mess the store was in, I was offered next to no advice and would have had no confidence that I had picked the right shoe for me. The only reason I would return would be to check whether a pair I tried in another store was available there at a cheaper price.

Foot Locker was not a bad store, but the limited range was off-putting – I didn’t feel there was a good enough selection to make an informed choice. At JD Sports, customer service was efficient and the store looked good, but it was let down by the ranges on offer.

Nike Town was the clear winner. Although a single-brand store, it had the biggest range and was by far the most sports-focused. The assistant was also the most engaged and knowledgeable.