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WH Smith branded worst High Street shop

22nd May 2013
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Stationary retailer WH Smith has been voted the worst shop on the British High Street with consumers branding it ‘messy’ and ‘expensive’.

Which? asked over 11,000 consumers to rate High Street shops on price, products, service and after sales/returns and found Millets TK MAXX and EE also joined WH Smith in the worst five.

Unsurprisingly, tech retailer Apple took the crown for the best store, with consumers praising the store for its ‘unique look and feel’ and ‘great customer service’.

Cosmetics retailer Lush took second place, followed by Disney Store, Richer Sounds and Bon Marché – which made the top five for the first time.

The survey also asked consumers on their overall retail experience and found consumers are unhappy with the number of retail chains closing this year. Nearly 90% said they don’t like to see High Street stalwarts fail and 81% worry about the decline of the High Street, the figures showed. 

And the findings should give confidence to retailers. While more than half buy more online now than last year (52%), consumers claimed to still visit High Street shops more often than shopping websites, shopping centres and retail parks.

Which? executive director, Richard Lloyd, said: “With many High Street shops struggling to keep afloat during the recession, it’s great to see so many people saying that they are still getting good service.

“Consumers want to support their local stores, but not at any price, so whether they are chains or independent we hope shops do the right thing to keep their customers and hold back the decline of the Hight Street.”

Apple is no stranger to customer service rankings. Last year, the tech retailer ranked highest for customer loyalty in ClickFox’s rankings and beat luxury car manufacturer Aston Martin to the title as 'coolest' brand in the UK.

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