Phones 4u Recognised as ‘Best High Street Retailer’ at the Mobile Industry Awards 2012

FRIDAY 15TH JUNE 2012: Phones 4u is pleased to announce that it has been chosen as Best High Street Retailer at the annual Mobile Industry Awards 2012, beating off stiff competition from all networks and retailers within the mobile phone industry.

Rigorous judging criteria meant industry experts deliberated over staff motivation, range of products and services, most compelling and effective store formats, best customer service, marketing, innovation and commercial performance. However, the judges were clear on making Phones 4u the winner.

In addition, Phones 4u’s very own Nicola Black, a mother of one from the Phones 4u store in Stirling, was awarded the ‘Shop Idol’ title in this year’s competition to find the industry’s best sales consultant.  Nicola took the Shop Idol 2012 crown for her passion, honesty and friendly manner, and for being the best at delivering great service and for having exceptional knowledge of product. Judges called Nicola “the embodiment of the change Phones 4u is inspiring in its business”.

2011 was an extremely successful year for Phones 4u, after making excellent progress over the last 12 months in a number of areas across the business. The judges believed that Phones 4u has “come on miles during the past couple of years”.

Phones 4u continue to be the home of the very latest smartphones and secured more smartphone exclusives for its customers in the last 12 months than anyone else in the industry. Through its integrated approach to product launches and the excellent experience and knowledge delivered by its store teams, it has also been recognised by the handset manufacturers as being the best global launch partner for the latest smartphones, and by the judges as being “the device manufacturer’s friend”.

Phones 4u has innovated its product and service offerings in response to listening to customers’ needs, through delivering unique services like 4u WiFi and JUMP. With a great team behind Phones 4u, these propositions have been a great success so far.

Consistently delivering an excellent level of service to its customers, which is reflected in its strong mystery shop and NPS (customer feedback) scores, Phones 4u continue to improve its consultative sales process to ensure it meets the changing needs of shoppers on the high street.  As a result of always putting the customer at the heart of everything it does, the judges recognised that “Phones 4u understands consumers and that’s crucial if you want to be best retailer”.

All this has ensured that Phones 4u continue to outperform in the smartphone market. It has continued to grow its retail footprint and create new jobs on the high street, as well as improve its in-store environment, and these combined efforts in 2011 meant the youthful retailer performed strongly in a tough economic climate.

Mary Grant, Phones 4u CEO said: “We have the best mobile phone sales team on the high street and I’m delighted that the rest of the mobile industry has recognised this.  We operate in an extremely competitive market and so it’s a great accolade to be recognised for the hard work and passion we have for our business and our customers.  I’m extremely proud of this achievement and believe we have the people and the commitment to continue providing great mobile phone solutions and service to our customers”.

About Phones 4u

Phones 4u, part of Phones4u Finance plc, is one of the UK’s leading independent mobile retailers, offering multiple networks and smartphone brands and market-leading choice and value. Led by CEO Tim Whiting, it was acquired by private equity firm BC Partners in April 2011.


A preferred launch partner of smartphone manufacturers worldwide, Phones 4u has just over 700 stores on the UK high street, having opened 45 new Phones 4u stores in 2012 alone. As part of an exclusive partnership with Dixons Retail, Phones 4u also has just over 150 store-in-stores in Currys/PC World, of which 57 opened in 2012. In recognition of its success in delivering outstanding customer service, Phones 4u was recognized as “best high street retailer” at the 2012 Mobile Industry Awards.


As part of an ongoing commitment to customer excellence, Phones 4u has invested £millions in the training and development of its people, centred on a bespoke, state of the art, training and induction academy located in Fort Dunlop, Birmingham. As a result, it was recognised by the Guardian as one of ‘Britain’s Top Employers’ in early 2013.  Phones 4u now employs more than 6,000 staff across the UK.


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