UK retailers, by large, are starting to adopt the “no mobile signal” strategy in their stores. The idea is to create a quiet and distraction-free environment for shoppers. This way, they can focus on browsing and making purchase decisions without being interrupted by phone calls or text messages. Many retailers believe that this will lead to more sales and happier customers.
In fact, we believe this strategy is primarily designed to hinder a shopper’s ability to do a price comparison there and then. And most shoppers end up purchasing because it would be totally ineffective to leave the store and go elsewhere just to compare a price, when the potential savings are marginal.
It can be bad for customers when they’re unable to compare pricing because they may end up paying more than they would if they were able to do so. This is especially true if a customer is unaware of a sale or discount that could save them money. Additionally, it can be frustrating for customers to not be able to price check while they’re shopping, and this may lead them to leave the store without making a purchase.
But when most of the big retailers adopt the same strategy, what real options are you left with?