Author: POPAI UK & Ireland
Document Type: Insights Report
File Size: 1.4 Mb
Publication Date: 29 October 2026
Shopper Viewpoint: Mobile Phone Retail
How effectively are mobile phone retailers engaging shoppers, supporting decision-making and building confidence in-store?
This latest Shopper Viewpoint report explores the experiences of 100 shoppers across Currys, O2, EE, Tesco Mobile, Three and Vodafone, examining how in-store displays, product accessibility, pricing information and staff interactions influence the shopping experience.
The findings reveal that 97% of shoppers consider handling a phone before buying important, while 57% rated in-store displays and point-of-purchase (P-O-P) as impactful or very impactful. However, the research also highlights opportunities to improve the clarity of pricing and tariff information, access to handsets and the overall in-store experience.
Inside the report, discover:
- How in-store displays and visual merchandising capture shoppers’ attention
- What shoppers value most about the physical retail experience
- The barriers affecting product exploration and comparison
- How pricing, promotions and tariff information influence decision-making
- Practical opportunities to create more engaging and effective mobile phone retail environments
With research provided by Shepper, this report offers valuable insight into shopper behaviour and the opportunities for retailers and brands to improve the in-store experience.
Download the full report to explore the findings and discover what they mean for mobile phone retail.
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