Telecoms giant EE, the owner of Orange, has been named the worst high street brand in Britain by angry shoppers. The store has taken the crown from 2014 winner WH Smith.
The poll was taken by Which? and EE scored just 52 out of 100, rating low for its unhelpful staff and long queues. One shopper was quoted as saying that there was ‘quite a wait to be served’ whilst another said that staff lacked knowledge about their products.
EE has also been shamed as the UK’s worst company for landline and broadband by regulator Ofcom.
The Which? survey was conducted from the opinions of 9,500 shoppers who provided their best and worst marks for price, store experience, range and quality of products and lastly, customer service.
Other fallers on the list include Topshop and Topman and the Big Four supermarkets, whilst ethical cosmetics chain Lush topped the survey for the second year in a row, just ahead of department store John Lewis.
The editor of Which? said:
“With independent stores on the up in our annual survey, it shows a big name isn’t everything as consumers look for quality in both products and service.
“If retailers can get their products right, along with excellent customer service and a great shopping environment, customers will keep coming back through their doors.”