UK Shopping Centre Testing Archives - GWS GWS conducts wireless network testing, generates app analytics, and collects market data. We measure performance, behavior, and sentiment Thu, 30 Nov 2023 12:49:42 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.2 https://gwsolutions.com/wp-content/uploads/2018/09/cropped-GWS-favicon-32x32.png UK Shopping Centre Testing Archives - GWS 32 32 Latest test shows UK mobile experience on the high street is all over the shop https://gwsolutions.com/2017/02/22/latest-test-shows-uk-mobile-experience-on-the-high-street-is-all-over-the-shop/ Wed, 22 Feb 2017 21:01:44 +0000 https://gwsolutions.com/latest-test-shows-uk-mobile-experience-on-the-high-street-is-all-over-the-shop/   Ever wondered how Global Wireless Solutions, Inc. (GWS) tests mobile networks? Watch our Oxford Street test to find out! Mobile devices...

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Ever wondered how Global Wireless Solutions, Inc. (GWS) tests mobile networks? Watch our Oxford Street test to find out!

Mobile devices are now central to the British shopping experience. In fact, a recent survey we conducted with OnePoll revealed that an impressive 87% of shoppers used a connected smart device on their last shopping trip. Further, over a quarter of the consumers complained that they commonly encounter problems with making phone calls, texting, and checking sites while shopping.

Whether to send selfies, ask for advice or do a bit of comparison shopping, it is fair to say that consumers expect a reliable connection and consistent experience regardless of their preferred shopping destination. With that in mind, we have recently hit the UK’s shopping centres and high streets to carry out a series of tests to evaluate mobile network performance.

Not only did we test individual UK retailers, but we also examined communal areas in shopping centres and popular shopping locations across the country to uncover what consumers can expect when they use their phones during busy shopping periods, such as Mother’s Day, Black Friday or the Christmas holiday season. We then used our own OneScore methodology, based on how British consumers routinely use their phones to rank the coverage in the retailers we tested.

A key finding is that the mobile experience on the UK’s high streets and shopping centres is all over the shop. While TopShop delivered a consistently good mobile performance, other retailers such as John Lewis suffered from a poor mobile experience at multiple locations across the country. To put this in context, sharing a selfie from John Lewis took 5.5 times longer than if sending it from the street!

This matters — whether it’s getting a friend’s input on an outfit via Whatsapp or checking a competing retailer for a price, mobile devices have changed the way we shop. Yet, when entering a shopping centre from the outside, our network testing specialists found that signal levels drop by 20-30dB on average. Still, there are steps retailers can take to ensure they provide the best possible mobile experience to customers:

  1. Identify your in-store ‘not-spots’ – Our survey found that shoppers tend to leave when mobile signal or WiFi are poor. Therefore, it is important to identify any problem areas that need to be addressed. To do this, you can use a network checker such as the GWS Speed app, available on both Android and iOS.
  2. Connect with mobile operators to get signal boosters – These are widely available, and help ensure mobile signal is evenly distributed across shops, so customers do not have a dropped connection.
  3. Be strategic about WiFi deployment – While mobile signal is a priority for customers, sometimes it is simply not possible to ensure they remain connected via their mobile networks. By strategically deploying WiFi in areas such as changing rooms, near tills and in basements, retailers can ensure customers have no reason to leave the shop to send that all important selfie or call for fashion advice. Take note — getting it right with WiFi is important, in our survey more consumers experience problems with in-store WiFi connectivity than any other network issue including those mobile related.

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Poor Wifi and 4G in UK stores means retailers miss sales opportunities http://uk.fashionnetwork.com/news/Poor-Wifi-and-4G-in-UK-stores-means-retailers-miss-sales-opportunities,785074.html#.WK8myW8rLIW#new_tab Thu, 26 Jan 2017 01:50:41 +0000 https://gwsolutions.com/poor-wifi-and-4g-in-uk-stores-means-retailers-miss-sales-opportunities/ The post Poor Wifi and 4G in UK stores means retailers miss sales opportunities appeared first on GWS.

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Nearly one in four would leave a shop with poor WiFi, GWS research finds http://www.retailtimes.co.uk/nearly-one-four-leave-shop-poor-wifi-gws-research-finds/#new_tab Wed, 25 Jan 2017 01:29:18 +0000 https://gwsolutions.com/nearly-one-in-four-would-leave-a-shop-with-poor-wifi-gws-research-finds/ The post Nearly one in four would leave a shop with poor WiFi, GWS research finds appeared first on GWS.

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Poor connectivity to WiFi and 4G are biggest mobile frustrations for shoppers, GWS research reveals https://gwsolutions.com/2017/01/24/poor-connectivity-to-wifi-and-4g-are-biggest-mobile-frustrations-for-shoppers-gws-research-reveals/ Tue, 24 Jan 2017 18:47:20 +0000 https://gwsolutions.com/poor-connectivity-to-wifi-and-4g-are-biggest-mobile-frustrations-for-shoppers-gws-research-reveals/ Global Wireless Solutions’ nationwide test of shopping centre coverage reveals the top stores and shopping areas for a changing room selfie 19...

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Global Wireless Solutions’ nationwide test of shopping centre coverage reveals the top stores and shopping areas for a changing room selfie

19 January 2017, London, UK Today, leading independent network benchmarking firm Global Wireless Solutions (GWS) has revealed the top stores and shopping centres for mobile connectivity. GWS looked at the voice & data tasks on mobiles at over 100 stores in 10 cities. With consumer research showing that 87% of shoppers used a connected smart device on their last shopping trip, shoppers expect a reliable connection and consistent performance from their mobile devices across voice, internet and social media services. However, when entering a shopping centre from the outside, signal levels on average drop 20-30dB, which clearly presents a challenge for operators. Topshop comes out on top for overall mobile performance, while many stores such as John Lewis consistently delivered a poor experience at multiple locations across the country.

Oxford street department stores lag on mobile service

One of the starkest differences that the testing revealed was the performance when inside department stores on Oxford Street versus outside on the main street. On the pavement, average performance across all networks was 100% failure free for both voice calls and mobile data performance. However, when inside, both John Lewis and Selfridges department stores experienced many dropped calls, mobile internet connection failures and slower internet connections speeds. To put this in context, sharing a selfie from inside John Lewis would take 5.5 times longer than it would if you were walking down the street.

The best bet for good service was Debenhams, where shoppers’ mobile service was 33% more reliable than John Lewis, great news for sharing purchases on social media or calling home to double check what Dad wants for his birthday this year.

Mobile signal isn’t grim up North

The experience of mobile shoppers is better in the North – shopping locations such as the Trafford Centre in Salford and Metrocentre in Gateshead performed well for call success rates and data connection performance for both iOS and Android, while Meadowhall in Sheffield wasn’t far behind. As such, shopping locations in the North performed well and network providers delivered positive results to consumers in these locations.

However steer clear of Wales, St David’s centre in Cardiff was poor overall – across both individual retail stores and in the communal areas – showing more work is needed.

Mobile is now part and parcel of shopping

GWS also surveyed 2000 UK consumers to find out about their usage of mobile devices while at the shopping centre. Mobile devices are now more closely involved with the shopping process itself rather than just entertainment/checking social media. The most common use of mobile phones when shoppers are in retail stores is to compare prices online, something 38% of the respondents felt was their most common activity. The next most popular activity was checking social networks (30%) followed by messaging friends for advice on a purchase (23%). Retailers and operators would also do well to remember the basics – 28% of consumers admitted to having trouble making and receiving calls when shopping.

The survey results provided some real insights into how shoppers are using their devices and the frustrations they face. The research found more people complained about WiFi connectivity than 4G connectivity: 41% said poor connection to WiFi was the most common network problem experienced in store compared to just 27% that thought connecting to mobile was the most common problem. Similarly, 28% of the respondents felt that slow data speed when using WiFi was the biggest problem compared to just 23% who felt it was slow data speed when using mobile (i.e. 4G). These results indicate that offering WiFi alone is not enough to ensure connectivity; shoppers need both WiFi and mobile networks to perform well in stores.

21% of shoppers now use their mobile devices in changing rooms, which are often notoriously difficult for mobile signal to reach, presenting a new challenge to operators and retailers. When one out of four of shoppers considers online price comparisons as the most important consideration just before making a purchase in the shop, providing better signal in changing rooms could bring about a direct benefit to retailers’ bottom lines. Consumers are also using their devices in more locations around shopping centres and retail stores – two thirds (66%) of shoppers now use their phones the most on the shop floor, 52% in food courts and 49% outside the building, showing that there are now a wide variety of locations that mobile signal needs to reach equally well.

GWS tested individual retail stores and the communal areas in shopping centres and popular shopping locations across the country to uncover what shoppers can expect when they try and use their phones during those busy shopping periods. GWS ranked stores using its OneScore methodology which is based on how British consumers actually use their phones day-to-day.

Paul Carter, CEO at GWS commented: “Our recent nationwide test of shopping hotspots showed many shoppers are getting poor service at peak shopping times of the year. Mobile devices are now so integral to the shopping experience, whether calling loved ones to ask about a present for a sibling, sending pictures of items to friends on WhatsApp or just taking a break between shops in the communal areas. However, our tests show operators, retailers and shopping centre owners can clearly do more to deliver a more consistent service across the country. Retail sales around the Christmas season account for a large part of yearly sales and now Valentine’s Day, another large shopping period, is fast approaching; they need to be doing everything they can to encourage shopper footfall.”

Methodology

GWS conducted this series of tests to evaluate mobile network performance in shopping centres and standalone stores across the United Kingdom. 100,442 data and voice task tests were conducted to evaluate the network performance of O2, EE, Three and Vodafone in 104 shops and communal areas in 10 major UK cities, in August and September 2016. The tests were conducted using the GWS Mobile Diagnostic App running on iPhone 6s devices, and the Rohde & Schwarz SwissQual QualiPoc Freerider using Samsung S6s to gather data.

About Global Wireless Solutions, Inc.

Global Wireless Solutions, Inc. defines the industry standard for network benchmarking, analysis and testing. Its proprietary OneScore network ranking combines high-level network testing data with real world network usage scenarios to make the results of testing relatable and easy to understand. Working with some of the world’s largest wireless network providers, GWS offers standardised, high-quality network data and engineering analysis through a suite of benchmarking products, services, and diagnostic apps that includes drive, venue, and in-building testing.

Firmly rooted in a deep understanding of network engineering, GWS provides best-in-class, turnkey solutions to help customers better understand overall network performance as today’s wireless networks grow and evolve. Founded in 1996, GWS is headquartered in Dulles, VA. At last count, GWS has driven 10.5 million data collection miles for its customers. For more information, visit www.gwsolutions.com and follow us on Twitter at @gwsolutionsinc.

Media Contact:

Megan Hughes-Evans/Edward Butterfield
Diffusion PR
+44 (0)207 291 0238
[email protected]

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Poor connectivity is frustrating shoppers http://smartchimps.com/smart-news/poor-connectivity-is-frustrating-shoppers/#new_tab Sat, 21 Jan 2017 01:50:03 +0000 https://gwsolutions.com/poor-connectivity-is-frustrating-shoppers/ The post Poor connectivity is frustrating shoppers appeared first on GWS.

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Poor WiFi, 4G connectivity are biggest mobile frustrations for shoppers – GWS http://www.totaltele.com/495925/Poor-WiFi-4G-connectivity-are-biggest-mobile-frustrations-for-shoppers-GWS#new_tab Sat, 21 Jan 2017 01:31:30 +0000 https://gwsolutions.com/poor-wifi-4g-connectivity-are-biggest-mobile-frustrations-for-shoppers-gws/ The post Poor WiFi, 4G connectivity are biggest mobile frustrations for shoppers – GWS appeared first on GWS.

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Shopping centres with poor signal lose business http://www.mobiletoday.co.uk/news/industry/43971/shopping-centres-with-poor-signal-lose-business.aspx#new_tab Fri, 20 Jan 2017 01:26:02 +0000 https://gwsolutions.com/shopping-centres-with-poor-signal-lose-business/ The post Shopping centres with poor signal lose business appeared first on GWS.

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Poor Wi-Fi connectivity top shopper frustration http://www.retail-systems.com/rs/GWS_Wi-Fi_Connectivity_Shopping_Centres.php#new_tab Fri, 20 Jan 2017 01:24:42 +0000 https://gwsolutions.com/poor-wi-fi-connectivity-top-shopper-frustration/ The post Poor Wi-Fi connectivity top shopper frustration appeared first on GWS.

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