WH Smith voted worst shop on the high street

WH SMITH has been named the worst shop on the high street in a study which labelled it ‘messy and expensive’.

Meanwhile, the US- style personal service and stylish decor in Apple’s 37 stores saw it top the list of 100 UK retailers.

Disgruntled customers are not new at WH Smith, which has been near the bottom of the annual survey compiled by consumer champion Which? for four years.

Retail expert Mary Portas has called it a ‘dump’ which she ‘truly hates’ visiting.

Sales at its high street outlets fell by 5 per cent in the six months to the end of February. Profits rose 5 per cent, however, to £69million, thanks to cost-cutting and a near-monopoly in many railway stations.

Consequently, while shoppers are dissatisfied, the group is much admired in the City.

Also near the bottom were new mobile network operator EE, TK Maxx and Millets.

Apple was just ahead of beauty chain Lush, Disney, Richer Sounds and budget clothing store Bon Marche.

Which? said: ‘Apple store’s unique look and feel, along with great customer service, makes it the top scorer.’

Its executive director, Richard Lloyd, said: ‘Consumers want to support their local stores, but not at any price, so we hope shops do the right thing to keep their customers.’ WH Smith rubbished the research, saying it was based on a small sample of 105 shoppers. ‘This survey is not an accurate reflection of WH Smith,’ it said. ‘This is unrepresentative of the 12 million customers who enter our stores each week.’