ABOUT the competition

Our mission is to find the nation’s top mobile phone salespeople and ultimately to find the best of the best - awarding someone as Salesperson of the Year - of our Shop Idol competition. With the ever-changing way consumers now purchase mobile phones, we have opened up the competition to not just those who work in retail stores but also contact centres. 

We want to find the person who not only has the product knowledge but can apply that and deliver the best solution for consumers — making them our Shop Idol Salesperson of the Year 2021 - truly the best of the best across retail and contact centres. 


Elise Howard - EE


Chloe Bavaird - EE

Elise Howard - EE

Joanna Holmes - Three

James Ofield - Three

Lisa Wilding - Vodafone

Sana Ali - Dixons

key dates

8 April

Nominations open

7 May 

Nominations close 

7 June

Judging round 1

10 & 11 June

Judging round 2

17 & 18 June

Six finalists invited to a video shoot

3 Aug

Shortlist announced & Big Vote open

3 Sept

Voting closes

29 September

The winner will be announced at the Mobile Industry Awards


Adil Riaz - Vodafone

Alex Nowis - Three
Charlene Payne - Vodafone
Chloe Bavaird - EE
Chloe Cannoc - Dixons
Chris Clarke - Dixons
Elise Howard - EE
Florina Sterparu - Three
Haseeb Kamran - Vodafone
Huss Zarei - EE
Jake Whittle - Dixons
James Ofield - Three
Joanna Holmes - Three
Joe Williams - EE
Josh Stoneman - Three
Kelli Carroll - EE
Lisa Wilding - Vodafone
Mohammad Ossman - BT
Oliver Rainbow - Dixons
Rhys Jones - Dixons
Riad Yagoub - Three
Ricardo Fontinha - O2
Richard Cordon - Vodafone
Robert Gosling - Three
Rodica Turcin - Vodafone
Sam Webb - Vodafone
Sana Ali - Dixons
Shane Oneill - EE
William Wilson - Dixons


The six finalists plus a guest will all be invited to the Mobile Industry Awards (29th September) - including all travel and accommodation expenses. Plus each finalist will receive a Samsung Galaxy S21+ 5G

The winner of Shop Idol 2021 will receive a huge bundle of  Samsung prizes including:

Galaxy Z Flip3 5G

Tab S7 5G

Galaxy Watch3

Galaxy Buds+

any questions?