A survey commissioned by Retail Week has identified Bhs as being poor at visual merchandising.
From a sample of 11 stores in central Croydon, only 2 per cent of the 1,036 respondents felt that the retailer 'made them feel part of a special club'.
More than half of those surveyed felt that the Whitgift Centre store was messy and confusing, while only 11 per cent felt it generated a positive brand experience.
Bhs boss Philip Green said: 'If you want to go and take pictures of a store on a Thursday night in the second week of January, that's your prerogative.' He added: 'It's not how I would be doing a survey. During Sales people are allowed to break the rules. We will be coming out of Sales in a couple of weeks.'
Some 21 per cent found Dixons unappealing, and 20 per cent Woolworths. The most appealing stores were Boots, Early Learning Centre and WHSmith.
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