My husband had looked up this store before we left the USA. Shortly after arriving in London, we went to the Westfield Mall and located the O2 store on the second level. We were promptly and warmly greeted by Jerome. After we explained that we needed to activate our cell phone with an O2 SIM card, he took us over to Luke. Jerome offered me a place to relax and gave me a bottle of water. What I noticed that was different here was that they did not pounce on you upon arrival and try to sell you something. They listened to your needs and then addressed them. Luke had our cell phone up and running in no time. I happen to meet the General Manager, Matthew, and another Manager, James, who explained the stores philosophy. All of their employees are paid a salary and not a commission. That makes for a stress free shopping experience. Our compliments go out to O2 for a very attractive store and caring employees. read more