THE smiling faces of 21 sales assistants have so far impressed shoppers in a city-wide search to find the best in retail service.

Organisers of the Worcester Welcome Retail Awards are delighted with the way the initiative is going since its launch on August 1.

Dozens of nominations have been received, with a total of 21 sales assistants singled out for recognition so far. Some assistants have been nominated up to four times.

Extra mile?

There are still three days left to single out a sales assistant that shoppers feel has gone the "extra mile".

Georgia Smith, from the City Centre Forum, which is organising the awards in conjunction with the Evening News, said the nominations had come from both large and small retailers.

"There's a nice selection between big High Street names and small independents," she said.

"We're really happy about the way it's gone so far. People definitely seem alert to the sort of things we are looking for, such as a nice friendly smile.

"But there's also quite a lot of emphasis on product knowledge and above all, going that extra mile to provide good service."

The awards are being run in conjunction with the Chamber of Commerce Herefordshire and Worcestershire, the Learning and Skills Council and Worcester City Council.

Any shop within the city is eligible, including Sidbury, Lowesmoor, Barbourne and St John's.

Once the nomination period closes, the assistants will be visited by a "mystery shopper", who will rate them using a point system.

The judges, who include people with retail backgrounds, will be looking for a bright smile, an interest in the customer, knowledge of the product and the shop's layout and a helpful and friendly manner.

The overall winner stands to win a holiday to the Eden Project, in Cornwall, courtesy of the Evening News, and there is almost £700 in shopping vouchers to be shared between the winner and the two runners-up.

A gala awards dinner for the winners is due to take place in September.

Nomination forms can be found at retail stores around the city and should be sent to: Annie Dendy, Worcester Evening News, Berrow's House, Hylton Road, Worcester WR2 5JX, by 5pm this Thursday, August 22.