Mike Ashley’s Sports Direct has been rated one of the seven worst places to shop in the United Kingdom.

Customer champion Which magazine canvassed almost ten thousand shoppers and Sports Direct came 94th out of 100 in terms of what customers thought of the various high street shops.

Which Editor Richard Headland said: “If retailers can get their products right, along with excellent customer service and a great shopping environment, customers will keep coming back through their doors.”

A massive 40% of consumers said that price was the biggest factor and yet despite this, Mike Ashley’s Sports Direct was only saved at the bottom of the 100 retailers by six who were branded even worse than the Newcastle United owner’s stores.

‘Which’ adding:

“Although great prices might tempt customers through the doors, our research and analysis found that, once inside, the range and quality of products are the most important things in determining whether shoppers have a good experience.”

Negative publicity due to further TV revelations about how badly Sports Direct dealt with both customers and staff, led recently to a sharp drop in the retailer’s share price.

This latest Which research supports other recent  reports which have claimed that the shopping public may be turning away from companies such as SD, who exploit their staff and use dubious marketing methods on pricing.

Pressure appears to be building on all side for Mike Ashley and Sports Direct, with MPs still on his case after he failed to appear before a Parliamentary Committee, the SFA fining him for dual ownership/interest in Rangers and Newcastle United, plus both sets of fans demonstrating against him.

Mike Ashley has also stayed away from Newcastle matches recently, which appears to be due to the threat of relegation and both him and Sports Direct being tarnished by association with the dismal failure at the club.

Yesterday, John Carver said he didn’t have a clue whether Mike Ashley would bother turning up for the relegation decider against West Ham on Sunday.