Optics warehouse are great to deal with, along with bushwear. Bought a few bits from the above and never had any mither, anything that needed sorting was sorted quick time
This is a real bug bear of mine with so many shops I visit failing in some regard. Firstly, I point blank refuse to visit places that are rude but I also hate places where you walk in and some locals who have no life are sat there daily with a mug of tea chatting to the owners and despite walking in with your wallet open, nobody gives you much help. They are all too busy talking about shooting rather than actually being out doing it.
Knowledge is also key. You know the places you walk in to with a problem with a rifle (a gun you know inside out) that has a problem and the stock answer from the "expert" is "give it a clean, the gun will be fine"
Then there are places where they have plenty of knowledge (sometimes too much) and lots of stock with everything you need but they are so bloody disorganised that it takes an age to sort anything out. You might have to go back and if a small problem arises, despite being perfectly able to sort it out, they just ummm and ahhh and fart about. Cannot be bothered with them either.
You want availability of stock, prompt yet polite service, reasonable prices and quality knowledge in terms of all rifles, all stock, all maintenance and rifle work. As yet, Normal Clarke is the only place I have been that reliably always ticks those boxes. Never once have they let me down. Good on the phone, they put stuff by for you, they have lots of knowledge without being patronising. Many places could learn from them. It is a shame they are not slightly closer but the 70 mile round trip is always worth it.

Ive used Bushwear, Swillingtons, Uttings, John Norris and the Sportsman retailers in the past year and have recieved great service from all.
Must admit im a bit of a bargain hunter, so keep a keen eye on their promotions.
Wonder web or who ever is cheapest , powder I pick up when iam out and about
Gilsan Sports, near scotch corner in Yorkshire.
Great service and unbeatable prices in big new purpose built premises.
as above,
but ive had great service rfd wise from Derek at simply firearms in Oldham, and Mike and team at Kellbrook and also daff( Welsh warrior on here) cheshire gun rooms and macavoys in wigan
optics warehouse,
and For all stalking equipment, you can't beat Rob at Monarch country supplies
, but I have also used a lot mentioned in the above posts , who I wouldn't bother with at all!!!!
kjf
IMHO FA Anderson in East Grinstead is excellent with great customer service and a good range of gear.
The only local one to me I wouldn't recommend (just through personal experience) is Chris Potters in Tunbridge Wells. You might be ok if you're turing up in a Land Rover with a lab and dressed in tweed but they've never been very welcoming to me (in jeans and a T shirt, but with £ to spend) in there.
Another + for Ed at Edinburgh rifles
varied stock sensible answers and generally helpful knowlegeable chap