What is mystery shopping?
Mystery shopping is an observation technique during which several predefined aspects of an outlet are observed and ‘recorded’ by means of unexpected visits. Aspects such as the general image conveyed by the outlet, the level of service and customer friendliness of shop assistants, and the way in which your product is being promoted and sold.
Why use mystery shopping?
Not only may the information gathered during these visits to outlets be analysed in various ways, it can also be used in many different ways within your organisation. Overall, there are three main application methods of the ‘mystery shopping’ tool: |
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As an incentive to improve staff performance;
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As a tool to evaluate product knowledge and the service provided;
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As a policy tool, for example, to outline company strategies.
Mystery shopping can be done by professional mystery shoppers – our observers – but also by your own customers and personnel. The advantage of deploying various types of mystery shoppers is that this will enable you to acquire a broader view of your outlets and your organisation. Depending on your specific research requirements, we will decide together with you about the type of mystery shopper who would prove the most beneficial. |
