2010 Mystery Shopping
Mystery shopping - process and scoring
The TOP SHOP® Retail Excellence Awards are an opportunity to recognise and celebrate New Zealand businesses that show excellence in retailing, as well as providing retailers with an opportunity to gain an insight into your customers’ experience in your store, on any day at anytime.
Shopping
Mystery Shopping in the 2010 TOP SHOP® Retail Excellence Awards focuses primarily on the service within your store.
Each mystery shopper will be provided with a brief and survey to read before completing their mystery shop. This allows them to gain an understanding of the type of store they are visiting and the standards that are being measured during the mystery shop.
During their visit they will observe and report on the presentation of the store, the ambience and delivery of the service, and the relationship building that was displayed by the staff member during the short, in-store contact period.
Mystery shoppers will not be judging stores on the products being offered, or the offers available – the focus of the visit will be on presentation of product or services, and the presentation, knowledge, availability and service of your staff.
Scoring
In order to best prepare for your Mystery Shop, we have provided a brief description below of each of the scoring sections of the Mystery Shop:
Presentation – This category is about first impressions, from the exterior of the store to the interior of the store, the ambience and the presentation of the staff members.
Welcome – The focus here is on the initial contact with the staff member, acknowledgement, approach and the helpfulness of the staff member.
Selling – This section measures the staff member’s selling skills. Did the staff member establish the needs of the customer, display product knowledge and attempt to close the sale?
Transaction – This category measures the final stages of the customer experience, the queue acknowledgement if applicable, the purchase transaction itself and the farewell.
Please remember one Mystery Shop will offer only a snap-shot in time.
Should you wish to use Mystery Shopping as a tool in the development of your business operation, an ongoing program of Mystery Shopping is recommended.
For additional information on Mystery Shopping as a customer service development tool please contact Market Pulse International directly on 09 623 2999.
Best of luck, we look forward to seeing you at the awards.
From the Team at Market Pulse
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