The World of Mystery Shopping

Mystery Shopping — By Shopping Blogs on February 17, 2009 8:20 am

Mystery shopping is a tool of market research companies. It is a tool of marketing research which is introduced in the market to gather specific details related to products and services. Mystery shopping is done by mystery shoppers who usually pose as any other customer. These mystery shoppers like other customers purchase products, take related details from the shopkeepers, tell them about their grievances and then prepare a detailed report of their feedback. The tools of mystery shopping include general question answer session, to presenting a questionnaire and it can go to the extent of taking audio and video tapes if required.

It has become a common trend in the world of internet. Online mystery shopping companies generally hire some net savvy people who can register themselves online to become mystery shoppers. These mystery shoppers receive decent payments from time to time. Some examples of such companies are Data Quest ltd, Full Scope Mystery Shopping and ACRA Inc. Secret Shopping and Market Research. The targets of these companies are movie theaters, restaurants, banks, chain of fast food joints, retail shops, apartments, dealers of car, gas stations and health facility centers. The business of mystery shopping has touched soaring heights in UK, as very often the mystery shoppers even visit places like the local authorities, housing associations, churches and non profit organizations.

A Brief Note on How the Process Is Carried Out

The defined assignments of the mystery shopping companies are carried out by the mystery shoppers. Some of the points which should be covered by a mystery shopper during the entire process are:

• A note mentioning the time and date of the phone call made prior to the visit.
• A record stating the names of the shops which are on the either side of the store which is targeted.
• Number of employees present when the mystery shopper enters the store.
• Time taken by the staff to greet the mystery shopper.
• Details of the staff members.
• Attitude of the staff towards the mystery shopper and the other employees.
• The questions put up by the staff at the time of dealing.
• The variety of products shown.
• If any attempt is made by the staff to close the process of sale.
• At the time of leaving, whether the shopper is invited for a second visit.
• Environment and atmosphere of the store.
• Swiftness in dealings.
• The over all experience in the store which includes the looks of the store, services provided and the presentation skills.

The process does not stop here. It is mandatory for the mystery shopper to make the entire procedure complicated. A typical dealing should be done by him to test the potential of the store for the most stringent situations. To test the patience of the staff is one of the vital purposes of mystery shopping. This should ring bells of caution to the shopkeepers if they are negligent at times with the customers and for the mystery shoppers it should prove to be a checklist.

Mystery shopping serves the purpose of both i.e. the company and the mystery shopper. Through mystery shopping, the company can gather relevant information regarding its products and services in the form of feedback, and such type of shopping becomes a best medium to earn money.

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