15 Nov 6 Benefits Of A Mystery Shopping Campaign
If you’re looking to analyse your business and make improvements to it, then you’ll need to be able to gather information on how it’s performing. Sending a field marketing company in to pose as a customer, and under that pretence gather information about the shopping experience, can provide management with that information, and help them to make the best possible decisions for the continued health of the business. Let’s take a look at six ways in which a mystery shopper might help your business.
Mystery Shoppers Monitor Conditions
If you’re running a physical retail outlet in the real world, then you’ll need to ensure that the premises are kept in good condition. This might include the state of the shelves, as well as the condition of the toilets. Badly-maintained and badly monitored facilities are sure to reflect badly on the business as a whole – but a mystery shopper will allow you to be appraised of any lapses as quickly as possible, which will help your to keep any lapses to a minimum.
Mystery Shoppers Support Promotion Campaigns
Promotion campaigns are a tried-and-tested method of driving sales. They’ve been consistently proven to be extremely effective – but if they’re not properly implemented, then this won’t be so. A mystery shopper will help to ensure that your promotion campaigns are being pushed as you’d like them – that loyalty schemes are being pushed where required, and that displays are positioned properly.
Mystery Shoppers Ensure Employee Competence
If you’re looking to ensure that your staff are delivering the performance you expect of them, then you’ll need an impartial observer to collect information on them. After all, if you’re a widely-recognised and influential member of the business, then you’ll be unlikely to receive the same treatment in one of your stores as an ordinary member of the public.
With the help of a mystery shopper, you’ll be able to identify weak points – and these weak points are at their most difficult to see when they lie in your staff themselves. Once you’ve collected information on your staff, you’ll be able to take action to address a lack of staff knowledge or expertise, or to reward staff who perform well during mystery shopper encounters.
Mystery Shoppers provide Incentives
Of course, if your staff have to contend with the idea that a mystery shopper might show them up at any moment, then they’ll be more inclined to treat each and every customer as though they’re a mystery customer – which might seem to be a good thing from a performance point of view.
This is perhaps the wrong way of framing things, however. Instead of hanging a threat over the heads of your workforce, it’s perhaps better to pursue things from a more positive angle. Provide incentives for your workforce for good performance, and try to encourage them to be invested in achieving positive mystery shopper results. The customer experience is thereby sure to improve!
Mystery Shoppers can Deliver Tailored Feedback
Not all retailers are built alike. That’s why the best mystery shopping agencies will allow their clients to compose a list of bespoke questions that mystery shoppers will answer after their visit. So, if you suspect a particular area of weakness, then you’ll be able to discover further information about that area of weakness in a targeted way. Similarly, if there’s an area of the business you think is performing well, a mystery shopper will help to ensure that the high standard is maintained.
Mystery Shoppers Ensure Customer Retention
One of the hardest things for a modern retailer to do is win over new customers. Retaining the ones you’ve already got, on the other hand, is comparatively easy. It’s therefore imperative that retailers concentrate their efforts on delivering the best possible customer experience, in order to ensure that their customers remain loyal. In all of the respects we’ve discussed, a mystery shopper will achieve this end – and they thereby deliver an excellent return on their initial investment.
Naturally, not all mystery shopping agencies will deliver the same quality of service. Some might not even get the mystery shopper to the right store – or to any store at all. In order to ensure that the data you receive is reliable, it’s important to be sure that your mystery shopping agency is tried and tested, and that the feedback you’ve gotten is of a sufficient quality. Once you’ve established a fruitful relationship with an agency, you’ll be able to rely on them for future data-gathering without worrying about how reliable the data is!