Mystery shopping is an effective data gathering tool by
marketers. The marketers conduct research by engaging a pool of mystery
consumers or shoppers.
The technique is highly effective in quality control,
pricing and customer behavior. The statistic is then used to improve services,
introduce products or upgrade. The internal watchdog is to gather information on
specific products and services.
Companies
that Provide Mystery Shopping Services
There are some companies that specialize in mystery
shopping services. Top companies are advertisement agencies, marketing research
companies and non profit organizations. Others include commercial banks,
churches, housing associations and conglomerates.
- advertisement agencies
- marketing research companies
- non profit organizations
- commercial Banks
- churches
- housing associations
- conglomerates
Mystery shoppers are usually private individuals or group
outings. The shopper is mandated to carry out specific tasks.
The tasks are product behavior, pricing, and product
visibility. They use a checklist, ask questions, and purchase products.
Once the functions are completed they provide the
principle feedback or detailed report. The shopper earns rewards, coupons and
cash payment.
There are many online and offline companies that hire
mystery shoppers. Popular online websites are inteli shop, market force,
mysteryShop.org and Best Mark.
Tasks
- product behavior
- pricing
- product visibility
- ask questions
- purchase products
- provide feedback
- How to Open a Pizza Shop
Survey
Model
The shopper is guided by a pre-written survey model. A
mystery shopping service provider develops a document based on the hiring
company’s recommendations.
The document is primarily to measure certain indexes and
consumer behavior. The document is usually made up of two parts.
The document features assignments and survey instruments.
Survey parameters are type of product shoppers enquires about, number of employees
and store cleanliness.
Other parameters are product price, service delivery
employees behavior , store appearance and professionalism. The survey
parameters are based on the client’s expectations.
- type of product shoppers buys
- enquires
- number of employees
- store cleanliness
- product price
- service delivery
- employees behavior
- store appearance
- professionalism
- clients expectations.
Actionable Instructions
Actionable practices include procurement of item and
create scenarios to test the shops response. Other practices are measurements,
photographs and service delivery.
The shopper presents themselves as regular customers to
properly evaluate the store. Once all the data is collated they present the
information to their employers. Most mystery shoppers are regular people
offering relevance service.
- procurement of item
- create scenarios
- test the shops response
- measurements
- photographs
- service delivery
- evaluate the store
Tools
Used by Mystery Shopper
The mystery shopper is furnished with different tools to
carry out the assessment and testing. Primary tools include smartphone’s,
cameras, questioners and surveys. Other tools are audio recorder, list of
stores and scanner, label reading app.
Tools
- assessment and testing
- smartphone’s
- cameras
- questioners
- surveys
- audio recorder
- scanner
- label reading app
Mystery
Shopping Venues
Specific industries and venues are ideal for this
service. Common locations are retail stores, malls, supermarkets, open market
and bars. Other locations are car dealerships, gas stations, fast food outlets,
hotels and movie theaters.
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