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What is a Mystery shopper?
Mystery shoppers are individuals hired to visit stores as regular customers and provide feedback on their customer experience. During their visits, they discreetly observe and report on various aspects of their journey: were the staff friendly and helpful? Was the store clean? Their feedback is often gathered through detailed questionnaires, and they may also provide photographic evidence to support their observations.
What are the benefits of Mystery shoppers?
👉 Get unbiased feedback on customer experience
Mystery shoppers provide objective and unbiased feedback on the customer experience by evaluating stores as regular shoppers. This allows businesses to gain precious insights on how their stores are perceived and understand customer expectations.
👉 Identify areas of improvement
Through detailed observations, mystery shoppers help businesses identify specific areas for improvement. They can uncover issues that was unnoticed, such as long wait times, unstocked shelves, or poor customer service. This targeted feedback enables businesses to make informed changes that enhance the overall shopping experience.
👉 Keep an eye on competitors
Mystery Shopping also enables companies to benchmark their competitors. By comparing strengths and weaknesses with competitors, businesses can understand market standards, discover best practices, and identify opportunities to differentiate and improve their own performance.
What can Mystery Shoppers check?
Mystery shoppers can check a multitude of elements to provide valuable insights into brand performance and retail experience. Here are few of them:
• Product availability & stock levels ✅
• Pricing & promotion compliance ✅
• Product presentation ✅
• Service quality ✅
• Hygiene standards ✅
• Brand compliance ✅
With Mystery Shoppers, possibilities are unlimited. For example, AB InBev used Roamler Mystery shoppers to ensure the compliance of their Corona beer on tap in pubs and bars across the UK. Our shoppers collected the following insights:
• Was the beer served in the right glass?
• Did the bartender serve the pint with a wedge of lime?
• And is the lime wedge sitting on the rim of the glass?
The insights gained on perfect serve compliance allowed the brewery chain to increase sales of their beer brand by 60% by improving their execution in bars.