Mystery Shopping

The need for mystery shopping

The Indian retail scenario is witnessing a paradigm shift with modern retail formats slowly replacing traditional forms of retailing. This trend is visible not just in urban India but also rural areas. Competition is increasing with various Indian & International players vying for a share of wallet of the Indian shopper. In this context, a customer’s in-store experience is becoming increasingly important for any retail marketer. High quality of services rendered in the outlet act as a differentiator, enhance loyalty, generate positive word-of-mouth and save costs for the retailer! Mystery shopping is now being used by many organizations to evaluate their in-store service standards and conformity to processes. Trained shoppers anonymously evaluate infrastructure, processes, service delivery, customer service, operations, employee integrity, merchandising & product quality. The shoppers independently audit processes & staff, giving constructive actionable input for improvement of service delivery.

 

Objectives of any mystery audit program

To check conformance to the guidelines for service delivery laid-out by the retailer leading to the following:

1. Identifying high & low conformance units

2. Specifying service delivery improvement areas

3. Benchmarking against service delivery by competition

4. Creating a baseline for future monitoring

5. To measure the effectiveness of training imparted to employees

6. To recognize good employees based on findings of the audits

7. To measure the extent of brand advocacy by multi-brand outlets

 

8. To audit prices through a pre-designed negotiation process and determine Market Operating Prices.

8. To audit prices through a pre-designed negotiation process and determine Market Operating Prices.