Benchmarking Through Mystery Shopping
Mystery Shoppings helps to understand how processes are really executed. Contrary to what is wanted and claimed to be, with mystery shopping you understand what is done.
Mystery shoppers act as normal shoppers. Often, they are normal shoppers, just using the occasion to generate results for a freelance job. Mystery shoppers visit stores, buy online, call hotlines, send enquiry e-mails, buy products, return products and complain about predefined issues.
There is no difference to a real customer, except, that mystery shoppers are trained to observe, to remember and to report their experience much more detailed than a normal shopper. Contrary to a customer survey, mystery shoppers know beforehand what to pay attention to. Their reports are much more reliable and much more detailed.
In standard mystery shopping the shoppers need to follow certain guidelines to keep results comparable. If the capability to advice customers is examined, then mystery shoppers all need to get advice on the same things and give the exact same piece of information to make results of different visits fully comparable.
Results of single mystery shops can be aggregated to results of companies. These companies can be ranked based on the mystery shopping results.
Own Pool for Mystery Shoppers
One of our main assets is our own pool of mystery shoppers across Europe and in selected other markets. They can be addressed by geo-position to easily choose the best fitting shoppers to do the task.
Mystery shopping is used to compare companies, channels or services. To examine products, mystery shopping is not useful.