Time to check the staff? Unfortunately, this is rarely the right way to a positive store experience. Here we give our take on mystery shopping, and explain why you should rethink and think new.
From time to time, we meet those who believe that mystery shopping is a form of surveillance. Those who believe that control and punishment are the key to a successful store with good service. However, we do not believe that this is the right way to more satisfied customers and more engaged staff.
The word ‘Mystery Shopping’ can even create uneasiness and nervousness among the store staff.
Let’s instead say store observer or store supporter, depending on what the purpose of the observation is. A term that is perceived to a greater extent as valuable, inspiring and developing for store staff.
Coaching store visits
At Remarkable, we believe in store visits where staff feel that they are developing, for example through coaching directly in their own store environment, rather than a negative result in a report two weeks later. We can promise that it is a more efficient approach, which involves fewer efforts and with a higher return.
How does it work in practice?
A store observer visits the specified store during a specific time and day. Either the observer introduces himself directly, or a purchase is made based on a template and at a predetermined stage the observer introduces himself and explains the purpose and what has been observed. This has been much appreciated and rewarding for the staff.
Three guidelines for store observations
• The observer should avoid focusing on the work of an individual and instead focus on the work and instructions of the store
• The observer shall provide a clear description of what has been observed and what has been noted.
• The observer shall provide a quick summary of the results which can be worked on immediately and, if necessary, improved.
