Retail In-Store Mystery Shopping
Kinēsis’ in store mystery shopping programs are designed to help clients align sales and service behaviors to the brand promise, and drive financial results. Not all behaviors are equal.
Retail Mystery Shopping Objectives
Research objectives are customized to each client; broadly many of our core research objectives include:
- Align sales and service behaviors with brand standards.
- Ensure alignment of brand standards with customer expectations.
- Identify the service behaviors that matter, those which drive purchase intent.
- Trend performance and maintain a consistent customer experience over time.
- Provide alerts for both extremely good and poor customer experiences.
- Obtain actionable information to improve the customer experience.
- Identify top service performers who can be used as leaders or role models within the organization.
- Evaluate if there is a link between the customer experience and store financial metrics, such as same store sales growth.
For a Harvard Business Review article about how Staples determined they were not measureing the behaviros that mattered, click below:
Our sales had been declining, and although that’s not unusual in a weak economy, they had declined faster than the sales of our competitors and of retailers in general. At the same time, the customer service scores our third-party mystery-shopper service was reporting were going through the roof. This didn’t make any sense. How could it be that we were delivering phenomenal service to our customers, yet they weren’t buying anything?
Our mystery-shopping scores were correct. You know what was ﬂawed? Our scoring system. We were asking the wrong questions.
- Kevin Peters, Staples
Harvard Business Review