There have been many reports in the news lately about the High Street and how various retailers, such as House of Fraser, Poundworld, Toys R Us and Maplin (to name a few), are suffering from high street woes. But how has this news affected consumers?
Loyalty schemes are fast becoming part of many retailers strategies to encourage both new and loyal customers to use their services. What every business has in common is the desire to drive repeat sales and business, whether this is in the form of membership cards, loyalty schemes or reward plans. It is apparent that now more than ever, consumers have an increasing number of shops to choose from; this means that the retailers themselves must remain competitive and differentiate from the competition. Continue reading “Do retailer loyalty schemes actually work?”
The multi-billion dollar online retailer Amazon, who first launched its first shop in late 2016, promises to revolutionise the way people shop. The online retailer is certainly no stranger to changing the market and they seem to have done it again with this new concept.
Christmas is over, the new year has begun, resolutions have been made (and broken) and it is now time to think about your commercial plans for 2018. As consumers we have heard it all before, we either aren’t spending enough or we’re spending more than we should. This occurs in a variety of areas, whether it be clothing, food or luxury products. Continue reading “The economic direction of 2018”
It’s the most wonderful time of the year: Christmas adverts are on the air, decorations are being put up, Christmas Markets are now filling your weekend plans and festive jingles are playing in the background in most shops. While this is the time for cosy nights in front of the fire, it is also the time for stressful Christmas shopping. As a mystery shopping company, Retail Maxim always helps retailers gain important insight on shoppers’ experiences. This is why we have asked a randomly selected panel a few questions on the subject of Christmas shopping and advertising, here are our findings: Continue reading “Thoughts on Christmas Shopping”
Earlier this year, a colleague of ours’ son was diagnosed with Type 1 Diabetes.
Due to this, his mother must test his blood every 2 hours leading to the two of them being unable to enjoy a full night’s sleep.
We discovered that they were able to purchase a continuous glucose monitor retailing for £750, as this is not available through the NHS, we set on a fundraising mission.
Gathering effective feedback about your business can take many forms, including conducting a customer survey.
Although customer surveys are the popular choice for many businesses, mystery shopping is proving to be the more effective option, and here’s why:
Mystery shopping is, unbeknownst to many, a wide term. There are many different types of mystery shopping and if you are able to utilise them correctly, you will obtain better results.
Effective mystery shopping programmes will be able to address customer touch-points and reflect how the customer interacts with you.
Below, we’ve listed a few of the basic types of mystery shopping and where they are best applied:
In-person mystery shopping
In-person mystery shopping is the most common type of mystery shopping and the most frequently used. It entails a single mystery shopper visiting a specific location and forming an assessment of the performance in accordance to pre-defined metrics. Varying on the nature of the metrics, along with the purpose of the shop and type of industry, a shop could take between a few minutes to a couple hours to finish.
The most common in-person shops are in industries including:
- Gas Stations
Telephone mystery shopping
Call centers are most likely to adopt this type of mystery shopping, along with industries where the telephone is an integral part of the customer experience. Telephone mystery shops are typically conducted through a mystery shopping company’s call center.
A company may record a phone call and use it as a coaching tool.
Telephone mystery shopping is typically used for industries such as:
- Call centers
Internet mystery shopping
This particular type of mystery shopping is used when the mystery shopper is attempting to deduce how responsive a company is when interacting with them through the company website or on social media.
Internet mystery shopping is commonly found in the following industries:
- Real estate
Hybrid mystery shopping
Hybrid mystery shopping, also known as multiple touchpoint mystery shopping, will entail a mystery shopper following a full customer journey, integrating the basic types of mystery shopping from online, to the telephone, and then in-store.
Hybrid mystery shopping is commonly found in industries such as:
- Real estate
Mystery shopping; for the seasoned shopped, the profession may seem to been around for an exceedingly fair amount of time.
Yet, the mention of mystery shopping in casual conversion could raise a few eyebrows as the majority of the public is unaware of any mystery shopping companies that do exist.
We’re delving deep into history to find some of the earliest signs of mystery shopping.
During the 1940s, a research company named WilMark decided to hire private investigators to visit retail shops and banks undercover to spot any internal theft. The practice proved successful and from then on WilMarks’ client base grew and they announced the service as mystery shopping.
The ’50s was the time of the World War II recovery leading to mystery shopping falling behind in popularity, however, the service remained available on a smaller scale.
Throughout the ’60s and ’70s mystery shopping bloomed. With the influx of entrepreneurs paired with the thirst of controlling the bottom line, businesses had to compete against other companies. Thus they sought ways to remain profitable and ahead of their competitors which is where mystery shopping came to rise again, enabling businesses to measure the competitions’ strengths and weaknesses and locate which areas of their brand needed improvement.
The ’80s saw mystery shopping companies becoming more widespread, although it wasn’t the same story at the beginning of the decade. Fax machines were sparse which meant that reports and shoppers’ receipts were would have been sent back and forth between through the USPS, along with payment checks. Many of the assignments’ details were given over the phone which lead to a number of instances of miscommunication.
Today, mystery shopping has increased in popularity and continues to flourish with businesses choosing to investigate the work performance of their employees, as well as research into another companies’ strategy. The internet proves a great platform to access and submit reports online and receive paid transactions online.
Do you think you have what it takes to be a mystery shopper? Check out our mystery shopping criteria here!