Mystery Shopping Analysis: Evaluating the Shopping Experience
Select a retail store, a restaurant, or a website that you currently utilize to shop. You need to collect data to answer a decision question and some research questions. You are allowed to pick the retail store/restaurant/website; however, the store/restaurant/website must meet certain criteria.
• Retail stores - store must have more than 10 retail stores in the US.
• Restaurants - have more than 10 restaurants in the US (no drive-thru experiences permitted).
• Websites - website needs to have the option to chat with a sales or customer service representative in real-time.
If you have any questions about whether your store/restaurant/website meets these criteria, please reach out to me before you start your assignment.
Carefully pick the retail store/restaurant location/website that you will mystery shop at to collect, analyze, and interpret data that can be used to address the following decision question and research questions. Please look over the research questions and form a game plan before you go to the retail store/restaurant/website. The research questions are written to help you collect appropriate data during your mystery shop. After analyzing the results of your research questions, you should be able to answer the overall decision question. The questions are slightly different for store/restaurant versus website shopping. Make sure you are looking at the correct corresponding questions.
STORE/RESTAURANT:
Decision Question: Do employees and store/restaurant environment at [insert name of retail store, restaurant here] create a satisfying shopping experience?
Acting as a mystery shopper, collect, analyze, and interpret data that answer the following research questions:
1) How well do employees interact with their/other customers and other employees?
2) What is the level of product-service knowledge/menu knowledge exhibited by employees?
3) How was the payment/check-out process?
Mystery Shopping Analysis: Evaluating the Shopping Experience at [Retail Store/Restaurant]
In the bustling landscape of retail stores and restaurants, one key aspect that sets apart a memorable shopping experience is the interaction with employees and the overall environment of the establishment. In this mystery shopping analysis, we delve into evaluating the shopping experience at [insert name of retail store/restaurant] to determine if employees and the store/restaurant environment contribute to a satisfying experience for customers.
Decision Question
Do employees and the store/restaurant environment at [insert name of retail store/restaurant here] create a satisfying shopping experience?
Research Questions
1. How well do employees interact with customers and other team members?
2. What is the level of product knowledge/menu knowledge exhibited by employees?
3. How seamless was the payment/check-out process?
Interactions and Communication
The first research question aims to gauge the interpersonal skills of employees at [retail store/restaurant]. As a mystery shopper, observe how employees interact with customers - are they welcoming, attentive, and knowledgeable about the products/services offered? Additionally, pay attention to how they engage with their colleagues, as teamwork and a positive work environment can significantly impact the overall customer experience.
Product Knowledge/Menu Expertise
The second research question focuses on the level of product knowledge/menu expertise displayed by employees. During your visit, inquire about specific products or menu items to assess if employees can provide detailed information, recommendations, or answer any queries effectively. A well-informed staff enhances the credibility of the store/restaurant and fosters customer trust.
Payment and Check-Out Process
The final research question evaluates the efficiency and convenience of the payment/check-out process. Note the speed of service, clarity of pricing, and any additional services offered during the transaction. A smooth check-out experience is crucial in leaving a lasting positive impression on customers.
Conclusion
By meticulously collecting and analyzing data based on these research questions, you will be equipped to determine if employees and the store/restaurant environment at [retail store/restaurant] contribute to a satisfying shopping experience. Your insights will provide valuable feedback for improving customer service and enhancing the overall shopping journey.