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It is an established fact that the shoppers today are more informed than they ever were. In such times, it definitely makes sense for the marketers to ensure a more than perfect shopping experience for the shoppers. Moreover, with store locations virtually all across the globe, it could get difficult to control the best service delivery practices consistently at all locations. This is where mystery shopping comes into picture.
Phil Prosser, the group managing director at GAPbuster, puts it as, “With mystery shopping engagement it gets easier to fill gaps of store-floor and customer experience management since it gives you a clear picture of what the customer feel shopping at your store. After all, point-of-sale is critical in determining whether a customer is satisfied or not.” Mystery shopping allows business owners and managers to measure, track and assess the customer experience, thus laying base to help create brand loyalty.
Mystery shopping not only helps the business owners and managers but also the mystery shoppers themselves. Imagine getting paid for going on a shopping spree. That’s exactly what mystery shopping does for its network of shoppers.
While the business gain by creating a more satisfying shopping experience for customers, the mystery shoppers gain by getting paid to buy the best market products. This makes mystery shopping a phenomenal marketing concept.
With benefits to both the shoppers and the marketers, mystery shopping is definitely the market research tool of future.
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