Mystery shopping: The Key To Meaningful Customer Insight?

LONDON, ENGLAND, April 30, 2011 (Press-News.org) In her latest Channel 4 series, retail expert Mary Portas used the mystery shopping technique to highlight the key areas in which leading businesses across a variety of sectors regularly fall down on customer service. Witnessed by almost three million viewers, the fiery redhead stomped purposefully around fashion outlets, estate agents' showrooms and mobile phone stores, uncovering common flaws in the British high street shopping experience.

Donning a variety of disguises, to avoid being treated like royalty the instant that staff recognise her from previous campaigns, Ms Portas was subject to customer service that varied from mediocre to downright unacceptable. But the 'secret shopper' concept that gave her latest TV outing its name is nothing new. Retail chains have been sending paid 'customers' into their stores for decades. Briefed to make specific demands of staff to examine how well genuine shop visitors are being served, mystery shoppers have proved a valuable part of many businesses' data collection strategy.

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