Developing Retail Assessments & Mystery Shopper Programs

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Practical Application: Creating Retail Assessments & Mystery Shopper Programs

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:03 Retail Assessments
  • 0:29 Deveoping an Assessment
  • 2:11 Mystery Shopper Programs
  • 2:45 Developing a Program
  • 3:47 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed Audio mode
Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Business success requires knowing just how customers feel and think about the whole retail experience. This is where retail assessments and mystery shopper programs can provide valuable feedback.

Retail Assessments

Jane is a frequent customer of a local grocery store. She prefers this grocery store over the others that are in her neighborhood. If this local grocery store knows the reasons, then they can use that reason to help attract even more people like Jane. A retail assessment, a test that shows a customer's experience with a company, is a useful tool the local grocery store can use to figure out why Jane prefers this store over the others.

Developing an Assessment

Now, the local grocery store can hire a company to conduct a retail assessment, or it can develop its own retail assessment. To develop a retail assessment, the company needs to ask pertinent questions related to each part of the user's experience from the moment the customer sees the store to the moment the customer goes home with the product. The company needs to think about the elements it has used to make the customer experience pleasant in a physical way, such as store layout and exterior door appeal. The company also needs to consider its employees and think of the various customer/employee interactions which can range from speaking to employees that are working in the store like the ones who are stocking shelves or offering free samples to interacting with the employee who is ringing up customer purchases.

Some possible questions to include in a retail assessment for the local grocery store are these:

  • On a scale of 1 to 5, with 1 being the worst, how welcoming is the front of the store?
  • On a 5 point scale, how helpful are the employees in the store?
  • On a 5 point scale, how well was the checkout process?
  • Of the following choices, which of these drew you into the store today? (choose all that apply)
    • Sales
    • Friendly customer service
    • Location
    • Quality products
    • Unique products
    • Local products

These retail assessments can be sent out in emails or the store can choose one question to ask each week at check out.

Once the results are in, the store can then use the information to improve the customer experience. For example, the local grocery store may find that Jane shops there because she likes the welcoming front door of the shop as well as the local products it offers. The store can then run a campaign that features its front door along with pointing out all the local produce it offers its customers.

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account