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Developing Retail Assessments & Mystery Shopper Programs

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  • 0:03 Retail Assessments
  • 0:29 Deveoping an Assessment
  • 2:11 Mystery Shopper Programs
  • 2:45 Developing a Program
  • 3:47 Lesson Summary
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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.

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