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Michel Kouassi, Canada
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What is a Mystery Shopper? What is the Impact of Mystery Shopping?
Any comments available on mystery shopping and its impact?
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Jaap de Jonge
Editor, Netherlands
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What is Mystery Shopping?
Mystery shopping is a marketing practice in which people that are unknown to a shop, restaurant or other service provider are used to make a purchase and to describe their findings in detail. The tool can be used by market research companies, watchdog organizations or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services.
Of course, the mystery consumer's specific identity is normally unknown by the establishment that is being evaluated.
Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences.
See also the resources section of the Customer Satisfaction Model (requires Premium).
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Majeed Abdoulae
Business Consultant, United Arab Emirates
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Mystery Shopping providers
It's a method used by mystery shopping service providers to collect information about what happened in a retail store, how customers behaved while shopping (to measure customer satisfaction), the compliance with regulation, or to gather specific information about products and services.
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