What is a Mystery Shopper? What is the Impact of Mystery Shopping?

Retail Mix
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Michel Kouassi, Canada

What is a Mystery Shopper? What is the Impact of Mystery Shopping?

Any comments available on mystery shopping and its impact?

  Jaap de Jonge
Editor, Netherlands
 

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).

  Majeed Abdoulae
Business Consultant, United Arab Emirates
 

Mystery Shopping providers

It's a method used by mystery shopping service providers to collect information about what happened in a retail store, h...

 

More on Retail Mix:
Summary
Forum
Point-of-sales Advertising
Retail Mix is a Strategy
🔥Merchandise Mix, Product Assortment and Merchandise Planning
Retail (Marketing) Mix Types
Classifications of Retail Outlets and Stores
👀What is a Mystery Shopper? What is the Impact of Mystery Shopping?
Point of Sale Systems
Trends in Global Retail Industry
Retail Management Assistance
Special Interest Group

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