Mystery Shopping Case Study

Client:

Retailer

Objectives/background:

The client, a well known UK High street retailer, wanted a programme that was specifically designed to measure the quality standards of their product offering at store level.

Problem:

The client had no way of telling whether their brand perception meets their desired brand promise.

Methodology:

A Mystery Shopping programme was designed to match the different customer types at each store. This was to ensure that the field representatives sent to a store matched the typical customer profile at each particular location. This meant that objective feedback was collected during each visit, enabling RQA to provide facts and feedback based on the typical experience a customer may have at each location. In addition, each Field representative sampled 36 products each according to the brand standards supplied by the client.

Outcome:

All questionnaires were completed, quality checked and sent back to RQA Europe's head office on the same day. This meant that the total store network was covered and results turned around in less than one working day. Ultimately this enabled the client to act on a bespoke 'Gold/Silver/Bronze' scoring system to establish where they have fallen short of expectations and/or needed to make further/ongoing changes to improve their desired brand image.