Mystery shopping has a lot of different uses. One you may not thought of is using it to find out what works in your store and what doesn’t to attract customers. Having an unbiased eye on your displays and in store marketing, as well as having them review ads and marketing efforts before visiting the store, can be invaluable for refining your efforts to attract new customers.
Most people think that mystery shoppers are just to test your employees. They are, but they are also another good source to tell you what works in your store where displays and marketing come into play. After all, they are sent into your store to shop, and like any other customer they are influenced by what they see, hear and what they read. Why not make use of that experience as well?
Studies on retail sales and what influences them have proven that displays make a big difference with customers. Even more than big price cuts. Good displays showcase products in the best light. Those who might come in hesitant about a product will see it in its best light and that good display will push them towards purchase. A mystery shopper can let you know if the main product displays are working. Did they find that they didn’t feel the need to comparison shop?
Good displays also lend to impulse buys. A mystery shopper can judge if the other displays, displays set up close to the registers to encourage impulse buys are working as well. If the mystery shopper can be enticed to purchase that extra, then that is a good display that lends to upselling.
Ask for mystery shoppers of different ages and income demographics. Since customers of different age or income demographics shop differently, test out how you stack up to the differences. Your store may be targeting a specific one, or trying to appeal to many of them. Not matter the case, get a mystery shopper to test out the ones you target the most. Make sure that you are addressing what attracts customers to your retail business and use a mystery shopper to test it out.
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