Information tends to fall into the following categories.

Pricing, Competition, Customer Care, Staff Attitudes & Abilities, Other Operational Issues.

Often training issues are highlighted which can be followed up by the client, with the mystery shopper working together with a trainer to formulate a plan to improve general sales and interpersonal skills.

Other issues have led to internal incentives to motivate staff, more closely defined job specifications and company structure, encouragement of sharing of best practices between staff, etc.

• Customer care levels – politeness, friendliness and willingness.
• Information given on competitor activity, (latest promotions, pricing, etc).
• Strengthen or refute management feelings on effectivity/suitability of staff or current promotions.
• Checking that staff follow correct procedures and promoting the desired products.
• The mystery shopper tends to see things from a fresh viewpoint, which operational management tend to miss – for instance, they don’t notice the gradual decline in cleanliness & smartness.
• Sometimes operational issues are uncovered, such as security issues, stores not opening on time, extended break periods, incorrect use of staff uniform, etc.
• General sales skills.