Reason three: Great experiences make customers buy
Customers don’t want to just shop anymore. They expect an end-to-end experience that is in line with your brand, no matter where they go, or when they go there.
An ongoing argument amongst retailers is whether or not mystery shopping is a worthwhile investment.
On one hand, detractors will say it only shows a snapshot of your staff based on a single interaction which isn’t necessarily representative of your brand as a whole.
Advocates will say that a snapshot is all you need. If your goal is to provide a consistent experience, many small interactions should be sufficient enough to gain insight into your in store experience.
“Mystery shopping helps identify areas where staff are performing well, and where they need to ‘refresh’ their skills. It helps you be more targeted in training your staff.”
Managing Director and Founder
Max Fashions, a New Zealand based women’s fashion retailer is a great example of how mystery shopping has been implemented well, and with purpose.
Using Quality Shopper, Max use their mystery shopper results to map the success of their RedSeed sales training programme. This means over time they’ve mapped their mystery shopper results to course completions and the overall training engagement of individual stores using RedSeed Energy as their key performance indicator.
Since implementing RedSeed in the business, Max have seen an overall growth in mystery shopper results of 10 percent across the business. What’s been highlighted by the shift in these KPI results is just how much training engagement affects output, and the overall customer experience within a business.
Not only did they find that increases in RedSeed Energy mapped to improvements in mystery shopper results, they also found the reverse is also true. Stores that saw a drop in energy also saw a large drop in mystery shopping results.
This tells us that when there is less emphasis on training, then there is a drop in performance to customers. This proves that it needs to be constant - not a one off event, so you need to be reminding and refreshing team member skills on an ongoing basis.
RedSeed Energy and mystery shopper increases
RedSeed and mystery shopper decreases
Max have identified four key areas which have shown noticeable improvements across their team since implementing RedSeed Sales Training:
● Culture – if you don’t embrace RedSeed, you are not embracing Max’s customer service commitment and standards.
● Language - RedSeed has become part of our everyday language. Coaching cards are used daily on the floor with team members; they use ‘RedSeed Speak’.
● Feedback - Our service excellence awards, in-house awards based on feedback we receive through Facebook or our website, have increased from a few a month to at least six a week!
● KPIs - The quality of each interaction has improved which has seen increases in several key areas for Max. Items per sale have increased well over 80 percent which means the average dollar increases too. We’ve also seen a rise in our average mystery shopper results.
Training engagement equals a better customer experience. Simple.