Retail is a highly competitive industry. Brick-and-mortar stores are witnessing a decline in footfalls for many reasons. One of the significant reasons for the drop in in-store visits is the growth of online stores. That is why retailers are creating eCommerce platforms to sell their products online.
The inability to differentiate their products and services from competitors is another concern for retailers. Other issues include managing customer service and reputation to build loyalty of customers. But, building a lasting relationship is not possible without keeping customers happy. It is where market research is essential to know customers’ preferences and expectations toward the brand. This is where mystery shopping can help your brand. The research method brings invaluable feedback from shoppers that helps to tackle these challenges by retailers. Let us see how this method can help your retail business to achieve success in the competitive industry:
The Value of Secret Shopping to Retail Stores
Conducting secret shopping brings many benefits to retailers. This methodology is useful for retail and eCommerce stores to measure and evaluate customer experiences of their stores and competitor’s offerings.. The information is collected by hired mystery shoppers who observe and evaluate as an unbiased third party. Thus, a mystery audit can dive deeper than the average manual or online customer survey conducted by brands.
Moreover, evaluators can collect a variety of information, such as evaluating specific metrics or aspects of the customer journey. Thus, this research brings comprehensive, quality, and objective data based on the requirements of your business. At the end of this research, evaluators prepare a report of their findings and suggestions to improve customer service and solve operational challenges. Let us see the benefits of this program in detail:
- Customer Experience
Customer experience is a critical component of any retail business’s success. It has been found that 86% of buyers are willing to pay more for a great shopping experience. Retailers pay attention to the tiniest detail of all customer touchpoints. This research can assess every touchpoint and improve the overall customer journey. Though the process may be flawless on paper this study can reveal all shortcomings and bottlenecks. After getting this report, retailers can focus on improving the purchasing experience of customers.
- Evaluate Multi-Channel Interactions
Many retail businesses have a customer experience that reaches across multiple channels, such as in-store, online, email, and over the phone. There is a need to evaluate cross-channel interactions if a business offers to customers. That is because customers expect a consistent experience across channels. Mystery audits can be instrumental in evaluating your multi-channel offerings.
- Keeping Tabs On The Competition
Secret shopping offers your business an inside look into the competition. Evaluating the competitors is tough from the outside. This is where you need to hire professional mystery shoppers to assess the customer experience strategies of your competitors.
- Take Data-Driven Decisions
The most significant benefit of this mystery shopping research is the quality and enriched data from mystery shoppers. Analyzing the data helps your business to identify shortcomings, strengths, and overall customer service experience. The report also helps you to make data-driven decisions to improve your business operations and customer service. As a result, you can achieve success in the retail business.
Get ready to achieve success in the retail business with a mystery audit
Conducting the mystery audit can reveal your operational shortcomings and customer experience at every touchpoint. But, you need a tailored mystery shopping program to evaluate specific areas of the customer journey. Hire a professional mystery shopping provider who can design this program by understanding your concerns and requirements. When executed perfectly, this audit can set your business on the path to growth and success in the competitive industry.
