Now comes time for the shopper to conduct the visit on the agreed scheduled date. Although, all mystery visit programs are different, the basics are the same. Once the shopper has arrived at the store, the shopper will browse around and wait for the staff to welcome them:
The Welcome & Approach
At this stage, the shopper will need to take note on how long it took for the staff to welcome them. Following that, how long did it take for the staff to approach and offer assistance, or if the staff offered assistance at all.
A good welcome and quick approach will let the customer know that the staff is aware of their presence and are available to assist.
Shoppers also need to report on how the staff welcomes them if the store is busy. However, the shopper needs to remain passive for a good period of time and if the staff does not offer assistance, then the shopper can approach the staff and ask for assistance.
Customer Needs and Discovery
Once approached, the staff is required to find out what the shopper is looking for. Shoppers need to already have a scenario in mind so they can provide the staff with details of what they are looking for.
Most of the time the staff will ask the shopper open and closed ended questions. Some examples are: Are you looking for anything specific? For what occasion is the item for?
Knowing the customer’s need and requirements will allow staff to give accurate recommendations. The staff will also be able to know what to up/cross sell. Of course, the staff will discover more about the customer and what they are looking for throughout the visit.
Any fashion retail mystery visit would involve trying the clothes on in the fitting room. Not for the clothes themselves, however, to see how the staff attends to the customer at this stage. Is the staff available to attend to the customer or did the staff leave the customer to their own devices?
The fitting room stage is the perfect time to up/cross sell items. Of course, it also adds to the staff’s advantage if the staff had discovered the shopper’s need and wants thoroughly and know exactly what the customer is looking for.
At some time during the visit, the shopper would be required to raise an objection. For example, the shopper can raise an objection about the size or material of the item. Again, this part of the visit will allow us to know how the staff reacts to the customer’s objection. Does the staff remain friendly and was the staff able to offer a solution?
At the end of the visit the shopper will evaluate how the staff tries to close them. If it’s a non-purchase scenario, how will the staff reach to the customer’s decline to make the purchase. Does the staff thank the customer for the visit or offer to place the item on hold?