Today, the lack of quality service and a customer-oriented atmosphere in the store is bad manners. Companies that did not care about their customers, did not think about their feelings and emotions before, during and after visiting the store, are rapidly losing sales and leaving the market. It is sometimes not easy to identify hidden problems in the work of sellers, and here you need an outside perspective - for example, by checking a mystery shopper. SR expert Maria Gerasimenko tells about the specifics of this service.
CEO of FashionAdvisers, an expert in the management and development of fashion business. www.fashion-advisers.ru
Main areas of activity: building business processes in the fashion industry, assortment matrix management, visual merchandising, sales and service management, development and implementation of loyalty programs.
Some shoe business owners avoid mystery shopping. Everyone has their own reasons for this: fear of change, attachment to former employees, difficulties in finding new employees, fear of facing the truth. Let's be frank: the position “If I don’t know it, then it doesn’t exist” has not led anyone to success yet.
There are owners who regularly invite mystery shoppers. But they often step on another rake: they fine the sellers if they did not provide the proper service that meets the company's standards. This turns the mystery shopper into a "hot potato" that sellers toss to each other, not wanting to take responsibility.
Visiting a mystery shopper should be a celebration and an opportunity to receive a premium for the right service. This motivates sellers to strive for perfect work with all buyers. Include a mystery shopper service bonus above 90% in your incentive program and you will see the result.
Preparing to visit the mystery shopper:
Further, when the terms of reference were drawn up, the questionnaire was formed, and the legend was selected, it was the turn to choose an executor. Now, I think you understand how important it is for the mystery shopper to be competent in the specifics of the shoe store before giving an expert assessment of the work of the employees and the store. By the way, secret agents of Fashion Advisers carry out checks throughout Russia, the price does not change from the location of your store.
And then the question arises: where to find such employees? The performer must have skills in psychology, be artistic, attentive and, of course, perfectly know the subject of the test. It is not easy to find such employees on the fly, therefore, you can order the Mystery Shopper service from professionals, or train your performers on special courses. Keep in mind that a mystery shopper is a mystery shopper because sellers shouldn't recognize him. Therefore, the same agent cannot visit the store more than two times and remain incognito.
Example shopping plan:
Some mystery shopping phrases that should be heard:
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