By George Anderson
As with most market research, the information received from mystery shopper trips doesn't do any good if a retailer doesn't know what to do with it.
Jayne Keedy, president of JKS Inc. Market Research and Robert Smith, senior program manager for Maritz Research, spoke to NPN MarketPulse to offer suggestions on how store operators can gain insights that take the mystery out of why their stores are performing as they are.
Ms. Keedy said the value of mystery shopper programs is that they can help "you learn how most of your customers learn about your business."
While data collected from mystery shoppers can't answer all questions about a retail business, shopping research can be designed to help answer questions about customer service, a store's appearance, product placement and loss prevention issues, she said.
Mr. Smith said mystery shopping is most valuable in assessing what he calls "curb appeal" -- whether stores and bathrooms are clean; if store personnel are friendly and helpful. "Those are the things that will keep customers coming back," he said.
Moderator's Comment: How do mystery shopper programs fit in with other forms of research conducted by retailers to assess their business opportunities and challenges? - George Anderson - Moderator