EXAMPLE OF SECRET SHOPPER’S REPORT

Excellent, within city limits. ample parking, minor problem with entrance off and exit on to major main street due to lack of traffic stop lights. Adjoining businesses, include well establish retailers, professional offices and very popular local hotel and restaurant. This is an area inhabited by rather lucrative potential customers.

Bright clean and eye catching colour scheme but building design has very little glass window areas seriously limiting use of high impact sales signs. Needs large roadside directional signs and if possible a banner type sign from fascia across parking lot.

Strongly suggest eliminating present set-up of booths in favor of an open plan which will enable buyer to tour the entire sales floor at their leisure. There is no produce referral signs at all on the sales floor to encourage buyer to match items to complete a home interior design. Really should have a customer lounge and toilet facility there certainly is space.

Bad. Could be vastly improved. Lack of grouping and continuation. General effect is that of a cheap discount shop rather that of a high classed exclusive quality retailer. Showrooms generally untidy.

Hit and miss. Out of date signs and misplaced tags. All price tags should be placed on the same corner of products. Price tags showing euros and sterling not advisable. Sales promotions need proper management.

Bad. Should be large, easy to read and simple to read. Tags with your company name on reverse side much more suitable.

Needs immediate upgrading.

No verbal greetings for potential customers entering the premises. Secret Shoppers wandered around for from five to eight minuets before being approached from behind with a “Can I help you ?” and “ Are you alright ?”

Generally of a clean, well groomed appearance.

Basically pleasant, smiles are a big help in relaxing buyers and makes them feel at home.

The staff including the management seems to lack basic training is sales techniques. It is a shame because they seen eager to please.

Given several opportunities to intervene the Manager made no move to assist his salesperson or stop me walking out of what was an empty store. That is one of the reasons staff paid on commission only work far better.

Neither sales staff or management made any attempt to find out what I was unable to find, my address or phone number for promotion invitations. I actually had a competitor’s store recommended to me by one of your staff. Nobody said “Goodbye” or “Sorry, would you like me to ring you when we get that item in again.”

GOOD: Prime location, great catchment area, free ample parking, square footage ideal, lighting and décor fine and security sound.