In Germany, Mystery Shoppers are becoming a key figure for supermarket chains wanting to improve their customer services.
Mystery Shoppers are in fact normal clients who can be an excellent way of increasing efficiency and improving services.
First of all, the observers analyse the display of the products (lighting, arrangement, etc.) and, when paying, they consider whether there are enough check-outs open to avoid long queues.
But in addition to assessing the cleanliness, display, assortment and special offers, Mystery Shoppers also test personnel, as it is the job of the staff to help clients with any problems/special needs.
The training of Mystery Shoppers is crucial so that they can be a real advantage for retailers - only those that know exactly what matters can ask the right questions and focus on key aspects.
Nowadays, as e-commerce is becoming more and more popular, testing its efficacy is essential, especially since there is no direct contact between buyers and sellers. In these cases, a good call centre for complaints and an easy return procedure are fundamental.