Mystery shopping is an incognito investigation aimed to evaluate the performance. This can be done by an individual or a team of people. The mystery shopper reflects the demographic profile of the average customer of an establishment and may even be a regular customer.
The activity of an establishment, the number of employees and clients are factors that will determine the type of evaluation and frequency which can vary from several times a day to a few times a year.
Generally, a different mystery shopper is sent to each of the assessments, unless otherwise directed by the client.
The mystery shopper measures the quality of customer service or products, service time, employees’ knowledge, sales techniques, the effectiveness of the displays and advertising, cleanliness and safety of the premises, prices and verification of trade policies, either for its own clients business or the competitors.
Mystery shopping can be done on the field (walk-in), by phone (phone-in, recorded or not) or by web, (web-in).