Thriller Shopping — Pros & Cons

Mystery buying refers to a process used by advertising research firms and other organizations that want to measure service quality and merchandise performance, worker performance, regulatory compliance, or to be able to gather further data over a particular market or industry, such as personal services and products. Secret shoppers can be assigned to carry out product or service checks in supermarkets, movie theaters, loan companies, fast food sites, hotels and other businesses, along with other types of businesses. Hidden knowledge shopping is becoming an increasingly popular marketing tool in recent years since it is relatively inexpensive and time-efficient.

Mystery shopping can be used for many people different uses. Many companies use it when they are performing concentration groups to achieve valuable information and understanding from the actual customers who have bought a particular merchandise. Mystery consumers can also be exercised to evaluate or test the caliber of service provided by employees in a store. If you are a retailer and you would like to make your customer satisfaction or perhaps if you are a manager or shop owner, you may even benefit from mystery shopping. Enigma shoppers are frequently hired by large retailers, such as Wal-Mart, Target, JCPenny, and Macy’s, and little retailers, just like T. M. Maxx, Marshalls, and Ross. Mystery store shopping can also be performed by person merchants, for example a fast food restaurant, to get feedback on how their customers experience their encounter in that store.

There are positives and negatives of unknown shopping. The pros include the capability to collect descriptive info from all parties involved; the in-store and online components of the reporting method; potential for customized research problems; potential for receiving customer feedback and benchmark information; plus the ease of obtaining qualified qualified data. The cons involve time and price in conducting research; potential difficulty in obtaining qualified workers to carry out the testing; prospects for resistance to the reporting procedure from several parties engaged; possible profits / losses incurred because of non-disclosure deals; and embarrassment from being “tracker” or “detector”. Mystery shoppers routinely have very delicate information about the business and the services or products involved, and would feel uneasy revealing those details during a great in-store or online interview.

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