Table of Contents
For our marketing Research project we were required to carry out extensive research on the topic of mystery shopping. This project required us to construct a mystery shopping programme of a service business. The service business that was chosen was Next, a renowned retailer for fashion and homeware. The project will outline the objectives of the research and the mystery shopping programme. It will also examine the results of the programme and suggest possible recommendations.
The primary objective of the report was to find out the public’s perception of Next. In order to attain this information, we decided it was best to initiate a mystery shopper programme. This programme involved hand-picking ten individuals, based on age, sex, and location, to act as consumers in Next. Each individual was to enter the chosen store and to return honest feedback on their experience, through the use of a questionnaire. The drafted questionnaire examined areas such as store layout, staff, and ambience. The objective of this was to access direct knowledge of consumers opinions in areas that were outlined in the questionnaire and mystery shopper briefing. In order to eliminate bias, each selected individual was briefed on understanding the questionnaire and what aspects of the shop were to be examined. The chosen method provided us with objective feedback which was essential in the completion of the report.
In this section of the report we will show our findings of each store that was visited. Altogether there were seven stores visited. (Sligo, Enniskillen, Letterkenny, Athlone, Castlebar, Limerick and the store in the Jervis shopping centre in Dublin).
These are our findings:
The Sligo store is located in the quayside shopping centre in Sligo town. The store was visited on four occasions. On each occasion the store was clean and tidy on the inside and out. On every visit the changing rooms were tidy. The outside of the shop was attractive and inviting towards customers, with posters advertising a sale and an entrancing and eye catching clothes display in the window. The store is completely wheelchair accessible. No one was greeted as they entered the store, on one visit members of staff were standing around talking amongst themselves, and only one person thought that there was a welcoming atmosphere in the store as it was warm and there was calming music being played. Three out of four people were pleased with the temperature within the shop with one person thinking the air conditioning was turned up too high. The clothes on display were easy to reach for three out of four of the customers, with the same amount finding that all sizes were on display. Only on two of the visits were the staff wearing the correct uniform, such as name badges. On just two out of the four visits the staff asked if assistance was needed and only one customer said that eye contact was made with them and that they were polite. At the till there was an average of 1-4 till kiosks open with less than five people in each queue. On all four visits it did not take long to get served and all of the customers were thanked for shopping at the store, but found that the exit signs were not clearly illuminated. All four people said that they would recommend the Sligo store to others. The overall opinions of the store varied. One out of the four customers said that it was perfect. Out of the other three, more helpful staff, a new layout, lower shelves and a bigger store were mentioned.
The Next store in Enniskillen is located in the Erneside shopping centre in Enniskillen. This store was visited on only one occasion. On this occasion the entrance and the outside of the store were clean and tidy. The inside was also tidy. It was...