In today’s highly competitive retail landscape, understanding your competitors is essential to gain a competitive edge. While there are various strategies to assess your rivals, mystery shopping your competitors can provide valuable insights into their customer experience and operational practices. By conducting mystery shopping for competitors, you can gather crucial information that can help you refine your business strategies and improve customer satisfaction. This article will provide a comprehensive checklist of things to research when conducting competitor mystery shopping.
- Identify Competitors: Identify your main competitors in the market. Research and compile a list of retail companies that offer similar outcomes or services in your target market.
- Choose a Mystery Shopping Company: Select a reputable research company. Ensure they have experience working with competitor mystery shopping and a good track record of delivering accurate and reliable results.
- Define Objectives: Define your objectives for the mystery shopping exercise. Determine what aspects you want to evaluate, such as store layout, product availability, customer service, pricing, and overall shopping experience.
- Develop a Scenario: Create a scenario that aligns with a typical customer interaction. This could involve asking questions about product features, seeking recommendations, or seeking assistance with a specific issue. The scenario should be realistic and allow you to gather meaningful information.
- Research Store Locations: Identify the store locations of your competitors that you want to visit. Consider brick-and-mortar stores and online platforms if applicable—Prioritise areas near your stores or where you have a significant customer base.
- Evaluate Store Layout: Assess your competitors’ store layout and visual merchandising techniques. Note the arrangement of products, signage, and overall ambience. This will help you understand how they optimise the customer journey.
- Product Availability and Selection: Observe the range of products your competitors offer. Please pay attention to the availability of popular items and the diversity and quality of their product selection. This information can help you identify any gaps in your offerings.
- Customer Service Experience: Assess the level of customer service provided by your competitors’ employees. Observe their approach, friendliness, and willingness to assist. Please take note of any unique service practices they implement, such as personalised recommendations or loyalty programs.
- Pricing and Promotions: Compare the pricing of similar products or services between your business and your competitors. Please pay attention to any promotional offers, discounts, or loyalty programs they have. This information will help you gauge your pricing strategy and identify areas for improvement.
- Analyse Customer Feedback: Look for any customer feedback mechanisms in place, such as surveys or feedback forms. Evaluate the quality of feedback received and assess if they are implementing improvements based on customer suggestions.
- Digital Presence: Evaluate your competitors’ online platforms, websites, social media accounts, and e-commerce stores. Assess the user experience, customer reviews, and online shopping. This will provide insights into their digital strategies and potential areas for improvement.
- Competitive Analysis: Compare the findings from your mystery shopping exercise with your business practices. Identify strengths and weaknesses in your competitors’ operations and consider how to leverage these insights to enhance your customer experience.
Remember, competitor mystery shopping should be conducted ethically and legally. Avoid any actions that may be considered unfair or unethical, such as gathering confidential information or misrepresenting your intentions. Use your collected information to improve your business practices and enhance the customer experience.
In conclusion, conducting competitor mystery shopping can provide invaluable insights into your rivals’ customer experience and operational strategies. By thoroughly researching and evaluating your competitors, you can identify areas for improvement, refine your business strategies, and ultimately gain a