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Pros

When a functional, efficient and skilled mystery shopper provides his services to a company, it is impossible to not gain cumulative benefits out of his services. The most prominent benefits are:

  • Market Contender Investigation:

A mystery shopper can often be assigned the task to conduct an assessment of its hiring company alongside a competitive brand. This investigation is supposed to reveal a comprehensive analysis of the products, marketing strategies, policies, offers and locations of the marketing contender. In doing so, an efficient mystery shopper will usually provide a platform where he would outline similarities between the two companies and their assets in order to achieve improvement and stand out in the competition.

  • Employee Assessments:

Under usual circumstances, employees always manage to maintain a decent and reputable image in front of their managers or higher authorities when they are being accessed. However, in order to analyse their authentic interactions with customers in the form a real experience, a mystery shopper helps conduct an accurate valuation.

  • Casual Opinions:

Formally conducted in-person as well as online polls pose a high tendency of gathering slightly bogus customer opinions which can be easily detected when there are minimal negative responses. On the contrary, mystery shoppers as an informal customer will be able to offer legit opinions on company evaluation including sales perspective, product efficiency and complaints, the extent of customer service satisfaction, and even the hygiene and behavioural concerns of a retail location.

Cons

As much as it facilitates in accumulating market analysis, mystery shopping is still not a flawless study.

  • Limited Data Assemblage:

An authentic and real mystery shopping expedition requires a substantial amount of time to explore one store at a time, while it also demands finance for transportation and for shopping expenses in the outlet. Therefore, mystery shopping is identified as a one-man show which can only bring home a considerable amount of information and analysis since a single shopper cannot handle different data and its complications all at once.

  • Partially Unbiased:

The mystery shopping tool is limited to a single individual’s opinions. It only outlines the complaints, suggestions, experiences and feedback of one shopper at the retail outlet; and that is not enough information for any company to map out a comprehensive overall customer response. The very concept is idiosyncratic and personal favouritism or partiality can deviate the legitimacy of your overall company analysis in a drastic manner; one cannot rely on an individual mystery shopper’s report to decide how the company should adopt modifications.

  • One-Time Experience:

As a part of their job, a mystery shopper will only make the effort to visit the retail location once in order to prepare his report; he obviously does not intend to waste huge money on travelling and shopping. Therefore, his experience of any store at any given time will only outline the encounter with your company employees and location on that particular day and time. You can never be sure how busy a day it was for things to go wrong or how low your staff attendance was under unforeseen circumstances. Since a mystery shopper is not a regular customer, his provided data is not the most reliable one.

Andrew Slidell

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