How often do you mystery shop your competition, whether that be in person, online, or on social media? If the answer is “rarely” or “never,” we need to talk!
If you’re not regularly shopping your competition, you’re operating with blinders on. Mystery shopping isn’t optional anymore. It’s one of the smartest, cheapest, and most eye-opening business exercises you can do, and it should happen at least once every quarter. Here’s how to do it right:
Know what you’re looking for: Before you set foot in a competitor’s store, make a list of everything you want to evaluate. When we mystery shop, we examine every operational category and rate each on a scale. Is it subjective? Of course. Is it valuable? Absolutely.
Find out where you stand: Want to know how strong your brand awareness is in your community? Send someone you trust to a coffee shop, community event, or public place near your store, and have them casually ask people where they’d go to buy whatever you sell.
If your store is the first one mentioned, congratulations! If you’re not mentioned first, or worse, not mentioned at all, you’ve got work to do. Word of mouth is still the number one driver of new consumers to your store.
Mystery shop your own store: Retailers are often convinced their stores are operating at a much higher level than they actually are. We once worked with a retailer who believed his store was best-in-class until we visited a competitor and then came back to evaluate his own store using the exact same criteria.
The difference was startling. Find someone objective – and honest – to shop your store and report back. Then brace yourself!
Send secret shoppers: If you’re worried you’ll be recognised, don’t do the shopping yourself. Send a trusted associate, friend, or family member instead.
Better yet, try our favourite exercise: The “How Did It Feel?” Exercise.
Assign associates to shop competitors while posing as regular customers, documenting every part of the experience.
What did they see and hear? What impressed them? What frustrated them? What felt awkward, confusing, exciting, or memorable?
After every observation, ask one important question: “How did it feel?” That question changes everything. Retail is emotional. Great stores understand that, and weak stores ignore it.
First impressions matter: Customers judge stores fast. Your window displays have about eight seconds to grab attention. Once shoppers walk through the front door, they form a positive or negative impression of your store in 10 seconds or less.
This old adage is true: You never get a second chance at a first impression.
Study customer flow: Research shows that nearly 50 per cent of shoppers never see the entire sales floor. That means layout matters. A smart store layout quietly guides shoppers through the sales floor. A bad one sends them looking for the exit. Your job is to create and control the in-store experience, so watch how customers move!
Experience, not just merchandise: Is the store fun to shop? Or is it simply a place to buy stuff? There’s a difference.
Watch how long consumers linger. Observe where they pause, what they touch, what they ignore, and where they seem engaged.
Pay attention to: Customer service, atmosphere, energy, merchandising, and emotional connection. People remember how stores make them feel long after they forget what they bought.
Sales floor under a microscope: This is where details separate average retailers from exceptional ones. Ask yourself: Is the store clean and organised? Are displays fresh and inspiring or dusty and dated? Is important merchandise highlighted properly? Are hot sellers easy to find? Are signs clear, attractive, and consistent?
Test the associates: This is where many stores either shine or completely fall apart. Are associates: Engaged and available? Are they knowledgeable and friendly? Ask difficult questions. See if they can confidently explain products, solve problems, and make recommendations. Strong associates build loyalty; weak associates drive shoppers straight to your competition.
Audit the online reputation: Your competitors aren’t just competing on the sales floor anymore. Check their Yelp, Google, and Facebook reviews and comments, as well as their social media engagement. Then check yours. Ignoring your reputation doesn’t make it disappear.
'Zero Moments of Truth': Long before customers walk into your store, they’ve already researched you online. Google called this the 'Zero Moment of Truth'. The point where shoppers form opinions before ever visiting your store. Free tools can help you track conversations happening online in real time, because what people say about your store online influences whether shoppers ever visit in the first place.
One day, you may find yourself competing with a retailer you once dismissed entirely. So, shop your competition. Study them carefully. Fix what’s broken, and sometimes what’s not. Improve what’s tired, and never stop evolving because in retail, standing still is the fastest way to fall behind.
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