Mystery Shopping Case Study
One of our clients in the retail market had the following statistics:
- 5,000 people walking through per month
- 80% of people buy
- Average price of $60
After carrying out mystery shopping, they identified one of the key issues holding back sales was that the staff only mentioned current promotions part of the time. Customers are used to being up-sold to, and are usually quite receptive. As you can see by the figures below, there were many opportunities for increased sales that were not being realised. By increasing each key area by at least 10%, sales were dramatically increased.
|
Getting a commitment to make a purchase |
|
|
Mystery shopping result |
31.57% |
| Increased to: | 41.57% |
| Percentage of those asked who will buy: | 20.00% |
| Additional sales | 100 |
| Dollar value of additional sales: | $6000 |
|
Staff greeting customers as they enter the store |
|
| Mystery shopping result | 68.42% |
| Increased to: | 73.42% |
| Assumed percentage of those greeted who will now buy | 10.00% |
| Additional sales: | 25 |
| Dollar value of additional sales | $1500 |
|
Did the staff up sell or mention current promotion? |
|
| Mystery shopping result | 31.58% |
| Increase to: | 41.58% |
| Assumed take up of up sell | 10.00% |
| Additional Sales | 50 |
| Dollar value of additional sales | $3000 |
| TOTAL IMPROVED SALES PER MONTH |
$10 500 |
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