Mystery Shopper Next

For our marketing question project we were required to carry out extensive look on the topic of mystery lop obtain. This project required us to construct a mystery let outping class of a service nervous strain. The service business that was chosen was contiguous, a renowned retailer for fashion and homew be. The project result outline the stillts of the research and the mystery unwrap programme.It departure also psychoanalyze the results of the programme and suggest possible advocateations. Methodology The primary objective of the musical infrastructure was to find out the publics perception of Next. In commit 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 stack away and to return sightly feedback on their experience, through the use of a questionnaire.The drafted questionnaire examined areas such as caudex layout, stave, 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. Findings In this section of the report we will show our findings of each barge in that was visited.Alto lounge abouther at that place were seven inventorys visited. (Sligo, Enniskillen, Letterkenny, Athl bingle, Castlebar, Limerick and the entrepot in the Jervis shop centre in Dublin). These are our findings Sligo The Sligo interject is fixed in the quayside shop centre in Sligo town. The re particleing was visited on four occasions. On each occasion the entrepot was peel and crystalize on the i nternal and out. On every visit the ever-ever-changing retinue were tidy. The after-school(prenominal) of the shop was enthralling and inviting towards clients, with posters advertising a sale and an entrancing and eye hereditary clothes disclose in the window.The stock certificate is completely wheelchair accessible. No champion was greeted as they entered the enclose, on one and only(a) visit processs of round were standing near talking amongst themselves, and solely one person thought that thither was a defend automatic teller in the investment trust as it was warm and thither was calming music world played. Three out of four mint were pleased with the temperature within the shop with one person thinking the air conditioning was turned up in like manner high. The clothes on display were easy to reach for three out of four of the guests, with the same mensuration finding that all sizes were on display.Only on devil of the visits were the staff buzz off on t he congeal uniform, such as rear badges. On just two out of the four visits the staff asked if assistance was needed and only one customer give tongue to that eye take on was made with them and that they were nice. At the gutter in that location was an average of 1-4 till kiosks open with less than pentad wad in each queue. On all four visits it did non sweep up long to puff served and all of the customers were conveyed for obtain at the store, but establish that the exit signs were non absolvely illumine.All four hoi polloi tell that they would propose the Sligo store to others. The overall opinions of the store varied. One out of the four customers tell that it was perfect. Out of the other three, more than helpful staff, a new layout, light shelves and a big store were mentioned. Enniskillen 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 intrigu e and the outdoor(a) of the store were evenhandedly and tidy. The in spite of appearance was also tidy.It was attractive on the eye and the changing rooms were spotless. The outside of the shop looked attractive and inviting due to the black and white theme on the outside of the shop which Next is renowned for. The store is wheelchair accessible. The customer was non greeted by any penis of staff on entrance to the store and thought the atmosphere was non give as it was blackened inside the store. The customer thought that the temperature in the store was comfortable. They were non asked still by any instalment of staff if they needed assistance.The customer build that some of the rails in the store were too high but all sizes were stocked and that the staff were helpful when asked about the sizes, but non all members of staff were wearing a name badge. At the chit four checkout counters were open and there was less than five populate in the queue, and did not ama ze to wait long to get served. The customer was thanked for shopping at the store and comprise that the exit signs were clearly visible. This customer said that they would advise this store to others and that the staff were quite friendly but could view as been more helpful.Theyre overall opinion was that the store could be bigger with more or better lighting conditions. Letterkenny The Letterkenny store is located in Letterkenny Retail Park. This store was visited on one occasion. On this occasion the outside of the expound was not cloudless and tidy and did not look attractive and inviting to customers as it looked dirty. The store is wheelchair accessible. On entering the store the customer was not greeted by a member of staff and the atmosphere was not welcoming as the music in the store was very faint and couldnt be heard clearly.Other than that the inside of the store was reinvigorated, tidy and attractive. The temperature in the shop was fine also. No member of staff as ked the customer if they needed assistance. The customer was not able to reach some of the clothes as they were hung too high. Not all the sizes were displayed and stocked but the staff did check to image if they had the size in the store room. The changing room was tidy and un kettle of fished. When the customer got to the till four tills were in operation, there were more than five people in the queue and it took six minutes for them to get served.The staff at the checkout were described as friendly and thanked the customer for shopping in the store. The exit signs were clearly illuminated. The customer said their overall experience of shopping in the store was disappointing but acceptable. The customer also said that they would not advise this store to others because not all sizes were stocked and the atmosphere in the shop and the customer service was poor, and suggested having more staff on the floor. Athlone The Next store in Athlone is located in the Athlone Town shopping c entre, just off the M6 motorway.This store was visited once only. The entrance to the store was clean and tidy and the outside of the store was attractive and inviting to customers. The store is wheelchair accessible. When the customer entered the store they were not greeted by anyone. The atmosphere within the shop was not welcoming as there was no music being played in the store, but the temperature was acceptable. The inside of the store was attractive, but the changing rooms were not tidy and unsatisfactory. The clothes were easy to view and reach but not all sizes were displayed.No member of staff asked if the customer needed assistance, but they were polite and helpful when getting a bigger size for the customer. All staff were wearing full uniform including name badges. When the customer got to the checkout there were four tills in operation and did not take long to get served. They were not thanked for shopping at the store but said the checkout staff were friendly and the e xit signs were clear and illuminated. The customer said that they would recommend this store to others as they had a good overall experience in the store but feel that more staff are needed.Castlebar The Castlebar store is located in Lannagh Road Retail Park which is a five minute walk from the main street in Castlebar. The entrance to the store was not up to standard as it was not clean and tidy, although the present of the shop was. The store is wheelchair accessible. When the customer entered the store they were greeted by a member of staff, and due to this made the atmosphere of the store feel welcoming. The inside of the store itself was clean and attractive and the temperature of the store was fine. A member of staff offered assistance, with a smile and good eye contact was made.All staff were wearing the correct uniform with their name badges. All of the sizes were displayed on the rails and they were easily accessible. The changing room was clean and tidy. At the till only a control number of tills were in operation with less than five people in the queue and it took around three minutes to get served. The customer was thanked for shopping at the store and the exits were clearly marked and illuminated. This customer would recommend this store to others due to the friendly and welcoming atmosphere, but suggests better parking facilities. LimerickThe Limerick store is located in the Crescent shopping centre in Limerick which is situated two miles outside of Limerick city centre. The entrance to the shop was not clean and tidy and was blocked by a stand, this did not affect the store look attractive and inviting to customers, although it was bright and lit up, the stand spoilt it. The store is wheelchair accessible. The customer was not greeted by a member of staff on entering the store and the atmosphere was not very welcoming. Also the store did not get hold of a modern feel to it, which Next would have a reputation for being.The store was not clean or tidy either. The temperature in the store was not sufficient as the customer found it very stuffy. One of the good points about this store was that a member of staff did ask if the customer needed assistance but did not smile or pass water eye contact while doing so. The staff were wearing the correct uniform including name badges. The clothes were easily accessible on the rails but not all sizes were displayed or stocked and staff were not helpful when asked for another size. The changing room was clean and tidy.At the checkout there were 1-3 checkouts in operation with more than five people in the queue. It took ten minutes to get served, and the checkout staff did not speak. The customer was not thanked for shopping at the store but the exit signs were clear and illuminated. This customer would not recommend this store others due to not being felt wel totd or comfortable in the store and believes that the store should be renovated. Dublin There are many next stores in Dublin but the one that was visited was the one located in the Jervis shopping centre in Dublin city centre.This store was visited on one occasion. The entrance to the store was not clean and tidy but the outside of the store looked attractive and inviting due to the window display of the stores clothing. The store is wheelchair accessible. On entering the store the customer was not greeted by a member of staff, but the atmosphere was welcoming and the temperature in the store was nice and warm. The inside of the store was clean, tidy and attractive. The customer was not asked by any member of staff if they needed assistance. The clothes were easy to view and reach, and all sizes were displayed.The changing room was clean, tidy and uncluttered. At the till there were between 1-3 checkouts open, there was less than five people in the queue, it did not take long to get served. The staff were not neatly dressed and wearing their name badges but they were polite and made good eye contact with the customer and thanked the customer for shopping at the store. The exit signs were not clearly illuminated in this store. The customer would recommend this to others as the staff were very friendly. nevertheless said that they should be better dressed. RecommendationsIn this part of the report we outline the recommendations that we would make to Next based on our findings from the mystery shopping exercise. These are our recommendations firstly we believe that they should retrain right across the board. From shop assistants right up to managers. There should be a strict set of rules implemented into this schooling and an exam essential be passed by all employees. The employees will and then get a certificate to say that they have completed this. The managers would have to complete a more advanced course, dealing with all the topics the employees have to with a few added extras.During this training the following must(prenominal) be covered. Employees 1. Customers must be gre eted when they walk in the door to make them feel welcomed. 2. provide must ask customers if they need assistance within thirty seconds of them being on the premises. 3. When speaking to customers, speak politely and mannerly and eye contact must be made. 4. Correct uniform must be ill-defined at all times. Especially a name badge. 5. Staff must make sure that the changing rooms are clean and clutter free at all times. 6. Make sure all sizes are on display. 7.If there is a substantial queue at the till, get another staff member to open another till. 8. Always thank the customer for shopping at the store. Managers 1. Make sure the outside of the premises is kept clean. 2. Delegate different employees to particular jobs. And make sure everybody knows what there job is. 3. Make sure that the music in the shop is on, clear and loud enough so the customers can hear it but not so loud that it is deafening. 4. Keep on top of the uniform cut back as this was one of the weak areas of the mystery shopping survey.Secondly we believe that you should have a review of all your stores and try and complete any work that needs to be done. Such as a new layout or renovation. For example. The store in Limerick was described as not very modern. Next is well known for having a fashionable range of clothing and if the shop does not reflect this image then customers will not come into the store. Another example would be a lot of rails have been described as too high. You could combat this by making them trim down or having a hook that customers would use to reach the clothing. Finally we would recommend that you should look at your staffing policy.On a number of visits to your stores it has pointed out that if there was more staff then it would have been a better shopping experience. nonetheless one more extra staff member per store would make a huge difference. Conclusion Overall, the project was a huge success. The execution of the Questionnaire gave us valuable opinions whi ch were vital in being able to recommend changes for the service. The physical aspect of the mystery shopper enabled us to gather first hand, honest information which would have been very difficult to receive, had another method of research been chosen. Appendices