Mystery Shopping Research by Business İnsight (eng)

APRIL 2016 | Business Insight

«MYSTERY SHOPPER»

RESEARCH REPORT

Business Insight is a member of ESOMAR European Society for

Opinion and Marketing Research

Business Insight conducts all types marketing and social research projects, social researches and promotion campaigns on the basis of the professional and ethical standards ofICC/ESOMAR Code of Marketing and Social Research

Practice and of the requirements ofISO 20252 international standards.

2

About the research

In recent years orders in research sector shows that, the companies, especially in service sector started to use

Mystery Shopping researches as a main tool.

We observe that, the service sector, as opposed to retail sector, stays a little bit beyond of Mystery Shopping

researches.

There has been a significant increase in trade sales culture, especially because that sellers face and

communicate with consumers every day.

Business Insight company conducted Mystery Shopping Research in 17 popular acting stores and in 5 different

sectors in order to evaluate the level of service in retail sector.

In order to see the full picture of the service in sales channels, the stores in the central part of Baku, Narimanov

part and Ahmadli zone has been involved in Mystery Shopping research.

Mystery Shoppers were directed to selected shops according to custom-made scenarios and evaluated the

quality of the service level.

Objective? Target Group? Sample?

Coverage? Time? Survey Method?

About the research

Number of stores: 17

The number of visits made in each store: 3 visits

Total number of visits: 51 visits

The main research objective of

the project is to measure the level of service of the retail trade sector operating in Baku

Functioning popular stores in 5

retail sectors were selected as research unit

Research was carried out in

various acting stores in the following districts of Baku: o Ahmadli zone o Narimanov zone o The central part of the city

APRIL 2016 Mystery Shopping technique of

Quantitative Research Method

3

o Mobile phone stores o Clothing stores o Household appliances stores o Perfumery stores o Auto salons

4

Evaluation

Mystery shoppers evaluated the following 8 criteria in

visited stores

1. The store‘s condition (outside parameters)

2. The store‘s condition (domestic parameters,

conditions created for the client)

3. The appearance of staff

4. The behavior of employees

5. Attitude towards customers

6. The ability to listen to customers

7. Conversational style with the customer

8. Sales skills

0 pointl

1 point

2 point

3 point

4 point

5 point

Absolutely

not

accepted

Very poor Poor Average Good Excellent

The evaluation was based on a 5-point scale

5

Stores involved in research

Mobile phone

Stores

o Integral Plus

o World Telecom

o Kontakt Home

o Irshad

Electronics

Areas

o Ahmedli

o Narimanov

o Sabail

Clothing

Stores

o Romantic

o Cotton

o LCWaikiki

o Mango

Areas

o Narimanov

o Sabail

Perfume

Stores

o Sabina

o Ideal

o Golden Rose

Areas

o Ahmadli

o Narimanov

o Sabail

Auto salons

Stores

o Hyundai

o Nissan

o KİA

Areas

o 8-th. km

o Yasamal/Bada

mdar

o Darnagul/Salam

zadeh str.

Household

appliances

Stores

o Soliton

o Optimal

o Baku Electronics

Areas

o Ahmadli

o Micro-district

o Sabail

6

Research results

The ideal evaluation score which could be collected according to

5 sectors and 17 stores based on 8 criteria is: 6350

score

4584

score

3,61 score

(72%)

The current score evaluated by Mystery Shoppers according to 5 sectors and 17 stores based on 8 criteria is:

Average evaluated score on a 5-point scale according to 5 sectors

and 17 stores taking into account each of 8 criteria is:

3,41 score

(68%) Average evaluated score on a 5-point scale according to 5 sectors

and 17 stores taking into account only 6 criteria is: (Except the domestic

and outside parameters of the store):

Research results show that just the level of service that sales representatives give to

customers (the behavior of seller, attitude towards customer, the ability to listen to

customer, conversational style with the customer, sales skills and appearance of the

seller) on a 5-point scale is average 3.41 scores.

7

As it can be seen from the table, taking into account 6 criteria just the service level, only the perfume sector was evaluated more than 3.50 scores (3.95 scores- 78.9%). The result shows that the score of level of service only in perfume stores corresponds to “satisfied” in the comparative assessment and this is indicator of customer service satisfaction in perfume stores.

Rating of service level according to the sectors in which the research is

conducted

68,5

69

69,8

73,4

81,1

0 20 40 60 80 100

Auto salons

Clothing stores

Mobile phone

stores

Household

appliances shops

Perfum stores

Evaluation according to all 8

criteria

64,1

64,6

65,2

69

78,9

0 20 40 60 80 100

Auto salons

Clothing stores

Mobile phone stores

Household

appliances shops

Perfum stores

Evaluation according to 6 criteria Evaluation criteria

1. The store‘s outside parameters

2. The store's domestic condition






8. Sales skills

Evaluation criteria






6. Sales skills

4,05 bal

3,67 bal

3,49 bal

3,45 bal

3,42 bal

3,95 bal

3,45 bal

3,26 bal

3,23 bal

3,20 bal

8

Rating of Level of Service According to Perfume stores

Evaluation criteria

1. The store‘s external parameters







8. Sales skills

Evaluation criteria






6. Sales skills

0 50 100

72,7

78,6

91,8

Evaluation according to

all 8 criteria

0 50 100

69,8

77,2

89,6

Evaluation according to 6

criteria

4,59 bal

3,93 bal

3,63 bal

4,48 bal

3,86 bal

3,49 bal

Average score: 4,05

Average score: 3,95

0 50 100

63,4

71,8

71,9


criteria

0 50 100

68,5

74,5

77,4

Evaluation according to

all 8 criteria

9

Rating of Level of Service According to Household appliances Stores

Evaluation criteria








8. Sales skills

Evaluation criteria






6. Sales skills

4,59 bal

3,93 bal

3,63 bal

3,59 bal

3,59 bal

3,17 bal

Average score: 3,67

Average score: 3,45

10

Rating of level of service according to Mobile phone stores

Evaluation criteria

1. The store‘s

external parameters







8. Sales skills

Evaluation criteria






6. Sales skills

Average score: 3,49

Average score: 3,26

0 50 100

62,5

66

71,6

79,2


criteria

3,96 bal

3,58 bal

3,30 bal

3,13 bal

0 50 100

60,3

63,3

65,1

72,1


criteria

3,60 bal

3,26 bal

3,16 bal

3,02 bal

0 50 100

61,7

62,3

66

68,5


criteria

0 50 100

66,2

67,6

67,8

74,3


criteria

11

Rating of Level of Service According to Clothing Stores

Evaluation criteria








8. Sales skills

Evaluation criteria






6. Sales skills

Average score: 3,45

Average score: 3,23

3,72 bal

3,39 bal

3,38 bal

3,31 bal

3,42 bal

3,30 bal

3,11 bal

3,09 bal

0 50 100

54,1

64,6

73,6


criteria

0 50 100

59,6

71,2

74,8


criteria

12

Rating of Level of Service According to Auto salons

Evaluation criteria








8. Sales skills

Evaluation criteria






6. Sales skills

3,74 bal

3,56 bal

2,98 bal

3,68 bal

3,23 bal

2,70 bal

Average score: 3,42

Average score: 3,20

13

Perfumery Mobile phoneHouseholdappliances

Auto salon Clothing

Availability of the full name or logo on the store 5 5 5 5 5

Availability of the information about working hoursin the entrance

2,78 2,08 1,67 1,67 1,25

5 5 5 5 5

2,78

2,08

1,67 1,67

1,25

0

1

2

3

4

5

0 1 2 3 4 5

Clothing

Auto

salon

Househol

d

appliance

s

Mobile

phone

Perfumery

3,13

3,33

3,33

3,54

3,89

Comparison of Sectors According to Outside Parameters

Householdappliances

Perfumery Clothing Mobile phone Auto salon

The clienless of the inside floor and shopwindows, absence of external objects

4,78 4,96 4,67 4,75 4,89

Room lighting 5 4,93 5 5 4,48

The inside temperature of the store 4,89 4,93 4,83 4,92 4,74

Allprodcuts having price tags on them, prices ontags coincide with the real price of the product

3,89 3,52 4,25 4 3,81

There were advertising and informative posters 5 4,33 3,63 3,25 3,78

4,78 4,96 4,67 4,75 4,89 5 4,93 5 5

4,48

4,89 4,93 4,83 4,92 4,74

3,89

3,52

4,25 4

3,81

5

4,33

3,63

3,25

3,78

0

1

2

3

4

5

14

Comparison of Sectors According to the Domestic Parameters

0 1 2 3 4 5

Auto salon

Mobile

phone

Clothing

Perfumery

Household

appliances

4,34

4,38

4,48

4,53

4,71

15

Comparison of Sectors According to the Appearance of the Staff

Perfumery Mobile phone ClothingHouseholdappliances

Auto salon

The availability of corporate uniform - clothes withthe name tag and logo

4,93 4,61 4,33 4,11 2,11

Availability of Identification cards (Badges) withthe names of employees

4,56 4,39 3,42 3,07 1,04

Male employees shuld have shaved faces 5 4,78 4,79 4,81 4,81

Females should have their manicure and makeupin natural, neat and business style

4,85 5 4,83 5 5

There were additional and not suitable to workingconditions accessories and jewelry

4,93 4,89 5 4,85 4,93

4,93 4,61

4,33 4,11

2,11

4,56 4,39

3,42

3,07

1,04

5 4,78 4,79 4,81 4,81 4,85

5 4,83 5 5 4,93 4,89 5 4,85 4,93

0

1

2

3

4

5

0 1 2 3 4 5

Auto salon

Household

appliances

Clothing

Mobile

phone

Perfumery

3,36

4,36

4,48

4,69

4,83

16

Comparison of Sectors According to the Behavior of the Staff

Perfumery Auto salon Mobile phone Household appliances Clothing

The administrator or sales representative near the door

welcomed and offered a help when entering the store3,89 1,93 1,89 1,41 0,42

Not related to work any actions 3,89 04 3,47 4,26 3,54

Corporate interaction and behavior between

employees5 5 4,31 04 3,54

3,89

1,93 1,89

1,41

0,42

3,89 04

3,47

4,26

3,54

5 5

4,31

04 3,54

0

1

2

3

4

5

0 1 2 3 4 5

Clothing

Household

appliances

Mobile phone

Auto salon

Perfumery

2,50

3,12

3,22

3,54

4,26

17

Comparison of Sectors According to the Attitude Towards Customer

Perfumery Auto salon Household appliances Mobile phone Clothing

Meeting the customer - greeted / didn't greet 3,44 2,04 2,04 2,44 01

Farewell with the customer 2,59 3,37 1,74 1,22 0,54

Enthusiastically and non-dissatisfied conversational

style, demonstrating the interest to the customer'squestions

4,22 3,33 3,56 3,14 04

The customer was long waited 4,85 04 4,63 4,44 4,21

Apologized in case of over waiting 0 1,25 0 0 01

3,44

2,04 2,04

2,44

01

2,59

3,37

1,74

1,22

0,54

4,22

3,33

3,56

3,14

04

4,85

04

4,63 4,44

4,21

0

1,25

0 0

01

0

1

2

3

4

5

0 1 2 3 4 5

Clothing

Mobile phone

Household

appliances

Auto salon

Perfumery

2,03

03

2,69

2,97

3,58

18

Comparison of Sectors According to the Ability to Listen to Customers

Household appliances Perfumery Clothing Auto salon Mobile phone

Listen carefully to the customer, focus on the

customer's questions4,78 4,70 4,54 4,22 4,11

4,78 4,70

4,54

4,22 4,11

0

1

2

3

4

5

19

Comparison of Sectors According to the Conversational Style with the Customer

Clothing Perfumery Household appliances Mobile phone Auto salon

Speaking in a polite and respectful way 4,88 05 4,96 4,61 4,56

Employee spoke according to the rules of corporate

ethics while communicating with customer5 5 4,44 4,69 4,07

Clear explanation 3,96 4,04 3,74 3,08 3,22

4,88 05

4,96 4,61 4,56

5 5

4,44

4,69

4,07 3,96

4,04

3,74

3,08 3,22

0

1

2

3

4

5

0 1 2 3 4 5

Auto salon

Mobile phone

Household

appliances

Perfumery

Clothing

3,95

4,13

4,38

4,58

4,61

20

Comparison of Sectors According to the Sales skills

Perfumery Household appliances Clothing Auto salon Mobile phone

Actively offer products and services to the customer,

the implementation of cross-selling1,89 1,48 2,33 01 1,03

Offered advertising tools to offered products/ services 0,56 0,19 0 2,04 0

Were you directed to competitor brand/ store ? 4,63 4,81 5 5 4,86

Providing information to customers about the store's

current advertising campaigns2,85 2,93 1,67 0,89 1,14

1,89

1,48

2,33

01 1,03

0,56

0,19 0

2,04

0

4,63 4,81 5 5 4,86

2,85 2,93

1,67

0,89

1,14

0

1

2

3

4

5

0 1 2 3 4 5

Mobile phone

Auto salon

Clothing

Household

appliances

Perfumery

1,76

2,23

2,25

2,35

2,48

21

Rating According to All Criteria

89,6% 88,9% 87,2% 86,2%

69,1% 66,8%

54,8%

43,7%

0

10

20

30

40

50

60

70

80

90

100

The domestic

parametres of

the store

The ability to

listen to

customers

The

appearance of

staff

Conversational

style with the

customer

The outside

parametrs of

the store

The behavior of

employees

Attitude

towards

customers

Sales skills

4,48

score 4,45

score 4,36

score 4,31

score

3,46

score 3,34

score

2,74

score

2,18

score

22

CONCLUSION

o Total 51 visits were conducted to stores by mystery shoppers.

o Customer satisfaction level by the service of sales representatives is made up purely 68%.

o Though the final result (3.41 scores) of evaluations on a 5-point scale of the research carried out in stores in the comparative assessment is compatible to “medium level – neither satisfied nor dissatisfied" is inclined to "poor“ in comparative assessment scale.

o The most highly valued criteria is the domestics/inside parameters of the store (89.6% -4.48 scores), but the sales skills of representatives is considered to be the weakest criteria (43.7% -2.18 scores).

o The service is not produced in accordance with certain standards in enterprise as product , on the contrary, the service is created by the workers and it’s really difficult to maintain it at the same level always. Research shows that customers when making purchasing decisions gradually paying attention not only to the product quality, but also tend to focus to the provided service level.

o In order to earn trust and satisfaction of customers, to maintain long-term relationships with the customers, companies should be guided by the norms in the process of customer service. Customer service representatives (Service representatives) should try to get this strategy continuously.

23

RECOMMENDATIONS

Proceeding from the results of research, the following topics are recommended to

take into account during the trainings for sales representatives in the future :

o Ways to create an effective team basically for store managers

o New management principles and leadership skills for Store Managers;

o An explanation of the different aspects of the service and product sales to sales

representatives;

o An explanation of the importance of customer loyalty;

o Every time keeping in mind the effect of “Word of Mouth" when providing

information to the customer;

o The importance of providing advertising and promotional materials to

customers;

o An explanation of the rules of cross-selling.

Tel.: (+994 12) 430 30 42 / 430 00 70 / 511 24 58 Fax: (+994 12) 430 17 77 E-mail: [email protected] www.businessinsight-az.com

Business Insight

is grateful for the value that you give to research.

mailto:[email protected]







http://www.businessinsight-az.com/





