Mystery shopping and store exit interviews, UK

Our client, an international dining and kitchenware brand, runs a website selling directly to UK customers. They have recently opened a small number of branded stores in the UK, and wish to get feedback from a handful of customers on the process of buying and returning goods purchased online and in their store. Some of the items that the brand sells specifically target ethnic minority communities, and the client was keen to ensure that these communities were represented in the sample. Lastly, they wanted to conduct spontaneous store exit interviews over two days at one of their stores to get feedback on the range of products available, store layout, and customer service. The project needed to be completed in less than two weeks, so the results could be available for an important internal meeting which the client had organised.

We recruited three shoppers from each of three different ethnic groups to conduct the mystery shopping exercise online and in store. We then worked closely with them to ensure that they all completed both the purchase and the return task (which included taking a number of photos of the products they received and the communications with the client). We also provided interviewers to stand at the exit to one of client’s London stores from noon to 6pm on each of two days to collect 50 five-minute surveys from shoppers who had just visited the store.

All of our work was completed within the required time limit and the client was very pleased with FieldworkHub’s professional approach and the quality of our recruitment.