Mystery Shoppers

Featured Article July '09

Channeling Your Energy

Keeping pace with technological developments, retailers are now reaching customers through a range of media with the aim of increasing sales.  Retailers are making increasing use of catalogues, TV shopping channels and mobiles, but the most prominent form of multi-channelling is undoubtedly the use of websites.

With 62% of adults now shopping from home, according to the Royal Mail’s Home Shopping Tracker Study published last August, websites can prove a powerful tool for retailers. However, if not used correctly multi-channelling can actually result in a loss of custom. 

The 2008 Tealeaf Survey revealed that 41% of people would abandon a transaction or even switch to a competitor if they experienced problems transacting online, proving that customer experience is the key to multi-channel success. You must ensure that the level of customer service is consistent across channels.

It is imperative that channels are seen as compatible rather than competing. When the online business has been insufficiently explained to store staff they view it almost as a rival. Appropriate training and monitoring of staff enables them instead to promote the website, improving its effectiveness.

Our advice is that websites should try to personalise their service as much as possible and up-sell based on past customer purchases.  Consumers currently use the internet to avoid impulse buying, particularly in the current economic climate, but with an intuitive and personalised online service it is possible to reinstate that temptation.

We believe that websites must not be treated as inferior. They must be given the same care and attention as that devoted to stores if they are to be a useful tool. We must apply what we’ve learned about customer service from stores to the internet and offer a parallel customer experience.

We contend that mystery shopping of multi-channels is the best way of ensuring such an objective is achieved. Our service provides invaluable customer insight which can be used to improve the effectiveness of all channels.

So it is true that multi-channel shopping offers retailers lucrative opportunities, but users be warned, unless treated with respect it can bite back.

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