Mystery shopping is a technique used extensively in the retail sector to help organisations understand their customers’ experiences and identify potential areas for improvement in the quality of service delivery.

It’s a process that the Praxis Retail Management Team at The Square shopping centre in Camberley have been deploying across the site for some time. The third-party mystery shopper embarks on a series of approaches each month, to test the reaction and response of the centre team via The Square’s phone service, website, social media accounts and through personal site visits.

From Q3’s perspective, it’s the site visits and face-to-face encounters that present the big challenge. The mystery shopper can turn up at any time and will be checking the centre surreptitiously for cleanliness, safety, wayfinding, availability of facilities, sources of information, and visibility of staff.

The mystery shopper may also approach one of the cleaning or security team randomly for help, information or assistance on any manner of subject. “Where are the toilets? Where can I get something to eat? What time do you close tonight?”

So, our team needs to be well briefed to have the right answers and trained in a way to ensure that requests are dealt with politely and efficiently. Recent result have proved very encouraging. During August and September, overall scores have exceeded 96% across all the channels tested by the mystery shopper, with some scores of 100% achieved for the face-to-face encounters.

Commenting on the positive feedback from the mystery shopper programme, Gavin Vidler Shopping Centre Manager said, “The Q3 cleaning and security staff out on the centre floor are our front-line partners responsible for personal, customer engagement. These results indicate that everyone is working as a team to ensure that customer experience at The Square is being delivered to a high standard, that will keep people returning time after time.”