In a mystery shopping approach, trained professionals visit a number of your stores and evaluate them on the overall shopping experience based on a pre-defined topic list. Haystack interviewers take notes on different aspects of the overall shopping experience. Key findings are reported in a calibration session to determine the elements to be included in the research. The actual mystery shopping covers at least 15 to 25% of all stores and each store is visited twice (on busy as well as on slower hours).
On top of reports with qualitative and quantitative information, we also provide reports on different shop segments and key items, including: parking, accessibility, external shop appearance, in-shop experience, cleanliness, routing, POS, assortment, music, staff friendliness and know how, problem and complaint handling.