MYSTERY SHOPPING A BETTER TOOL TO UNDERPIN RETAIL CHALLENGE; A CONCEPTUAL FRAME WORK”

Dr. R.Angayarkanni, Mr. M. Anand Shankar Raja

Abstract


Mystery shopping is a tool used by companies to measure the quality of service, food, and over all experience of the everyday customer. Mystery shopping takes a holistic approach to achieve customer value, delight, and loyalty with effective and multi skilled field representatives. Mystery shoppers who are a part of creative marketing team work closely with retailers to communicate the results and advice frontline on how to refine customer interactions for a better strategic improvements of the customer’s experience. There are plenty of blunt reminders for both staffs and retailers which must be considered to form a better retail strategy or employees may start a chain of events that may become unmanageable. Though there are other traditional approaches; mystery shopping is considered to be a step above because market research has been subjected to constructive critics over the years due to non adoption of technology in research. Thus it is always better to choose the best tool which will favour the retailers to frame a better strong strategy to shine among the crucial competition. Though the root behind mystery shopping is marketing research, the growth of this unique tool has left positive impact in all industry favouring in different aspects. This theoretical frame work throws light on how mystery shopping is considered to be a better tool when compared with traditional marketing research.
Keywords: Mystery shopping, better tool, Marketing research, strong retail strategy frame work

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ISSN : 2251-1571