How We Do Mystery Shopping

    1. Objective Setting
   •    Define the purpose of the mystery shopping activity — e.g., to assess customer service quality, staff knowledge, store presentation, or overall buying experience.
   •    Identify specific areas to observe, such as greeting, product presentation, or sales behavior.

   2. Profile Selection of Mystery Shopper
   •    Choose a trained individual who poses as a real customer.
   •    Shopper profile is matched to a typical customer segment (e.g., bridal buyer, festive shopper, first-time jewellery buyer).

   3. Scenario & Guidelines Briefing
   •    The shopper is briefed about what to do and what to observe.
   •    Example: They may be asked to inquire about a gold necklace in a specific price range, check for hallmarking information, and note staff behavior.

   4. Store Visit (Observation Phase)
   •    Mystery shopper visits the store as a normal customer.
   •    Observes store ambience, staff greeting, consultation quality, product display, and overall professionalism.
   •    Interacts with the consultant naturally without revealing their identity.

   5. Data Collection & Recording
   •    After the visit, the shopper immediately records observations — both qualitative (feelings, behavior) and quantitative (timings, cleanliness, accuracy).
   •    Use a predefined format or digital form to maintain consistency.

   6. Evaluation & Scoring
   •    Responses are analyzed against defined parameters such as greeting, knowledge, grooming, product presentation, etc.
   •    Each area is scored based on performance (e.g., Excellent, Good, Average, Poor).

   7. Reporting & Feedback
   •    A consolidated report is prepared highlighting strengths, improvement areas, and specific examples from the visit.
   •    Visuals or quotes may be added to make feedback clear and actionable.
   •    Findings are shared confidentially with management and store team leaders.

   8. Action Plan & Follow-Up
   •    Based on the report, training or coaching sessions are arranged.

   •    Re-visits may be scheduled to track improvement.