Mystery Shopping
7
 minute read

Mystery Shopping is Broken. Here is why.

Published on
May 11, 2024

Mystery Shopping Mistakes

Bad Behaviour

I've seen it time and time again, mystery shoppers that might as well be wearing a sign on their forehead saying, "I am a mystery shopper!" Talk to anyone who worked in retail and they will recount hilarious stories of the most obvious mystery shoppers.I have and here are some of my favorites:

  • Asking an employee with a name badge for their name (The script said to ask…)
  • Openly taking notes with pen and paper (Could you repeat that for me please?)
  • Asking completely irrelevant questions (This lipstick I am buying for myself, could you gift wrap it for me?)
  • Checking the script for what to ask next (Erm... ah yes... what are your opening hours?)
  • Asking the exact same question in the exact same way each and every time (MS1: I read online that you have a new collection, could you please tell me more about it? 24 hours later... MS2: I read online that you have a new collection, could you please tell me more about it?)
  • Asking obscure questions (About processes no normal customer would ever have heard of...)
  • Asking a million questions for no apparent reason (What are all the products that you sell, what size do they come in and how much stock do you have on hand?)
  • Filling out the report while still in the store (Can I borrow a pen?)
  • Dressed inappropriately (Obviously giving away that they are not a regular customer)
  • Returning to the same shop pretending to be someone else (Yes, I mean disguised, not quite fake nose level, but 'hey I am wearing a hat and glasses I am a completely different person now')

We could go on but suffice it to say mystery shoppers have a reputation for acting weirdly and being blatantly obvious.

Don't let this happen

It seems obvious but it needs to be said: Having your mystery shoppers identified is bad!

If you take away the mystery element, you might as well walk into the store yourself and pretend to be a customer. You don't because you know that your employees will recognize you and act differently. The same happens with mystery shoppers. They are seen as an extension of the management. The same way a manger will not get treated like a normal customer, the employees will act differently around the mystery shopper as well.

So if we want to measure real customer interactions we have to keep the mystery shopper a mystery.

Behaviours, appearances, visiting times and scripted questions coupled with repetitive visits from the same auditor are giving your mystery shoppers away.

Some mistakes are easy to avoid:
- Don't keep using the same people
- Don't keep using the same questions
- Don't visibly take notes
- Don't wear something that will give you away

But the one thing that is crucial and requires a bit more work is how the mystery shoppers behave.

Inauthentic Interactions

There are two parties to the interaction. We discussed the problem of the employee changing their behaviour, but what about the mystery shopper?'Surely we can control him as we can tell him exactly what to do' I hear you say.That is exactly the trap many of us fall into. We have the best intentions and try to program the mystery shopper like a robot in order to ensure they act the way we want them to. But in doing so we prevent any realistic interaction from taking place.The more we script the interaction, the more we also limit the mystery shopper to act naturally.

The 3 important points to realise about the behaviour of our mystery shoppers

  1. Customers' behaviour is driven by intent. Let me illustrate this with this quick question: How do "real customers" act? Think back to your last store visit. Were you concerned with everything the store had to offer or did you only care about the things that mattered to you in that moment? This is the first point: Customers' behaviour is driven by intent. Depending on who they are and what they need in that moment they will act differently.
  2. Give space to act authentically. No two interactions are the same and we cannot control them. Mystery shoppers are humans not robots and we should use this to our advantage. This is the second point:We need to give the mystery shopper the space and flexibility to act authentically, according to the situation. Give them the freedom to react like they normally would.
  3. Don't force the conversation. No customer has ever asked if they can give a company their personal details so they can please spam them with some promotional material.The company might care about communicating the intricate details of their new pet project, but customers are unlikely to inquire about it or even know about it.The third and final point:If the sales assistant doesn't mention it, don't force the conversation.

Better Luck Next Time

Traditional mystery shopping is broken, but we can revive it, by challenging the old methods, breaking the patterns and finding new ways to use mystery shopping to give us insights into the customer experience.

Here are a few points to consider for your next mystery shopping program:

  1. Keep the mystery shopper a mystery
  2. Allow the mystery shopper to act naturally
  3. Let the interaction be led by the intent
  4. Move away from scripted questions
  5. Don't try to capture everything at once
    (Click here to find out more about this)

Think about it: If your mystery shopper's interactions are inauthentic, what insights have you truly gained?

Share this post
Mystery Shopping
Aslan Patov
Founder & CEO
Renascence

Check Renascence's Signature Services

Unparalleled Services

Behavioral Economics

Discover the power of Behavioral Economics in driving customer behavior.

Unparalleled Services

Mystery Shopping

Uncover hidden insights with our mystery shopping & touchpoint audit services.

Unparalleled Services

Experience Design

Crafting seamless journeys, blending creativity & practicality for exceptional experiences.

Get the Latest Updates Here

Stay informed with our regular newsletter and related blog posts.

By subscribing, you agree to our Terms and Conditions.
Thank you! Your subscription has been received!
Oops! Something went wrong. Please try again.
Renascence Podcasts

Experience Loom

Discover the latest insights from industry leaders in our management consulting and customer experience podcasts.

No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
Latest Articles in Experience Journal

Experience Journal's Latest

Stay up to date with our informative blog posts.

Marketing
5 min read

How to Boost Your Marketing Strategy

Learn effective strategies to improve your marketing efforts.
Read more
View All
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Behavioral Economics
2
min read

The Chronicle Journal: Behavioral Science Is Set To Revolutionize Customer Experience

REBEL Reveal is engineered to bridge the gap between Behavioral Economics and Customer Experience, providing businesses with actionable insights to enhance their CX strategies. The toolkit features 36 meticulously designed cards, each focusing on a specific behavioral bias and its effect on key CX areas such as customer satisfaction, loyalty, engagement and more.
Read more
Customer Experience
2
min read

Benzinga: Behavioral Science Is Set To Revolutionize Customer Experience

Designed for CX professionals, managers, and business leaders, REBEL Reveal offers flexibility and customization to suit various organizational needs. The deck’s user-friendly format allows teams to easily incorporate behavioral insights into their CX strategies, fostering a deeper understanding of customer behaviors and preferences.
Read more
Behavioral Economics
2
min read

FOX40: Behavioral Science Is Set To Revolutionize Customer Experience

Designed for CX professionals, managers, and business leaders, REBEL Reveal offers flexibility and customization to suit various organizational needs. The deck’s user-friendly format allows teams to easily incorporate behavioral insights into their CX strategies, fostering a deeper understanding of customer behaviors and preferences.
Read more
Service Design
12
min read

Service Design in 2025: Emerging Trends Shaping Customer-Centered Experiences

Service design is evolving rapidly, driven by technological advancements, changing customer expectations, and a focus on sustainability.
Read more
Service Design
12
min read

Service Design in Restaurants: Crafting Exceptional Dining Experiences

Service design in the restaurant industry focuses on creating a seamless, enjoyable experience for diners, from the moment they make a reservation to their final interaction with the staff.
Read more
Service Design
12
min read

Service Design in Hotels: Crafting Memorable and Seamless Guest Experiences

Service design in the hotel industry focuses on creating guest-centered experiences that are seamless, enjoyable, and memorable.
Read more
Service Design
12
min read

Top Service Design Books: Essential Reads for Enhancing Customer Experiences

Service design is a field that combines creativity, strategy, and empathy to improve how services are delivered and experienced.
Read more
Service Design
12
min read

Service Design for Dummies: A Simple Guide to Crafting Great Customer Experiences

Service design is about creating and organizing services to meet customer needs and make their experiences smooth, efficient, and enjoyable.
Read more
Employee Experience
12
min read

Employee Experience (EX) for Gen Z: Key Strategies to Engage the Next Generation of Talent

Generation Z (born between 1997 and 2012) is reshaping the workplace with distinct expectations and values.
Read more
Employee Experience
12
min read

Employee Experience Gifts: Thoughtful Ideas to Boost Engagement and Morale

Employee Experience (EX) gifts play a meaningful role in building a positive workplace culture, enhancing engagement, and showing appreciation for employees’ contributions.
Read more
Employee Experience
12
min read

Employee Experience (EX) Guide: Building a Positive and Productive Workplace

Creating a positive Employee Experience (EX) is essential for fostering engagement, satisfaction, and productivity within an organization. A well-structured EX strategy supports employees at every stage of their journey, from onboarding to growth and development.
Read more
Employee Experience
12
min read

Employee Experience (EX) and Artificial Intelligence (AI): Transforming the Workplace

Artificial Intelligence (AI) is increasingly transforming the employee experience (EX) by automating tasks, personalizing interactions, and enhancing overall engagement.
Read more
Employee Experience
12
min read

What is Employee Experience (EX)? A Definition

Employee Experience (EX) refers to the collective journey employees have with an organization, encompassing every interaction, milestone, and touchpoint from recruitment to departure.
Read more
Employee Experience
12
min read

Employee Experience (EX) Jobs: Roles, Skills, and Impact on Organizations

Employee experience (EX) roles have become increasingly vital as organizations recognize the importance of fostering a positive work environment to enhance engagement, productivity, and retention.
Read more
Employee Experience
12
min read

Employee Experience (EX) in 2025: Trends Shaping the Modern Workplace

In 2025, the landscape of Employee Experience (EX) has evolved significantly, influenced by shifts in work environments, employee expectations, and organizational priorities.
Read more
Employee Experience
12
min read

Enhancing Employee Experience with Innovative Tools

In today's competitive business landscape, organizations recognize that a positive employee experience (EX) is crucial for attracting and retaining top talent.
Read more
Employee Experience
12
min read

Key Performance Indicators (KPIs) for Employee Experience (EX): Measuring Engagement, Satisfaction, and Productivity

Employee Experience (EX) KPIs are metrics that help organizations track and improve the quality of the work environment, employee satisfaction, and engagement levels.
Read more
Employee Experience
12
min read

The Employee Experience Cycle: Key Stages to Foster Engagement and Satisfaction

The Employee Experience (EX) cycle refers to the journey employees take within an organization, from the initial recruitment phase to their eventual exit.
Read more