Secret shopping sounds mysterious and fun and well, shopping is great no matter what. Secret shopping in its basic form is shopping someone or someplace without the person or business knowing it. Shopping secretly seems to draw on this fantasy of part detective, part spy, and part shopaholic. In the best scenario you receive your "mission" and then go to the location and pretend to be a real customer all while noticing all the things going on around you. Some secret shopping companies will have the shopper actually purchase something so that the whole shopping encounter seems more realistic. If you search the words, "secret shopping" on the Internet you will get over 4 million hits on websites that have something to do with secret shopping.
There are all types of secret shopping businesses out there. There are businesses, corporations and large chains that have their own department or group of people that travel around and try to shop the stores. Sometimes this is part of the internal security team that helps reduce shrinkage or loss prevention specialists. Then there are the companies and stores that will choose to hire a secret shopping company who specializes in secret shopping that specific industry.
Some of the things that in person secret shops might uncover are:
How many customers in the store when entering?
Did anyone greet you when entering the store or how long did it take for someone to greet you after walking in the door?
Was the store neat and clean?
Did anyone offer to help you find an item or offer to help you?
Was the associate dressed appropriately?
Was the bathroom clean?
Was the associate using their time wisely?
Did an associate offer to get you a shopping bag, shopping cart, or basket or to start a dressing room for you?
Did the associate let you know of any specials or promotions going on in the store
Was it easy to navigate through the store?
How long did you have to wait to check out?
Was the cashier friendly?
Were your items rang in correctly?
Did the associate offer to open a store credit account?
Did the cashier thank you for coming in?
These are just a few questions that a secret shopper might have to fill out when doing a report on how the shop went. Of course depending on the company, different key areas would be listed and other items of interest that would be specific to that company. Besides a person going into a store and shopping them, some companies are having their shoppers wired for sound and or video. While a person can go to a place and shop and come up with their opinions, sound and video are hard to ignore. Often sound and video are used in extreme circumstances where sound and video would implicate a person or business of a wrongdoing.
There is a show on television right now that shows all kinds of hidden video of stealing, people acting stupid, intoxicated, fighting, driving recklessly, and more. It just goes to show you what people will watch on television. But is proves a powerful tool for incrimination or reprimanding employees.
What kind of business would use a secret shopping service? Lots of businesses use a secret shopping service whether it is an internal monitoring or hired out by a company that specializes in secret shopping. Corporate businesses would use a secret shopping service to make sure that the individual franchise or store is keeping up with the company's rules and regulations. While some franchises are individually owned they still have to sign a contract with the home office that they will uphold the standards, appearances, and make sure that all the stores are virtually the same. Smaller businesses might use a secret shopping service for a number of things like monitoring, training, compliance, or incentive based information. Monitoring is just that, a basic service that gives the manager or owner a simple description of the secret shop. On going training is essential to any business so companies can use secret shopping to help with continued training. Compliance goes a little further with specific areas of sales, customer service, safety, and rules being covered. Incentive based secret shopping is when the person or business being shopped and that said person or business doing a great job would get a reward. The reward could be monetary, time off, bonus, lunch, or other items that the owner or manager will choose.
Some companies choose to do telephone secret shopping instead of or in addition to the in person secret shop. Telephone secret shopping uses the same principles as above except the whole interaction is done over the telephone. Modern software and telephone equipment have made this type of secret shopping easier and more secretive. But with technology comes the backlash of trying to be secretive, the arch nemesis of the telephone secret shopping world, caller id. There are ways around caller id and they will not be shared in this essay, but if you need to bypass a caller id there are systems that can do it, just check out the Internet. So the basic telephone secret shops goes like this:
Store-"Hi, thanks for calling XYZ business, this is Bob, how can I help you today?"
Shopper- "Hello Bob, I was wondering if you could give me some information about your...."
Store- "Sure, I can help you with that. You see here at XYZ business we have..."
You can see where this is going.
The telephone secret shop is typically recorded to an audio system or to the Internet where the call can be retrieved at a later date. Different software systems allow the secret shopping calls to be listened to online in real time or saved and sent via email when the audio format is in MP3. This software also allows its user to edit the call. Trimming the call in the beginning before the rings start and after both parties have hung up allow the call to remain in a manageable length. Some companies record the call and then send it to their clients on a CD. The CD allows the manager or owner to listen and share the call with the employee.
Are you looking for a secret shopping job? There are many established secret shopping companies out there that are looking for shoppers, but how do you know which ones to trust. First of all, like the old saying goes, "if it sounds to good to be true, then it probably is" so don't fall for all the Internet hype about secret shopping. Could you in reality find a reputable secret shopping company and make some money, yes, if you do your homework. This is such a serious issue that the Federal Trade Commission has advice on how to avoid being scammed by fake secret shopping companies. Here is some advice on how to avoid bogus secret shopping companies:
Do your homework; check out the company BEFORE you give them any personal information
Beware of catchy banners and click me sites that offer to hire secret shoppers off of the Internet. This is a "sounds too good to be true" situation.
Check with the Better Business Bureau about background information on the company before you jump in with both feet.
Many fake secret shopping sites want you to complete "offers" before you are assigned any jobs. These offers are actually ways for that site to gather information about you like your name and email. Offers like; try these magazines or a free trial offer for who knows what, and all you have to give them is your information and sometimes a credit card number. These sites are known to sell or use your email to spam sites that will then riddle your inbox with tons of junk email.
If you know someone who is a secret shopper ask them how they got into the business and I bet they will have some advice of their own to share.
It's not as easy as it seems, there is often some travel involved and reports have to be written in detail, called in, typed or emailed for you to be able to get paid per job.
So if you are looking for a secret shopping company or a secret shopping job, the bottom line is check the company out before doing business with them. Ask for business references (and call them, just giving a sheet a references won't do you any good if you don't call them), check with the better business bureau and ask around. The time you spend doing your homework before you hire or look for a secret shopping job will pay off in the end. There are some great secret shopping companies out there that offer secret shopping services and your business will prosper from the knowledge and training that a reputable secret shopping business can provide for you.
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