The numbers after each topic indicates the minimum number of survey questions each
Mystery Shopper will answer as well as any comments for each topic. Remember this is not
a comprehensive list of topics, but a sampling. All surveys will be custom made for each
shop that is done.
Retail Store Evaluation (Exterior)
Adequate Parking (4)
Signage (5)
Business Signage: Front of Building (4)
Updated reader board (3)
Clean parking lot (5)
Parking spaces marked? (4)
Landscape. Professionally maintained. Blocking signage (7)
Adequate outside lighting (4)
Uncluttered clean entrances (3)
Store hours clearly posted? "OPEN" sign displayed (4)
Frontage visually appealing. (Professional, clean, painted, safe) (9)
Windows clean, signage customer made, professional (5)
Front door display terms (cards accepted) (7)
Businesses nearby: clean, uncluttered, what types (8)
Window displays: appealing from outside? (4)
Updated displays using modern display products (5)
Prices not visible from outside (4)
Would you want to shop here (5)
What do customers say about your store (12)
Retail Store Evaluation (Interior)
Temperature right (for time of year) (3)
Clean entrances (4)
Displays visually appealing, uncluttered (6)
Displays neat and clean (5)
Customers can flow freely between settings, groups (5)
Show room well lit (4)
Appropriate background music (6)
Aromas (4)
Showroom clean (4)
Handouts available to customers (5)
Price tags written clearly in readable locations (4)
Sales prices listed in dollars v. % savings (4)
Displays create visual participation (6)
Sales aids strategically located (4)
Will Call or Sold Tags not visible to the public (2)
Payment methods clearly displayed throughout the store (4)
Showroom always ready for sales (no warehousing, inventory) (6)
Employees in the public view look neat and act professionally (15)
Employees trained to work using non-pressure sales techniques (7)
Sales Staff Evaluation
Every day well intentioned people go to work in sales and customer service positions and
give a mediocre performance. These same folks will then stop at a store on the way home
and complain about the same mediocre service that they themselves have been responsible
for all day.
Welcoming (4)
Appreciative (6)
Personal appearance (hair, shoes and clothing style, maintenance) (17)
Personal hygiene (look & smell clean, no excessive colognes) (15)
Communications skills (great listener; how does voice sound to others: volume, pitch,
pacing, grammar and word selection) (15)
Honest and trusted (4)
Do they get referrals for the business. Repeat business (8)
Believes in products and services (uses them, shops there) (10)
Product knowledge (has a complete understanding of them and researches new products in
the industry) (14)
Phone Evaluation
An absolutely critical position. Every person who answers your phone must be extremely
knowledgeable on how to answer how to get to your shop, what product details are, etc…
Toll Free (3)
Answered promptly (2)
Courteous (8)
Knowledgeable (12)
Number of transfers before reaching answer (2)
Appreciative (4)
Interactive phone system (7)
Cross-sell opportunities (10)
Volume of background noise (3)
Speaking voice/grammar (5)
Referral to website/toll free number (5)
Website Evaluation
Time to load (4)
Ease of reading (4)
Defines what you do up front (4)
Product & Services listed (12)
Benefits (10)
Pricing (8)
On-line sales (9)
Payment Methods accepted (6)
Shipment methods available (5)
Referring links (4)
Shopping Cart (12)
On-line Customer Service (10)
Phone numbers available (6)
Recommends Companion Products (10)
