Retailers Must Improve Sales Techniques

Shops have not improved their level of customer service over the holiday season, according to a survey of more than 1,100 mystery shoppers conducted by the Mystery Shopping Providers Association (MSPA). The Association says retail staff need to be more helpful, and take more advantage of opportunities to up-sell.

More than 70% of mystery shoppers surveyed said they noticed either no difference or less helpfulness from shop assistants during the holiday season.

40% said they were greeted in less than one minute of entering the store during their last shopping experience. However, nearly a quarter were not greeted at all.

More than 77% reported that staff didn't take the opportunity to 'up-sell' - offering complementary products once the shopper had decided on a purchase. According to David Rich, MSPA President: 'Up-selling is a critical revenue-generating behaviour that needs to be reinforced with employees, not just during the Holiday season, but throughout the entire year.'

On the plus side, employees are managing to maintain the appearance of stores. On a scale of 1 to 10, more than 40% of shoppers rated the stores they visited at an 8 or higher.

Rich points out the importance of these factors at this time of year: 'The holiday season is a great time for retailers to really show off their sales skills and attentiveness to customers. The customer service a shopper receives goes a long way to determining how often the shopper will return the following year.'

The MPSA, which has more than 180 member companies worldwide, is online at www.mysteryshop.org.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.