ORC Website Mystery Shopping Research

The Consumers' Association has commissioned ORC International to conduct an online "mystery shopping" programme. This is intended to assess the service levels as provided by companies whose websites display the Which? Web Trader "seal of approval."

Originally set up in June 1999, the Web Trader scheme encourages the highest standards among online traders, and ensures consumers are treated fairly when shopping online. The association's new research should ensure that around 10% of these scheme members will be evaluated in any one year.

At present, the Web Trader scheme is free and independent, and has 1,600 listed members who have all passed a series of vigorous checks to allow them to display the Which? Web Trader logo. Members offer a wide range of goods and services, and range from big high street names to small independent family run businesses.

ORC International is set to use a team of trained field-based mystery shoppers to visit selected web sites and undertake a "shopping experience." They will then give each site a score based on the criteria set out by the Which? Web Trader Code of Practice. This has been designed to ensure that consumers get a fair deal, and to provide them with protection if things go wrong.

All the information about the sites assessed, including any that do not meet the necessary criteria, will be fed back to the Which? Web Trader's complaints unit. If, after investigation, members of the scheme are found to be non-compliant, the right to display the Which? Web Trader logo would be withdrawn.

According to Paul Kitchen, head of online at the Consumers' Association, " Most consumers who shop online want the reassurance that their goods will be delivered promptly, and that if goods go missing in transit, there is an after sales service to resolve the problem. We want to give the consumer confidence in the site they are visiting, and the addition of "mystery shopping" to the series of checks applied by the Which? Web Trader scheme will undoubtedly help us in that aim."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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