First Impressions Matter: How Mystery Shoppers Evaluate Your Fashion Retail Store
Customer Service is crucial in the Fashion Retail sector. In fact, positive interactions with staff increase customer satisfaction for retailers in fashion more than any other sector.
Given the vital role of customer experience (CX) in the fashion retail industry, mystery shopping evaluations are essential for raising standards throughout the customer journey. By understanding the criteria that mystery shoppers use to assess their experiences, retailers can gain valuable insights into their store’s performance and identify key areas for improvement.
This blog provides an inside look at the comprehensive mystery shopping audits conducted for fashion retail brands. We’ll also detail the wide array of factors that brand agents evaluate, some of which may surprise you!
Store Exterior
Why is the store exterior important for CX?
A typical mystery shopping visit starts before they step through the door, with agents evaluating whether the exterior of the store is enticing for shoppers in the brand’s target audience. The importance of this first step in the customer journey speaks for itself, after all, consumermers who don’t enter your store won’t make purchases. In fact, 95% of consumers say the exterior appearance of a store influences where they shop, and 52% will not shop in stores where the exterior is dirty or poorly maintained.
Store exterior
Overall evaluation
Does the exterior entice the target audience into the store?
Building maintenance
Are the windows clean? Have the sidewalks in front of the store been swept? Has the joinery been maintained? Is the paint flaking? Does the exterior reflect the overall brand image?
Window displays
Are the mannequins dressed according to brand guidelines? Have the garments been pinned correctly? Is the choice of garments appropriate for the target audience and season? Are the prices correct for the items on display? Are the window graphics correct?
In-Store Environment
How does the in-store environment impact CX?
Companies spend millions on developing a memorable brand experience – CMOs expect it to account for anywhere between 21-50% of their budget – in order to appeal to an identified target audience. As a key part of the overall experience, particular attention is paid to designing an in-store environment which resonates with the right demographics.
For example, retailers with a younger target audience may favor more dynamic atmospherics to create a hive of activity. This will be reflected in their choices relating to the in-store environment – with louder, more upbeat music, higher footfall, brighter lighting, and slightly lower temperatures.
Conversely, a luxury brand may prefer to present a more calming and refined space – with lower footfall, quieter music, and more attentive service.
When the store environment resonates with its target audience, it can increase sales and average order values (AOV), enhance brand perception and customer loyalty. A global study from Mood Media has shown the extent to which the store environment influences purchasing decisions.
- 78% of customers say that having a fun and enjoyable atmosphere is a key advantage for physical stores over e-commerce.
- 90% of shoppers say they are more likely to revisit stores that effectively utilize music, visuals and scent.
- 85% of shoppers worldwide report the positive influence of in-store music, but 57% will disengage with a brand due to poor music choices.
- 58% state that engaging video content positively influences their shopping experience.
In-store environment
Overall evaluation
Does the environment align with the designed brand experience?
First impressions
Are online items available in-store? Are they at the same price? Is in-store collection available for online purchases? Will the store exchange or refund online purchases?
Accessibility and layout
Is the store easy to navigate? Is there a logical flow to the journey through the store? Are emergency exit signs clearly visible? Is the store accessible and navigable for disabled customers? Can customers reach products easily?
Lighting
Is the lighting appropriate for the product type? Is the lighting right for the area of the store, e.g. brighter in browsing areas, and warmer in changing rooms for a more welcoming feel?
Music
Does the music genre and volume enrich or detract from the intended shopping experience? Brands aimed at younger audiences may favor upbeat pop music, whereas more elevated brand identities often choose mid-tempo Electronica or Lounge music.
Footfall and staff-to-customer ratio
Is the store a busy and dynamic place to shop, or an exclusive and calm environment with attentive store assistants? Is it appropriate for the brand image?
Temperature
For stores where customers are engaged in more active browsing, or with a younger target demographic, the in-store temperature may be 1-2℃ lower than it would be, for example, in an exclusive jewelry store, with longer, slower browsing and more mature shoppers.
Visual merchandising
Are high-margin items prominently displayed? Have the in-store mannequins been dressed in accordance with brand guidelines? Is there seasonally appropriate shop dressing, e.g. Christmas decorations during the holiday period? Does the color scheme create a visually appealing and cohesive look? Is merchandising consistent across the store?
In-store technology / augmented reality
Where stores offer magic mirrors or in-store touchscreens for browsing and ordering, how well do these technological elements function? Are they intuitive and easy to use? Are staff able to explain how to use them, and knowledgeable enough to resolve any problems? Do they actually enhance the experience?
Stock Availability
Why stock availability matters
Every year, stockouts cost US retailers a colossal $145bn in lost sales, with empty shelves accounting for nearly a third of these missed opportunities. According to Harvard Business Review, when customers face stockouts, 7-25% will continue shopping but not buy a substitute, whereas 21-43% will buy the same item type from a competitor.
In many cases, stock outs may be an avoidable issue. Studies indicate that 70-90% of stockouts in retail stem from poor replenishment practices. This highlights a significant opportunity for fashion brands that can improve their inventory management strategies.
Stock availability
Overall evaluation
Can customers find the products they want?
Sizing
Is there a range of sizes available for key product lines? Is there a potential overstock of certain sizes?
Requests for sizes
How quickly and efficiently do staff deal with requests for specific sizes? How diplomatically do they handle requests for plus-sizes or sizes outside of the company’s typical range?
Replenishment
Are there any empty shelves or gaps in merchandising? Have items taken into the changing rooms been put back on sale? Is the amount of stock on display appropriate?
Inter-Channel experience
Are online items available in-store? Are they at the same price? In-store collection for available online purchases? Will the physical store exchange or refund purchases from online?
Customer Service
How customer service influences experience
It goes without saying that customer service is a crucial factor in whether the overall experience with a brand is positive or negative. It has more influence over customer loyalty than branding and price combined, and 80% of shoppers say that the experience is just as important as the product the brand provides.
According to the MSPA, when customers are greeted, this increases average NPS (Net Promoter Score) by 49 points and average spends by 22%. When shoppers are asked about their needs, this lifts NPS by 54 points.
Customer service
Overall evaluation
Do interactions with staff contribute to a positive experience?
Greeting and acknowledgemen
How quickly and warmly are customers greeted when they enter the store? Is the greeting appropriate for the brand identity? Does the greeting appear sincere rather than forced or robotic? Is the wording of the greeting on-brand? If the customer isn’t greeted, what activities are staff engaged in – e.g. replenishing stock or chatting to each other?
Sales associate availability
Are there enough staff members on the floor to assist customers? How do they handle multiple requests? Does the staff-to-customer ratio align with service expectations? Are associates evenly distributed throughout the store?
Product knowledge
Are staff knowledgeable about material composition, care instructions or fit details? Are they able to make styling recommendations or suggest accompanying products? Are they able to identify brand values or speak about sustainability practices?
Friendliness and approachability
Are staff members friendly, helpful, and enthusiastic about assisting customers? Do they look like they enjoy their work? Is their body language open and welcoming? Do staff collaborate to find solutions?
Sales techniques
Do staff members use appropriate sales techniques, such as active listening and asking open-ended questions? Do they upsell in a genuine and helpful way, or does it feel pushy? Do staff address concerns and overcome objections? Do they initiate interactions?
Staff appearance
Are staff clearly identifiable in-store? Are staff dressed according to company dress codes? Is the dress code appropriate for the brand identity?
Complaints
Are staff sympathetic when customers have negative experiences? What measures do they take to turn the situation around?
Fitting room experience
How important is the fitting room experience for CX?
It may be surprising, but 60% of all fashion retail purchase decisions are made in fitting rooms. Shoppers who use fitting rooms are also 7x more likely to make a purchase compared to those who simply browse the shop floor.
Conversely, when customers don’t use fitting rooms, the likelihood of them returning their purchase doubles. Given their importance in the decision making process, it’s important that customers are able to access fitting rooms, and that waiting times are effectively managed. When customers are faced with queues of 10 or more people, walk-off rates reach 19%.
Fitting room experience
Overall evaluation
To provide a welcoming environment for customers to make purchasing decisions.
Cleanliness
Are the fitting rooms free of dirt, dust and debris?
Accessibility
Are the changing rooms clutter-free? Is there suitable access for disabled customers?
Lighting
Is the lighting adequate to properly assess the appearance and fit of the garments? Does the choice of lighting color create a warm and inviting atmosphere?
Hooks and shelving
Are there a sufficient number of hooks or shelves for hanging safely storing clothing?
Mirrors
Are the mirrors an appropriate size? Does the mirror size and height work for taller and shorter customers? How clear are they? Are there angled mirrors so that customers can see themselves from different angles? Are there mirrors throughout the store to prevent fitting room overcrowding?
Seating
Is seating available? Is it comfortable? Is there enough room for a seated customer to try on clothes or footwear?
Wait time and Assistance
How many people are in the queue for the fitting rooms? How quickly and efficiently do staff respond to requests for alternative sizes or colors?
Privacy
Do screens completely cover the entrance to the fitting room? Do door locks function correctly?
Checkout Process
What impact does the checkout process have on CX?
The checkout is a crucial zone in any retail store. It’s where the sale is finalized and the customer hands over their hard-earned cash. This presents a golden opportunity to make a lasting impression.
It’s the perfect time to encourage further spending. You can use strategic product placement near the checkout to tempt customers with last-minute impulse buys. Additionally, offering relevant marketing materials like loyalty program information or discount coupons can incentivize repeat business.
More importantly, interaction at the checkout represents your final chance to shape the customer’s perception of your store. Friendly, helpful staff and a smooth checkout process can solidify a positive experience. Conversely, long wait times, inattentive staff, or a confusing return policy can leave a lingering sour taste. By focusing on efficiency and delivering exceptional service at checkout, you can turn even a potentially negative experience around and ensure customers leave happy and ready to return.
Checkout process
Overall evaluation
To provide a friendly and efficient service to customers purchasing or returning items.
Efficiency
How long do customers have to wait in line? How quickly are extra checkouts opened in cases of long queues?
Accuracy
Do ticket prices match checkout prices? Are advertised discounts and promotions correctly applied? Do cashiers correctly handle payments?
Behavior
Are shoppers greeted in an appropriate manner? Are cashiers polite, friendly and helpful? How do staff resolve problems such as missing price tags?
Upselling and cross-selling
Do cashiers ask if customers have found everything they were looking for? Are shoppers offered buy-now-pay-later options? Do they offer additional items that could complement a purchase? Are shoppers asked to sign up for email newsletters? Are customers offered reward card membership?
Returns
Do cashiers follow the correct returns procedures? Do they offer alternative products in place of a refund? Are returns handled in a courteous manner?
Final Thoughts
Mystery shopping audits provide a comprehensive evaluation of the various elements that contribute to the overall customer experience: from the moment they first lay eyes on the storefront, to the moment they leave with their purchase, and beyond.
Each of these aspects plays a role in shaping customer perceptions and influences whether they will ultimately complete a purchase. By paying attention to these details, retailers can ensure they not only attract customers, but also create a lasting impression that encourages repeat visits and fosters loyalty.
Implementing the insights gained from mystery shopping evaluations can lead to significant improvements in store performance. By acting upon the data that mystery shopping agencies provide, retailers can enhance their brand image, optimize the shopping environment, ensure consistent stock levels, and deliver excellent customer service. This approach is essential in an industry where competition is fierce, and customer expectations are constantly evolving.
At Service Evaluation Concepts, we have been successfully partnering with companies to provide worldwide compliance solutions for over 35 years. We have supported both businesses and regulators to monitor, measure and manage adherence. We draw on the expertise of over 600,000 Mystery Shopping Agents in over 90 countries, and offer made-to-measure services that deliver meaningful and actionable insights.
CEO & Managing Director of Service Evaluation Concepts. Dedicated to driving brand experience forward with the tools that ensure the reality in the the customer corridor is aligned with the promoted brand value proposition.
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