Deploying An International Mystery Shopping
Program For LEGO
The LEGO® Brand is more than a familiar logo and some coloured bricks. It’s the carefully designed impression held by millions of people, both parents and children, from around the world. The LEGO group is expected to guarantee a certain level of service, quality and invention.
What Were LEGO looking To achieve?
Service Evaluation Concepts were commissioned to deploy a global mystery shopping program for LEGO® Certified Stores around the world. The aim of the mystery shopping program was to provide data for key stakeholders which would help them to make informed business decisions as to how well stores were complying with the LEGO® designed brand experience.
The LEGO® designed brand experience is incredibly important to the key stakeholders within the business. Its aim is to help the brand deliver a uniform 'look & feel' for its stores and ensure consistently high levels of customer service. As such, they wanted to be able to assess and adjust how well stores around the world were aligning with the designed LEGO experience.
How did we support LEGO in aligning their designed experience?
SEC sent a LEGO Certified Brand Agent to each LEGO Certified store worldwide. While there, the Certified Brand Agent would behave as an ordinary LEGO shopper. However, they were secretly judging how closely the stores stuck to the standards and Key Performance Indicators that were mandated in the designed customer experience.
The results of the mystery shopping allowed stores to locate areas in which they could improve, so they could make sure worldwide customer experience was consistently good.