Allakhverdieva, Z.

Yashkina, O.I.

English

Yashkina, O. I.

eLibrary National Mining University

Allakhverdieva Z.O.I. Yashkina, research supervisorOdessa State Economical UniversityMARKETING RESEARCHES IN RETAIL.MYSTERY SHOPPING IN CHAIN STORES OF MEN &WOMENCLOTHING “ARBER”Mystery shopping is a tool used by market research companies to measurequality of retail service or gather specific information about products and services.Mystery shoppers posing as normal customers perform specific tasks—such aspurchasing a product, asking questions, registering complaints or behaving in acertain way – and then provide detailed reports or feedback about theirexperiences.The most common venues where mystery shopping is used are: retail stores,movie theaters, restaurants, fast food chains, banks, gas stations, car dealerships,apartments, health clubs etc.Objectives of Mystery-shopping in men & women chain clothing “Arber”:- provision of company management with objective information about thequality of customer service;- improving customer service by addressing deficiencies in the work of salespersonnel;- develop training programs and evaluation system of sales staff in retailchain stores;- verification of conformity stores retail chain network corporate norms andstandards;- focusing on staff training deficiencies in the work shops;- overall independent evaluation of the quality of the trading network.The main purpose of the visit a secret buyer is to evaluate the work of shoppersonnel, appearance, odor, manner of communication, friendliness of staff, andtheir ability to identify customer needs, timeliness of service. As well as the abilityto attract and retain customers (take contact for further information, etc.), theavailability of business cards and other promotional material in store, as well astrack the compliance of store personnel, layout and appearance of the shop of thecompany's quality standards service.Mystery shopping - an efficient, high quality and relatively inexpensive toolto identify current gaps in the distribution network, allowing to take adequatemanagement decisions, which is particularly valuable in terms of development orthe formation of its retail network. The data obtained by research Mysteryshopping gives independent operational information about the current state of retailchain stores and allow customers to provide quality service stores and increasecontrol in the remote chain stores.

MARKETING RESEARCHES IN RETAIL. MYSTERY SHOPPING IN CHAIN STORES OF MEN &WOMEN CLOTHING “ARBER”

http://ir.nmu.org.ua/bitstream/handle/123456789/2483/%d0%94%d0%be%d0%ba%d1%83%d0%bc%d0%b5%d0%bd%d1%824.pdf?sequence=1&isAllowed=y

MARKETING RESEARCHES IN RETAIL. MYSTERY SHOPPING IN CHAIN STORES OF MEN &WOMEN CLOTHING “ARBER”

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