FAQ
What is a mystery shopper?
Mystery shopping is also known as shadow shopping and secret shopping . A mystery shopper visits a client's business posing as an ordinary customer and then reports on their experience. Essentially, the mystery shopper is giving a report card to the client (the retailer) so that the client knows where the service needs to be improved.
Shoppers are paid for their time in doing the shop and filling out the report. In most cases they make a purchase and are able to keep the merchandise they purchase.
What businesses use shadow shoppers?
All kinds of businesses use mystery shoppers. Retail stores, fast food outlets,
restaurants, banks, even government services. Any business that has customers can
benefit from mystery shopping.
Some businesses want to check the service their customers get when management isn't watching. Others want to check the quality of the goods such as flowers or pizza deliveries, or services such as carpet cleaning or dog washing. Others may want to check the service customers receive from a call centre or a website.
Mystery shopping is the only way the business has of finding out how their customers are treated when no one is watching. They can't fix what they don't know, and a mystery shopping report gives them the information they need to take action - whether it is to improve training or to reward good performance.
What is an assignment like?
When a shopper receives an assignment there will be instructions about when and where it is to be performed, what has to be done and what questions have to be answered in the report.
The shopper then performs the assignment and fills in the report, usually over the Internet. The quality of the answers, and the information they supply determines whether the shopper receives more shopping assignments
How long will it take?
It varies with the type of assignment. For example, a fast food assignment may take only 10 minutes in the store, whereas a meal in a cafe may take an hour or more. Some assignments may take much longer - for example, if it involved having to listen to a presentation, or have a haircut - or be much shorter if it only involved a phone call.
In addition to the actual shop, a shopper must allow for preparation time (reading the instructions & checking out the website), travel to the location, and the filling in of the report. The report would usually take around 10 minutes to fill in on line, but could take longer. The length of the assignment is reflected in the fee paid for the assignment.
What are the requirements for becoming a shadow shopper?
It is not necessary to have any experience in mystery shopping to get your first job. The main requirements are that you are reliable, objective and can follow instructions. You must be able to use the Internet - which you clearly can, otherwise you wouldn't be reading this!
Mystery shoppers come from all walks of life. You can be male, female, employed, not employed, full time parents, retired, old, young (although most have a minimum age of 18). Many businesses target a particular customer profile. For example, a ladies hairdresser would require a female to do the shop. A hardware outlet might want a male shopper over 35. A dog grooming boutique would definitely need someone with a dog!
This is why you may be asked for details such as age range and gender, whether you have school-aged children, or a car and possibly your shopping preferences - like how often you eat out or stay in a hotel. This enables the shopper be matched with the assignment.
Do I need any qualifications to be a mystery shopper?
No previous qualifications or experience is necessary, but many mystery shopping companies require their shoppers to be certified. This is to make sure that shoppers know how to shop professionally, and understand the responsibilities and techniques involved.
Shadow Shopper has an on-line Certification Course and Certification Test. The Certification Course takes you through everything you need to know to be able to pass the Certification Test. Both the Course and the Certification Test are free of charge. It will take 1 or 2 evenings to read and understand the information presented in the Course and to sit the test.
How much will I earn?
The pay for a mystery shopping assignments varies depending on the msytery shopping company and the complexity and length of the assignment. They may range from $10 up to $50 or more, and in most cases the mystery shopper will be authorised to make a purchase and get an allowance for the purchase on top of the pay. Usually you keep the purchase (especially if you have just eaten it!), and this will be advised in the job instructions.
The pay covers:
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The time taken to prepare for the mystery shop;
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Doing the mystery shop; and
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Filling out and submitting the report.
The time taken to prepare for the mystery shop;
Doing the mystery shop; and
Filling out and submitting the report.
Mystery shopping should not be seen as a full time or steady source of income. Rather, it should be seen as a very pleasant way of making some extra money - and enjoying yourself at the same time. You can get paid to eat at a restaurant, shop at a department store, have coffee, see a movie - all the things you like to do, with the bonus that you get paid for doing it!
What equipment do I need?
Most mystery shopping companies do everything on line so you will need a PC and a connection to the Internet. Access to a printer is usually necessary, and a scanner is useful. If you have receipts for reimbursement then you can either scan them and send them electronically or send them 'snail mail'.
How do I apply?
Most mystery shopping companies have on line applications on their websites. Some mystery shopping companies employ shoppers as independent contractors, which means that you don't have to do anything special, you can just register for assignments. Other companies require you to have an ABN (Australian Business Number) and still others require you to supply your Tax File Number and be registered as an employee.
Check on the website of the company you are registering with. They will usually have an email address where you can direct any queries that you may have.
I've registered, why haven't I had an assignment?
There could be several reason why you have not been given as assignment. It may be that the
mystery shopping company does not have assignments in your area, or that you are not available on the
days or time that the assignment has to be completed.
It may be that you do not fit the
profile of the shopper required. Shoppers are often selected on their profile, based on
the information they supply (age, gender, pets, income, children etc. If it matches
the demographics of the customer of the business then they are more likely to get the assignment.
Other reasons could be that your application was not up to scratch. When you apply to be a mystery shopper there will usually be a part of the application which asks why you think you would be a good mystery shopper. This is as much about how you reply as the reason you give. Make sure that you use good English, no slang or abbreviations, and answer in whole sentences. Simply writing 'Shop? Im Xpert!!' may seem funny, but will not hep you get an assignment.
Why haven't I had any more assignments?
If you have had one assignment then you know that there is no problem with your application or your profile. What is likely to be the problem is how you performed the assignment.
Giving an assignment to a new shopper is always a bit of a risk for a mystery shopping company. Shoppers may not live up to the standard they displayed in their application. They may not do the assignment on time, or according to instructions, or the standard of the report was just not up to scratch.
If a shopper puts in a report that cannot be used for whatever reason (For example: it was on the wrong day, or at the wrong time, or the English was not understandable, or it contradicted itself) then the mystery shopping company has to repeat the shop at their own expense. This makes it unlikley that they will use that shopper again.
Some companies give you feedback after every assignment, so that you know what you are doing right and how you could improve. Some companies also have 'preferred shopper' programs where shoppers who do good assignments get priority for jobs. Other companies don't give feedback; you just won't get any more assignments from them.
What is the most common mistake shoppers make?
Without a doubt it is not reading the instructions. The assignment gives the instructions, but you would be surprised how many shoppers don't read them properly! For example the assignment may say 'do this shop at lunchtime (12 - 2PM) between the 10th and 17th of June' -and they will do it at 5PM on the 8th June! Or the assignment will say 'Buy a coffee and cake and sit down to eat it' and they will order a sandwich to take away!
In both cases the results can't be used and the shop has to be done again. So make sure that you read the instructions, even if you have shopped that business before, as instructions can change from month to month.
What other mistakes do shoppers make?
Unreliability is a major problem. Shoppers who do not accept or decline assignments by the due date. Shoppers who accept but then don't complete the assignment or the report by the due date. Shoppers who do not send in a receipt, which many companies use as proof that a shop was actually carried out.
Putting in an unusable report is a problem. Shoppers who don't give clear and informative answers, or
who answer very briefly ('OK' or 'bad') mean that the mystery shopping company has to contact them to
find out what happened or redo the shop with a reliable shopper. Shoppers who do not write in clear
English, or who use abbreviations or slang, cause a problem.
Many clients wish to see the actual reports filled out by the shopper, which means that all reports have to be 'quality assured' by the mystery shopping company before being released to the client. If a shopper's report has to be extensively corrected then it is unlikely that the shopper will get another assignment.
Is there room for new shoppers?
Yes! It may sound like the best job in the world but, surprisingly, we are always looking for quality mystery shoppers.
There is definitely room for new shoppers who do work of a high standard, who are observant and write good observations and suggestions, who respond promptly and do assignments on time. Quality shoppers can be assured that they will get preference when new assignments come up in their area.
Can I shop for more than one company?
Yes. Mystery shopping is for 'pocket money' not as a sole source of income, and good shoppers can increase their earnings by shopping for more than one company.
However, you must be careful about confidentiality. Most mystery shopping companies will
require you to sign a confidentiality agreement. Any information you have about a company's clients
or any information you have about an assignment must not be divulged to anyone outside the
mystery shopping company.
Will people know I am a mystery shopper?
No. The first rule about being a mystery shopper is that you must remain incognito. No-one in the business you are shopping must guess that you are a mystery shopper. If they did, then they would behave differently, which would mean that you were not reporting on the real customer experience.
The Certification Course gives to techniques to avoid being spotted as a mystery shopper and what to do if you are 'sprung'.
Having said that, most businesses advise their employees that they are conducting a mystery shopping program but not when, where or by whom. This way the business gets an objective view of the service its customers receive, and employees know that any customer could be a mystery shopper.
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