Heloise GRAS
Mystery Shoppers: A Dive into the Heart of the Retail Customer Experience
At Nestore, we conduct mystery shopping experiences to support our partners in their retail explorations. These immersions allow us to collaborate closely with them. Thanks to our field observations, we continually push our customer experience experiments further.
During our 8 years of expertise, our team has experienced the same things as the 7.5 million visitors to our 20 stores, which generated €210 million in revenue for our customers.
These figures illustrate our strategy: to reveal every detail of the in-store experience. Our mystery shoppers “ capture those invisible elements that shape or undermine the customer experience ,” explains Anna, Customer Success at Nestore.
A thousand mystery shoppers guided by a well-established method
According to the ICSC study “The Halo Effect, How Bricks impacts Clicks” , 69% of consumers say they are willing to discover an emerging brand through a physical point of sale. Based on this observation, we have developed a three-step methodology , designed to analyze and improve each moment of the customer journey:
- Before the visit: attract and arouse curiosity
- Clarity of information on the website and in store : Is the information accessible and aligned with consumer expectations?
- Window Display and First Contact : An attractive window display can turn a casual passerby into a potential customer. As Lou, Head of Growth, points out: "A window display can be love at first sight. If it's attractive, the customer is already halfway won over."
- During the visit: convince and transform
- Interactions with the salesperson: The first interaction with the staff is decisive. Warmth, attentiveness, and personalized advice are key assets for converting a visit into a purchase.
- Product discovery: The layout and presentation of items are crucial for capturing attention and reflecting the brand image.
- After the visit: build loyalty and encourage return visits
- Shopping experience: The atmosphere and flow of the journey influence the final impression. Brands that offer immersive experiences, particularly pop-ups, see a 22% increase in newsletter signups, according to an ICSC study “New retail formats engage customers” , which promotes long-term engagement.
A thousand perspectives on the in-store experience
But behind every visit lies meticulous analysis. Mystery shoppers, like Michelin guide critics, test and evaluate every aspect of the customer experience, looking for the subtle details that mark exceptional service.
As Anna describes it: “ Our mystery shoppers, like food critics, know how to spot the nuances that transform a simple visit into a memorable experience. ”
Each piece of feedback is meticulously analyzed to develop concrete action plans. Brands can then activate targeted levers. These transformations of the customer experience make it more tailored to the target clientele and boost long-term performance: pop-up stores , for example, generate an average 17% increase in online sales in the months following their operation, according to a Climb by Nestore study.
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A thousand opportunities to rethink the in-store experience
With each visit, we enrich our field observations by comparing them with our database and the experiences we've accumulated during similar missions. This allows us to quickly identify areas of friction or gaps in the customer experience that need to be addressed.
This feedback, rooted in proven expertise, paves the way for concrete adjustments: perfecting the storefront, optimizing the purchasing journey, or strengthening the effectiveness of interactions with salespeople. The goal is clear: refine every detail for a premium experience that's perfectly aligned with the brand's identity.
The results speak for themselves: 73% of customers believe that a memorable retail experience can influence their loyalty, according to the ICSC study “New retail formats engage customers” . These 1000 Climb by Nestore immersions are not only observations, but also opportunities to evolve and refine the customer experience.
Moving together towards an ideal customer experience
Taking a step back from your retail strategies isn't always easy. At Climb by Nestore , we help you transform field data into concrete levers for improvement , with a human and personalized approach. Because each store has unique potential, we're here to help you exploit it.
