Definition: The use of a professional service or trained personnel to anonymously evaluate a retail store using a prearranged evaluation form. The audit takes place in person or through other means such as phone or Internet. A recommended course of action is then prescribed to improve the business based on the findings.
Also Known As: Secret Shopper, Customer Service Audits
Examples: A leading manufacturer wanted to understand a sales discrepancy in their products being sold at two national retailers. The company conducted a mystery shopping study to identify the root cause of the discrepancy and within days professional mystery shoppers were able to reveal statistically significant reasons for the difference.
