Mystery shoppers put Kidderminster to the test (From Ludlow Advertiser)

Mystery shoppers put Kidderminster to the test

INDEPENDENT retailers in Kidderminster can showcase their customer service skills and variety of choice as a team of “mystery shoppers” drops in to give the town a full retail audit.

The Location Model, designed by Skillsmart Retail, the Sector Skills Council for Retail, is being used by Wyre Forest District Council and funded by the Learning and Skills Council to assess the overall shopping experience in Kidderminster.

Trained market research professionals are visiting each participating independent shop in the town twice during August and judge how well they are performing in areas such as customer service, product knowledge and window display.

As well as that, 100 shoppers in the town are being interviewed to find out how satisfied or dissatisfied they are with the service they receive.

Kidderminster town centre itself is also being audited, focusing on how easy it is for a stranger to shop in the town. Everything from car parking and street signage is being assessed, even the smallest of details, such as how easy it is for shoppers to cross roads.

The auditor will also assess the location of basic town landmarks, including the post office and library.

Once the information has been gathered, results will be revealed at a public meeting and used to plan a way forward for the town and discuss how certain areas could be improved.

The Location Model has already been used in more than 70 locations in Britain, from Aberdeen to Wrexham.

Jackie Roberts, Kidderminster town centre manager, who has helped organise the Location Model, said: “This is a great opportunity for retailers to get some independent advice and up-to-date information about our town that will help us to plan how we develop and promote Kidderminster in the future.

“The mystery shopping survey will help our retailers to continue to provide the standard of service that will encourage customers to return to shop, again and again.”

After the full results have been published, traders will be told where they can go to receive training for them and their staff, as well as how they can make their shops more attractive – a lot of which can be accessed, free.

Ms Roberts added: “The training opportunities that will flow from this will be very beneficial to anyone employed in the independent retail sector in Kidderminster and help increase our skills base here.”

Full results from the Location Model will be revealed during a public event at the Corn Exchange in Kidderminster Town Hall on Wednesday, September 23.

Prizes will be awarded to the businesses which perform best in the mystery shopping.

Independent retailers in Stourport are being asked to help with the town’s Location Model by volunteering to be mystery shopped and put their businesses to the test.

Funded by Advantage West Midlands, the project will take place in September.

Independent retailers in Stourport who would like to take part, free, can contact Liz Sheerin, project manager for Stourport Forward, at stourportforward@btconnect.com or on 01299 822827.