Instructions:
How to write a Secret Shopper
Report
A. Introduction:
1. Tell what day and time you decided to do your
secret shopping. Explain what store you went to, where it is
located, and what you bought or went there to buy
B. The store itself:
2. Describe the outside of the store. Is it
attractive and inviting? Is there plenty of parking?
3. Were you greeted when you entered the store? How?
Did the atmosphere feel welcoming to you as a young person
or student? Describe how they made you feel.
4. Did the store arrangement make things easy for you
to find?
C. The merchandise:
5. Did the store have all the items that you needed
or expected?
6. Were the prices there good?
D. The atmosphere:
7. Was the inside of the store well-lit and
attractive, or was it dark, stuffy, ugly or warehouse-like?
8. Was the store clean and orderly? Was the
merchandise neat, or were things scattered all over the
shelves?
9. Did you see any food wrappers, trash, dirt, spills
or dropped merchandise anywhere on the floor?
10. Were there any boxes or stacked merchandise
cluttering up the aisles?
11. Were the customer rest rooms clean, odor-free, and
easy to find?
12. Was there any noticeable smell in the store?
13. Did you see any shelves, counters, freezers,
bag-dispensers or anything else that was broken, cracked,
empty, worn out, or out of order?
E. The employees:
14. Were there enough store employees around to answer
shoppers' questions? Did anyone ever ask you if you needed
help?
15. Did the store employees seem positive and
enthusiastic? Or did they look grumpy, tired and overworked?
Did they ever smile? Did they seem knowledgeable about
their merchandise and courteous to customers?
16. Were store employees dressed professionally?
F. Checking out:
17. Were enough checkout stands open? Did you have to
stand in line to pay? If so, how long was the line? If the
store had an express check-out line, was it any faster?
18. If you bought something, describe the attitude of
the cashier. Did the cashier act friendly and thank you for
shopping there?
19. As you were leaving, did they thank you for coming
to their store, or did they stop you like a suspected thief
and demand to see your receipt?
G. Conclusion:
20. Did you enjoy your shopping experience there? Why
or why not? Please describe your overall opinion of this
business.
21. Would you recommend this place of business to
others? To whom? Why?
Important! Do not write any notes while in the
store! (If you need to do so, text yourself notes).
Answer all the above questions as soon as possible once you
are out of the store.
Turn in your rough draft of this assignment within 3 days
of when you do your Secret Shopping.
