Mystery Shopper University Park and Jubilee. Written and Compiled by Sophie Fox, January 2017

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1 Mystery Shopper University Park and Jubilee Written and Compiled by Sophie Fox, January

2 Contents University Park... 3 Demographics... 3 Staff... 6 Product Quality... 9 Environment Satisfaction Jubilee Demographics Staff Product Quality Environment Satisfaction

University Park Demographics 12 people visited the University Park campus SPAR shop to take part in the Mystery Shopper programme, over a period of time from 10 th October 2016 to 13 th December 2016.

3 University Park Demographics 12 people visited the University Park campus SPAR shop to take part in the Mystery Shopper programme, over a period of time from 10 th October 2016 to 13 th December The charts below detail some demographics of the customers who took part in the programme. Everyone who took part in the programme at the University Park campus was aged Almost two thirds of those who took part resided in off-campus accommodation and almost 10% live on another campus. Just over ¼ students who visited actually live on the University Park campus. 3

40% of those who visited the University Park shop were in their first year of study, 30% were in second year and a further 30% were in third year; all students were undergraduates.

4 40% of those who visited the University Park shop were in their first year of study, 30% were in second year and a further 30% were in third year; all students were undergraduates. During sign-ups, shoppers are given the option of what time they would prefer to visit the shop. The two choices are 12 2pm, so that it is representative of a usually busy lunchtime period, and any time after 3pm to represent a normally quieter shopping experience. The table below shows which time slots people visited the shop, with the one visited being highlighted in green. Day of Visit Monday Tuesday Wednesday Thursday Friday Saturday Sunday Time of Visit 12 2pm 3pm Onwards 4

The above graph shows the distribution of the shoppers and what days they visited, Monday and Wednesday were the most frequently shopped days, with no one

5 The above graph shows the distribution of the shoppers and what days they visited, Monday and Wednesday were the most frequently shopped days, with no one visiting the shop on a Friday during the programme. The average spend across the 12 shoppers was 5.31, with the total amount that they could claim back being

6 Staff On average, when the shoppers visited the SPAR, there were 3 floor staff and 2 till staff. Of the staff that the shoppers saw, all floor staff were wearing name badges and over 4/5 till staff were wearing name badges. 6

When asked to rate how upbeat and helpful the staff who served the customers were, staff achieved a rating of 4 out of 5, so it can be taken that staff were quite upbeat and helpful towards the

7 When asked to rate how upbeat and helpful the staff who served the customers were, staff achieved a rating of 4 out of 5, so it can be taken that staff were quite upbeat and helpful towards the customers. When asked to rate the presentation of the staff that the customers saw, staff achieved a score of 4 out of 5, meaning that the staff who interacted with the customers were well presented. 7

8 Customers were asked to rate how efficient and organised they felt that the staff were, with staff achieving a score of 4 out of 5, it can be seen that the staff were well organised and efficient. Customers were asked about their waiting times, which ranged from under a minute to 5 minutes. The average waiting time was around 2 minutes. The shoppers were asked to comment on why they gave the staff the rating that they did, the comments have been split into positive and negative below. Positive Comments Cashiers were friendly as always. Staff were particularly helpful and managed to check stock for me and continued to serve customers in an efficient manner. Very cheerful despite how busy the shop was. Very friendly and answered queries well. Polite and fairly energetic. Uniforms were tidy. Cashiers were fast and efficient. Floor staff were helpful and well presented. Staff were efficient to make sure people were not waiting too long during the lunchtime rush and were apologetic to people that had been waiting and served people quickly. Negative Comments Staff working on the tills were not overly chatty. Staff seemed to be so busy and tired that not many of they were not pleasant when serving customers. One of the tills was a cash only till and most people in the queue wanted to pay by card, so it felt like there was only one functioning till. One of the staff members had to ask someone else where something was. Cashier entered price for items wrongly and had to be reminded about the discount for the purchase, a receipt was not offered. 8

9 Product Quality Of the shoppers who visited the SPAR shop on University Park, almost 1 in 5 students bought non-food products, over 90% bought food and close to half the shoppers purchased stationary. Of the 90% who did purchase food, only 18% purchased a meal deal, a 67% decline from the last Mystery Shop which saw 85% buy a meal deal. 9

Those who did purchase a meal deal bought: Burrito, packet of crisps, Pepsi and popcorn All day breakfast sandwich, Kettle chips, Lipton lemon iced tea, Peppa Pig candy bite The shoppers that did

10 Those who did purchase a meal deal bought: Burrito, packet of crisps, Pepsi and popcorn All day breakfast sandwich, Kettle chips, Lipton lemon iced tea, Peppa Pig candy bite The shoppers that did purchase a meal deal rated it as very good. Customers were asked if they would buy a meal deal from the shop in future, 36% said a definite yes, a 22% increase from the last mystery shop. 45% said maybe which was a 10

11 17% increase from the last report and only 18% said no, a decrease of 40% from the last report. When asked what would make customers more likely to buy a meal deal from the SU shop in future, answers included: Hot food Cheaper price Better tasting food Better quality food If could use DailyBites card Better range of food combinations for the meal deal More extensive range Those who did not purchase a meal deal bought: A4 paper, highlighter, drawing pins A can a Pringles, Galaxy chocolate bar, Minsterels, pack of Angel Cakes Doritos Chilli heatwave, Chocolate Chip Cookies, Kelloggs, Squares cereal bar, Coco-Pops cereal bar, Pukka navy project book Milk, Cookies, HobNobs, Document wallets Pick n mix, Extra chewing gym, sparkling water apple, sparkling water peach, forest dried fruit Maryland Chocolate Chip cookies, sweetcorn, skimmed milk, pantene shampoo, crème egg Fresh tagliatelle, lettuce, flour. Bag of salad, paracetamol, academic diary, Mr Kipling Angel Slice. 2 cans of Monster energy drink, pack of 6 crumpets, folder dividers, mid year diary People who did the Mystery Shop rated the quality of the products that they bought on average as 5, meaning that they were very satisfied with their purchases. 11

12 Customers were asked to specify what products or ranges that they would want to see in the SU shop, these were: Sensations Thai sweet chilli crisps Waffles 2 litre semi-skimmed milk Schwarzkopf shampoo Yoghurt and bread 12

13 Customers who visited the shop rated the range of stationary, food and clothing as good; the non-food products range was rated as average. Across all four aspects, stationary, food, non-food products and clothing, all were rated as average in terms of value. 13

Shoppers were asked to explain the ratings that they gave, reasons included: Product quality overall is good. The stationary section looks unorganised. Meal deal isle can become congested.

14 Shoppers were asked to explain the ratings that they gave, reasons included: Product quality overall is good. The stationary section looks unorganised. Meal deal isle can become congested. Food, stationary and non-food products are generally worth their price and good value for money. Clothing and other UoN related products are expensive. The shop sells what students mainly need and in general is good. Some of the products are more expensive compared to Boots opposite, and some of the variety and quality is better at Boots. Can tend to be slightly pricier than a local supermarket. Sizes not normally available in hoodies and jumpers. 55% said that the question was not applicable to them, 9% said that they had seen a positive change. Just over 1 in 4 shoppers said that they had seen changes and gave explanation for the changes, these were that there was a much wider range and better value. 14

15 Environment The shoppers were asked to rate the tidiness and cleanliness of the shop, which they rated on average as good. The shoppers were asked to rate the presentation of the shop, which they rated on average as good. 15

16 The shoppers were asked to rate the branding and advertisement of the shop, which they rated on average as good. Customers were then asked to explain why they had rated the shop with these scores, comments are listed below: The shop can become congested at times. Shop overall was very clean and tidy, the microwave however was not which was off-putting. Presentation, branding and advertisement were good as it was very clear which offers were on at what time. Products were neatly displayed and easy to locate. Appealing how the offers were neatly organised as the customer enters the shop. There were sweets all over the floor by the pick n mix section. 16

17 The shoppers who attended commented that point of sale and promotional information on display was up to date. 17

18 Satisfaction Customers were asked whether they would return to the SU SPAR shop based on their experience, which scored an average of 9 out of 10, meaning that it is extremely likely that the shoppers would return to the store. 18

19 When asked if customers would recommend the SPAR to others based on their experience, an average score of 9 out of 10 was achieved; it can be taken that others would almost certainly recommend the store based on their experience. Customers were asked if there was one thing about the SU SPAR shop that they could change, what would it be, the answers are listed below: Lower prices. To change the suggestion board to have deals of the day on it instead. More staff during the busier periods. To be able to pay with student cards. More extensive range of alcohol. To rearrange the section at the back of the shop as it is difficult to navigate. 19

Jubilee Demographics 5 people visited the University Park campus SPAR shop to take part in the Mystery Shopper programme, over a period of time from 1 st November 2016 to 14 th December 2016.

20 Jubilee Demographics 5 people visited the University Park campus SPAR shop to take part in the Mystery Shopper programme, over a period of time from 1 st November 2016 to 14 th December The charts below detail some demographics of the customers who took part in the programme. 3 out 5 of those who took part in the programme at Jubilee were 18 21, with the remaining 2 out of 5 being aged % of those who took part resided in offcampus accommodation and just 1/5 students who visited actually live on the University Park campus. 20

40% of those who visited the University Park shop were in their first year of study, 20% were in second year and a further 40% were in third year; 60% of students were undergraduates and 40% were

21 40% of those who visited the University Park shop were in their first year of study, 20% were in second year and a further 40% were in third year; 60% of students were undergraduates and 40% were postgraduates. During sign-ups, shoppers are given the option of what time they would prefer to visit the shop. The two choices are 12 2pm, so that it is representative of a usually busy lunchtime period, and any time after 3pm to represent a normally quieter shopping experience. The table below shows which time slots people visited the shop, with the one visited being highlighted in green. Day of Visit Monday Tuesday Wednesday Thursday Friday Saturday Sunday Time of Visit 12 2pm 3pm Onwards 21

The above graph shows the distribution of the shoppers and what days they visited, Tuesday and Wednesday were the most frequently shopped days, with no one visiting the shop

22 The above graph shows the distribution of the shoppers and what days they visited, Tuesday and Wednesday were the most frequently shopped days, with no one visiting the shop on Monday, Thursday, Friday or Sunday during the programme. The average spend across the 5 shoppers was 7.93, with the total amount that they could claim back being

Of the staff that the shoppers saw, only a third of floor

23 Staff On average, when the shoppers visited the SPAR, there were 1 floor staff and 2 till staff. Of the staff that the shoppers saw, only a third of floor staff were wearing name badges and over 2/5 till staff were wearing name badges. 23

24 When asked to rate how upbeat and helpful the staff who served the customers were, staff achieved a rating of 4 out of 5, so it can be taken that staff were quite upbeat and helpful towards the customers. When asked to rate the presentation of the staff who served the customers were, staff achieved a rating of 4 out of 5, so it can be taken that staff were well presented. 24

25 When asked to rate the efficiency and organisation of the staff who served the customers were, staff achieved a rating of 4 out of 5, so it can be taken that staff were well organised and being efficient. Customers were asked about their waiting times, which ranged from under a minute to 2 minutes. The average waiting time was around 1 minute. The shoppers were asked to comment on why they gave the staff the rating that they did, the comments have been split into positive and negative below. Positive Comments Happy and polite staff. Quickly got stock from the stock room when what the customer wanted was not on display. Friendly Well-presented staff. Staff were cheerful. Negative Comments Till staff were sitting on the till desk and talking with the floor staff. One item was reduced but not labelled to show this. 25

Of the 60% who did purchase food, only 20% purchased a meal deal, an 80% decline from the last

26 Product Quality Of the shoppers who visited the SPAR shop on Jubilee, 1 in 5 students bought non-food products, 3 in 5 purchased food, and 1 in 5 purchased stationary or clothing. Of the 60% who did purchase food, only 20% purchased a meal deal, an 80% decline from the last Mystery Shop which saw 100% buy a meal deal. However during the last programme only one person mystery shopped Jubilee. 26

Those who did buy a meal deal bought: Blackcurrant Ribena, Egg and Bacon Sandwich, Melon Medley. The meal deal was rated as 3 out of 5, which can be seen as average.

27 Those who did buy a meal deal bought: Blackcurrant Ribena, Egg and Bacon Sandwich, Melon Medley. The meal deal was rated as 3 out of 5, which can be seen as average. Customers were asked if they would buy a meal deal from the shop in future, 40% said a definite yes, a 60% decrease from the last mystery shop; again it is worth mentioning 27

28 that only one person mystery shopped at Jubilee. 60% said that they might buy a meal deal and no one said a definite no. When asked what would make customers more likely to buy a meal deal from the SU shop in future, answers included: Lower prices Better choice Include hotdogs Those who did not purchase a meal deal bought: UoN Baseball unisex long sleeve t-shirt. Lanyard, shower gel, energy drink and chewing gum 2 x Dettol cleaning wipes, forest mixed nuts 10 x coca cola zero, packet of munchies, Heinz tomato soup Customers were asked how satisfied they were with the quality of the products that they purchased, an average score of 5 out of 5 was achieved so it can be taken that the customers were very satisfied with the quality of the products they bought. 28

29 There were no products or ranges that the shop currently stocks that the customers wanted them to. 29

30 Customers who visited the shop rated the range of stationary, non-food products and clothing as good; the food products range was rated as very good. Customers who visited the shop rated the value of non-food products, food and clothing as good; the stationary range was rated as average. Customers were asked to explain the ratings that they gave, their comments are included below: Clothing is expensive Small food items seems overpriced compared to the co-op and newsagents 30

31 40% said that the question was not applicable to them, 20% said that they had seen a positive change and another 20% said that they had not noticed any changes. 1 in 5 shoppers said that they had seen changes and gave explanation for the changes, this was that there was more value SPAR stuff. 31

Environment Customers were asked to rate the tidiness and cleanliness of the shop, which scored 5 out of 5 meaning that the shop was very clean and tidy.

32 Environment Customers were asked to rate the tidiness and cleanliness of the shop, which scored 5 out of 5 meaning that the shop was very clean and tidy. Customers were asked to rate the presentation of the shop, this scored an average of 4 out of 5, meaning that customers thought the presentation of the shop was good. 32

33 Customers were asked to rate the branding and advertisement of the shop, this scored an average of 4 out of 5, meaning that customers thought the branding and advertisement of the shop was good. Customers were asked to explain their ratings, the comments are included below: Good exterior and branding. Floor is quite damaged in parts. Products are arranged neatly and easy to locate. Did not notice many advertisements around the shop. Shop floor was tidy. 33

34 60% of the customers said that the point of sale and promotional display was up to date. 34

Satisfaction Customers were asked whether they would return to the SU SPAR shop based on their experience, which scored an average of 8 out of 10, meaning that it is likely that the shoppers would

35 Satisfaction Customers were asked whether they would return to the SU SPAR shop based on their experience, which scored an average of 8 out of 10, meaning that it is likely that the shoppers would return to the store. When asked if customers would recommend the SPAR to others based on their experience, an average score of 8 out of 10 was achieved; it can be taken that others would be likely to recommend the store based on their experience. 35

36 Customers were asked if there was one thing about the SU SPAR shop that they could change, what would it be, the answers are listed below: Lower prices Play music inside the shop More clothing products to be made available at Jubilee 36

Mooch Mystery Diner Report. Written and Complied by Sophie Fox, January 2017

Mooch Mystery Diner Report. Written and Complied by Sophie Fox, January 2017 Mooch Mystery Diner Report Written and Complied by Sophie Fox, January 2017 1 Contents Sign-Ups... 3 Demographics... 4 Visit Details... 4 Number of Staff Present... 5 Number of Customers Present... 5 Food