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What's the best part of mystery shopping? Doris answers with a laugh, "The shopping, of course! And you get to keep the product."
We've heard a lot about secret or mystery shopping and wanted to learn more about how it worked. So we contacted a lady who has experience on both sides of the sales counter. Not only has she worked at an outlet shopping center, but she's also an experienced secret shopper.
For the uninitiated, "mystery shopping" refers to a method that stores use to try to measure how customer friendly they are. Typically, a company not related to the store will hire "shoppers," who will be assigned a specific store to visit and a product to buy. After they finish shopping, a report will be prepared and returned to the store's management. We wanted to find out whether it was a good part-time job and if a shopper could make any money. Doris in Maryland was willing to give us an inside peek.
She explained how it started. "I work part-time in an outlet shopping center. We are shopped four times a year. That's how I got interested. So I went on the internet and found some sites and applied. I got picked up by four or five."
As you would expect with an "undercover" operation, there are some secrets and misconceptions about the job. "People think that you can get in there and do anything or say anything, cause a problem and then go on with your report," says Doris. "But that's not the way it's supposed to be. You go in as a normal shopper. You see how you're met, how the product is distributed, what type of salesperson serves you." The goal is to simulate the experience of an average, everyday shopper.
Because of her experience working as a salesperson, Doris did have a head start on the average first-time "secret shopper." But in the early going she also learned a lot about selecting assignments.
"Four of the ones that I shopped for didn't pay on an hourly basis. They only paid for what you bought. The gas, the time was all on you. At first I said I would go within a 50-mile radius. Then I became more selective. Basically, out of all of them, one was good. The rest didn't have anything to offer. No incentives."
She soon became more discerning and began to only accept assignments where she would be paid for her efforts. "I found one that did have an incentive. That was a flat fee per job. That is much better. You get to keep the product. They also reimburse you for the purchase."
We had also heard that restaurants were excellent candidates for work as a secret shopper. Even if you only got to keep the "product," it was a great way to get your family out to dinner on a tight budget. What was Doris' experience? "That was one of the poorest ones I worked for. They wanted you to go 50 miles out of your way and do three in a day and only get paid for the meals that you ate. You had to be within a certain amount of money."
So, we asked Doris the obvious question. Can you make any real money at this? "No. It's fun." As a money-maker, "it's just not what it's cracked up to be. It's a good two or three hours work. You need to be able to write and speak well. And they want the report within 24 hours." Despite the lack of pay, Doris will continue to secret shop just for the fun of it. Her advice to those who'd like to try it themselves? "Just be aware. You have to go out there and be very selective."
We'd like to thank Doris for sharing her experience as a mystery shopper.
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Gary Foreman is a former financial planner and purchasing manager who currently edits The Dollar Stretcher.com website and newsletters. You can also follow Gary on Twitter or on his blog.
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