Mystery ShopSome Insights

Flooring

MarbleDescription- Expensive Looking- Clean & Shiney

AnalysisThis flooring was found in a high street fashion store. The more expensive marble is reflective of the higher price points of the product. The brand is trend led and therefore appearances would be more important to them than they would for other product categories.

MetalDescription- Noticeable, feature flooring- Easy to clean, yet hides dirt

AnalysisThis picture was taken of the flooring in a coffee store. It is a feature of the décor in chain store and is recognisable in all of the stores franchises. It is solid and hardwearing which fits with the high footfall expected in a coffee chain. It will also hide spillages whilst being easy to clean.

CarpetDescription- Cheap looking- Dirty & stained

AnalysisThis floor was found in a low end picture printing store. It was the least attractive of all the floors I observed. This is perhaps because the store is providing a service. You are not encouraged to stay there longer and browse. It is purely functional.

LinoDescription- Cheap, inoffensive- Clean & Clinical

AnalysisI found this flooring in a pharmaceutical floor. It serves a purpose as it is functional as opposed to fashionable. It looks clean and clinical which inspires trust in the company as a brand that looks out for their customers wellbeing.

Entrances

Most doorways on the high street are left open or are automatic to make it as easy as possible for passers-by to enter the store. Shops either with high price points or ‘easy to steal’ products such as make up are equipped with security detectors. The only stores which had security in the entrance that I visited were clothing stores.

Display Units

Empty DisplayLooked messy & unappealing.Was taken at the end of the day.

Messy DisplayLooked almost second hand.Devalued the product

Clean displayAdds value to the productEasy to shop.

Food displayEither to busy or too empty and it gives the impression that the food has been sat out a long time.