Video mystery shopping is nothing but regular anonymous shopping with the difference being that the shopper carries a miniature-recording device during the assignment. Used for quality assurance purposes by employers, this popular technique uncovers the gaps in the customer experience through the use of third party agents that pose as shoppers. Instead of relying on only the agents observation and notes in the basic kind of covert shopper methodology, this method allows the management and quality consultant to actually view tapes of what happens, which is a lot better. This kind of technique has advantages for both the agent as well as the company employing him.

1. Better remuneration-
   Assignments involving video mystery shopping pay up to 5 times more money than regular ones. This is because only very experienced agents are able to carry off a hidden camera without letting on that something is amiss.
2. Less Paperwork-
   Another great advantage is that one does not have to come back and write a lengthy report. Most agents spend more time recreating their purchase experience compared to the time spent in the outlet or restaurant. Without the burden of paperwork, they are free to go and do more assignments and therefore end up making more money overall.
3. Better Focus-
   sometimes, in trying to remember what all they need to observe, agents miss out on crucial details. In the case of video mystery shopping , they can focus on being the customer rather than get diverted with questionnaire details. This is better for the project.

Even for the employer this technique proves superior to the traditional one. First of all, the accuracy of the results is always better since they are no longer subjective. Judgment of the people varies greatly and what one person will find acceptable could be unacceptable for another. With proof of what actually happened in the form of a reel, the management can decide based on their judgment and expectations.

Also, however hard one tries, questionnaires can never be exhaustive i.e. they can never include everything. So, while there may be a customer gap, it may go unchecked because it was not part of the list of questions given to the agent. Video anonymous shopping, on the other hand, gives a complete record of what happened making sure that nothing gets missed out.

Another great benefit is the training opportunity. The objective of the entire exercise is increasing customer satisfaction. This requires clear feedback to the staff as regards the gaps in the service and opportunities for improvement. Tapes are hard evidence that can be shared during training sessions to advise people on the mistakes they need to avoid. Some companies even use these tapes for evaluation purposes.

Apart from video mystery shopping, there is also an audio option that is also popular. Of course that does not allow watching expressions or the store display or the food setting etc. so it is not as powerful. Yet even introducing an audio option is better than just a third party report which is often colored by the persons own prejudices, opinions, mood, etc.

It is important to find out the laws in your region. It is sometimes illegal to record employees without their permission. Make sure that you inform the employees about the quality initiative well in advance so that they do not feel they are being targeted. Sharing of the video mystery shopping tapes needs to be done with a lot of sensitivity otherwise people can end up feeling humiliated, defeating the entire purpose of the exercise.

Pros of Video Mystery Shopping

Video mystery shopping concept is gaining its popularity among the shopping industry, slowly but steadily. This is a new technique, which is being tried for some of the shops, and they are giving successful results. So, shopping companies are gradually depending on this tool, to receive a more reliable shopping report. Even business entrepreneurs also like this method of shopping as they can visualize the real situation at the point of sale, through this system. Shoppers can also earn better with this mode of shopping. Thus, this technique has its usefulness to all the parties, who are associated to this industry.

To start with video mystery shopping method is very useful for the business owners or managers. In case of traditional method, they have to rely on the reports and answer sheets of the shoppers. They have to visualize the scenario at the business place, depending upon the eyes of the shopper. If the shopper is not able to narrate the experience properly or the client misinterprets the report, a devastating situation will be generated. However, with this method there is no chance of misinterpretation at any level. The client can see the exact scenario recorded by the video equipment.

Depending on this shopping report, the business owners or managers can plan out the correctional measures. They can easily identify the performers and the non performers, from this recording. By showing this recording to the employees, they can create awareness among the employees. Once the employees know that their performance might be monitored, they will try to perform much better to improve their reputation. Also, the best performers can be rewarded and non performers can be sent for additional training procedure for improving their sincerity and knowledge of industry. Overall, this technique enhances the total business attitude for improving their performance.

A video mystery shopping opportunity is very much lucrative to the shoppers. Typically, the video shops pay more to the shoppers like 25 to 50 dollars per shop, than normal shopping assignments. Also, with this type of shopping a shopper is relieved from memorizing his shopping experience to write the report. Many times, the client just wants the tape and nothing else. So, there is no need to fill up the questionnaire or write a detailed report on the shop. The client can easily find out the information from the recording itself. However, many shoppers feel little uncomfortable with this shopping mode, as they have to be more careful to carry the camera and handle the camera to record the visuals of the shops.

Using a video mystery shopping report, the shopping companies can also evaluate the shoppers. Normally, the shopping company is supposed to send a list of instructions to the shopper on the video shop. After watching the recording, the shopping company can easily make out whether those instructions have been perfectly followed or not. This also proves the credibility of the shopper to handle the camera. The recording should be clear and prominent, so that all information and conversations can be audible. If the recording is not up to the standard, then the shopper is asked to redo the assignment or he is terminated from the assignment.

With all the above advantages, this new technique will soon play an important role in the shopping industry. However, this is advisable for the newcomers that you should first get used to the traditional shopping method before applying for a video shop. After reading this post, traditional shopping will be encouraged in the economy. Earlier, newcomers were using the modern method but traditional is also available for the person for the video shops.