Mystery shopping
Retail Mystery Shopper Questionnaire
- Who checks
- Mystery shopper: an external agent or an employee from another store who isn't known by sight
- When
- 1–2 visits per store per month, on different days and times, including peak hours
- Time
- ~30 min · 31 items
| Location | Date and time | Inspector | Signature |
A mystery shopper sees the store the way regular customers do: no forewarned store manager, no floor cleaned up for the visit. The questionnaire keeps the evaluation from becoming "liked it / didn't like it": each item describes a specific employee action or store condition that can be clearly marked.
Get your scenario before the visit: what product to look for, what to ask the sales associate, whether a purchase and a return are needed. Fill in the questionnaire right after leaving the store while the details are fresh, and keep the receipt — prices and times are checked against it. Skip the consultation items for self-service stores without floor staff.
Entrance and sales floor
-
1
The entrance and steps are clean: no litter, cigarette butts or dirt Assess the approach to the store and the entrance as you walk in.☐ Yes☐ No
-
2
Opening hours are posted at the entrance and match the actual hours The store is open at the times shown on the sign and on its website or map listing.☐ Yes☐ No
-
3
Clean baskets or carts are available at the entrance A basket is available right away without searching the floor; no trash inside.☐ Yes☐ No
-
4
There are no unpleasant odors on the sales floor No smell of spoiled food, damp, sewage or harsh chemicals.☐ Yes☐ No
-
5
Aisles are clear; no need to walk around boxes or roll cages You can walk the main aisles with a basket or cart without obstacles.☐ Yes☐ No
Contact with sales staff
-
6
A floor associate approached within the time set by the chain standard Time from entering the department to a greeting or question from staff; the chain usually sets the standard, for example 30–60 seconds.☐ Yes☐ No
-
7
The associate is in uniform with a readable name tag Remember or note the name for the report.☐ Yes☐ No
-
8
The associate asked at least two questions to understand the need For example, who it's for, what size, budget, what it's for; the questions came before any product was suggested.☐ Yes☐ No
-
9
The associate answered the scenario product question without "I don't know" An answer on materials, size, features or care was given right away, or the associate found it on the packaging or from a colleague.☐ Yes☐ No
-
10
The associate walked you to the product rather than pointing When asked "where can I find…", the employee walked with the customer to the shelf.☐ Yes☐ No
-
11
The associate suggested a complementary item or an alternative The suggestion is relevant to the chosen purchase and not pushy.☐ Yes☐ No
-
12
When the item wasn't on the shelf, the associate checked availability Checked stockroom inventory, a nearby store or offered to order it, rather than saying "if it's not there, we don't have it".☐ Yes☐ No
-
13
Staff don't have personal conversations in front of customers During the visit, no personal phone calls on the floor or chatting among staff while a customer waits.☐ Yes☐ No
Products and pricing
-
14
The scenario product was in stock The item and size were found on the shelf or brought from the stockroom.☐ Yes☐ No
-
15
The selected items have price tags A shelf tag under the product or a hang tag on each item in the basket.☐ Yes☐ No
-
16
The receipt price matched the shelf price for every item purchased Photograph the price tags before buying and compare with the receipt afterward.☐ Yes☐ No
-
17
The purchased item is free of defects with intact packaging Check the purchase right after leaving: no dents, signs of opening, stains or defects.☐ Yes☐ No
-
18
Perishable items purchased are within their use-by date For grocery stores: check the dates on every product in the basket, including those taken from the back of the shelf.☐ Yes☐ No
-
19
The promotion advertised in-store was applied at checkout The promotional discount or gift appears on the receipt as described on the promo material.☐ Yes☐ No
Checkout
-
20
Wait time in the checkout line, minutes Time from joining the line to the start of service.
-
21
The cashier greeted the customer and made eye contact The greeting came before scanning started.☐ Yes☐ No
-
22
The cashier asked about a loyalty card or bag per the chain standard The question was asked before payment, without repeated or pushy prompts.☐ Yes☐ No
-
23
The total was announced or shown on the customer display The customer knows the total before paying: the cashier said it aloud or the display faces the customer and is readable.☐ Yes☐ No
-
24
Change was given correctly For cash payments: count the change at the register; the amount matches the receipt. Skip for card payments.☐ Yes☐ No
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25
A receipt was issued without the customer asking A paper receipt was handed over, or an e-receipt offered where permitted in your country.☐ Yes☐ No
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26
The cashier thanked the customer and said goodbye A closing phrase came after the receipt was handed over.☐ Yes☐ No
Return (if included in the scenario)
-
27
The employee calmly explained the return policy No arguing, irritation or attempts to talk the customer out of it; the policy was explained clearly.☐ Yes☐ No
-
28
No documents were required beyond chain policy and the law For example, the original packaging or receipt wasn't insisted on if chain policy and your country's laws don't require it.☐ Yes☐ No
-
29
The customer wasn't passed between employees more than once The return was processed by the first or second employee approached.☐ Yes☐ No
Visit details
-
30
Date and time of visit, and employee names from name tags Record entry and exit times and the names of the associate and cashier; keep the receipt number for reconciliation.
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31
What helped or hindered the purchase the most One or two specific observations: an employee action, store condition, product availability.
This template is a starting point. Check the limits and wording against your local regulations, your company standards and the equipment manufacturers' instructions.
jeCheck · https://jecheck.io/en/templates/store-mystery-shopper
Common violations
- The questionnaire is filled in from memory in the evening: details get mixed up and ratings become vague — "fine", "polite" — and the store has nothing concrete to act on.
- Visits always happen on weekday mornings when the store is empty: problems with lines and staff attention at peak hours stay invisible.
- The mystery shopper is an employee known by sight: they get by-the-book service while everyone else gets the usual.
- Results are used only for penalties: the team starts trying to spot the shoppers instead of improving how they serve customers.
- Receipt prices aren't checked against shelf tags — one of the most painful issues for customers drops out of the evaluation.
Frequently asked questions
Usually 1–2 visits per store per month. Regularity and variety matter more: different days, times and scenarios show how the store works, not just one shift.
Yes, if they aren't known by sight at the store being evaluated and have been briefed on the questionnaire. For objectivity, it's worth bringing in external agents from time to time.
Review the questionnaire with the store manager within a few days of the visit, while the shift still remembers that day. Highlight not only issues but also employees who met the standard — it motivates more than penalties.
Employee test on this topic
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Sales Associate Test: Working with Customers
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Store Manager Test: Team, KPIs and Control
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Service
Customer Complaint Handling Test
Complaint handling test with answers and explanations: how to listen, apologize, solve the problem, reply to reviews and deal with an aggressive customer.
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