Mystery shopper checklist and example questions

Mystery shopping is a fantastic way to supplement your income whilst exploring local businesses, restaurants and attractions in your area. If you’re getting out and about completing an assignment, then a mystery shopping checklist will give you a helping hand. Here we dig into the details on what that checklist includes, how you create one, and when to update it. 

 What is a mystery shopper checklist? 

A mystery shopping checklist is a list of questions that prompt mystery shoppers to record general observations that are key to any assignment. These questions typically encourage notes about the customer service, environment, product quality and overall customer experience. Businesses use mystery shoppers to help evaluate their performance, so these checklists help to ensure that a business can garner as much key information from a mystery shopping assignment as possible. By using a mystery shopper checklist, you can make sure that you get the most out of your assignments, giving you a structure to follow when completing your reports and helping you to become a more efficient mystery shopper.

How do I create a mystery shopper checklist? 

You can build your own mystery shopper playlist by thinking about the type of information that will help you to provide the most in depth feedback following an assignment. Though the checklist won’t be perfectly tailored for every scenario, it will give you a clear template to ensure you are always considering key information. Take a look at what goes into a mystery shopping report to find out more about the insights you’re aiming to gather. Remember: an effective checklist should make tasks easier, not harder, so keep your list simple and easy to follow. 

What questions should the mystery shopping checklist have? 

The questions in a mystery shopping checklist are designed to guide you on key areas during an assignment. Whilst checklists are not an exhaustive list, they help to ensure key criteria are recorded and collated.. Questions in your checklist should point towards aspects of cleanliness, accessibility and the overall experience, guiding you to make articulate observations to complete assignment reports with a high level of detail and accuracy. 

In-store cleanliness & appearance questions 

The value of a business’ cleanliness and appearance cannot be understated. It is said that the first impression is often the one that sticks, so businesses want to ensure that high standards of cleanliness are maintained. The cleanliness and appearance of a business is often seen as an indication of the quality of the products on offer. This is particularly relevant for establishments that serve or sell food, as food hygiene standards are a legal requirement. Some examples: 

• Is the business entrance clean and maintained? 

• Are there any worn or damaged areas in the store/restaurant? 

• Are the bathrooms clean and working properly? 

• Are aisles and corridors easy to navigate and clutter-free?

• Are tables and seating areas cleaned between customers?  

Employee behaviour questions 

Employee behaviour questions help businesses to achieve standards of brand consistency across their stores and locations by ensuring that customers have the best possible experience. This is a key motivation for businesses, as positive customer experience leads to increased sales and customer loyalty. Issues identified by mystery shoppers help businesses to put in place reactive measures, such as refresher training or updating practices. Questions could include: 

• Are you greeted by a member of staff when you enter the store? 

• Are you offered help during your visit? 

• Does a staff member recommend products you might enjoy? 

• Are any of the staff you encounter rude or unpleasant? 

• When you check out, does the cashier mention a loyalty or rewards card? If Yes, does the cashier ask if you’d like to join? 

• Do the staff provide helpful information about the products/services on offer? 

Path to purchase questions

Path to purchase questions are designed to help businesses identify areas where they could be missing out on sales. Whether as a result of specific products or procedures, these questions offer valuable insights to businesses, helping them to react to findings and improve their bottom line. As such, the questions typically revolve around the availability of items in a business, how quick and simple the purchasing process is, and the quality of the products on offer. Questions could include or be similar to the following: 

• Is every item you want available to purchase or order? 

• Are you able to easily find what you’re looking for? 

• Do perishable items (food and drink) look fresh? Are they in-date? 

• How quick is the check out process? How long are the queues? 

• How long does it take to complete a transaction? Do you get a receipt?