Moving Beyond Mystery Shopping and Evaluating Customers' True Experiences

A mystery shopping report might note that a checkout area was cluttered, for example, but it can't measure whether customers would (a) notice this and (b) how much impact it had on their likelihood to return to that store. Retailers can't perfect every aspect of their stores; they must prioritize time and resources. With an EFM approach, retailers can gain insights into what truly matters to customers, exploring every dimension of the shopping experience, and address the issues that, ultimately, are most important to customers.