Welcome back to The Stocklists Mystery Shopper column, which sees our partners at ProInsight visit flooring retailers across the country, posing as prospective buyers while using a set of objective metrics to evaluate the customer experience. Throughout this feature, we aim to highlight the many strengths of independent flooring retail while identifying opportunities for improvement where appropriate.
This month, we headed to the elegant Lancashire seaside destination of Lytham St. Annes. Situated on the Fylde Coast, the town is renowned for its attractive promenade, Victorian heritage and thriving independent retail scene. Popular with residents and visitors alike, Lytham St. Annes combines traditional charm with a strong sense of community, supported by a broad range of independent businesses that continue to play an important role in the local economy.
With homeowners often placing a premium on quality, service and expert advice, we were keen to discover how the area’s flooring retailers would perform when put to the test.
Carpets of Lytham
The first stop on our shopper’s journey was Carpets of Lytham. From the outside, the showroom presented a professional and inviting appearance, with clear branding and an attractive window display that showcased a variety of flooring options.
Upon entering, our shopper was promptly acknowledged by a member of staff, who offered assistance without appearing intrusive. The store itself was well organised and easy to navigate, with displays clearly arranged and samples presented in a logical manner. The overall atmosphere felt relaxed and welcoming, allowing customers to browse comfortably before engaging in discussion.
After explaining that they were looking for a practical carpet suitable for a busy household, our shopper was asked several questions about the room, lifestyle requirements and budget. The staff member demonstrated a good level of product knowledge, explaining the benefits of different fibre types and highlighting options that would offer durability and ease of maintenance.
While the advice was informative, our shopper felt the conversation remained relatively focused on the products themselves rather than exploring wider lifestyle considerations. A verbal quotation was provided along with details of fitting services, although a written quotation was only supplied after being requested.
Overall, the experience was positive, with friendly service, a professional environment and knowledgeable advice that inspired confidence in the retailer’s expertise.
Wards Carpets
Next, our shopper visited Wards Carpets. First impressions were extremely strong, with a welcoming exterior and a showroom that immediately felt bright, organised and customer-focused.
A member of staff greeted our shopper almost immediately and quickly established what type of flooring they were considering. Rather than moving straight into a sales conversation, the discussion began with a series of thoughtful questions designed to understand the customer’s needs, preferences and expectations.
Our shopper was particularly impressed by the balance struck between guidance and independence. Information was provided clearly and confidently, but there was never any sense of pressure. Various options were discussed, with the member of staff carefully explaining the advantages and potential drawbacks of each recommendation. Samples were actively used throughout the consultation, helping to bring the discussion to life and making it easier to compare different products.
When our shopper raised concerns about maintenance and long-term performance, the responses were detailed and easy to understand. Alternative products were suggested where appropriate, demonstrating a genuine desire to find the most suitable solution rather than simply securing a sale.
Additional services, including measuring and fitting, were explained proactively, and a written quotation was offered without prompting. Throughout the visit, the staff member remained attentive, approachable and knowledgeable, creating a highly personalised experience.
Our shopper left feeling well informed and valued as a customer. The experience combined professionalism, expertise and excellent communication, creating a particularly strong overall impression and setting a high benchmark for the other retailers visited.
St. Annes Carpets and Flooring
The final visit of the day took our shopper to St. Annes Carpets and Flooring. The showroom offered a broad selection of products and appeared clean and well maintained, although the exterior lacked some of the visual impact of the previous stores.
Inside, our shopper received a warm welcome and was quickly offered assistance. The member of staff listened carefully to the stated requirements and recommended several suitable options based on durability and appearance. There was a clear willingness to help, and the consultation progressed at a comfortable pace.
Product knowledge was evident throughout the conversation, with clear explanations regarding construction, warranties and suitability for different areas of the home. Samples were offered for consideration, and information about fitting services was provided. Our shopper also appreciated the staff member’s ability to answer technical questions confidently and without hesitation.
One area where the experience fell slightly short was the level of engagement during the consultation. While the advice was accurate and helpful, the interaction felt more transactional than conversational at times. Our shopper would have welcomed a little more exploration of their specific needs before recommendations were made.
Nevertheless, the service remained professional and courteous throughout, and the overall experience was a positive one that reflected a solid commitment to customer service.
And the winner is…
This month’s competition was closely contested, with all three retailers delivering a good standard of customer service and demonstrating strong product knowledge. Each store offered customers valuable expertise and a range of flooring solutions tailored to different requirements and budgets.
However, Wards Carpets emerged as the standout performer. The combination of a welcoming showroom, attentive yet unpressured service, proactive communication and a genuine focus on understanding the customer’s needs helped create the strongest overall experience of the day. The retailer consistently demonstrated a customer-first approach, backed up by excellent product knowledge and a highly engaging consultation process.
Congratulations to Wards Carpets, our Mystery Shopper winner for Lytham St. Annes.