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 visited Aberdeen. Scotland’s third-largest city has a long association with trade and commerce, while its distinctive granite architecture gives the city centre a character all of its own. With a mixture of traditional and modern homes, Aberdeen offers plenty of opportunities for flooring retailers to demonstrate their expertise, but how did our Mystery Shopper fare?
Dee Carpets
Dee Carpets made an excellent first impression. Everything was orderly and uncluttered, with products clearly visible. Staff were smartly dressed and, although engaged in work-related tasks, immediately acknowledged our shopper and offered assistance.
Customer service was a particular strength. The staff member demonstrated excellent carpet knowledge, asking about colour preferences and recommending suitable options. A range of carpets was presented, initially including a more expensive option. When our shopper indicated that this was beyond the preferred budget, alternative products were quickly introduced, with fitting prices provided.
Our shopper particularly appreciated being introduced to features they had not previously considered and felt that their needs were genuinely being taken into account.
The main opportunity for improvement was the quotation process. Although prices were provided and a written copy supplied on request, our shopper was advised to return once the exact product and measurements were confirmed rather than receiving a formal quotation based on the measurements already provided. A more proactive approach here could have strengthened an already excellent experience.
Overall, our shopper left feeling comfortable, informed and confident in the advice received.
Tapi Carpets and Floors Aberdeen
Tapi made an exceptionally strong first impression. Clear pricing and promotional signage made the displays easy to understand, while product information highlighted the features and benefits of individual carpets. Insulation and sundries were also well presented.
Our shopper was greeted on arrival and, after a short period of browsing, was approached by an assistant who asked how they could help. From that point, the service was impressively thorough.
The assistant asked about the room, desired feel, colour and durability. When our shopper wanted something comfortable under bare feet but also hard-wearing, suitable options were introduced and samples placed directly on the floor for comparison.
Product knowledge was another standout feature. Our shopper was introduced to Saxony and twist carpets, with explanations of their characteristics and maintenance requirements. Underlay was also discussed, including a more premium option and its potential energy-saving benefits.
Most importantly, Tapi progressed the conversation through to a complete quotation. Measurements, tolerances, door bars, fitting and adjoining flooring were discussed, contact details and follow-up preferences were taken, and a printed quote was provided.
There is little to criticise. Our shopper was not immediately offered assistance beyond the initial greeting, although the subsequent approach came quickly. Nevertheless, the combination of presentation, product knowledge, objection handling and a complete quotation made Tapi extremely difficult to beat.
Cowie Carpets Aberdeen
Cowie Carpets also delivered a very positive experience. The shop was easy to find, with clear signage, clean windows and an inviting view into the store. Inside, there was plenty of stock, strong organisation and clear pathways through the displays.
The customer service was warm and personal. The assistant asked about colour, carpet type and fitting requirements, while also listening carefully to our shopper’s circumstances.
This was particularly evident when an elderly relative and the practical requirements of a home were discussed. The assistant recommended carpets suitable for wheelchairs and rollators, easier to clean and less prone to damage or indentation. Recommendations based on the staff member’s own experience also helped create a personal connection.
When price became a concern, alternative products were suggested rather than applying pressure. Several options were discussed and a quote sheet was completed as the conversation progressed.
The main opportunity for improvement was the take-away quotation. Rather than providing the completed quote, the assistant wrote the various options on a business card. This was useful, but a printed quotation would have provided a more professional reference point for our shopper to consider at home.
And the winner is…
This month’s result was very, very close. All three retailers demonstrated strong product knowledge, professional presentation and a clear commitment to helping customers find the right flooring solution. Our ultimate winner, however, was Tapi Carpets and Floors Aberdeen.
The margin was narrow, but Tapi edged ahead by combining excellent store presentation with comprehensive product knowledge, strong objection handling and a particularly thorough sales process.
With only minor opportunities for improvement, Tapi demonstrated an end-to-end customer journey with exceptional service, making it a worthy winner in a fiercely competitive Aberdeen contest.