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.
Amersham, in Buckinghamshire, combines a historic Old Town with a bustling modern centre, offering a mix of traditional properties and contemporary homes. With homeowners looking to refresh their interiors, local flooring retailers have an opportunity to demonstrate their product knowledge and help customers find solutions that balance style, practicality and budget.
Flooring to Design
Unfortunately, this month’s expedition got off to something of a false start, as our first location, Flooring to Design, has recently stopped selling carpets! This meant our shopper was unable to complete the ordinary sales enquiry, however they still had several compliments for the store’s layout and service.
Flooring to Design made a positive first impression, with a clean, tidy exterior, well-maintained windows and an uncluttered shop floor.
Although the carpet displays were limited because the business no longer sells carpets, our shopper was welcomed immediately with a smile and a friendly offer of assistance. When our shopper explained that a living room carpet was required, the team member politely explained that the store now specialises mainly in laminate flooring. While unable to help directly with the enquiry, they provided directions to a nearby carpet retailer and apologised for the inconvenience.
Although the visit was brief, the friendly welcome and helpful approach left our shopper with a positive impression. The experience demonstrated the value of good customer service, even when a retailer cannot supply the product being sought.
Crystal Carpets and Curtains
Crystal Carpets and Curtains delivered an excellent all-round experience, beginning with an inviting exterior, clear signage and a clean, well-organised showroom. Displays were neatly labelled and visually appealing, with a good choice of carpet styles and colours. Our shopper was quickly acknowledged by a smartly presented team member, who offered a warm welcome.
The consultation was particularly impressive. The assistant asked about carpet type, texture, fibre preferences, budget and whether multiple rooms needed flooring. They also explored whether our shopper wanted a quick refresh or a durable investment for the longer term, alongside practical considerations such as room measurements and large furniture.
Product knowledge was a clear strength. Different styles, including loop pile, twist pile and velvet carpets, were explained alongside man-made fibre alternatives. The assistant outlined the advantages and disadvantages of each, covering durability, cleaning, maintenance and how well carpets retain their appearance under pressure.
Our shopper was shown options at different price points and offered samples to take home, allowing colours and textures to be assessed under different lighting conditions. When cost concerns arose, the assistant suggested more affordable alternatives without compromising the overall quality of the advice.
The service extended well beyond product selection. A free, no-obligation measuring service was offered to ensure accurate ordering and help avoid waste or fitting problems. The assistant also explained fitting costs, furniture moving, old carpet removal and disposal, and replacement door bars.
The fitting process was clearly outlined, including scheduling and the services available. Although our shopper’s contact details were not taken for follow-up, the invitation to take samples home and arrange a free measurement provided clear next steps without applying pressure.
Our shopper described the assistant as enthusiastic, knowledgeable and friendly, with helpful answers and suggestions throughout. The overall impression was of a retailer focused on helping customers make an informed decision.
T & A Flooring
T & A Flooring had a clean exterior, tidy signage and attractive, well-stocked displays offering a good variety of carpet styles and colours. However, a couple of fallen signs could have been put back in place, while rolled-up carpets restricted access to some displays inside.
Our shopper also experienced a delay on arrival. With staff apparently working at the back of the store, several attempts to attract attention were needed before assistance was provided. The team member apologised for the wait and was friendly once the conversation began.
The consultation itself was informative. The assistant asked about children, pets and material preferences before recommending a man-made, bleach-cleanable carpet suited to our shopper’s needs. Different pile types, finishes and durability characteristics were discussed, alongside advice on maintaining softness and preventing flattening in busy areas.
Additional services, including old carpet removal and new underlay, were explained, and the team member offered alternatives at different price points when cost became a concern.
The main opportunities for improvement were store organisation and customer engagement. Clearer access to displays would make browsing easier, while ensuring staff are available to welcome customers would strengthen the initial experience. A more enthusiastic approach and an offer of follow-up could also help complete the sales journey.
Nevertheless, once engaged, the assistant provided useful advice and demonstrated good product knowledge.
And the winner is…
This month’s winner is Crystal Carpets and Curtains.
All three businesses offered positives: Flooring to Design provided a friendly welcome despite no longer selling carpets, while T & A Flooring demonstrated useful product knowledge and a willingness to find options within budget.
Crystal Carpets and Curtains, however, delivered the most complete customer experience. Its combination of thoughtful questioning, detailed product explanations, transparent pricing and comprehensive fitting information gave our shopper the confidence to make an informed choice.
The offer of take-home samples and a free measuring service further demonstrated a commitment to helping customers find the right carpet, rather than simply securing a quick sale.
With a welcoming showroom and an enthusiastic, knowledgeable team member, Crystal Carpets and Curtains is a worthy winner in this month’s Mystery Shopper.