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 shops’ customer experience. Throughout this year-long feature we aim to highlight the many strengths of UK carpet retail and – where applicable – show where some aspects might be improved.
This month, we visited the coastal town of Brighton, famous for its vibrant culture and beautiful seaside views. One 2015 survey declared Brighton “the happiest place in the UK,” but do its carpet shops help or hinder its reputation? Our Mystery Shopper investigates…
Mister Smith Interiors
Our first visit in Brighton took us to Mister Smith Interiors, which describes itself as “a leading flooring specialist with all the knowledge and know-how that comes from decades in the flooring business”. The store certainly made a positive first impression, described by our shopper as “strikingly clean, inviting and professional, immediately catching my eye”. The window display showcased high-quality visuals that drew our shopper in, with colourful and quality designs that looked unique, while the outdoor area was clean, tidy and litter free.
This initial impression was only reinforced by the store’s interior: “I was delighted to find the entire shop floor immaculately clean, organised and clutter-free,” our shopper said. The displays were spacious and easy to browse, with the lack of obstructions enhancing the shopping experience.
One staff member was present throughout the visit, and although they were busy with paperwork when the shopper entered, they still acknowledged their potential customer with eye contact, a friendly smile and a polite greeting. After a brief wait, the staff member did come and offer to help, though they did caveat that they only had 20 minutes left before they needed to leave, which made our shopper feel somewhat rushed.
The assistant was friendly and polite though, asking relevant questions regarding the design, colour and quality of the carpet our shopper was looking for, in addition to the size of the room. They listened closely to the shopper’s answers before offering a selection of high-quality carpets suitable for the requirements they’d been given. They explained the features and benefits of each option, highlighting the velvet texture, softness, luxurious feel and eco-friendliness of the carpets.
Although they were unable to provide an exact quote without precise details of the room, the assistant did offer a written estimate for the chosen carpet based on the price per square metre. Upon receiving this estimate, the shopper raised an objection regarding the higher price of their chosen carpet, however the member of staff was able to confidently explain that this increased cost was reflective of the carpet’s eco-friendly qualities, emphasising its excellent quality and luxurious feel.
Handing our shopper the written quote, the member of staff kindly encouraged them to contact the store to arrange a fitter visit. “Overall I found the assistant to be informative and professional, and they concluded our visit with a friendly farewell, leaving a positive impression,” our shopper said. Although they felt that the initial greeting and time limit set by the assistant set them off on an awkward footing, once the conversation was flowing, our shopper received excellent service and advice at Mister Smiths Interiors. “With a warmer welcome, I believe this store has the potential to become a favourite,” they concluded.
Lightning strikes twice!
In a disappointing repeat of last month’s events, our second planned visit in Brighton had to be called off owing to a lack of clarity on the shop’s opening hours based on its website. As with our previous visit, this could have easily happened to a real shopper and cost this location a sale, highlighting the vital importance of clear and proactive communication across different platforms.
Brighton Carpet Centre
Moving on, our last stop for the day was Brighton Carpet Centre, a family run firm with over 65 years of experience in the industry. Specialising in both domestic and commercial fittings, the shop supplies a range of flooring in addition to carpet, including vinyl and rubber. Was the company’s wealth of experience and breadth of product enough to clinch it this month?
Our shopper’s first impressions were once again positive, being greeted with a “clean and welcoming exterior”. The window displays piqued their interest and made them eager to explore, while the outside was well-maintained and free of any litter.
On entering the store, the shopper describes the immediate interior as feeling “a bit cramped,” with products and machinery creating obstructions, however the shop quickly opened up into a much neater, more inviting space further in which was easy to browse and free of any clutter. Inside, the displays were “impeccably tidy, visually appealing, and stocked to perfection with an impressive variety of items”. Though it took a few minutes before they were acknowledged by a member of staff, the shopper was eventually approached and even apologised to for the wait – it was evident that the staff member had been engaged in work-related activities and was not merely uninterested in the potential customer.
They then quickly set to helping our shopper, asking several questions in order to understand their needs. “From the start, the assistant was incredibly enthusiastic, friendly, polite, and eager to assist. They suggested a wide range of carpets tailored to my requirements, demonstrating extensive knowledge about each product’s features and benefits,” said the shopper. Although the member of staff didn’t mention any additional products such as underlay, they clarified that the store does offer a fitting service.
Upon request, the assistant was able to offer a handwritten quote based on the shopper’s room size, including details like underlay and gripper which weren’t previously discussed.
This time, our shopper raised an objection that the price of the carpet was worryingly low, questioning whether it could be as high-quality as the others they’d seen. The member of staff reassured them, however, explaining that the cheaper carpet was a recently launched product that, although more affordable, was just as luxurious, offering excellent value.
“Overall, the assistant displayed exceptional product knowledge, took time to show me various options, and highlighted each carpet’s features. Their guidance gave me confidence to proceed,” our shopper said. They were then warmly encouraged to call when ready to book a measuring appointment and offered sincere thanks for visiting.
Our shopper concluded: “Based on my visit to the store today, I would certainly return and proceed with a purchase. The customer service was outstanding-exceptionally friendly, helpful, and knowledgeable. The assistant took their time to understand my requirements, assured me of the quality of the carpets I viewed, and encouraged me to telephone to arrange a measuring service.”
Unsurprisingly then, although Mister Smith Interiors scored highly on our Mystery Shopper survey and made a very good impression overall, Brighton Carpet Centre was our overall victor this month thanks to its well-organised, beautiful store and attentive service.
Look forward to next month, where our Mystery Shopper will be visiting Bristol!
IN THIS SECTION
Mister Smith Interiors – www.mistersmith.co.uk
Brighton Carpet Centre – www.brightoncarpetcentre.co.uk