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 set our sights on Coventry, in the West Midlands. Founded in the early Middle Ages, the city’s fortunes have waxed and waned over the years, with major industry booms in the 19th and 20th centuries, but heavy bombing during the war and an economic crisis in the 70s and 80s. More recently, the city has undergone significant regeneration, with an accompanying increase in population size. How is that growing population served by Coventry’s carpet retailers? Our Mystery Shopper investigates…
Carpet Mill
First on our list for Coventry was Carpet Mill, which sells and fits a wide range of carpet and flooring throughout Coventry and the surrounding areas.
“Do not be fooled by the outside,” the company’s website proclaims, “it is massive inside!” Indeed, our shopper found the outside of the shop to present a somewhat meagre first impression – not only in size but overall appeal: “The store exterior appeared dated and somewhat worn. The building itself showed visible signs of age, with weathered rendering and tired paintwork around the entrance area. While the pavement directly outside was free from litter, the overall presentation did not feel particularly modern or inviting due to the condition of the exterior and signage.”
Upon entering, however, the shopper’s experience immediately improved. The shopfloor itself was tidy, with carpet rolls largely stored along the walls to maximise room. That said, displays inside left a little bit to be desired: “While some structured display stands were present, a considerable amount of carpet was stacked in piles, reducing the sense of organisation and visual presentation,” said our shopper.
Our shopper was shortly approached by a male member of staff. “He guided me around the showroom, showing a range of carpets. The discussion largely centred around different price points rather than suitability. I needed to prompt further questions regarding durability and how hard-wearing the carpets would be, however he did provide good answers when asked.”
After a carpet was selected, the assistant calculated a quote then and there, including several different underlay and fitting options. Moreover, when our shopper raised an objection that the total price was above their budget, the member of staff handled the situation “professionally and calmly,” showing alternative carpets at lower price points and remaining helpful throughout.
Godiva Carpets
Our next location was Godiva Carpets on Collingwood Road Earlsdon, which promises to “make choosing the right floor hassle-free!” While our shopper’s experience at Godiva Carpets was largely very positive, their first impressions were once again hampered slightly by a less-than-ideal exterior. “When entering the car park, there was a large skip in the car park and no obviously marked parking spaces. The entrance to the shop is through the loading doors, which made me question if I had come to the right place.”
Once inside the showroom, however, a member of staff quickly came over to welcome our shopper and ask after their needs. Despite being presented with a challenging brief – “I told them I wanted something that feels quite thick without being too expensive,” our shopper says – the assistant was able to present a selection of carpets in a range of budgets. When our shopper objected that most of these carpets were still above their budget, the assistant led them to a range of even cheaper carpets upstairs. Throughout the conversation, the member of staff also explained some of Godiva’s service offerings, such as fitting and underlay supply, as well as free measuring.
The relaxed approach to selling at Godiva Carpets suited our shopper well: “The member of staff came across like they genuinely wanted to help, and I wasn’t feeling pressured to buy, but they did try soft closes by asking if I wanted them to come and measure the room. If I were looking for carpets, I would feel comfortable coming back to speak to the member of staff.”
Ultimately, although accessing the showroom proved more challenging than our shopper had hoped, the experience once inside was practically perfect: “My main areas of improvement would be around the entrance to the showroom, as it doesn’t represent the quality of the showroom itself or the members of staff.”
Karpet Kingdom – GOLD RATED
Finally, we made our way to Karpet Kingdom, located at 152-156 Holbrook Road. With eight stores serving the Coventry and Warwickshire region, Karpet Kingdom is a larger business than we usually focus on in this section – but does that increase in size translate to a better experience for customers?
Breaking the streak this month, Karpet Kingdom impressed right from the start. Our shopper said: “The store exterior appeared clean and well-maintained, with clear and prominent Karpet Kingdom branding displayed above the entrance. The signage was modern and visually consistent, and the entrance area and surrounding pavement were tidy and free from litter, creating a professional and inviting first impression.”
Of course, first impressions don’t count for much if service suffers, but fortunately Karpet Kingdom didn’t disappoint there either. “I was acknowledged within one minute by a member of staff, who greeted me with a smile in a friendly manner and asked how he could help,” our shopper recalls. He proceeded to engage in a “structured and consultative discussion,” asking relevant questions about the size of the room, traffic levels, usage and budget before recommending suitable options. The assistant was able to explain many of the technical details of the ranges he showcased, elaborating on their durability and long-term performance and particularly advocating the benefits of a premium underlay.
After our shopper chose a carpet, the assistant created a quotation on the computer and printed it out – a small touch, but this more professional quote has proved surprisingly rare throughout our Mystery Shopper expeditions!
Our shopper concluded: “Throughout the interaction, he appeared knowledgeable, enthusiastic and genuinely consultative. I left feeling informed, supported and confident in the product and pricing discussed.”
With such a glowing review, it’s no surprise that Karpet Kingdom was our highest scoring retailer this month, earning a Gold Rating for its practically perfect customer experience.