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 travelled all the way down south to Dorchester, the county town of Dorset. Situated on the bank of the River Frome, Dorchester is a market town with a long and storied history going all the way back to pre-Roman times. Today (or at least as of the 2021 census) the town has a population of around 21,000, and is regarded as a centre for employment, education, leisure, retail and healthcare for the surrounding areas. But what of its carpet shops?
Closed for Christmas
In a disappointing turn, our first visit (to a shop which will remain unnamed) was cut short before it could begin, as the store in question was closed over the Christmas break. Particularly unfortunate was the fact this closure had not been clearly announced online, with only a handwritten note on the front door to inform prospective customers. While obviously irksome for our shopper, this did highlight the very real risk of confusion and disappointment shops can run by not offering clear communication via multiple channels.
The Carpet Company
Undeterred, our shopper made their way to the next location, The Carpet Company in Poundbury. With two stores in the local area, The Carpet Company says its aim is “to supply all our customers with high quality, stylish and practical floor coverings at an affordable price”. In addition to carpets, the company stocks a range of LVTs from the likes of Karndean and Amtico, along with wood and laminate options. According to its website, customers say “personalised end-to-end service” sets The Carpet Company apart from its competition.
On first blush, our shopper found the Poundbury location impressive to the point of being “imposing,” though they noted the flags outside could use a bit of reorganising. Inside the store, the shopper was immediately impressed with its tidiness and order. “Everything looked organised, clean, and well-kept.” The shopper was acknowledged as soon as they entered by a polite and welcoming member of staff, which made them want to stay in the store and find out more about its products.
The member of staff offered just the right amount of support to help our shopper feel informed without being overwhelmed. “He seemed very good at reading when you had enough information and gave you space to make decisions, while being happy to give more.” For example, after asking about the specifics of what our shopper was looking for (in this case, carpet for their 20-year-old son), the assistant was able to specifically recommend the store’s lower-priced PP ranges. “He mentioned which ones were of this material, setting out the drawbacks as well as the benefits.” Encouragingly, when the shopper objected to the material, the member of staff was “not at all pushy,” allowing the customer to dictate their own requirements. A verbal quote was offered proactively, including the cost of grippers and fitting, however a written quote required prompting from our shopper.
“The assistant appeared knowledgeable and happy to share his knowledge,” our shopper concluded. “The information was pitched at the correct level for me, as I don’t like pushy salespeople.”
Carpets Select
Finally, our shopper made their way to Carpets Select, located on the Grove Trading Estate. With suppliers such as Cormar, Penthouse, Abingdon and Victoria Carpets, the company says it offers “a high standard of service in line with The Trading Standards Institute (CTSI).” From free estimating to professional installation, Carpets Select offers a full service throughout Dorset, including home visits. But has that focus on home visits seen its showroom experience slip slightly?
Our shopper’s first impressions seemed to suggest as much, with the exterior of the store appearing somewhat disorganised and haphazard. They acknowledged that “some of this is outside of the shop’s control because they share an entrance with the shop next door and the used furniture likely belongs to them,” however the outside of the shop featured little to draw a customer in. Rightly or wrongly, our shopper’s initial impression was that “this is where you shop to purchase a cheap carpet”.
Once inside, however, the shopper’s experience improved markedly. “I was warmly greeted by a member of staff, who offered help promptly.” The assistant listened carefully as our shopper explained their requirements, noting once again that the carpet was for their son and that the house had pets. Taking these factors into account, the member of staff recommended a lower-priced carpet with white flecks. “She said this was best suited to my needs because of the flecked nature, which would hide more cat hair and would be resistant to spills.” When our customer objected to the flecked pattern, they were not suggested an alternate option, however the assistant did offer a sample roll to take home, as well as pointing out the company’s free measuring service.
As with the previous store, a verbal quote was offered without prompting, however our shopper had to ask for a written record. The assistant demonstrated a particularly customer-friendly attitude with regards to extras, pointing out to our shopper that because their previous carpet had only been in place for six years, they could save money by re-using the existing grippers and underlay. (While a plus point in terms of customer experience, this approach obviously sacrifices potential upselling opportunities!)
Our shopper’s overall impression of the service was positive, complimenting the assistant’s manner and product knowledge, however they noted it felt like the member of staff was making a concerted effort to save the customer money without having asked about their budget. “I think it’s important not to make assumptions about budgets,” the shopper pointed out. Ultimately, though it’s never wise to judge a book by its cover, our shopper’s experience was unfortunately tinted by the exterior appearance of the store, which didn’t quite live up to the standard of the service and product range inside.
And the winner is…
With a slightly narrower contest this month, The Carpet Company edged out its competition to be the highest-rated store we visited in Dorchester, owing to its impressive exterior and attentive yet unpressured service. Congratulations to The Carpet Company and please look forward to next month’s issue, when we will visit Brighton!
The Carpet Company – www.thecarpetcompany.co.uk
Carpets Select – www.carpetselect.co.uk