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 on offer. Throughout this year-long feature, the aim is to highlight the many strengths of UK carpet retail and – where applicable – identify areas where improvements could be made.
This month, we travelled to Derby, the East Midlands city known for its industrial heritage, its links to Rolls-Royce and Alstom, and its proud manufacturing history. With a flooring project in mind, our shopper visited two independent retailers to assess everything from first impressions and product knowledge to customer engagement and follow-up.
The Carpet YardBefore visiting, our shopper checked the retailer’s website and found opening hours listed online. However, after calling ahead to confirm the store would be open, different opening times were given over the phone. While this did not affect the visit itself, inconsistent information between online listings and telephone enquiries could easily frustrate prospective customers and potentially result in lost business.
On arrival, the exterior presentation left room for improvement. Carpet-moving trolleys, offcuts and general clutter outside the premises created a less polished first impression than might be expected. Inside, the showroom was compact but tidy, with a good selection of samples on display. The lone member of staff was occupied on a phone call when our shopper entered, but immediately acknowledged the visitor with a smile and gesture to indicate he would be available shortly, a small but welcome touch.
Once free, the staff member quickly established the room dimensions required and guided our shopper through several carpet ranges, offering different options based on budget. Quotations were provided willingly, along with clear explanations about what was included, such as underlay, fitting and removal of the existing carpet.
The interaction was professional and informative throughout, with the staff member demonstrating strong product knowledge and confidence in the ranges available. However, the consultation remained largely transactional. Beyond discussing room size and product choice, there was little attempt to explore our shopper’s broader needs, style preferences or intended use of the room. A more consultative approach could have helped create a stronger sense of personal service and rapport.
Although quotations were written down on request, no contact details were taken for any follow-up communication. A courtesy call or email a few days later to check whether further assistance was needed could have reinforced the positive impression already established.
Overall, our shopper left with confidence in the retailer’s expertise and installation capability. The business offered a strong product selection and trustworthy service, but there were opportunities to elevate the customer journey through better presentation, more in-depth discovery questions and proactive follow-up.
The Derbyshire Carpet and Flooring CompanyThe experience at The Derbyshire Carpet and Flooring Company began with a degree of confusion. After checking the business online, our shopper called ahead to confirm opening arrangements, only to discover the company had relocated to a new premises that had not yet been updated online. Had our shopper relied solely on the website information and travelled to the old address, the business may well have lost the enquiry altogether.
Once contact had been established and a suitable appointment arranged, our shopper visited the new premises at a small industrial unit complex in the Derbyshire countryside. The exterior was neat, organised and free from clutter, creating a far more polished first impression than some competitors.
Inside, the showroom space was relatively modest, meaning the range on display was smaller than that of larger retailers. Nevertheless, the products shown were of good quality, and the atmosphere felt relaxed and welcoming from the outset.
The consultation followed a similar structure to the first visit, with the discussion initially focusing on room dimensions before moving into suitable carpet recommendations. Different options were presented, including more premium and more affordable alternatives, with fitting and underlay included within the quotations provided.
As with the previous retailer, our shopper noted that the conversation could have benefitted from deeper exploration of customer requirements. Questions around lifestyle needs, décor preferences or budget expectations may have helped tailor the recommendations more effectively. However, what stood out here was the ease of the interaction. The conversation flowed naturally, and the staff member came across as approachable, knowledgeable and genuinely personable.
No follow-up details were requested, and again, a light-touch courtesy call after the visit may have helped maintain engagement without feeling overly sales-driven.
Despite the smaller showroom footprint, our shopper left with a positive impression. The retailer delivered a friendly, professional and trustworthy experience, although investing more time in relationship-building and customer discovery could have further strengthened the service proposition.
And the winner is…
Both Derby retailers demonstrated many of the qualities that continue to make independent flooring specialists such a valued part of the industry. In each case, our shopper encountered knowledgeable staff, honest advice and a willingness to provide quotations without pressure.
However, while both businesses missed opportunities to build stronger customer relationships through deeper consultation and follow-up, one retailer edged ahead through the overall quality of the customer interaction.
For this month’s Mystery Shopper feature, the winner is The Derbyshire Carpet and Flooring Company.
Despite issues surrounding outdated online information, the retailer ultimately delivered the warmer and more engaging experience, leaving our shopper with the strongest sense of trust and personal connection.