Xiangzheng Trade - Mystery Shopper Research on Shoe and Apparel Brand Store Service Quality
Company overview
Guangzhou Xiangzheng Trade Co., Ltd. was established in 2010 and is headquartered in Guangzhou. The company primarily engages in wholesale and retail operations, as well as the agency of internationally renowned brands. It holds sales rights for several international brands, including Vans, New Balance, and Xibang, within China. Xiangzheng Trade is committed to enhancing service quality and customer satisfaction to strengthen brand competitiveness in the market
Research background
To improve brand image and ensure consistent store service quality, Guangzhou Xiangzheng Trade Co., Ltd. has decided to conduct a mystery shopper monitoring program for its Vans brand. Through mystery shopper research, Xiangzheng Trade aims to comprehensively assess the service level of its stores, ensuring that all outlets meet brand standards and consumer expectations. This initiative represents a key step in the company's efforts to standardize service operations, improve customer satisfaction, and establish a unified service system
Research scope
In November 2020, CEIDEA Research was commissioned by Guangzhou Xiangzheng Trade Co., Ltd. to conduct a mystery shopper evaluation of 40 Vans brand stores. The research methodology involved randomly selecting mystery shoppers who would visit stores as ordinary consumers, assessing various aspects such as service quality, store environment, employee attitudes, and product presentation. The findings will help Xiangzheng Trade identify service deficiencies and provide practical data support for the development of a standardized store service system.
Expected outcomes
Through this mystery shopper research, Xiangzheng Trade will obtain a comprehensive evaluation of store service quality, enabling the company to identify potential weaknesses in service delivery and receive actionable recommendations for improving employee service attitudes, professionalism, and overall performance. Ultimately, the research results will provide data-driven support for further enhancing store service quality, optimizing customer experience, and establishing a unified service standard system—thereby strengthening the brand's market competitiveness
Scan to add our research consultant