Guiyang Xingli Department Store - Mystery Shopper Research
Company overview
Xingli Group is a large-scale enterprise integrating commercial property development, commercial operations management, and comprehensive services. Its business operations span multiple provinces and cities across China. The group operates numerous commercial complexes and chain supermarkets, consistently committed to delivering consumers a convenient, comfortable, and high-quality shopping environment and service experience. The group's supermarket projects in Guiyang and Zunyi benefit from prime locations and strong management practices, establishing significant competitiveness and brand influence within local commercial districts
Research background
In a retail environment where consumer experience has become a key differentiator, Xingli Group places great emphasis on improving store service quality and operational efficiency. To further standardize daily store management processes, optimize service details, and drive operational improvements through standardized data, the group has decided to implement a professional, institutionalized mystery shopper mechanism. This mechanism will conduct regular monitoring and evaluation of service execution across stores, providing quantifiable insights for management enhancement and employee training.
Research scope
In July 2017, CEIDEA Research was commissioned by Xingli Group to conduct a 12-month mystery shopper monitoring study across 11 supermarket stores in Guiyang and Zunyi. The study plan included one visit per store per month, resulting in a total of 132 sample collections throughout the year. Professional mystery shoppers will follow a pre-defined questionnaire to visit each store, documenting actual performance across dimensions such as service flow, environmental hygiene, employee attitudes, and product display. Necessary supplementary data will be collected through video, audio, and photographic records to ensure objectivity, authenticity, and traceability.
Expected outcomes
Through this systematic mystery shopper monitoring initiative, Xingli Group will gain a comprehensive understanding of the actual service quality and management standard implementation across its stores. The findings will provide quantifiable benchmarks for subsequent service refinements, employee behavior standardization, and performance evaluation mechanisms. Additionally, the monthly trend data generated through continuous monitoring will support the establishment of an efficient internal supervision and feedback system, enabling dynamic store management adjustments and continuous optimization. This will ultimately lead to a steady improvement in customer satisfaction and brand reputation.
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