FOTILE Kitchenware - Mystery Shopper Assessment of Store Outlets
Company overview
FOTILE Group was founded in 1996 and is a leading brand in the high-end kitchen appliance industry in China. The company has consistently focused on the R&D and manufacturing of built-in kitchen appliances, providing holistic kitchen solutions that combine health, environmental friendliness, and cultural sophistication for families who value lifestyle quality. Currently, the FOTILE brand offers nine product lines, including ranges, gas stoves, dishwashers, steam ovens, and convection ovens, with a nationwide market presence and a well-established service and sales network
Research background
As brand image and consumer expectations continue to rise, stores serve as key touchpoints for consumers to engage with the brand. The quality of service delivered in these outlets directly impacts customer satisfaction and brand loyalty. To enhance the precision management of service quality across its nationwide store network, FOTILE Group needs to continuously monitor service performance trends, identify and address existing service deficiencies, and ultimately optimize the overall store experience and implement standardized service practices.
Research scope
In February 2018, CEIDEA Research was commissioned by FOTILE Kitchenware to conduct a full-year mystery shopper study across its stores nationwide. This study included both currently operating and newly renovated stores, with a focus on sales staff reception services, product display arrangements, sales materials layout, new-store air purification conditions, and other pre- and post-sale service elements. The study spanned the entire year, with continuous tracking and data recording to enable comparative analysis across different time periods and geographic regions, providing a comprehensive understanding of dynamic changes in store service quality.
Expected outcomes
The final research report will leverage both cross-sectional and longitudinal data comparisons to reveal differences and trends in service details, operational standards, and customer experiences across stores. It will provide systematic data support and practical, actionable recommendations for FOTILE Kitchenware to improve store service quality, optimize operational management processes, enhance training mechanisms, and strengthen terminal execution effectiveness—thereby reinforcing the brand's premium positioning in the end-market segment
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