Chengdu Hengdli Watch & Sunglasses Co., Ltd. - Mystery Shopper Assessment of Brand Counter Services
Company overview
Chengdu Hengdli Watch & Sunglasses Co., Ltd. is a century-old enterprise holding the title of 'Chinese Traditional Brand,' long committed to the retail, wholesale, and professional repair services of high-end watches. The company adheres to the business philosophy of 'customer first, integrity as foundation,' earning the trust of a wide range of consumers through professional expertise, fair pricing, reliable quality, and comprehensive service. Located in the core commercial district of Chunxi Road, the store spans 3,000 square meters and features a wide array of world-renowned watch brands including Patek Philippe, Jaeger LeCoultre, Rolex, and Omega, making it the largest, most comprehensive, and most professionally serviced watch service provider in Southwest China.
Research background
As consumer expectations for high-end watch shopping experiences and pre-sales service quality continue to rise, Chengdu Hengdli seeks to leverage professional third-party evaluation methods to comprehensively assess the service processes, sales compliance, and sales staff expertise across its various brand counters. Through mystery shopper assessments, the company aims to identify service weaknesses and ensure that employees strictly adhere to internally established service standards, thereby enhancing overall store service quality and brand image.
Research scope
From January 2015 to December 2015, CEIDEA Research was commissioned by Chengdu Hengdli Watch & Sunglasses Co., Ltd. to conduct a one-year mystery shopper assessment of pre-sales service at brand counters across key stores in Chengdu. The assessment covered 16 brand counters at the Chunxi Road flagship store and 6 brand counters at the Kaitan Plaza store. Monthly, mystery shoppers were assigned to enter the stores in the role of potential customers, evaluating sales staff performance in service attitude, product knowledge, product presentation skills, compliance with sales procedures, customer need identification, and pre-sales guidance effectiveness. All assessments strictly followed Hengdli's internal service standards to ensure objectivity, authenticity, and practicality.
Expected outcomes
This mystery shopper assessment will provide Chengdu Hengdli with first-hand data for a systematic evaluation of service execution across its various brand counters, enabling management to fully understand the service capabilities and operational compliance of frontline sales personnel. The research findings will reveal service shortcomings in areas such as customer reception, product presentation, service procedures, and sales professionalism. These insights will offer strategic recommendations for the company in refining its employee training programs, optimizing service workflows, and standardizing brand service management, ultimately enhancing customer experience, strengthening brand image, and solidifying Chengdu Hengdli's leadership position in the high-end watch retail market.
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