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Amazon 4-Star Mystery Shop Report


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Field Agent sent 15 agents to mystery shop the grand opening of Amazon 4-Star in New York City.

Published in: Retail
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Amazon 4-Star Mystery Shop Report

  1. 1. 2 Retail-auditing and insights firm Field Agent dispatched 15 agents to Amazon 4-Star on the weekend of its grand opening, where agents shopped the store, made a purchase, and, ultimately, gave us their feedback about the new operation. Meet the Shoppers Female Male Age Range: 18-24 25-34 35-44 45-54 55-64 65+ 53% 47% 13% 27% 27% 20% 13% 0% Are you an Amazon Prime member? Yes No 60% 40% N = 15 Amazon 4-Star, SoHo, New York City
  2. 2. 3 Words to Describe Amazon 4-Star Field Agent asked mystery shoppers, “What 3 words would you use to describe Amazon’s 4-Star store?” Below are words mentioned by more than one shopper. Fun Trendy Crowded Unique Exciting Innovative Convenient Variety Agent Photos
  3. 3. 4 Amazon 4-Star: Top Likes Mystery shoppers were asked, “What 3 things did you most like about Amazon 4-Star?” Below are “likes” mentioned by more than one shopper. • Product assortment • Clear pricing • Digital price tags • Store layout • Only trendy, popular merchandise • “Deal of the Week” Agent Photos
  4. 4. 5 Amazon 4-Star: Top Dislikes Field Agent also asked about dislikes: “What 3 things did you most dislike about Amazon 4-Star?” Below are “dislikes” mentioned by more than one shopper. • Crowded • Small size of store • Random assortment • Limited selection • Few checkout lanes/cashiers • Not accepting cash Agent Photos
  5. 5. 6 Shopper Ratings: Does 4-Star Get 4 Stars? Shoppers were also asked to rate Amazon 4-Star on various dimensions. Field Agent asked them to do so, appropriately, on a 5-star scale. Below are the ratings shoppers assigned Amazon 4-Star. It should be stressed that these ratings are based on the experiences of only 15 shoppers, and that shoppers assigned these ratings on the store’s inaugural weekend when crowds were heavy. Ease of shopping/organization of merchandise Selection/variety of merchandise Price Shopping experience/enjoyment Ambiance/store environment Amazon 4-Star overall
  6. 6. 7 Repeat Visits? Field Agent asked shoppers, “What is the likelihood you’ll shop at Amazon 4-Star again in the future?” One agent responded “not applicable,” since distance precluded him from realistically shopping the store again. Completely likely Very likely Moderately likely Not very likely Not at all likely 0 333 5 Shoppers N = 14 shoppers within convenient distance of the store
  7. 7. 8 In Shoppers’ Words Each shopper provided an audio review of their experience with Amazon 4-Star, which you can hear in the video accompanying this report. Below are some select, verbatim quotes from shoppers. “It made me look at things I wouldn’t necessarily have looked at online.”  “I would say that it’s a home run, and I anticipate it will be very popular here in New York City…” “I did not like how crowded it was. I feel like that’s something they have to work on in the future.” “It’s in a neighborhood that’s known to be trendy, and so the Amazon store fit right in with that.” “The experience definitely was four star.” “It just kind of felt like a hodgepodge of stuff…like a jumble of things.” Agent Photo