Nordstrom conducted a secret shopper exercise to evaluate potential employees' customer service skills. Sales associates were observed as they greeted, assisted, and saw to the needs of undercover shoppers. The goal was to experience firsthand how new hires might perform in Nordstrom's fast-paced retail environment and assess their ability to provide undivided attention to customers. Nordstrom hoped this evaluation would help improve retention, employee morale, customer satisfaction, and work environment quality while decreasing poor service, unethical behavior, and overturn rates.