Companies use Mystery Shopping in order to achieve different goals. Some of them want to get an analysis of corporate standards compliance. Others collect feedback on new products or services while yet still others look to collect data on customer service quality and boost income.
At the same time, many companies use Mystery Shopping in order to check if their employees are complying with legal principles and laws. For example, in the USA mystery shoppers visit cafés, restaurants, and grocery shops to check if the employees of these locations sell alcohol to individuals who look under 30.
Though penalties for sale of alcohol to minors vary in different states of the USA, in the case of regular offenses the punishment can include both fines and cancellation of a business license. For instance, in California the first offence can lead to a $3000 penalty. These kinds of penalties can adversely affect further development of a small local business as well as a large national chain.
In San Jose (California), one of the Mystery Shopping providers, Jancyn Evaluation Shops, developed Mystery Shopping target programs to successfully solve this problem.
“The sale of alcohol to minors is a serious offence and companies cannot ignore this problem. Smart, proactive companies retain a permanent inspection program that gives them an advantage in the market. These companies demonstrate that they do their best to prevent potential violations. Jancyn actively recruits shoppers aged 21 to 30 to perform shops on the compliance of alcohol sales laws to different age groups,” says Vicki Dempsy, a regional vice-president of the company.
Law compliance reporting is a valuable tool for any business that deals with alcoholic beverages. Reporting also provides feedback that helps companies monitor rules compliance by employees.
Moreover, mystery shopper visitscan be planned for a service quality audit, which takes place at different times of day and on different days of the week in order to determine employee productivity and execution of rules and standards at varying times. Such detailed reports and feedback help ensure observation of rules and laws while minimizing risk of undesirable penalties and other legal consequences.