RETAIL FOCUS MYSTERY SHOPPER


This Mystery Shop was conducted by infinite Field Marketing Solutions, a leading provider of field marketing services to the technology sector.


The solutions provided include Training, Market Research, Mystery Shopping, Demonstration Days, Roadshows, Merchandising and Compliance & Data Capture. Visit our website for details and to request a Case Study.


JOHN LEWIS


THE SALESMAN informed me that John Lewis did not have a wide range of ‘tough’ cameras: “There is a Panasonic camera that would really suit your needs but unfortunately we don’t stock it.” He showed me the Olympus Mju 3000 camera


and gave a two minute demo pointing out features. He told me: “This is the best camera we have for your needs; it’s tough because it’s shockproof up to 1.5m, waterproof to three metres and also freezeproof to -10 Celsius – perfect for your skiing holiday. The only negative is that it has a plastic lens so over time your photos may get a yellowish tinge. The Panasonic ‘tough’ camera I was thinking about has a Leica lens so might be better.” He added that it was compatible with both the Mac and PC. He handed me a spec sheet for the Olympus camera, costing £129.95, and also for the DMC- FT1. “You would have a better chance getting this camera from Jessops,” he informed me. The salesman obviously had my needs at heart but should that mean pushing me towards another store? The advice I was given ticked all the boxes with the hands-on demo, although the comment regarding the plastic lens of the Olympus was a definite oddity.


SCORE 7/10 [SUMMARY]


DESPITE THE popularity of ‘tough’ cameras the availability found in many stores visits was surprisingly limited. Olympus was the clear favourite aided by a recent reduction in price across the Dixons store group (PC World/Currys). Jessops produced the best visit of the day, giving great advice and fully understanding my questions.


38 PCR January


John Lewis started well, but a mixed sales message muddied the process and was completed with a recommendation to go elsewhere – very strange. All other stores were either stifled by a limited camera range or staff who were unfortunately unable to provide confident advice.


www.pcr–online.biz


THE REAL CAMERA COMPANY JESSOPS


LOCATED IN the city centre the small store has glass display cabinets positioned around the sales floor. A man behind the counter approached me, asking how he could help, to which I recited my requirements. He apologetically told me that he did not have anything to suit my needs: “I do know that Olympus have a new range of Mju cameras which are pretty much bash, water and everything proof. You could try online for them.”


“Despite being disappointed this store did not have a camera to meet my needs, the salesman was polite and helpful, advising which camera would be suitable for my requirements.”


Despite being a bit disappointed that this store did


not have a camera to meet my needs the salesman was polite and helpful. I was told which camera would be suitable and he didn’t waste my time by looking at his range and trying to sell me one without any of the features I had asked for, as in other stores visited.


SCORE 3/10


AFTER WAITING for ten minutes to be seen by the busy store staff I was taken to the relevant display. The Olympus Mju Tough 6020 (£199) and the Fujifilm Finepix XP10 (£119) were selected by the salesman: “They are both good cameras for what you want but, in my opinion, the Olympus is more substantial. But the Fuji does have great features. “The Mju has a 14MP CCD sensor and a 5x zoom lens, it looks like it is made of metal but it is really high impact plastic. The XP10 is 12MP with a 5x optical zoom; it can also take HD 720p res movies and is quite a bit cheaper than the Olympus.” He also informed me linking to a Mac or PC was easy. While printing some literature I’d requested he asked me to look at the computer as there was another camera which was slightly more expensive at £299 – the Olympus Mju Tough 8010 – which was waterproof to ten metres, shock proof to two metres, -10 C freeze proof and 100kg crush proof, but would have to be ordered online. I was impressed by the level of information and


customer service. As I used more technical jargon he had adjusted his answers accordingly. I was pleased to hear information relating to my Mac/PC and was confident in the advice given at all times.


SCORE 9/10


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100