Are retailers fully prepared for the holiday shopping season?

Abstract

“Secret shoppers” anonymously observed and rated 114 Chicagoland retailers during the 1991 end-of-year holiday shopping season. The raters assessed if the stores were clean, safe, and organized, and whether or not the employees and management provided a high-caliber of customer service. Statistical analyses showed that there were multiple opportunities for improvement in the areas of store organization, service management, employee productivity, and customers' overall feelings about the holiday shopping experience. It was also discovered that stores that were supervised by highly involved and enthused managers were better prepared for shoppers than were stores with no managers on the floor or else the managers were present yet they seem uninterested and uninvolved. Finally, stores that used multi-purpose employment tests appeared to be more prepared for shoppers than non-testing stores.