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Mystery Shopper Finds Spotty Service

Some Stores Do Well In Undercover Investigation; Others Are So-So

POSTED: 5:56 pm PST February 14, 2008
UPDATED: 6:45 pm PST February 15, 2008

Growth in the retail industry is down 50 percent from two years ago. The National Retail Federation said the housing market and slow job growth are creating a slump.

But customer service could help some stores keep their current customers and attract new ones.

KCRA 3 hired Dayna, who works for the National Shopping Service in Rocklin. The National Shopping Service uses mystery shoppers to help companies improve their customer service.

With an undercover camera, KCRA 3 went shopping at JC Penney, Home Depot, Wal-Mart, Target and Nordstrom.

First up was JC Penney at Roseville Galleria. Dayna walked past a set of cashiers, went through the men's department and then headed to the shoe section. At that point, she said, she was not impressed.

"I had to walk up to two different departments -- each one I was not acknowledged," Dayna said.

Once in shoes, Dayna did find help. But it took five minutes.

Next, she went into the jewelry department, where another salesperson made all the difference.

"The lady did ask how old the child was who was going to be receiving this. I said 2. She said, 'You may want to hold off giving the necklace,' so that was really helpful. She concerned about the little girl's well being," Dayna said.

Dayna's grade for JC Penney was a B+.

At the Home Depot on Truxel Road in Sacramento's Natomas area, Dayna went in to look for drills for her husband.

She said she didn't get much help from the first couple of employees. In fact, she said, they appeared to keep asking KCRA 3's male photographer if he needed help.

But then, one salesperson provided just what Dayna needed.

"The guy who did help me, Dave, was very helpful. He explained the different drills they had," Dayna said.

Another associate also stepped in. Dayna said those employees did everything they could for her.

The overall grade for Home Depot in Natomas was a B+.

Next, it was onto the new Wal-Mart in West Sacramento.

"I was impressed when I walked in," Dayna said.

Inside, Dayna said she didn't find much service. She said even the assistant manager ignored her.

"She looked up at me, made eye contact, and then looked down immediately and kept doing what she was doing," Dayna said.

Dayna walked away, but then came back and asked that same associate for help with a vacuum cleaner.

She said the employee was able to answer her questions.

Then it was over to the jewelry counter.

"There were three associates there, talking, leaning over the counter. I had to approach them and ask them about children's earrings," Dayna said.

Based on a number of factors, Dayna gave Wal-Mart in West Sacramento a C+.

"They were not proactive in helping me look for what I was looking for, but it was clean, fully stocked," Dayna said.

Dayna said she was initially ignored at the Target on Laguna Boulevard in Elk Grove.

"There was someone there who ignored me at first; I was standing right there looking at the cameras. She didn't acknowledge me whatsoever," Dayna said.

But another employee got thumbs up for walking her to the DVD players and answering her questions.

One thing Dayna said she really liked about this Target: It was better stocked than the one she usually goes to, she said.

Target gets a grade of B.

Finally, it was on to Nordstrom at Arden Fair Mall. Dayna said she expected better service because prices are higher.

But once again, Dayna said she felt no one really stepped up to help her. She said she had to find her own help. But once she did, a saleswoman in perfume delivered.

"She asked which ones I used, so she was interested in what I was looking for," Dayna said.

Dayna gives Nordstrom a B.

"I like the store, but no one really bent over backwards to help me and make me come back for more," Dayna said.


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