Mexx Europe

Tern Consultancy implement a Europe wide mystery shopping solution using a multi-language survey with results delivered over the internet.

The Situation

Mexx are a dynamic and innovative retailer of high street fashion with stores in over 65 countries worldwide. Tern had been working with Mexx UK for a number of years delivering a programme involving Written and Video visits to their UK stores and concessions. Other mystery shopping providers worked for Mexx across Europe with varying degrees of success and using a variety of different surveys and measurement criteria's. Mexx head office staff naturally found it difficult to compare one country with another and cross country reporting was time consuming and inaccurate. Due to their healthy working relationship with Mexx, Tern were invited to put forward a mystery shopping solution to include all European stores in 12 different countries including Spain, France, Germany, Holland, etc. and also more challenging locations such as the Czech Republic and Norway.

In addition to the significant logistical problems posed by a programme such as this, there were also the language issues to consider. Whilst all Mexx head office and area management staff speak English, many store staff do not.

The Solution

The first consideration was the language. To address this, Tern developed a custom survey using their web based software. This survey enabled the viewer/reader of the report to select their preferred language and instantly flip all questions and closed answers to the language of choice.

A custom front page was also added to the survey which provides the viewer with an 'at a glance' review of performance showing them their stores rolling trend compared to their country and the company as a whole. This also highlighted where they have improved since their last visit and areas where further work is needed to improve scores.

With 18 years experience and a history of successfully networking with like minded organisations, Tern were able to put together a visit schedule that met the needs of Mexx and delivered high quality timely reports to all locations in all countries. Visits are carried out in the local language but the comments written by the shopper are in English thus ensuring that all Mexx head office and area management can read how the shopper has justified their scores.

With the entire programme being delivered via our own web based software, Mexx now have a seamless European programme delivering high quality information in a user friendly format whilst enabling head office staff to accurately track and analyse results and trends.