We introduced in 2011 “Mystery shopping” - an instrument which verifies the quality of commercial services – based on visits and interviews carried out by personnel “incognito” in order to obtain structured information on the shopping experiences of airport users. At the sales point, the mystery shopper, undertaking the experience of a “typical client” focuses upon:
- the attitude and conduct of sales personnel;
- their level of knowledge and professional ability;
- their problem-solving capacity;
- their sales skills, customer attention ability and proposal of complementary purchases;
- their capacity to listen, empathy and demeanor;
- fulfilment of the corporate philosophy;
- in-store feel.
During the year 2017, 225 commercial businesses generated a total of 792 different visits in terms of store types and airport locations.
Mystery shopping – Shops visited by type of activity
Mystery shopping – Shops visited by location
The perceived quality of the commercial businesses at our airports in 2017 was around an average value of 78.63%, slightly higher than the previous year.
Overall, the perception of customers was positive in more than 4 out of 5 cases.
In all airports, the proportion of those saying they were ‘satisfied’ with the experience has grown. In Terminal 2, in particular, customer perception in relation to delivered value confirmed the 2016 trend.
Average values are in line with satisfactory levels and show an improvement over 2016.
Mystery Shopping – Average perceived quality value (1-100)
Analyzing the data according to business type, stores emerge with above average satisfaction (80.09%), while food and general services emerge with below average satisfaction (75.69% and 76.70% respectively), with services registering a decrease compared to 2016 (77.89%).
Comparing average values, customer perception in relation to delivered value confirmed 2016’s trend: on average, perception is higher than delivered value, except in the food sector.
Mystery shopping – Average perceived quality value by type of business (1-100)
As regards the performance of the various airports, both Terminal 1 and Terminal 2 of Malpensa recorded an improvement, while Linate remained substantially stable.
Mystery Shopping – Average value of perceived quality by airport (1-100)
Analyzing the average value of perceived quality in the three-year period 2015-2017, there was an increase in the most significant values for Malpensa Airport, especially Terminal 2, while Linate Airport, in 2017, remained in line with the previous year.
Mystery Shopping – Driver of perceived quality by airport (1-100)
The Mystery Shopping 2017 initiative, compared to 2016, revealed a general improvement in performance. The shopping experience achieved good results regarding Terminal 1 in terms of sale conclusion and welcome, regarding Terminal 2 in terms of the previous two aspects plus general service, while Linate recorded the best results in terms of sale conclusion.