Welcome back to the Tile and Stone Journal Mystery Shopper column, where our partners at ProInsight visit tile retailers across the UK, posing as prospective customers in order to assess the quality of service and in-store experience. Using a consistent set of criteria, each visit highlights both the strengths of independent and national retailers, while also identifying opportunities for improvement.
Known for its mix of bustling commercial centres, historic market towns and affluent residential areas, Berkshire is home to a diverse range of tile and bathroom retailers serving both trade and retail customers. This month, our shopper visited three businesses across the county to assess how they engage with potential customers, showcase their products and guide visitors through the purchasing process.
Options Bath & Tile Studio
Options Bath & Tile Studio made a strong first impression. The exterior of the showroom was clean and tidy, with no litter visible and spotless windows. Inside, the showroom was equally well presented, with organised counters and neatly displayed samples that were fully stocked and easy to browse.
A member of staff was working at a computer when our shopper entered and, after around 30 seconds of browsing, greeted them warmly with a smile. The employee appeared professional and well groomed, wearing clean branded clothing.
After learning that our shopper was looking for kitchen floor tiles, the team member quickly began asking questions to establish requirements. He asked about colour preferences and tile size and, when our shopper explained they preferred a natural stone look but were unsure about size, he asked about the room dimensions before recommending larger-format tiles.
Three suitable tile options were presented. When our shopper expressed concerns about the pattern on one design, the employee responded well by showing a similar alternative without the pattern. He also suggested taking samples home to view under the room’s lighting conditions and highlighted practical benefits such as ease of cleaning and stain resistance.
The conversation moved naturally towards pricing, with the employee proactively offering to prepare a quotation. He asked whether the tiler had advised on wastage requirements before producing a quote and explained that the tiles could typically be supplied within a couple of days.
While the quotation process was handled effectively, additional services were not discussed proactively. Installation was only mentioned after our shopper asked, at which point the employee explained that tiling services were only available when the company had installed a bathroom. Although a contact number was taken for the quotation, no follow-up was suggested.
Overall, the employee was friendly, knowledgeable and enthusiastic throughout the visit. He successfully identified requirements, overcame an objection and proactively provided a quotation. There was an opportunity to strengthen the sales process further by discussing additional services and arranging a follow-up, but overall the experience was professional and enjoyable.
Topps Tiles – Slough Superstore
Our shopper arrived to find a clean, tidy and well-presented store. The showroom looked organised and inviting, creating a positive impression from the outset.
Although no staff members were immediately visible, an employee appeared after approximately 10 seconds and greeted our shopper with a polite “Good morning” while they browsed.
Despite being the only customer in the store throughout the visit, our shopper was not approached again and eventually had to initiate the conversation themselves. Once engaged, the employee was polite, friendly and willing to answer questions, but the interaction remained largely customer-led.
The staff member did not ask any questions about the project, room size, preferred style or budget. Instead, our shopper found themselves providing information voluntarily in order to move the conversation forward. Opportunities to explore customer needs and recommend suitable products were therefore missed.
When our shopper explained that a preferred tile option was beyond budget, the employee helpfully highlighted alternative colour choices within a lower-priced range. However, the pricing objection was not fully explored or overcome.
On a positive note, the employee offered to prepare a quotation and explained that unused full packs could be returned within 30 days. Stock availability was checked promptly, and our shopper was advised that the tiles could be available by the end of the following week.
The employee remained courteous and helpful throughout the interaction, and the store itself was maintained to a high standard. However, given that our shopper was the only customer present, there was a clear opportunity to engage more proactively and ask questions that would have helped identify the most suitable solution.
While the visit was pleasant overall, a more consultative approach would have significantly improved the customer experience.
Aztec Ceramics
Aztec Ceramics immediately caught our shopper’s attention thanks to its prominent high street location and attractive window displays. Upon entering the showroom, a member of staff greeted our shopper straight away with a warm smile and proactively offered assistance.
After learning that our shopper was considering tile options for a bathroom project, the assistant began by asking several questions to establish their requirements. These included the size of the bathroom, preferred colours and tile sizes, budget considerations and whether an installer had already been selected.
The assistant also explained that the company offered installation services and highlighted the use of carefully selected craftsmen to ensure high standards of workmanship. This broader discussion of services helped demonstrate the company’s commitment to providing a complete solution rather than simply supplying products.
Our shopper was then shown a range of tile options, including products from the Ethiopia range, along with information about Merlyn shower products. The assistant discussed warranties in detail, explaining that some products carried lifetime warranties and that complete bathroom installations could include guarantees of at least 15 years depending on the specification chosen.
Pricing was discussed openly and transparently. The assistant advised that a fully installed bathroom project would typically start from around £16,000 and explained how a detailed quotation could be prepared. Our shopper was encouraged to email a rough sketch of the bathroom, including dimensions, window positions and waste pipe locations, so that a tailored proposal could be produced.
Additional services were also introduced, including measurement visits before the design process. The assistant asked whether our shopper was local to the area and explained how the process would work from enquiry through to quotation.
At the end of the conversation, contact details were provided and the assistant explained the next steps clearly. They also asked whether they could follow up in the future, demonstrating a proactive approach to customer care. Although our shopper declined, preferring to make contact themselves, the offer was appreciated.
The assistant remained professional, knowledgeable and approachable throughout the visit. Every stage of the sales process was handled effectively, from needs discovery and product recommendation through to discussing services, warranties and pricing.
The only minor criticism was that walk-in opening hours are limited and this information is not communicated particularly clearly online. However, this was a small issue within what was otherwise an excellent customer experience.
And the winner is…
This month’s Berkshire Mystery Shopper award goes to Aztec Ceramics.
All three businesses delivered friendly service and maintained attractive, well-presented stores. Options Bath & Tile Studio impressed with its knowledgeable and enthusiastic approach, while Topps Tiles provided a pleasant environment and helpful information when requested.
However, Aztec Ceramics stood out for the quality of its consultation and customer engagement. The assistant took time to fully understand requirements, introduced additional services naturally, discussed warranties and pricing confidently, and clearly explained the next steps in the buying journey. Throughout the visit, our shopper felt valued and supported without ever feeling pressured.
With a near-perfect score across the assessment criteria, Aztec Ceramics is a worthy winner of this month’s Mystery Shopper title.
