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 at each location. Using a consistent set of criteria, the assessments highlight both the strengths of independent and national retailers, while also identifying opportunities for improvement.
For this month’s Tile and Stone Journal Mystery Shopper, our shopper headed to Aylesbury to put three local tile and bathroom retailers through their paces. The county town of Buckinghamshire combines a historic market-town centre with a growing residential population and a diverse mix of traditional and modern properties. Situated between London and the Chiltern Hills, the town has a strong local retail community, making it an interesting setting for this month’s Mystery Shopper.
Akropolis Tile & Bathstore
Akropolis Tile & Bathstore made a strong first impression. The exterior was clean and tidy, with well-maintained signage and smear-free windows. Inside, the store was equally well organised, with attractive displays, plenty of choice and a good range of colours. Staff were smartly dressed and professional.
Our shopper was greeted with a smile on arrival and, after around four minutes of browsing, was approached by a team member. The assistant explained that they had been helping another customer but made it clear that our shopper could ask for assistance.
Once engaged, the consultation was friendly and informative. The team member asked relevant questions and recommended suitable options based on the answers given. They also explained product benefits, including maintenance and durability, while demonstrating good knowledge of how different tile layouts can influence the appearance of a room.
For example, our shopper was told that laying tiles across a room could make it appear wider, while a lengthways layout could create the impression of greater length. This practical advice added value beyond simply recommending a product.
A quote was requested and printed without difficulty, making the process straightforward.
There was little to criticise, although a slightly more proactive approach to engaging our shopper after the initial greeting could have strengthened the experience. Nevertheless, the combination of product knowledge and helpful design advice made for a positive visit.
Topps Tiles – Aylesbury
Topps Tiles also made a good first impression. The store was clean and well maintained both inside and out, with tidy displays, clean windows, good signage and a wide selection of tiles and colours. Staff were smart and professional, contributing to a welcoming atmosphere.
Our shopper browsed for around six minutes before being approached and asked if assistance was required. After explaining the requirements, our shopper was directed to the appropriate kitchen flooring section and asked about colour preferences.
The team member recommended some popular options and explained benefits including durability and appearance. When our shopper raised concerns about price, the assistant responded positively by showing alternatives at different price points. They also explained that the main difference between some options was aesthetic rather than additional performance features, helping our shopper understand what they were paying for.
A printed quote containing the relevant information was provided on request, while contact details were also taken for follow-up. An email was subsequently sent, demonstrating good attention to the customer journey beyond the showroom visit.
A more immediate approach on entry could have improved the initial engagement, but once the conversation began, the service was friendly, straightforward and informative.
Aylesbury Bathroom & Tile Centre
Aylesbury Bathroom & Tile Centre delivered an especially strong first impression. The exterior was clean and tidy, with clear signage, spotless-looking windows and attractive plants adding a welcoming touch. Inside, the showroom was clean, organised and easy to browse, with appealing displays and a good variety of colours and products.
Most importantly, our shopper was greeted at the door with a smile and asked whether an appointment had been booked or whether they were browsing.
The customer service was a particular highlight. The consultant immediately began asking relevant questions about the kitchen floor and what our shopper was looking for. Neutral colours such as beige and grey were discussed, leading to recommendations for popular larger-format tiles, including 60x60cm and 60x120cm options.
The consultant clearly explained the benefits of larger tiles, including their aesthetic appeal and ease of cleaning, while also suggesting textured or patterned options that could help disguise dirt. The discussion also covered differences in quality between Italian, Portuguese and Indian tiles, with the consultant explaining their preference for Italian products.
Importantly, the conversation went beyond the tile itself. The consultant stressed the value of coordinating the flooring with other kitchen elements to create a cohesive overall design, while pricing included delivery. Although fitting services were not discussed in detail, our shopper was advised to consult a tiler about the best layout.
The consultant was enthusiastic, upbeat and clearly engaged in helping our shopper find an appropriate solution. Our shopper left with a positive impression and was given a friendly farewell.
And the winner is…
All three retailers provided a positive customer experience, with clean and attractive showrooms and staff who demonstrated good product knowledge.
Akropolis Tile & Bathstore stood out for its practical advice on tile layouts and product suitability, while Topps Tiles provided a straightforward consultation, clear pricing alternatives and useful follow-up.
However, Aylesbury Bathroom & Tile Centre takes the win.
The deciding factor was the depth of the consultation. The immediate welcome, thoughtful questioning and detailed advice on tile size, appearance, cleaning, quality and overall kitchen design gave our shopper plenty of useful information to consider.
There are still opportunities to build on this, particularly around discussing complementary products and fitting services in more detail. Nevertheless, the combination of showroom presentation, enthusiasm and knowledgeable, design-led advice made Aylesbury Bathroom & Tile Centre a worthy winner.
