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 expedition, we returned to Berkshire for a second time, as there were still several high-quality retailers we didn’t get to visit the first time around. Last month, Aztec Ceramics was our winning store with a near-perfect score across the board. Can any of the region’s remaining stores live up to the impressive standard set by this local champion? Our mystery shopper investigates…
Slough Ceramics
Our return visit to Slough got off to an admittedly slow start, with an unfortunately timed visit to Slough Ceramics. “The store looked clean and tidy outside,” our shopper notes, “but inside it was full of boxes and there were no samples available.” A worrying sign for any tiling retailer!
A shop assistant soon approached with an apologetic smile and an explanation: Slough Ceramics was in the process of moving to a larger showroom at the time of our visit. “After explaining, the team member said the new showroom would have their full range and that he’d love for me to come along when it was open,” our shopper recounted.
“His manner was friendly and enthusiastic throughout and he gave me a friendly farewell.”
Although the timing wasn’t ideal on this occasion, the positive, constructive attitude of Slough Ceramic’s staff showed how businesses can turn a disappointed customer into an eagerly waiting one.
Spacers Tile and Wood Flooring
Next, our shopper headed to Spacers Tile and Wood Flooring. Based in the heart of Berkshire, the business has been supplying floor and wall coverings to the trade and retail for more than 20 years, according to the company’s website. That depth of experience resulted in a highly refined customer experience, our shopper happily reported.
First impressions were positive, with a clean exterior and immediate interior. Within two minutes, our shopper was approached by a “polite and friendly team member”. The member of staff engaged our shopper in a consultation about exactly what they were looking for, enquiring after their desired size and colour as well as the dimensions of the room they were planning to use the tiles in. The discussion went even deeper into our shopper’s preferences around texture and even whether they wanted underfloor heating. This level of depth and detail demonstrated both a keen interest in the customer’s requirements but a deep product knowledge on behalf of the assistant. Once the brief was fully established, the member of staff offered up three different tile options.
“They explained that these larger tiles would look good in a larger space and that they were suitable for underfloor heating.”
Our shopper raised an objection regarding the texture on the tiles suggested, pointing out they may be difficult to clean, and fortunately the sales assistant was able to bring out a smoother alternative. “They talked about the tiles enthusiastically and knowledgeably throughout,” our shopper recounted.
The only area for improvement at Spacers came at the end of our shopper’s consultation, whereupon the assistant made little attempt to secure a final sale, either through discussing next steps or actively offering a quote. “They did not mention fitting or introduce any additional items and did not offer a quote until the end of the conversation, when they gave me a business card and said to get back in touch if I wanted a full quote.”
Fortunately, although our shopper was only given a verbal estimate in person, they were able to obtain a written quote by email within two hours of requesting one, demonstrating highly competent follow-up communication. Overall, our shopper described Spacers as “a clean and comfortable environment in which to shop. The assistant was attentive, knowledgeable and friendly.”
Tileflair
Tileflair rounded off our Berkshire tour in impressive fashion. From the moment our shopper arrived, the showroom made a strong first impression, combining a smart exterior with a bright, well-organised retail space that was easy to navigate. Informative displays throughout the showroom meant products could largely speak for themselves, while staff remained readily available to provide further guidance when needed.
The quality of the consultation quickly elevated the visit from good to exceptional. What particularly impressed our shopper was the way advice was tailored to the customer’s individual circumstances. Suggestions around combining glossy wall tiles with matt flooring were supported by practical explanations, while lighter colour options were recommended specifically to compensate for the lack of natural light in the bathroom.
Technical knowledge was equally strong throughout the discussion. The differences between porcelain and ceramic tiles were explained clearly without unnecessary jargon, and any concerns raised by the shopper were addressed with confidence. When doubts were expressed about keeping lighter floor tiles clean, the staff member responded with practical reassurance, explaining how the surface texture had been designed to minimise visible dirt while remaining straightforward to maintain.
The sales process itself was handled professionally. Although a detailed quotation was deferred until the customer had explored the online visualiser and settled on a preferred design, the adviser was still willing to provide a realistic budget estimate based on the information available. More importantly, they proactively requested contact details and offered to follow up within 48 hours, demonstrating a genuine commitment to supporting the customer’s project beyond the initial showroom visit.
And the winner is…
This month’s Berkshire visits demonstrated that excellent customer service can take many different forms. Slough Ceramics faced the difficult challenge of welcoming customers while in the middle of relocating to larger premises, yet still managed to leave a positive impression thanks to the openness and enthusiasm of its team. Spacers Tile and Wood Flooring delivered a knowledgeable consultation in a welcoming showroom, providing thoughtful recommendations backed up by prompt follow-up after the visit.
However, Tileflair consistently excelled across every stage of the customer journey. From the quality of the showroom presentation and the warm initial greeting through to the depth of questioning, personalised recommendations and effective use of digital design tools, every part of the experience felt carefully considered. The conversation remained focused on finding the right solution rather than making a quick sale, giving our shopper confidence in both the products and the advice being offered.
Congratulations to Tileflair, our Mystery Shopper winner for this month’s Berkshire visit. With exceptional customer service, expert product knowledge and a genuine commitment to helping customers make informed decisions, the retailer sets a standard that others across the industry will undoubtedly aspire to match.
