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.
Topps Tile – High Wycombe – Superstore
Topps Tile made an excellent first impression. The exterior was clean, tidy and inviting, with clear, well-maintained signage and spotless doors. Inside, the shop floor was similarly well organised, with attractive displays, no clutter or obstructions and products presented clearly.
Staff were smartly dressed in uniform and appeared professional and engaged in work-related tasks. Most importantly, our shopper received an immediate welcome, with two team members smiling and saying hello on entry.
Customer service was a particular strength. Within a minute, a team member approached our shopper with a smile and asked how they could help. They asked useful questions about the room, whether the tiles were required for walls or floors, colour preferences and the quantity required. They also established whether the room was ready for tiling and discussed different flooring shapes and their corresponding price points.
This questioning helped the assistant make relevant recommendations, with several options shown to suit our shopper’s preferences. The benefits of the products were explained, alongside reasons why particular tiles would work well in the proposed kitchen.
When price became an objection, the team member responded positively by showing alternatives at different price points without applying pressure. Written quotes were provided for several options, neatly attached to the receipt, while our shopper’s details were taken for follow-up. A follow-up email arrived the following day, demonstrating that the interaction extended beyond the initial visit.
Product knowledge was good, and the assistant answered questions confidently and enthusiastically. Our shopper left feeling that the team member genuinely wanted to find the right product rather than simply make a sale.
There are a couple of opportunities to make the experience even more comprehensive. Add-on products and services were not discussed, and the fitting process was not mentioned. Introducing these elements could help customers understand the complete project and potentially create additional sales opportunities.
Nevertheless, the combination of immediate engagement, useful questioning, product knowledge, price flexibility and proactive follow-up made this a very strong performance.
Claystone Tiles
Claystone Tiles also created a welcoming first impression. The exterior was clean and tidy, with hanging baskets and plants providing an attractive touch. Windows were clean and smear-free, while signage was well maintained.
Inside, the store was clean, uncluttered and well organised. Displays were neatly arranged, with product names and prices clearly shown. The team member was smartly dressed and, although initially speaking with another customer, acknowledged our shopper promptly once the conversation had finished.
Customer service was friendly and polite throughout. The assistant asked about colour and the intended room, and offered help without making our shopper wait. They also attempted to overcome a colour objection by introducing an alternative tile.
A quote was not initially offered, but our shopper requested one and the assistant calculated an approximate cost using the measurements provided. The quote was then written down at our shopper’s request.
The main opportunity for improvement lies in the depth of the consultation. Our shopper felt that more questions could have been asked to establish their requirements, with some of the discussion prompted by the customer rather than the assistant.
Even so, the assistant was approachable, friendly and professional, leaving our shopper with a positive overall impression. More detailed questioning and a stronger explanation of product benefits could turn that good experience into a much more persuasive sales conversation.
TABO (Tiles and Bathrooms Online)
TABO offered another positive experience, with a neat, attractive and welcoming showroom. Products were organised in an inviting way, creating a pleasing environment for browsing. Our shopper was acknowledged within a few minutes and offered assistance.
The customer journey was particularly proactive. Having explained that tiles were required for a bathroom, our shopper was asked about colour preferences and shown a range of suitable products. Once a preferred tile had been identified, the assistant offered a quotation and requested the bathroom measurements.
When our shopper expressed concern that the price was higher than expected for a small bathroom, the assistant handled the objection confidently. The conversation focused on the quality and uniqueness of the tile, as well as its Italian manufacture, helping to justify the premium.
The assistant came across as positive, knowledgeable and genuinely interested in helping our shopper find the right product. The consultation was concise but effective, and our shopper felt the visit had gone extremely well.
One simple improvement would have been to offer a small sample to take away, where available. This could give a customer the opportunity to view the tile in their own home and could help reinforce the purchase decision.
Overall, TABO provided a warm and knowledgeable experience, with particularly good handling of the price objection.
And the winner is…
This month’s competition was a close one, with each retailer demonstrating clear strengths, however Topps Tiles High Wycombe Superstore takes the title.
The winning difference was the completeness of the customer journey. Our shopper was approached almost immediately, asked a strong range of questions, shown multiple suitable products, given clear explanations and offered alternatives when price became an issue. Crucially, a written quote was provided and followed up by email the next day.
There are still opportunities to improve further, particularly by discussing fitting and complementary products, but Topps demonstrated the strongest combination of presentation, consultation, product knowledge and follow-up.
