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.
This month, we head north to Scotland, where a mix of independent specialists and well-known chains provide a varied and competitive retail landscape. From first impressions through to product knowledge and closing the sale, how do these stores perform?
Collinsons Ceramics
On arrival, the exterior of the tile warehouse appeared clean, tidy, and professionally presented. Clear signage and an uncluttered entrance created an immediate positive impression. Inside, the store continued this strong start, with neatly arranged displays and products presented in a way that made browsing straightforward. Tile layouts were consistent and well maintained, with no visible gaps or untidy areas.
Although the staff member on duty was assisting another customer, they still acknowledged our shopper’s arrival with a friendly smile and polite welcome. This felt well judged, and attentive without being intrusive. Staff were also dressed in branded uniforms, reinforcing a professional image.
Overall, the store delivered a strong first impression, combining a well-kept environment with good customer awareness.
After finishing with the previous customer, the assistant approached our shopper promptly as they browsed and began showing buying signals. The assistant’s manner was friendly and polite throughout. They asked relevant questions about the shopper’s project, including the type of room, preferred style, and general requirements, helping them recommend suitable options.
The products shown aligned well with our shopper’s needs, and the assistant clearly explained key features and benefits, such as durability, finish, and suitability for different environments. They also mentioned complementary items and services where appropriate. While fitting was not offered directly, they checked whether our shopper had a tiler and offered to recommend local professionals.
A cost estimate was provided without prompting, and when the shopper raised a price objection, it was handled confidently with alternative suggestions and a clear explanation of value. The assistant encouraged follow-up contact and concluded the interaction with a polite thank-you and goodbye. A quotation was also provided.
Overall, the service was clear, structured, and informative, supported by strong product knowledge and a professional approach. A strong start!
Waterflow Bathrooms & Tiles
Our next visit was to Waterflow Bathrooms & Tiles. The store exterior was clean, tidy, and well maintained, creating a strong first impression. Inside, the showroom was organised and inviting, with well-presented displays that were easy to browse. The overall environment felt professional and carefully managed.
Our shopper was greeted immediately upon entering with a warm smile and upbeat welcome. The staff member appeared smart and customer-ready, helping to create a positive and engaging atmosphere from the outset. Their manner remained friendly, polite, and enthusiastic throughout the interaction. They asked thoughtful questions about our shopper’s preferences and intended use, allowing them to tailor their recommendations effectively.
They introduced the Porcelanosa range, checking our shopper’s familiarity with the brand before clearly explaining its qualities and benefits. A strong selection of suitable tiles was presented, with features and advantages explained in a way that made comparisons easy.
A full cost estimate was provided without prompting. When our shopper raised a mild objection, the assistant handled it well by suggesting they take a sample tile home to help visualise the finished result. They encouraged follow-up contact and ended the interaction with a polite and friendly goodbye.
This visit stood out as particularly impressive. The service felt warm, attentive, and genuinely enthusiastic, creating an enjoyable and engaging experience. The assistant guided the conversation with confidence, balancing professionalism with a personable approach.
The introduction to the Porcelanosa range was especially effective, and the offer to take a sample home added a reassuring, practical touch.
The assistant demonstrated service beyond expectations by encouraging the shopper to take a tile home to compare with their existing décor. They carefully selected a good-quality sample and suggested living with it for a few days to ensure it worked in the space. Additionally, they offered to include our shopper’s smaller order within a weekly bulk delivery to help avoid extra charges, provided they were happy to wait. This thoughtful and proactive approach added real value to the experience.
Topps Tiles – Dundee
Our final visit for this month was to Topps Tiles in Dundee. This branch of the national chain created a very positive first impression. The exterior was clean and well maintained, with a tidy entrance and bright windows. Inside, the shop floor was organised, easy to navigate, and welcoming. Displays were clearly arranged, visually appealing, and encouraged browsing without feeling crowded.
The staff member present was neat and professional in appearance. Our shopper was greeted immediately with a friendly hello and smile, which helped set a positive tone.
Service throughout the visit was polite and steady, though it lacked some warmth and engagement. The assistant provided some useful information, including basic product features and benefits, but the interaction remained quite functional. When our shopper raised an objection, it was explored, however the assistant did not attempt to suggest alternatives or expand on how the product might still meet the shopper’s needs, leaving the interaction feeling incomplete.
At the end of the visit, a written quotation was not offered and was unavailable when requested, making it more difficult to review or compare options afterwards.
The visit was orderly and well presented, with a strong store environment and a positive initial greeting. However, the service that followed felt reserved and lacked some progression.
While helpful information was provided, the interaction did not fully support decision-making, our shopper said, with a few key moments feeling slightly lacklustre. Overall, the shop itself was unsurprisingly fantastic, but the experience would have benefited from a more engaging approach and clearer guidance on next steps.
And the winner is…
This month’s standout performance goes to Collinsons Ceramics. Its professional presentation combined with clear and structured customer service made our shopper feel welcome and confident. Join us next time…
The Tile and Stone Journal Mystery Shopper feature is made possible via the work of Proinsight, which helps many businesses evaluate and improve their customer experience with its Mystery Shopper programmes.
