Shetland retailers are striving to be among the best in Scotland, under a new project recently launched Shetland-wide.  Local retailers are facing stiff competition from web-based firms and mainland chain store groups, but customer service can make the difference to encourage people to shop locally.

The Shetland Retailers' Association along with Shetland Enterprise is running a Mystery Shopper programme to highlight to businesses where they can improve their service.  Shetland Enterprise assisted the SRA with funding of £12,250 to support the training and mystery shopping experience for the 30 retail outlets involved in 2003.

Mystery Shopping involves a panel of anonymous shoppers who visit shops, then complete a questionnaire on various aspects of retail service, including customer care, range of products and retail display, to assess their visit. Combined with the Mystery Shopping visits and feedback, there are training sessions looking at all aspects of the business, with each session individually tailored.

The programme's main aim is to quality standards in Shetland's shops and is consistent with the aims of the Shetland Brand project.  It is hoped that those who achieve a particularly high standard of service can gain recognition as a result.

John Thorne, a development manager for Shetland Enterprise said: "Promoting local retail businesses in Shetland is one of our priority areas.  This programme will help local businesses identify their target customers, increase customer service standards and recognise future training needs."

Lesley Leslie, trainer and co-ordinator for the SRA said:  "We would really like to see other retailers in Shetland come onboard with this programme because we hope this will give them an edge on non-Shetland based competition.

"I am able to provide them with some in-shop training and can also advise them on the support and training available from Shetland Enterprise.

"I believe this has been a positive experience for all involved and will be invaluable for not only the retailers but also consumers in Shetland."

Ann Johnson of Lerwick shop Scoop Wholefoods found the experience a very positive one. "It gave us the chance to see ourselves as customers see us. There is always room for improvement and this was addressed by in-store training tailored especially for our shop."

Membership of the Shetland Retailers' Association is open to all retail businesses in Shetland, contact Beatrice Nisbet on 01595 696676 for more details.