The Sisterhood of Secret Shoppers

If you suspect that a particular retail outlet discriminates against women, gays or a specific cultural group, be responsible for resolving the issue.

If you are not able to work it out, or gain a pledge from managers to create a bias-free shopping zone, then you might consider filing a formal complaint or hiring a lawyer.

The sisterhood of problem solvers seeks to empower women to become the solution to our own problem. When we encounter discrimination or bias, we intend to take steps to ensure shoppers are treated fairly and respectfully. We can carry this mission out by employing secret shoppers to test for bias in problem stores, and report our findings to management.

Step One: Assemble a volunteer squad of secret shoppers to test for bias. Clarify your expectations and objectives: For example, the ultimate goal might be to negotiate the lowest possible price for merchandise (such as a computer or camera) or it might be to get the fastest or highest quality service.

• Provide basic training for your testers. Sit down with shoppers over lunch or coffee so you can discuss the rules and guidelines.
• If the first shopper (tester) wears jeans, all the rest must as well. If the first tester wears a suit, then every tester must be dressed the same way.
• Write out questions you want the testers to ask and have them practice their delivery. Secret shoppers must use similar communication styles and interview techniques.
• Provide secret shoppers with written evaluation forms that can be filled out immediately after they finish the assignment.

Sample Questions for Secret Shoppers' Form:
How did store clerks or support staff address you? Example: Mr. Smith, Mrs. Smith, honey, baby, homeboy, etc.

Did the clerk (or support staff) answer all the questions and provide helpful answers? Please explain.

Did the clerk or support staff make any comments you felt were inappropriate or too familiar?

How long did it take before a sales person approached you to ask if you needed help?

(Retail stores only) What price did the clerk offer you initially?

Did the clerk discuss the return policy with you?

Did the clerk attempt to touch you or ask personal questions?

Next Steps
Once your testers (male, female, old, young) have completed their assignments compile the information. Call the manager and ask for a meeting to discuss your findings. Give the manager an opportunity to take steps to address any problems you have identified. If the manager is not responsive, contact the Better Business Bureau or the store's owner.