North American Retailers Smile More Than Europeans, Says Survey

July 6, 2006

ROCKLIN, Calif. (July 6, 2006) - When it comes to service-with-a-smile, retailers in North America hold an edge over their European counterparts, according to a new survey. The survey, compiled by the International Mystery Shopping Alliance from a variety of mystery shopping sources — including National Shopping Service here — credits the North American workforce with offering a smile to 90% of its customer, 15 percentage points better than the results reported by shoppers in Europe. However, the lowest score for North American workers was 85% in the grocery/food/supermarkets and automotive categories. North American workers fared the best in the mass merchandising — or big box — sector, registering a 98% success margin, compared to 35% in Europe. “A smile is a universal unspoken language that speaks volumes,” said Matt Wozniak, president and CEO of National Shopping Service, in a statement. “It instantaneously and strongly communicates ‘Yes.’ It communicates genuine interest, happiness, health and a sense of well-being.”