Retailers across Chester who offer the best possible customer experience were celebrating this week after the results of a Mystery Shopping initiative by Visit Chester & Cheshire and Chester Renaissance were announced.

To focus on the customer experience in stores in Chester, a round of Mystery Shopping was undertaken in the run up to Christmas in 100 of the city's shops. Businesses that were noted that have gone that extra mile were brought together to celebrate this success at the Chester Retail Awards, held at the Blossoms hotel on Thursday 11 March.

During the awards, the winning retailers each collected their individual results and certificates from Rita Waters, Chief Executive of Chester Renaissance and Chris Brown, Chief Executive of Visit Chester & Cheshire. They also had the opportunity to find out more about how Chester performed during the initiative as a whole and how their store can work with VCC and Chester Renaissance to develop and improve the visitor experience even more in the future.

Alison Laker, Supervisor of the Fenn Wright Manson store which gained 100% in the Small Multiple category adds: “We're incredibly proud to have won this award, especially as we have only been open seven months so this is a great achievement for the whole team. While we always hope that we give our customers an enjoyable retail experience, to come out with 100% after this mystery shopper scheme is a credit to the commitment of all our staff.”

Visit Chester & Cheshire’s Chief Executive Chris Brown says Chester’s marketing message must be matched by the visitor experience.

He said: “We have to set our ambition high – to be the best. Our role is to grow the number of visitors coming to Chester. Everyone working in its retail sector is an ambassador for the city. 

We are committed, working in partnership with Chester Renaissance and Cheshire West and Chester Council, to bring in many more visitors who, having been once, will be keen to return.”

The businesses who scored 100% in the Excellence Awards Category for 2010 are:

Food & Drink
Forty Six Sandwich Shop
Spud U Like
Three Kings Tea Rooms
 
Small Independent
Harriet & Dee
Liberty Bell
Sail & Ski
SJ Bebbington Butchers (Chester Market)
Watergate Deli Ltd

Small Multiple
Fenn Wright Manson
Francesco Group Chester
Sofa Workshop
 
Large Multiple
Bravissimo
 
In the Highly Commended Group (scoring 95-99%)
Food & Drink
Olio and Farina
 
Small Independent
Chique Jewellers
Cheshires the Jewellers
Mankind of Chester
 
Large Multiple
Coast
Jane Norman

Below: Chris Brown, Chief Executive of Visit Chester and Cheshire presents Debbie Woolnough, Director of Mankind of Chester (middle) and Gemma Williams, Receptionist of Mankind of Chester