Featuring veteran mystery shopper Laura Ricketts
Mystery shopping has changed dramatically since Confero began in 1986. Technology has made assignments faster to find, easier to document and simpler to submit. At the same time, the people, relationships and shared experiences behind the work have shaped the industry just as much as the tools.
As Confero celebrates 40 years, we are also reflecting on the history of mystery shopping itself—and the shoppers who helped that history unfold.
Veteran mystery shopper Laura Ricketts has had a front-row seat to that evolution since 1994. Her memories capture both the humor of earlier methods and the human connections that still matter.
The year was 1994. I saw an ad on a message board that offered a bowling session, and all meals and beverages. All I had to do was write a report on what happened in the visit. I took my hubby bowling. We had some really average bowling alley food, and I went home to write the report. The survey was hand written, and I mailed it back to the company. I received a check in the mail about six weeks later, and I was hooked.
There have been many changes in our industry over the last 40 years. Technology is warp speed, and many elements of the job are so much easier. Report submittals are a snap. Photos??? Well, there was nothing to pulling out my giant red Olympus camera to covertly (SURE) snap pictures of fine dining entrees.
One thing that I am sad to see change is that companies have far less interactions with shoppers. I have been fortunate enough to develop some very special relationships with schedulers during my career, but I see that fading as the AI star glows brighter. For the new shoppers, I would still encourage you to make an effort. A friendly email if you have a question, can go a long way towards getting put on the short list for projects.
One thing I think we are doing better, is networking, from ShopperFest, to message boards, to FaceBook pages, opportunities are out there to meet up with other shoppers. Honestly, these relationships with shopping peers are vital to my business. I love having someone to call if I have a question, make a mistake, or just need to vent. My road warrior buddies can be a real lifeline when things go wrong.
Laura’s story captures the balance at the heart of mystery shopping today.
The tools have changed. The reports move faster. The cameras have become much easier to hide.
But strong assignments still depend on people—shoppers who observe carefully, schedulers who communicate clearly and peers who help one another through the unexpected moments that come with the work.
Laura consistently brings that spirit to the mystery shopping community. Her generosity, willingness to share what she has learned and eagerness to support other shoppers make her an MSPA Americas SuperStar in our eyes. Whether she is leading a session at ShopperMeetUp, contributing at ShopperFest in Las Vegas or joining a Zoom gathering, Laura shows up ready to help others learn, connect and succeed.
Technology will continue to reshape the industry. The relationships built through shared experience will remain one of its greatest strengths.
Because we all succeed together.