Your ultimate retail observation checklist: 100+ checks
Retail observations are vital for business success. They make it easy to keep sales associates on track with your overarching sales and customer experience goals whilst allowing you to easily see the mistakes holding them back from achieving sales success.
The trouble is creating the best observation checklist questions, which will help you achieve maximum results. Your retail observation checklist must be thorough enough to cover all areas that can negatively affect your sales without being too overwhelming for your sales managers to use.
If you don’t have enough questions on your retail observation checklist, you won’t get the insights you need to make informed recommendations for improvement. But if you have too many questions, your managers will put off doing them, so you don’t get any insights.
So, if you’re struggling to put together a comprehensive retail observation checklist, this article is for you. We’ve rounded up a massive list of retail observation checks so you can copy the most relevant questions for your retail stores.
See the questions below, along with reasons why they’re so effective, and then download the ultimate retail observation checklist as a CSV file to save it for later.
Cash Handling and Transactions
Did the employee follow store procedures for processing payments and handling cash?
Following store procedures for processing payments and handling cash ensures accurate transactions and protects store assets.
Did the employee provide the customer with a clear and detailed receipt?
A clear and detailed receipt helps the customer understand their purchase and reinforces trust in the store's transparency.
Was the employee able to process transactions efficiently and accurately?
Efficient and accurate transaction processing helps maintain a smooth and convenient customer experience.
Closing the Sale
Did the employee explain any warranties, guarantees, or return policies?
Providing information on warranties, guarantees, and return policies helps the customer feel confident in their purchase and understand their rights as a consumer.
Did the employee handle any hiccups or issues professionally and on time?
Professional handling of issues demonstrates competence and helps maintain a positive customer experience.
Did the employee inquire about any additional needs or preferences?
Inquiring about additional needs or preferences ensures the customer's comprehensive and satisfactory shopping experience.
Did the employee thank the customer for their purchase?
Thanking the customer for their purchase reinforces a positive experience and encourages future visits.
Was the employee able to process the transaction smoothly and efficiently?
Efficient transactions create a seamless and convenient experience for the customer.
Compliance and Ethical Behaviour
Did the employee follow all company policies and guidelines during the interaction?
Following company policies and guidelines ensures a consistent and professional experience for the customer.
Did the employee treat the customer with respect and fairness?
Treating the customer respectfully and fairly contributes to a positive customer experience and upholds the store's reputation.
Was the employee honest and transparent in their communication with the customer?
Honest and transparent communication helps build trust with the customer and fosters a positive relationship.
Cross-Selling and Upselling
Did the employee avoid being overly pushy or aggressive with their recommendations?
Maintaining a respectful and non-aggressive approach ensures the customer feels comfortable and avoids creating a negative experience.
Did the employee gauge the customer's interest in higher-priced or premium options?
Upselling can lead to higher revenue and helps customers consider options that suit their needs better.
Did the employee identify opportunities to cross-sell related products or services?
Identifying cross-selling opportunities helps maximise sales and ensures customers receive a comprehensive solution to their needs.
Did the employee suggest complementary products or services?
Cross-selling enhances the customer's overall experience and increases the potential for additional sales.
Did the employee tailor their cross-selling and upselling efforts based on the customer's needs and preferences?
Tailoring recommendations to the customer's specific needs ensures a more personalised and effective sales approach.
Did the employee use their product knowledge and understanding of customer needs to inform their cross-selling and upselling efforts?
Using product knowledge and understanding of customer needs in cross-selling and upselling efforts ensures relevant and personalised recommendations for the customer.
Was the employee able to effectively upsell higher-priced items or add-ons?
Effectively upselling higher-priced items or add-ons contributes to increased revenue and can help enhance the customer's overall satisfaction with their purchase.
Could the employee provide a rationale for the additional products or services?
Providing a rationale for additional purchases helps the customer understand the value and benefits, increasing the likelihood of a sale.
Don’t forget to download your retail observation checklist below 👇
Customer Feedback and Surveys
Did the employee encourage the customer to provide feedback through surveys or other channels?
Encouraging customer feedback helps the store gather valuable insights for improvement and shows customers that their opinion is valued.
Did the employee use customer feedback to improve their service or performance?
Using customer feedback to make improvements demonstrates a willingness to learn and grow, leading to better customer service.
Was the employee able to address any customer feedback or concerns during the interaction?
Addressing customer feedback or concerns during the interaction demonstrates a commitment to customer satisfaction and helps build trust.
Want to make your own questions tailored to your team? Use our new free generator tool now 👇
Greeting and Approach
Did the employee acknowledge and address any accompanying customers?
Engaging with all customers in a group ensures a comprehensive and inclusive experience.
Did the employee actively listen to the customer's responses
Active listening helps build rapport and ensures the employee understands the customer's needs and preferences.
Did the employee approach the customer with a positive and welcoming attitude?
A positive attitude helps establish a pleasant atmosphere and sets the stage for a successful interaction.
Did the employee ask open-ended questions to understand the customer's needs?
Open-ended questions encourage customers to share more information, allowing employees to understand their needs and preferences better.
Did the employee greet the customer within 30 seconds of their arrival?
Prompt greetings help customers feel acknowledged and attended to, making them more likely to engage with the staff.
Did the employee introduce themselves by name?
Providing a name creates a personal connection and makes the interaction feel more authentic.
Did the employee maintain a comfortable and non-invasive personal space?
Respecting personal space contributes to a comfortable and positive customer experience.
Did the employee make eye contact with the customer during the greeting?
Eye contact demonstrates active listening and engagement, making customers feel valued and heard.
Did the employee offer to assist the customer in finding products or services?
Offering assistance demonstrates the employee's willingness to help and creates a more convenient experience for the customer.
Was the employee's greeting friendly and genuine?
A friendly and genuine greeting sets a positive tone for the interaction and makes the customer feel welcome.
Inventory Management and Stocking
Did the employee have a thorough understanding of the store's inventory?
Understanding the store's inventory allows employees to make accurate recommendations and efficiently fulfil customer requests.
Did the employee restock items promptly and accurately?
Prompt and accurate restocking helps maintain a well-organised store environment and ensures products are available for customers.
Was the employee able to locate items in the store quickly?
Locating items quickly ensures a smooth and convenient shopping experience for the customer.
Loss Prevention and Security
Did the employee follow store procedures to minimise theft and loss?
Following loss prevention procedures helps protect store assets and maintains a safe shopping environment.
Did the employee report any suspicious activity to the appropriate personnel?
Reporting suspicious activity helps address potential security risks and contributes to a safe and secure store environment.
Was the employee vigilant and attentive to potential security risks?
Being vigilant and attentive to security risks ensures the safety of both customers and employees and helps protect store inventory.
Loyalty Programs and Membership
Did the employee assist the customer in enrolling in the loyalty program or membership when applicable?
Assisting the customer in enrolling in the loyalty program or membership provides a convenient experience and demonstrates the employee's commitment to customer satisfaction.
Did the employee thoroughly understand the store's loyalty program or membership benefits?
Understanding the store's loyalty program or membership benefits helps the employee provide accurate and relevant customer information.
Was the employee able to effectively communicate the benefits of the loyalty program or membership to the customer?
Effectively communicating the benefits of the loyalty program or membership can encourage customer enrollment and increase loyalty.
Personal Development and Growth
Did the employee actively seek feedback and coaching to improve their performance?
Actively seeking feedback and coaching demonstrates a commitment to personal development and growth, leading to better customer service.
Was the employee receptive to constructive criticism and open to making changes based on feedback?
Being receptive to constructive criticism and open to making changes based on feedback shows a willingness to learn and improve.
Did the employee consistently strive to enhance their product knowledge and customer service skills?
Consistently striving to enhance product knowledge and customer service skills contributes to a more knowledgeable and capable workforce, leading to better customer experiences.
Did the employee seek opportunities for professional development and growth?
Professional development helps the employee improve their skills and contribute more effectively to the store's success.
Did the employee set personal goals for improvement?
Setting personal goals for improvement demonstrates a commitment to continuous learning and self-improvement.
Was the employee open to feedback and willing to learn from their mistakes?
Being open to feedback and willing to learn from mistakes helps employees grow and develop their skills, leading to better customer service.
Post-Sale and Follow-up
Did the employee ask the customer for their contact information or future promotions or events?
Collecting contact information enables the store to maintain a relationship with the customer and share information about future promotions or events.
Did the employee invite the customer to return for future purchases or support?
Inviting the customer to return helps build loyalty and encourages repeat business.
Did the employee offer to carry or help with the customer's bags or items?
Offering assistance with bags or items demonstrates consideration for the customer's needs and contributes to a positive experience.
Did the employee offer to set up or schedule any necessary follow-up appointments?
Offering to schedule follow-up appointments demonstrates ongoing support and commitment to the customer's satisfaction.
Did the employee provide a friendly farewell to the customer?
A friendly farewell leaves a positive lasting impression and encourages the customer to return.
Was the employee able to address any post-sale concerns or issues?
Addressing post-sale concerns ensures the customer feels supported and satisfied with their purchase.
Problem-Solving and Conflict Resolution
Did the employee demonstrate effective problem-solving skills when faced with customer concerns?
Practical problem-solving skills help resolve customer concerns efficiently and maintain a positive relationship with the customer.
Was the employee able to promptly identify and address any customer issues or concerns?
Identifying and promptly addressing customer issues or concerns demonstrates a commitment to customer satisfaction and helps maintain a positive experience.
Was the employee able to remain calm and professional during complex customer interactions?
Remaining calm and professional during complicated customer interactions helps diffuse tension and fosters a positive atmosphere.
Product Knowledge and Expertise
Did the employee stay up-to-date with the latest product offerings and trends?
Staying informed about the latest product offerings and trends helps the employee provide accurate and relevant information to customers.
Did the employee use their product knowledge to make personalised recommendations?
Using product knowledge to make personalised recommendations demonstrates expertise and helps the customer feel understood.
Was the employee able to answer customer questions confidently?
Confidently answering customer questions helps establish the employee as a knowledgeable resource and increases the customer's trust in their recommendations.
Product Presentation and Demonstration
Did the employee compare and contrast different products to help the customer make an informed decision?
Providing comparisons allows customers to evaluate their options and feel confident in their decision.
Did the employee involve the customer in the product demonstration?
Involving the customer in the demonstration increases engagement and helps them visualise using the product.
Did the employee maintain a clean and organised product display?
A clean and organised display makes it easier for customers to evaluate their options and contributes to a positive shopping environment.
Did the employee maintain enthusiasm and engagement throughout the presentation?
Enthusiasm and engagement help maintain the customer's interest and create a positive impression of the product.
Did the employee seek feedback from the customer during the presentation?
Seeking feedback ensures the employee addresses the customer's needs and preferences and allows for adjustments to the presentation if necessary.
Did the employee showcase the product's features and benefits relevant to the customer's needs?
Tailoring product presentations to the customer's specific needs helps them understand the product's value and increases the likelihood of a purchase.
Did the employee use appropriate language and terminology when describing the product?
Using clear and understandable language ensures that the customer can follow the presentation and grasp the product's benefits.
Did the employee use effective storytelling to make the product more appealing?
Storytelling helps create an emotional connection to the product, making it more memorable and appealing.
Was the employee able to handle objections and concerns raised by the customer?
Addressing objections demonstrates the employee's expertise and reassures the customer, increasing the likelihood of a sale.
Was the employee knowledgeable about the product's specifications?
Knowledgeable employees can answer customer questions and provide accurate information, increasing customer confidence in the product and the employee's expertise.
Don’t forget to get a copy of your retail observation checklist below 👇
Product Presentation and Merchandising
Did the employee ensure products were displayed according to store guidelines and standards?
Displaying products according to store guidelines and standards ensures a consistent and visually appealing shopping environment.
Did the employee regularly update and refresh product displays?
Regularly updating and refreshing product displays helps maintain a fresh and dynamic store environment, encouraging customers to return.
Was the employee able to create visually appealing and engaging product displays?
Visually appealing and engaging product displays can capture customers' attention and encourage browsing and purchasing.
Promotions and Marketing
Did the employee effectively communicate promotions and special offers to the customer?
Effectively communicating promotions and special offers can encourage additional purchases and increase customer satisfaction.
Did the employee have a thorough understanding of current promotions and special offers?
Understanding current promotions and special offers helps the employee provide accurate and relevant information to customers.
Was the employee able to tailor promotional information to the customer's needs and preferences?
Tailoring promotional information to the customer's needs and preferences helps create a personalised experience and encourages customer engagement.
Returns and Exchanges
Did the employee follow store procedures for processing returns and exchanges?
Following store procedures for returns and exchanges ensures a consistent and professional customer experience.
When processing a return or exchange, did the employee offer alternative solutions or recommendations?
Offering alternative solutions or recommendations during a return or exchange can help retain the customer's business and provide a more satisfying outcome.
Was the employee empathetic and understanding when handling returns or exchanges?
Being empathetic and understanding during returns or exchanges helps maintain a positive customer relationship and fosters trust.
Sales Metrics and Goals
Did the employee actively work towards achieving their sales goals and targets?
Actively working towards sales goals and targets demonstrates a commitment to the store's success and contributes to a strong sales culture.
Did the employee demonstrate an understanding of their individual sales goals and targets?
Understanding individual sales goals and targets helps employees stay focused on their performance and contributes to the store's overall success.
Was the employee able to track their progress towards sales goals and targets?
Tracking progress towards sales goals and targets helps the employee identify areas for improvement and maintain motivation.
Social Media and Online Presence
Did the employee actively engage with customers on the store's social media channels when appropriate?
Actively engaging with customers on social media helps maintain a strong online presence and fosters a sense of connection between the store and its customers.
Did the employee demonstrate knowledge of the store's social media channels and online presence?
Knowledge of the store's social media channels and online presence allows the employee to direct customers to relevant information and promotions.
Was the employee able to effectively promote the store's social media channels and online presence to the customer?
Promoting the store's social media channels and online presence can help increase customer engagement and create a sense of community.
Store Atmosphere and Environment
Did the employee contribute to creating a welcoming and inviting store atmosphere?
Creating a welcoming and inviting store atmosphere encourages customers to spend more time in the store and fosters a positive shopping experience.
Did the employee proactively address issues affecting the store's atmosphere or environment?
Proactively addressing issues affecting the store's atmosphere or environment helps maintain a pleasant shopping experience for customers.
Was the employee attentive to maintaining a comfortable store environment (e.g., temperature, lighting, music)?
Maintaining a comfortable store environment contributes to a positive shopping experience and makes customers feel at ease.
Store Brand Representation
Did the employee demonstrate a strong understanding of the store's brand values and messaging?
Demonstrating a strong understanding of the store's brand values and messaging ensures a consistent and authentic customer experience.
Was the employee able to effectively communicate the store's brand values and messaging to the customer?
Effectively communicating the store's brand values and messaging helps build trust with the customer and fosters a positive perception of the store.
Did the employee's appearance and demeanour align with the store's brand values and image?
An employee's appearance and demeanour that align with the store's brand values and image contribute to a consistent and professional customer experience.
Store Events and Community Engagement
Did the employee know of upcoming store events and activities?
Knowledge of store events and activities allows employees to inform customers and encourage participation, fostering a sense of community.
Did the employee participate in store events or community activities when appropriate?
Employee participation in-store events or community activities demonstrates a commitment to the store's values and fosters a sense of camaraderie.
Was the employee able to promote store events and activities effectively to customers?
Promoting store events and activities effectively can increase customer engagement and contribute to a positive store reputation.
Store Maintenance and Cleanliness
Did the employee contribute to maintaining a clean and sanitary environment?
Maintaining a clean and sanitary environment contributes to a positive shopping experience and reflects well on the store's brand.
Did the employee ensure that products were displayed neatly and attractively?
Neat and attractive product displays help showcase items effectively and create a visually appealing store environment.
Was the employee proactive in addressing any store maintenance issues?
Proactively addressing store maintenance issues helps minimise disruptions and maintain a pleasant shopping environment.
Team Collaboration and Support
Did the employee assist their team members when needed?
Assisting team members when needed fosters a supportive work environment and contributes to efficient customer service.
Did the employee demonstrate a positive attitude when working with their team members?
Maintaining a positive attitude when working with team members contributes to a pleasant work environment and promotes effective collaboration.
Was the employee able to accept feedback from their team members constructively?
Accepting feedback constructively demonstrates a willingness to learn and improve, leading to better customer service.
Did the employee work effectively with their team members to provide a seamless customer experience?
Working effectively with team members ensures a seamless customer experience and fosters a collaborative store environment.
Did the employee communicate effectively with their team members to coordinate customer service efforts?
Effective communication with team members helps coordinate customer service efforts and ensures a consistent and professional experience.
Did the employee contribute to a positive and supportive team atmosphere?
Contributing to a positive and supportive team atmosphere fosters camaraderie and helps create a pleasant working environment for all employees.
Technical Skills and Competency
Did the employee demonstrate proficiency in using the store's technology and tools?
Proficiency in using technology and tools ensures a seamless and efficient customer experience.
Did the employee stay up-to-date with the latest technology and tools relevant to their role?
Staying up-to-date with relevant technology and tools helps the employee provide the best possible service to the customer.
Was the employee able to troubleshoot any technical issues effectively?
Effective troubleshooting of technical issues minimises disruptions and helps maintain a positive customer experience.
Time Management and Efficiency
Did the employee manage their time effectively during the interaction?
Effective time management contributes to a streamlined customer experience and allows the employee to assist more customers promptly.
Did the employee prioritise their tasks effectively?
Effective prioritisation ensures that the most critical tasks are completed first and contributes to a smooth customer experience.
Was the employee able to balance multiple customers' needs at once?
Balancing multiple customers' needs demonstrates efficiency and helps ensure that all customers receive prompt attention.
Did the employee manage their time effectively during customer interactions?
Effective time management during customer interactions ensures a smooth and efficient experience for both the customer and the employee.
Was the employee able to prioritise tasks and responsibilities to ensure customer needs were met promptly?
Prioritising tasks and responsibilities helps meet customer needs promptly and contributes to a positive shopping experience.
Did the employee demonstrate the ability to multitask when necessary?
Demonstrating the ability to multitask ensures the employee can handle various tasks and responsibilities, contributing to a more efficient store operation.
As we mentioned in the intro, this retail observation checklist isn’t for you to use the whole thing but to use it as a basis. Read through the checks and assess which ones would be most suitable for your sales team, depending on the results you are looking to achieve.
