Mystery Shopping at Omniplex Cinemas

Omniplex Group operates cinemas in 22 locations in the Republic of Ireland and Northern Ireland. It is the largest cinema company in Ireland and is 100 per cent Irish-owned. React Surveys supports quality standards at Omniplex with a mystery shopper programme that includes assessment of the overall presentation of the cinema and the customer experience – from purchasing a ticket and the cleanliness of the toilets, to the appearance of staff, buying refreshments, and then visiting the auditorium. This includes the screening of the film and how staff deal with any disturbances in the audience during a performance. React Surveys offers an on-line interactive reporting system: managers at any time can quickly view leader board rankings for each cinema, as well as for performance according to agreed assessment criteria.

Mystery shoppers are continuously assessed to ensure that the basis for evaluation of client locations is consistent over time and across the UK and Ireland, where React Surveys operates, working with a range of retail and leisure industry companies. Each shopper files a report within 24 hours of visiting an assessed location, so that consolidated reports to clients can be supplied daily if required.

“With mystery shopping Omniplex Cinemas can identify a potentially under-performing location in terms of service and standards of presentation. It is a great motivator for staff and management to consistently achieve high results in the leader board rankings that React Surveys maintains for us in their evaluation of each cinema,” says Mark Anderson, operations director of Omniplex Cinemas.

“Mystery shopping and customer satisfaction surveys ensure customers are getting the service and experience that the brand owners have planned for them – in which they’ve made a substantial investment,” says Nicky Barrell, managing director of React Surveys. “We can confirm whether the reality of the customer experience matches the brand values of the business, that management processes are followed consistently, and that the organisation is working optimally from a user perspective”.