Secret Shop your community.

When did you last walk into your business or community space and see it like someone completely new?

When did you last walk into your business or community space and see it like someone completely new?

Not just going through the familiar motions - really looked.

Here’s the thing: when you’re too close to something, you stop noticing the bits that don’t quite work.

You know the vibe, the shortcuts, the way things are meant to work.

But your customers? Your new members? They don’t.

That’s where secret shopping comes in.

What is Secret Shopping (and Why Should You Bother)?

Secret shopping isn’t just for big retailers or chains. It’s a surprisingly simple way to get honest about the experience you’re offering.

You put yourself in someone else’s shoes.

Step into the building, use the website, try to buy the thing, join the group, attend the event… without your usual behind-the-scenes knowledge.

It’s not about catching people out. It’s about tuning into the reality of what it’s like to be on the other side.

And more often than not? You’ll spot things that make you wince.

The slightly messy entranceway.

The clunky online form that never got fixed.

The weird silence when someone walks through the door for the first time.

How to Secret Shop Your Own Space

You don’t need a clipboard or invisibility cloak. Just be intentional about it, and try to pretend you’re new.

Here are three simple ways to start:

1. Be the customer

Walk in with fresh eyes. Leave your insider brain at the door.

• Is it clear where to go?

• Do people greet you?

• Can you find what you’re looking for without feeling like a nuisance?

• Pay attention to how it feels, not just what you see.

2. Ask a friend (or a mystery volunteer)

Get someone who’s not part of the day-to-day to go through the experience. Ask them to be honest.

• What did they notice?

• What felt easy?

• What felt awkward, confusing, or off?

You’ll be amazed what fresh eyes can catch.

3. Check your online presence

Google yourself. Pretend you’re trying to visit for the first time.

• Is the website clear and up to date?

• Are your opening hours easy to find?

• Can someone book, join, or contact you without getting stuck?

A confusing online experience often means people never make it through the door in the first place.

Another option here is to ask AI to tell you about your brand - see if AI can decode what your brand/community is about.

What to Look Out For

Not sure what to pay attention to? Start with this list:

1. First impressions - signage, layout, lighting, tone

2. The human bit - were people friendly, helpful, confident?

3. Language - is your messaging clear and jargon-free?

4. Inclusion - could someone with different needs access and enjoy the experience?

Start small. Start honest. Just start looking.