“Its been a pleasure working with Tern and it feels like a genuine partnership. With fossil the business is about people. We like partners who can understand and pick up our culture and be what we call fossil fit. When we launched the mystery shopper programme with Tern we saw an immediate increase in sales performance. This has allowed us to maintain the programme and investment with key stakeholders within the business”

Richard Parsons, Regional Operations Manager


The heart and soul of the FOSSIL brand – its people, products and culture – is about a unique kind of inspired creativity. Representing the concept of accessible cool, Fossil’s identity is anchored in vintage authentic style mixed with a creative spirit and a sense of humour that extends into all its product offerings, graphics and one-of-a-kind, trademark collectible tins. FOSSIL creates modern yet vintage products for everyone, a simple yet compelling idea reflected in the Company’s tagline, Long Live Vintage.™

The Proposal

The team at Fossil were keen to understand that the retail sales culture within the business was focused around the understanding of the global lifestyle brand it portrays. In order to maintain high standards it’s important that all staff understand the FOSSIL brand concept and are able to sell in the FOSSIL way. The sales process is very much driven by the employees. To ensure that the FOSSIL ethos was being followed Tern were commissioned to conduct retail mystery shopping visits to measure performance, ensuring staff are both fossil fit and delivering a superior service to the customer.

Working closely with fossil, Tern designed and implemented a robust mystery shopping measurement framework aligned to the in-house sales methodology. The shops visits were designed to help the stores benchmark the sales processes and highlight areas for training and development.

The Results

Building a strong rapport with the customer enables fossil to deliver on its values. The store and employee sales mystery shop visits looked at the selling techniques implemented within training sessions. The interactions and understanding of these techniques through to the product knowledge and service are benchmarked over time to help improve sales KPI’s through behavioural change.

As a result of the programme Fossil saw an immediate increase in its sales performance and attributed an overall 15% increase in sales as a direct result of the sales team responding to challenge presented by the mystery shopper programme.

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