My first job in retail marketing was as a member of a Mystery Shopper Program. My job was to wander around looking like a customer and carefully listening to customers to see what they had to say about the store. I also was to attempt to engage some customers in conversations and ask their opinions about the goods and helpfulness of the store personnel. I then filled out a report and submitted it to management. In this way managers were able to understand the wants and needs of the average customer and make the necessary adjustments. The end result is a very loyal customer.