SRA ACE Programme

Achievement in Customer Experience Programme (ACE)

Singapore's First Omni-Channel Mystery Shopping Programme, an initiative by Singapore Retailers Association. 


Successfully executing the delivery of an optimal customer experience along every customer touchpoint, in-store, online and offline, is emerging as a critical differentiator in defining long-term brand relevancy and financial sustainability. Are you looking to better understand your customers needs, identify gaps and improve every customer touchpoints in your business operations as well as benchmark your brand’s customer experience against similar trades and even competitors?

Then our very own ACE Programme - SRA’s very own Omni-Channel Mystery Shopping Programme delivers just that. 

SRA ACE Programme – Framework and Objectives

The SRA ACE Programme aims to set industry and sectoral benchmarks for service delivery, enabling retailers/brand owners to compare against competitors, understand their strengths and weaknesses across multi-channel touch points. ACE allows you to Model, Measure and Manage the Customer Experience across all channels and touchpoints to help you continuously and accurately understand the entire customer experience, along every customer touchpoint. ACE’s robust analytics and reporting deliver powerful operational and customer insights to the right people at the right time, enabling your organisation to focus with pinpoint accuracy on the most important action planning and priorities, at every level, to drive on-site and in-store customer satisfaction, in-store operational excellence and improved financial performance. Specifially ACE enables you to:-

  • identify and measure the critical factors that impact customer experience
  • include Omni-Channel perspectives to key touch points for relevancy
  • analyse , benchmark and take actionable steps to continuously enhance your store’s service levels

 Assessment Periods

 There are 2 assessment periods per year, with each assessment period spanning 3 months

  • December to March
  • July to September


The retail industry is a non-homogenous entity, with different segments within the retail industry being quite different from each other.  As such, the SRA ACE programme will introduce benchmarks for each industry segment, so that each retailer/brand owner can also benchmark itself against others of the same category. Below are the key categories listed within the SRA ACE programme:

 Below are the key categories listed within the SRA ACE programme:

  • Computer & Accessories (CA)
  • Cosmetics & Wellness (CW)
  • Departmental Stores (DS)
  • Electricals & Electronics (EE)
  • Fashion & Accessories (FA)
  • Fashion & Accessories – High Fashion (HF)
  • Furniture & Furnishing (FF)
  • Luxury Watches & Jewellery (LWJ)
  • Specialty Stores (SS)
  • Telecommunications (TEL)


The SRA ACE Programme aims to help retailers/brand owners enhance their service skills based on the service gaps identified from the mystery audits at Store Level:- 

  • Customer Service Emails, 
  • Store Telephone Lines,
  • Company Websites and;
  • Social Media

Assessment Criteria

The SRA ACE Programme assesses various Service Attributes with a guided audit form. The key service attributes at Store Level include Staff Appearance, Arrival Greetings, Understanding Needs, Product Presentation, Payment, Closing, Farewell and Environment. Value-added audits include touch points such as Telephone Handling, Email Responsiveness & Etiquette, Online Platforms Management, with Customer Propensity as the capstone of the audit.

Mystery Shoppers

Each Mystery Shopper will map the customer profiles of participating retailers. Training and guidance will be appropriately provided to the team mystery shoppers who will then be sent to the outlets of participating retailers to conduct.

Results Analysis

Upon completion of the Mystery Shoppers audit assessments, data collected will be analysed as follows:

  • Overall performance by the retailer, as compared against the preceding assessment period (if applicable)
  • Benchmark of the segment within which the participating retailer belongs
  • Performance of the retailer against this benchmark for the segment

Survey Findings

All participating companies will receive a compilation of the mystery shopping results, indicating the respective sectoral benchmarks and how the respective participating retailers/brand owners measure up against that benchmark. The report will indicate the overall performance against the benchmark, as well as the performance of each service attribute.  This report will help the participating retailer/brand owner identify the areas of strengths and weaknesses so that specific issues can be addressed for improvement. The report will also track the trend for each company, showing areas where improvements have been made, or where performance has slipped for preceding periods (if applicable).

Recognition Scheme

Companies participating in the SRA ACE Programme will be recognised for their outstanding service achievements as follows:-

  • Platinum ACE Award* – awarded to the BEST performer of each category. The Company must also achieve a minimum overall performance score of 70%   
  • Titanium ACE Award* – awarded to Companies who rate within 5 percentage points of the top performer
  • Gold ACE Award – awarded to the top performing Company with the best improvement over 4 continuous cycles

*there must be 3 or more participating companies for any particular category for the awards to be given out.  All award winners will be provided with decals for use in their storefronts and also permitted to include the award logos in their various advertising and marketing collaterals.

SRA ACE Programme Price Schedule (For Cycle 5 from Jan 2018 to Mar 2018) 

The SRA ACE Programme retailer’s participation fees per assessment period are listed below.

Number of Outlets

Number of Outlets Visited per Assessment Period (*/**)

Participation Fee Per Assessment Period (S$)

SRA Member Rate

Non-SRA Member Rate

1 - 2

All outlets



3 - 5

All outlets



6 – 10

6 outlets



11 – 20

11 outlets



21 or more

Retailer will decide on the number of outlets to be audited. A minimum audit of 21 outlets or 50% of your total outlets (Whichever is higher) is required.

$300 per outlet

$320 per outlet

Department Stores/ Supermarkets

5 sections (with 2 audits per section)




*          Each outlet will be visited twice within the Assessment Period

**        All prices are subject to 7% GST

***      Pricing valid ONLY FOR ACE Cycle 5 (Jan to Mar 2018)

****    For Investment of Additional Per Outlet Assessment (2 visits) @ $300 per outlet for SRA member and $320 per outlet for non-SRA member

For more information, please contact Ms Elise Lee at Tel: 6360 0182 or email .