Terms and Conditions

Retailer Awards 2026 - Mystery Shopper Terms

Last Updated: 5th February 2026

The Retailer Awards 2026 - Mystery Shopper Terms ("Rules") are subject to the Main Advertising Terms & Conditions which are incorporated into the Rules by reference.

Terms defined in the Main Advertising Terms & Conditions shall have the same meaning in these Rules provided that, should a term be defined in both the Main Advertising Terms & Conditions and these Rules, the meaning of the term defined in these Rules shall have precedence in relation to the Rules.

  1. Each year, Autotrader identifies the top 1,000 performing car retailers, top 250 performing van retailers and top 250 performing bike retailers, in each case across a range of performance indicators, engagement metrics and digital forecourt standards. The shortlisted retailers ("Shortlisted Retailers") then go through an independent Mystery Shopping Programme, as detailed in clause 3, to identify the final Retailer Award winners.
  2. The Mystery Shopping Programme (with the exception of the digital audit of the retailer's online forecourt, which will be carried out by Autotrader) will be carried on our Autotrader's behalf by our sub-contractor, Performance in People Limited ("PIP"), who provide independent mystery shopper services.
    3. The "Mystery Shopping Programme" will be carried out in two phases, as detailed below:
    1. Phase 1 - We carry out a digital audit of the Shortlisted Retailer's online forecourt and PIP send the retailer an email enquiry. The Shortlisted Retailer's online forecourt and their response to the email will be scored against specified criteria; and
    2. Phase 2 – The Shortlisted Retailers who score in the top 100 for car, top 25 for van and top 25 for bike in Phase 1 will then progress to an in-person mystery shop, which will be carried out at the relevant Shortlisted Retailer's premises sometime between 1 February – 31 May 2026. The visit will be covertly recorded, so that mystery shop can later be independently scored by PIP against specified criteria.
  4. Autotrader is the data controller for any personal data processed for the purposes of the Mystery Shopping Programme and PIP will act as our data processor. We will process any personal data in accordance with these Rules and our Retailer Privacy Notice. We have entered into a data processing agreement with PIP, to ensure that they take appropriate steps to keep any personal data safe and secure.
  5. Autotrader may, at its option, share feedback relating to the Mystery Shopping Programme with Shortlised Retailers. Any recordings of in-house mystery shops will only be used for the purpose of PIP scoring the mystery shop and will be shared with Autotrader for our quality assurance purposes and/or for the purpose of dealing with queries/complaints from the relevant Shortlisted Retailer. The recordings will only be retained for as long as necessary for those purposes. Recordings will not be shared with the relevant Shortlisted Retailer or anyone else.
  6. The Shortlisted Retailers are responsible for informing their staff that they may be subject to the Mystery Shopping Programme and that their personal data will be processed in accordance with these Rules and our Retailer Privacy Notice.
  7. Shortlisted Retailers can opt out of the Mystery Shopping Programme at any time and should contact their Performance Manager or email accountsupport@autotrader.co.uk to do so.
  8. PIP's decision in respect of the Mystery Shopping Programme is final and Autotrader shall not enter any discussions with Shortlisted Retailers about the same.
  9. Autotrader reserves the right to make changes to or cancel the Mystery Shopping Programme at any time and we will give advance notice to Shortlisted Retailers where possible.