MYSTERY SHOPPER, UNDERCOVER BOSS

Courts CEO goes incognito to stay connected with staff and better understand customers

- Timothy Goh

Stroll into a Courts store on any given day and you might just spy retail chain boss Harry Higashiura decked out in whatever disguise he had decided on.

One day, he might be in the role of an attentive salesman decked out in Courts' trademark blue and yellow. On another, he appears as a curious customer, a "mystery shopper" in a T-shirt, shorts and cap, blending in with the throng of customers.

Never mind the game of Where's Waldo, this is Where's Harry, a ruse the 41-year-old country chief executive of Courts Singapore and Malaysia adopts to stay connected with his staff and gain a better understanding of his customers' preferences.

Mr Higashiura told The Straits Times in a recent interview at the Courts Megastore in Tampines that this hands-on style of leadership has defined his role as CEO since his appointment in 2023.

While he's "not the perfect salesperson", Mr Higashiura said he strives to seal the deal with customers whenever he trades his suit and tie for a Courts-branded polo tee. These interactions, which happen a few times a week, allow him to gather valuable feedback on products directly from customers.

He also regularly seeks opinions about the company in his everyday encounters, such as during conversations with taxi drivers.

"People sometimes tell me that they are looking for a certain item, but Courts does not sell it; this is the hint for us to improve our offerings."

Mr Higashiura's undercover missions often see him pose as a regular customer, often asking staff challenging questions about product specifications and stock availability.