Does your product work at retail outlets? Find out with mystery shopper
Customer experience evaluation and point of sale recommendation
¿WHAT IF DEPENDENTS ONLY RECOMMEND YOUR PRODUCT?
This is what gets the mystery shopper technique
What is the mystery shopper?
Mystery Shopper is a market research technique which allows you to get to know the operating conditions of stores, the customer service procedures and the real consumer experience when they buy an article or use a service. This purely objective system gives you exact measurements of what is happening in stores, which can range from specific shops to national chains and franchises. Sales and revenue volumes are closely related to what consumers experience and notice at the retail outlet. Using this tehnique, you will be able to detect irregularities and modify your strategy.
- Are your employees complying with performance standards?
- Is the correct sales process being followed or are suggestive- or cross-selling techniques being used?
- Are your customers being served in the correct manner and within the appropriate timeframe?
- Are the stores in suitable condition?
You can find answers to all of these questions and many more by making a visit as a mystery shopper.
How does the mystery shopping technique work?
The Mystery Shoppers visit the shops, passing for a normal customer, then analyses the service and the purchasing process in an anonymous way through which they can proceed to assess where there are flaws or areas for improvement. This allows the client to recondition the sales or customer services. Once the weak spots have been removed, an improvement in sales will indirectly occur.
What are the different mystery shopper methods?
While a customer experience taking place in real life is the most common method, there are so many other Mystery Shopper methods, such as:
This is where you turn up in person and analyse the service given by the store, the order and cleanliness, how easy it is to find what you are looking for, etc. This technique may be employed in all industries and markets, such as hotels and restaurants. Places where people require a higher level of customer service are the most common.
If your company mainly provides telephone services or if you want to know how your telephone services provide customer service, this is the perfect method to find out. A Mystery Shopper will make a call to undergo a business process, but with the sole purpose of analysing the quality of service received.
If you manage an online business, whether it is a shop or a service, maybe you would like to get to know the real experience that one of your customers would have when receiving service or support via chat or e-mail. You will be able to asses the waiting time, the tone used and even how friendly and polite your employees are, as well as what the product-buying or booking experience is like, how a return is processed and what obstacles customers have to face.
Although this is not exactly a method independent from this technique, Mystery Guest is an internal auditing service especially designed for hotels, through which all aspects and service quality can be analysed.
Obtain the retail outlet’s recommendation
Another use and consequent advantage provided by Mystery Shopper is that it is also a way in which many brands are able to secure their retail outlet’s recommendations of their product. This method basically consists of rewarding the retail outlet for recommending your product instead of that of your competitors, and it enables you to sell more in stores such as pharmacies, garages, bars and B&Bs. This can be used for all types of products from household appliances to foodstuffs. While this may seem very simple, it is actually a technique full of nuances that requires broad experience, but when done well, it always works.
Analyse your competition
The Mystery Shoppers visit the shops, passing for a normal customer, then analyses the service and the purchasing process in an anonymous way through which they can proceed to assess where there are flaws or areas for improvement. This allows the client to recondition the sales or customer services. Once the weak spots have been removed, an improvement in sales will indirectly occur.
National coverage
With our 7 branches and more than 40 Area Managers all over Spain, we totally guarantee to be able to represent your Mystery Shopping campaign. We select and train Mystery Shoppers locally and we supervise their activity on-site so that the campaign is perfect.
The TEMA experience
TEMA is a marketing agency that was founded in 1981 and which has always had the philosophy of selling in a distinct way. If you are no different from your competition, you don’t exist. Ever since then, we have aimed at increasing short-term sales by using different and striking initiatives, such as Road Shows, Test Drives, Sales Networks, Task Forces or Mystery Shopping. We also provide an excellent service regarding Hostesses and Promoters.
As shown by the quality of TEMA services, our services are certified at all supermarkets and large department stores all over the country.
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