The quality of the service or product proposed and the attention paid to the consumer’s needs are discriminating factors in an increasingly competitive market for companies interested in retaining their customers.
This is what triggers the importance of using a mystery shopping activity for a company. On the one hand, it allows the Brand to weigh the performance of the personnel involved, and on the other, you can understand how much the actions of your company are in line with real desires and needs of the Customers.
The mystery shopping activity proposed by the In-Store Promotion Department of Pardgroup will let your Company understand the perceived value of your Brand and of the products offered or services supplied through a qualitative analysis of the shopping experience.
A shaped and prepared mystery shopping activity allows you to assess the customer experience of your loyal and potential Customers through the monitoring of the employees’ behaviour, the perception of product quality, the positioning of the products in the shop and the in-store visual merchandising activity, in addition to the overall satisfaction of the Customer.
Assessment of the customer experience in fact aims at understanding the reasons for buying or renouncing. Mystery shopping can also support field-marketing strategies thanks to the interpretation of your Brand from the customer’s perspective. This will let you gain an advantage on the next product launches and positioning on the market.
So when do you use it?
- To measure the competitive strength of your company, how your Brand is perceived.
- To assess any weaknesses, recognise them and deal with them.
- To know the customer, assess their needs, desires and opinions.
- To assess how the in-store staff (your first customers!) approach consumers.
Innovating your methods and updating the quality of the products and services supplied may not be easy. And so, the mystery shopping activity can give you a real competitive edge on the market.