Mystery shopping: when to use it?

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.

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‘Let’s find out more about Pardgroup’s Promotor Division’

‘In-store product promotion’

Artificial intelligence and big data analytics

Marketing is one of the areas of business that is keenest to venture into the field of artificial intelligence, partly due to the constant progress in digitization and partly because of the importance of always keeping a step ahead of big Brands, which now have the capacity to gather details about their customers both in stores and online. The crucial factor that can really give you an edge is being capable of analysing this vast amount of information – known as Big Data – and ensuring that Companies can understand and utilize it all.

Research by the Italian Artificial Intelligence Marketing Observatory that was promoted by the IULM University Executive Master in Data Management & Business Analytics (DMBA) programme has revealed that while 75% of Italian companies claim to be aware of the Marketing potential of AI, very few of them use sophisticated solutions for Big Data analytics. There are a number of reasons for this, including: a lack of economic resources, poor knowledge of the tools available, and a shortage of people with qualifications in the field. Meanwhile, the other organizations continue to see Artificial Intelligence as something rather futuristic. They have little or no understanding of its strategic significance for market competitiveness.

Pardgroup’s has an in-house professional team of Data Management and Dashboard Analysis specialists (Business Intelligence) who can cater to the needs of some of the companies that are most interested in analysing the data of their customers, so that they can get to know them better throughout all of the stages in the purchasing process and offer an increasingly optimized response to their requirements. Essentially, the goal is to “make sense of data”. That means providing companies with precise, up-to-date and significant information so that they can make strategic decisions. The Pardgroup BI team can offer its Clients versatile, customized solutions in all areas of business, including marketing, sales and finance.

In-store product promotion

When consumers look for information about products and Brands, they want to be involved in shopping experiences that go beyond simple items or services.

How can Brands create successful in-store campaigns?

During in-store promotion initiatives, it is crucial for Brands to make direct contact with consumers, engaging them with informative and entertaining activities. Consequently, traditional product promotion efforts are often complemented with schemes to communicate directly with people, which make them feel closer to Brands while also boosting awareness and consequently sell-out levels.

In order to achieve this, it is necessary to set precise objectives and have a widespread presence throughout the area in question, as well as proficient, professional staff with training and qualifications in the fields of promotion and sales techniques.

This helps to ensure that campaigns create interest among consumers and achieve their sales targets, regardless of whether the focus is on a niche or mass market, a small town or an entire country.

Pardgroup’s In-Store Promotion department has an in-house team that organizes campaigns both in store and out. They are available seven days a week.

In addition to promotions inside and outside stores, the professional members of Pardgroup’s team specialize in activities such as Mystery shopping, Leafleting and Incentive competitions.

All figures such as Promoters, Hostesses, Stewards and models are selected for their specific skills, placed under contract and trained for each promotion campaign. The activities are supported by POP and permanent materials, merchandise, free gifts and dedicated logistics.

Furthermore, Pardgroup’s In-Store Promotion department has a proprietary daily sales data collection and analysis platform, so that it can update its Clients every day. In addition, the weekly results can be compared with the sell-out graphs provided by the distribution chains. Pardgroup also has a proprietary geolocation app that can be used to track in-store staff and guarantee that they work at the times and on the days agreed with the Client, in full compliance with the Law.

 

Case history Pardgroup | Believe in what people make possible: a philosophy that is shared by Microsoft and Pardgroup!

Microsoft’s mission has always been to enable people and companies all over the world to realize their full potential. On a local level, the company relies on sales offices and technological development and support centres in addition to a multi-channel distribution network.