Our Client, an important jewelry Maison, asked us to objectively and anonymously evaluate the actions of Retailers who distribute its creations throughout Italy. These were the objectives of the Mystery shopping program: to assess customer experiences and sales skills available in the field; to build an objective and shared picture of the strengths of retail operators; to identify best practices, which support positive results in the indirect channel; and to enable the Brand to assess whether/how to promote and disseminate these practices to all Retailers and import them into its own retail structure.
Key Actions
- The observations involved 13 Mystery Shoppers, who visited 20 Points of Sale in about 4 weeks to acquire quantitative and qualitative data on customer experience.
- Our Mystery Shoppers followed different visit scripts (scenarios)representing differences in age, gender, and purchase intention.
- The scripts were created in collaboration with the Client's Marketing and Sales Functions and presented to Shoppers through specific briefing meetings.
- All observations followed the same survey method: after each store visit, shoppers responded to a survey consisting of a structured sequence of questions on:
a. Visual and aesthetic perception of the Brand at the point of sale,
b. Use of materials consistent with corporate guidelines
c. Service levels in advisory and sales behaviors, through the entire client journey process designed by the Brand
d. Brand experience and storytelling during the in-store visit
e. Conclusion of the sale: data catching and CRM actions.
- The Client received a detailed report and a summary report, with information organized according to the structure of the survey forms ( items a - e) and geographic areas
- The reports were complemented by qualitative insights into the quantitative data collected and shared.
- Consistent and specific data: Shoppers observed behavioral and environmental variables defined specific evaluative needs of the Customer, through the same approach to the in-store visit.
- Cues for Dialogue: a project focused on numbers, costs and reduced time compared to a broader, more rigorous statistical survey opens possibilities for critical and constructive discussion with external Retailers.
- Perspective Development Pers pective's expertise in retail training makes it easy to transfer observed best practices into subsequent training initiatives for store managers and internal sales forces.
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