Mystery shopping is not only about employees and their knowledge. It can also deal with technical matters such as compliance with procedures, product exposure, prices, promotions and the like. In this example, we talk about how Mystery shopping can help when you notice that promotional materials in your facilities are rarely or almost never taken.
Let’s start from the basics, the mystery shopper is the average consumer . He is already a customer of your product/service. What distinguishes him from the regular consumer is the power of observation and objective transfer of experience. It is very likely that if the mystery shopper doesn’t see something in the object, the regular shopper won’t either, regardless of whether something was on display or not.
The flexibility of the Mystery shopping method is very pronounced . We can ask mystery shoppers a question of the following type:
- Is the promotional material on the stand, at the exit from the facility, to the left of the cash register? Here, we will get an insight from the mystery buyers, whether the procedure for the exposure of promotional materials was followed in the facility itself, as prescribed and stated.
On the other hand, we can also ask mystery shoppers a question like:
- Have you seen the promotional material on display at the booth? With a question like this, we can get information on whether customers even notice the promotional stand and give us a signal whether the stand is placed in the right place or if it should be moved somewhere else. If the vast majority of mystery shoppers did not see a stand with promotional material anywhere in the facility, it can be concluded that its position is not optimal, which further implies that it is probably difficult for regular customers to see and therefore take the material.
Depending on what you want to know about the point of sale, Mystery shopping can give you the right answers through properly selected techniques .