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Mystery shopping

În contextul actual, consumatorii au la dispoziție un număr tot mai mare de touchpoint-uri cu mărcile de produse şi servicii. Pentru a oferi o experienţă de marcă consistentă, specialiştii în marketing trebuie să înţeleagă modul în care interacţionează de fapt consumatorii cu brandul lor. Serviciul nostru de cumpărături misterioase vă ajută să înţelegeţi mai bine această interacţiune şi să o optimizaţi astfel încât să maximizaţi beneficiile obţinute de companie.Echipele noastre de cumpărători misterioşi vă vor dezvălui modul în care oamenii interacţionează cu produsele şi serviciile în fiecare punct de contact. Colectăm şi interpretăm date despre experienţele clienţilor în cadrul acestor interacţiuni - atât în privinţa produselor dumneavoastră, cât şi în privinţa produselor concurente.

Suntem una dintre cele mai experimentate agenţii în derularea studiilor de mystery shopping, operând pe numeroase pieţe şi regiuni din toată lumea. Consultaţii noştri sunt experţi în industria dumneavoastră şi vă pot oferi o imagine detaliată şi obiectivă a modului în care sunt deserviţi clienţii la nivel regional, naţional sau global.

Serviciile noastre de mystery shopping includ:

  • Recomandarea produselor: vă arătăm unde şi în ce mod recomandă retailerii produsele dumneavoastră
  • Customer service: vă arătăm cum angajaţii dumneavoastră vă tratează clienţii
  • Respectarea normelor: urmărim modul în care sunt respectate standardele în relația cu clienții, disponibilitatea produselor şi preţurile de desfacere
  • Audituri la nivel de retail: creăm rapoarte despre atmosfera existentă în magazinele dumneavoastră şi despre comunicarea la punctele de vânzare
Radu Voicu
Romania
Noutăți

Găsiți cele mai noi date și interpretări pentru soluțiile de Mystery shopping. Vedeți toate informațiile

    • 02/24/14
    • Mystery Shopping
    • Romania
    • Romanian

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    TELEFONUL RĂMÂNE ÎN CONTINUARE CEL MAI RAPID MIJLOC DE A PRIMI RĂSPUNS LA O RECLAMAŢIE CĂTRE FURNIZORII DE UTILITĂŢI. ÎN MEDIE, ÎN 3 MINUTE APELUL TELEFONIC ESTE PRELUAT DE CĂTRE UN OPERATOR. PE EMAIL ÎNSĂ, AŞTEPTAREA DUREAZĂ CEL PUŢIN O ZI.
    • 08/09/17
    • Retail
    • Automotive
    • Mystery Shopping
    • Global
    • English

    Crowdsourcing versus Mystery Shopping – sometimes the quick answer suffices

    Whether you’re a retailer trying to push through a new service initiative or a manufacturer launching a new product, all your hard work and investment can quickly unravel if your in-store activation misses the mark. Gleaning fast early-launch feedback of what is happening at the point of sale is critical, so that key elements can be tweaked, re-communicated or corrected to ensure a successful launch. With this ever-present challenge, it’s no surprise that most major brands employ some form of in-store mystery shopping activity, to gain that quantitative and qualitative read of performance. Although mystery shopping may go in and out of fashion, it is still arguably the single best methodology for understanding exactly what is happening on the shop floor and identifying problems. However, there is also increasing demand for fast turnaround data on retail performance – and this has triggered increasing use of ‘crowdsourced audits’ alongside traditional mystery shopping against a smaller number of metrics and across less defined samples.

    When to use crowdsourced audits and when to use mystery shopping

    On-trade product launches are typically prime candidates for the use of quick-fire checks (crowdsourced audits), rather than statistically representative studies (mystery shopping). A product manager who wants to understand how one bar chain is promoting and serving his new product versus another bar chain requires the statistical certainty of a mystery shopping program. But, in early stage launches, sometimes the overriding need can be as simple as quickly assessing whether your product is actually present. In our mystery shopping programs, we regularly uncover distribution issues, or stock still sitting in backrooms and out of date POS/promotions bearing no link whatsoever to a scheduled launch. In this instance, a fast random coverage of the market is what is needed, rather than an all-singing, all-dancing robust sample exercise. This is where crowdsourced audits come into their own as a measurement methodology.  In essence, these are a variant of mystery shopping, based on wide-coverage, untrained panels of everyday consumers who can ‘pick up’ assignments based on their proximity to locations and conduct quick turnaround simple ‘checks’. For example, checking specific promotions and activations, product availability, pricing or a simple recommendation across a non-fixed sample of stores is ideal territory for crowdsourced audits. They are essentially fast turnaround checks without the robustness of a representative sample. The ability to feedback quickly with both objective responses and photos means client teams can get that all-important early read and work out if there are any launch issues to be addressed.

    Conclusion

    The critical factor is that the agency you choose must have the experience to know when the ‘crowdsourced audit’ route is appropriate, and when a more comprehensive mystery shop approach is needed. The tipping point can be quite small, but will have big implications on the resultant data and level of insight. We employ both methodologies and increasingly are providing clients with a blended approach in order to best deliver the whole story in the most cost effective way. Both techniques can be fast turnarounds and both can provide photo capture with GPS stamping but, in its simplest terms, the differentiation revolves around the complexity of the task and the type of sample needing to be covered. As such it’s no great surprise that mystery shopping is the primary solution in sectors such as Banking and Automotive, where we measure high involvement and detailed purchases, but when it comes to high street retail and simple product recommendation checks, the blended solution becomes very relevant. Whether it’s a quick answer or more comprehensive measure, marketers and product managers have a far greater range of solutions to call upon and it’s the job of the agencies to properly assess the need and find the best fit. Oli Bailey is the Development Director of Mystery Shopping at GfK. To share your thoughts, please email oli.bailey@gfk.com or leave a comment below. hbspt.cta.load(2405078, '06b77cbf-e974-4b10-9826-1a53f39dbe39', {});
    • 09/20/16
    • Technology
    • Mystery Shopping
    • Global
    • English

    Enhancing in-store experiences across 17 markets for a telecoms company

    We helped our client assess the global performance of its new retail concept and customer service strategy as well as to create plans to address markets where execution fell short of expectations. 
    • 06/30/16
    • Technology
    • Mystery Shopping
    • Global
    • English

    Improving the retail channel strategy for mobile devices

    We conducted a mystery shopping program in multiple retail channels and across 28 countries to assist our client with improving its channel strategy.
Contact GfK
Radu Voicu
Romania
General