Mystery Shopping is a sort of “secret mirror” with which the developer is able to perceive what happens “really” in their stores, agencies, branches etc.
Mystery shopping gives the opportunity to detect and evaluate anonymously, using detectors properly trained (mystery shopper): the quality of services provided, the procedures by which the service is provided, the behavior of the employees and the quality of the shopping experience.
It is a system of verification, assessment and measurement services, processes, sales arguments, customer perceptions, to identify best and worst practices and redefine processes, identify new selling points, creating incentive models, which may be effected by:
- Shop audit: checking on compliance with the guidelines and standards imposed by the brand (sign, materials, brand presence)
- Mystery shopping: incognito Interaction with the sales staff to verify behaviour and level of service
The assessment phase may take in many ways: through visits, mail or email, internet, telephone conversations, etc.
What is it for:
- check if the standard set are respected
- make sure the fidelity and skill of its network of partners and agents
- check its market positioning position compared to competitors (benchmarking)
- measure and raise the quality of service to the customer
Areas of investigation:
- Courtesy, clarity and understanding of the needs level
- Product knowledge
- Compliance with procedures
- Technical sales/commercial effectiveness
- Purchase experience
- Monitoring of incentive systems
- Products and brochures available
- Compliance of the store with the format guidelines
- Waiting times for customer
- Behaviour’s analysis
- Benchmark with competitors
MG Research has an updated and evolving network of over 1000 expert Mystery Shoppers in all the Italian regions. They are men and women aged from 20 to 65 years, with different socio-economic and occupational proﬁle: professionals, teachers, employees, housewives, pensioners and students. Each Mystery shopper joined the network after fulfilling stringent selection criteria, such as: study and work experiences, respect confidentiality codes and ethics.
MG Research has advanced technologies for the collection, systematization of data and reporting:
Our shoppers are equipped with systems for geolocation, photographic documentation and audio and video recording (if required). Shoppers fill out online verification cards, via smartphones and tablets on the MG Research’s platform. Our Mystery App receives the information from shoppers and generates and updates (in real time) reporting, including indices, graphs and summary reports.
NFC and QR Code System
NFC (Near Field Communication) allows you to connect two smartphone or tablet. NFC tags are simple tags (few centimetres) that can be adhesive, customized, branded, easily placed on a showcase,
totem, poster, etc.
The QRCode (Quick Response Code) is a two-dimensional code that can be read/decoded using special Reader content on Smartphones and tablets.
The QRCode is a two-way communication tool: anyone can get in touch with information and additional functionality so quick, cheap, effective and rewarding. It allows you to change from being passive users of information to active controllers (interaction by comments, appreciations, votes, opinions, suggestions…)
It is possible – by programming – bind specific actions on the device that comes close to the NFC tags and QR Code. That represents a new scenario in the field of market research, making them cheaper and more “appeal”.
The market survey could be implemented in:
- “classic” mode, where the contact with the NFC (or QRCode) starts a link, or launches an app for tablets/smartphones, subjecting the respondent a structured questionnaire.
- “social” mode, where the estimate is not collected through a questionnaire, but is “derived” from the analysis of the interactions with the NFC tags/QRCode, as, for example, the count of unique “I like” associated with tap.
Market Survey could be performed – using these mode – in all languages and relating to Customer Satisfaction, service and assistance rating’s, short Customer Experience questionnaire, desired analysis, tracking analysis on communication, surveys on brand awareness and reputation, flow expenditure analysis.