How mystery shopping can dramatically increase sales

Results

Sites visited

Compliance

Set ups / visits completed

Total trained

Results

The results speak for themselves. As a result of the Mystery Shop activity, stores have increased their support for the eyewear range and sales have dramatically increased. This is largely due to stores now having a greater knowledge of how to maintain their fixtures and also having the correct product knowledge to sell more confidently. In-store staff have greater awareness and an incentive to display the product in a way that offers greater appeal and convenience to the consumer; sales have dramatically increased as a result.

Our response

As well as the initial in-store training kick-off sessions at the start of each season; we instigated a nationwide follow on mystery shopper program to monitor the compliance and effectiveness of the brand’s in-store presence. This required organised spot checks made immediately upon entry to the store in order to gain an accurate snapshot of the display.

This was a mystery shop with a difference, where compliant stores were rewarded with an on-the-spot prize of gift cards, redeemable upon registration. For stores that were under-performing and non-compliant, the mystery shopper acted as an advisor to ensure that in-store staff were made aware of the bespoke planogram for the store, stocking requirements and general improvements required to ensure that the product was displayed correctly to optimise visual impact and sales.

Client

Premium Fashion Sunglasses Brand

Brief

We were briefed by our client to ensure that their displays of sunglasses in their outlets were in keeping with their corporate compliance requirements for in-store product display. The ultimate aim was to ensure that all their eyewear products were ‘on-brand’ and prominently positioned to ensure maximum consumer awareness. Being a global leader in high-quality, fashion eyewear with a legacy of building dominant brands; for them, in-store presence is critical to ensuring the brand is positioned correctly in the mind of consumers to optimise sell-through.

“Finding a formula that works and a partner we trusted who execute perfectly, always on time and on budget, has helped us move this relationship on light years from when we first began really focusing on these stores”

"The way the product is now presented has really had a strong impact on our sales and mystery shop activity has really put the onus on the retail staff to maintain a certain image and be more mindful about the product on the shelves”