MYSTERY SHOPPING IBPS SO MAINS MARKETING LECTURE 7

Ø  IBPS SO MAINS MARKETING LECTURE 7
MYSTERY SHOPPING
MARKETING MANAGEMENT

• MEANING OF MYSTERY SHOPPING
• MYSTERY SHOPPING IS A TACTICAL TOOL OF MARKETING RESEARCH FOR CONDUCTING OBSERVATIONAL RESEARCH FOR PROJECTS LIKE

1. WHAT CLIENTS WANT MYSTERY SHOPPING VALIDATES THAT IS PROVIDED
2. MEASURING QUALITY OF RETAIL SERVICES IN SUPERMARKETS
3. OR GATHER SPECIFIC INFORMATION IN DISGUISED MANNER
4. TOOL OF FEEDBACK FOR CONTINUOUS IMPROVEMENT RATHER THAN SURVEILLANCE SET OUT FOR EMPLOYEES AND WORKERS
5. PRACTICE OF USING TRAINED SHOPPERS TO ANONYMOUSLY EVALUATE CUSTOMER SERVICE,EMPLOYEE INTEGRITY,MERCHANDISING AND PRODUCT QUALITY

• MYSTERY SHOPPING SERVICE PLANNING CYCLE

1. IDENTIFYING IMPROVEMENT AND OPPORTUNITIES
2. REWRITING SERVICE STANDARDS
3. BENCH MARKING RESULTS
4. SETTING NEW TARGETS
5. MEASURING AND MONITORING PERFORMANCE

• ASPECTS OF MYSTERY SHOPPING

1. NUMBER OF EMPLOYEES IN THE STORE ENTERING
2. HOW LONG IT TAKES BEFORE THE MYSTERY SHOPPER IS GREETED
3. THE NAME OF THE EMPLOYEE
4. WHETHER OR NOT THE GREETING IS FRIENDLY ACCORDING TO OBJECTIVE MEASURES
5. THE QUESTIONS ASKED BY THE SHOPPER TO FIND A SUITABLE PRODUCT
6. THE TYPES OF THE PRODUCT SHOWN
7. WHETHER OR HOW THE EMPLOYEE INVITED THE SHOPPER TO COME BACK THE STORE
8. CLEANLINESS OF THE STORE AND STORE ASSOCIATES
9. COMPLIANCE WITH COMPANY STANDARDS

• BENEFITS OF MYSTERY SHOPPING

1. MONITORING THE FACILITY CONDITIONS
2. COMPLEMENT MARKETING RESEARCH
3. CAN CONTINUOUSLY AUDIT PRICING AND MERCHANDISING COMPLIANCE
4. IDENTIFICATION OF THE AREAS FOR IMPROVEMENT
5. BETTER UNDERSTANDING OF THE CUSTOMERS