Mystery Shoppers

Featured Article July '09

Promoting Good Practice

Recently we suggested that an innovative and useful way for retailers to drive growth would be to mystery shop the promotional and voucher schemes that they offer. Without this aid, promotions can fall flat on their feet wasting both time and money.

In the current recession promotional schemes are becoming ubiquitous. Peter Martin of Peach Factory observes that “promotions may be trimming margins for the leading pub and restaurant operators, but they are helping to keep customers coming through the doors”.

With more competitors jumping on the promotional band wagon, you must do more to make your campaign stand out. Although price is a significant factor affecting consumer choice, it is by no means exclusive and customer experience should not be ignored in favour of price.

The most effective promotions are simple to find and use, attuned to customers’ demands and enjoyable. Staff need to be aware of the schemes and able to publicize them. Promotions should also be harmonious across channels, publicised both in store and online and available to use across all channels.

Mystery shopping of promotions enables you to gauge the effectiveness of campaigns. The lessons learnt will provide you with an opportunity to improve customer experience allowing you to stand out from the competition.

In the recession competition is now higher than ever, but it must be borne in mind that everything is still to play for. So go out there and play, we’ll provide the bat.

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