Case Study: Grocery Store
A small, locally owned grocery store was concerned they were losing market share to incoming, chain-based competition. They wanted to determine the causes and implement a plan to gain back their leadership position.
Plan of Action:
- A monthly mystery shopping evaluation of the client’s establishment, rotating specific departments to get a good overview of all areas of customer contact.
- A quarterly review of the competition using the same (or similar) departments and reporting points.
- Focused training modules to help employees understand the features and benefits of their varied product lines along with those of the competition.
The mystery shopping process revealed our client’s staff’s product knowledge was lacking – especially in comparison to the competition. When staff was asked how to use a specific product or where to find a product, answers were incomplete. Or the customer was directed to someone else.
A training program was specifically designed to address this issue and evaluation scores have increased with each subsequent review. Market-share erosion has also been halted and the client is in the process of putting Market Viewpoint suggestions into place to win back lost business.
Case Study: Financial Institution
A national banking institution was looking for ways to increase sales volume without spending a large sum from the marketing budget on advertising.
Plan of Action:
- A monthly mystery shopping program was established for each branch. Three different shoppers were assigned to shop the platform or the teller station at various times during their hours of operation.
- A quarterly marketing analysis was conducted by Market Viewpoint to determine if the sales process could be altered to impact sales and revenue figures.
- Data was trended over the year to determine if corrective measures were effective.
The mystery shopping evaluations revealed that the sales force was not spending the time asking appropriate questions to get to know their customers’ needs.
When the sales staff knows how a customer intends to use their product or service, they can make appropriate suggestions for the purchase of complementary products or services.
Additional in house training was scheduled for staff to learn how to politely offer opportunities for additional services while asking appropriate questions of the prospect or customer.
This client has enjoyed an increase in sales volume without the expense of advertising for new customers.