If your consumer packaged goods (CPG) brand does not use measurement programs like mystery shopping or retail audits, it might be missing out on key pieces of crucial data. These programs specifically;
- Provide in-depth information about consumer interaction and employee performance
- Offer you a detailed and unbiased perspective of current customer experience
- Monitor the usefulness and effectiveness of your existing product
The information you get from these programs can be used to encourage and maintain a life-long relationship with your customers. Mystery shopping may go by different names, but in essence, it is the anonymous evaluation of either customer service, operations, employee integrity, merchandising or product quality. With increased competition service is a key differentiator for many retailers and brands, and mystery shopping provides businesses with the data needed to build and strengthen trust with the customers.
If you are still indecisive about incorporating crowdsourced mystery shopping into your business operations, keep on reading to find out why your CPG brand needs it.
Benefits of Crowdsourced Mystery Shopping for a CPG Brand
1. Data-driven Decision Making
According to Mckinsey & Company, an American management consulting firm, a shopper is influenced at two main points of contact when buying from a certain brand, and person-to-person commutation is one of them.
You must remember that consumers today have become way more demanding as compared to the past. This is why CPG retailers need to implement strategies that meet the demands of the customers. Crowdsourced mystery shopping helps brands collect data generated from mystery trips. This data supports brands in making impactful strategies that could ensure their services are on point and according to customer expectations.
Moreover, by using mystery shopping, your brand can uncover its strengths and lapses in the services that prevent it from combating CPG shrinkage.
2. Consumer Analysis
There is a test scenario for secret shoppers when mystery shopping is conducted. The test is typically based on several real-life experiences. This is one way to find out how real shoppers would interact and react when buying a company’s products. Plus, management can assess how real buyers understand the strengths and flaws of the products.
You will be glad to know that crowdsourced mystery shopping is extremely cost-effective because it only targets buyers who frequent your location or are local. Therefore, it requires less incentive to complete the task. With a network of trained users ready to complete tasks at a moment’s notice you can get data quickly as well.
4. Relevant Customer Feedback
This is another potential benefit of using crowdsourced mystery shopping. It gives your brand access to a huge database of customers who can become your target audience. That means the picture you receive reflects the average consumer experience that you can compare with specific feedback received from your trained shopper.
In other words, the responses in crowdsourced mystery shopping can be interpreted based on their experience.
Shopping programs require a lot of effort for recruiting, qualifying, scheduling, training and managing shoppers, but by using a crowdsourcing solution, like Premise, it can be a lot easier and more efficient.
There is no denying that crowdsourced mystery shopping is an efficient tool to utilize customer advocacy for the improvement of your brand. It can be immensely helpful for your CPG brand to assess consumer’s demands and find out which sector lacks exceptional services.
At Premise, we operate through a trained network that excludes the need to source every mystery shopper. Our advanced app allows us to manage everything efficiently. Plus, we can provide a high volume of data. That is what makes it a cost-effective method to accumulate key information about your businesses’ in-store performance.
Interested in learning more about how Premise can fulfill your mystery shopping needs? Visit us at www.premise.com/retail-audit or email firstname.lastname@example.org. We can’t wait to help you become more data-driven.