“Mystery client” activities to analyze the Würth customer
CLIENT: WÜRTH
SERVICES: Know the purchase behavior of the buyer personas inside the stores.
PERFORMANCE
hours of detection in store
different data processing obtained
ANALYSIS AND PLANNING
analysis report
assistance pills
assistance pills – emotional video
behavior assessment
behavioral intelligence
coaching
communication system
competence check
competence check – leadership check
competence model
concept store and layout
custom platform
customer experience analysis
customer relationship management
customer research
display model
driving forces
economics
economics – sales processes
educational events
emotional video
engagement approach and processes
focus group
gamification learning
geomarketing
in-store customer behavior
key people survey
kpi dashboard
leadership check
leadership check – competence check
live shopping
live training
mystery shopping
networking & partnership
process & standard operations
retail book
retail map
retail tour
sales ceremony
sales engineering
sales performances
sales strategy
selling integration
service and customer experience model
store check
store observation
store operation
storytelling tools
talent executive
team building
tutorial-emotional video
visual merchandising
windows model
Know the purchasing behaviors of buyer personas within Würth stores in order to implement actions with the aim of enhancing the commercial effectiveness of the service model.
After having held meetings with the company’s key people, in order to clarify the current state of the service model, and an analysis, centered on focuses such as the mapping of the stores and the areas contained therein, the parameters were prepared of observation which would have been explored in depth in store.
Suitable people were selected for the survey, which was carried out in various sales points scattered across the national territory.
The mystery client activity carried out consisted of observing a set of customers and their behaviors in store, in order to study not only the actions of the Würth buyer persona, but also to precisely identify who he is.
The activity therefore examined various parameters, such as demographic characteristics (for example, gender and age), the areas of interest within the store, the way of relating with the in-store staff and much more. At the end of the numerous surveys, the data obtained, contained in a complex database, were reworked into a quantitative but above all qualitative report containing clear and easily interpretable analyses, as the main output of the shadow customer analysis.
The report was finally sent to the Würth commercial management for subsequent internal interpretation and comparison, with the aim of improving the commercial effectiveness of the existing service model.