From Apple to McDonald's, the world's most successful brands scale through their ability to standardize. New York or New Delhi, Manchester or Mysore - walk into one of their stores, and you can expect the same experience and quality of service.
Ensuring standardization takes a relentless focus on measurement of customer experience, and mystery shopping is a key tool in the kit.
A lot of money is spent building beautiful stores, restaurants and branches. Brands who have franchise partners and retail networks invest in fixtures, furniture & signage; demo products and branded displays.
All this expense can not only go to waste, but can be counterproductive if your locations and infrastructure are not well maintained. Our retail audit service ensures that doesn't happen.
An accurate picture of stock in the supply chain is important to ensure correct accounting, manage channel incentivization, maintain freshness and quality, minimize shrinkage through loss or theft and to double-check on other data reporting mechanisms.
Channelplay's stock audit service provides accurate and reliable stock and inventory measurement across the country.
Brands spend a significant amount of time, effort and money drawing up the perfect customer experience for their customers. The retail environment gives them the canvas to showcase their brand and products and at the same time paint the picture they want on what the brand stands for; the value of their products/ service; how they feel about their customers and what it would mean to own a product of their brand. While this works great till the design stage, the challenge is posed when it needs to be operationalized at the point of retail. This is particularly challenging in a Retail environment like India where:
Back in 2007 when we started Channelplay, one of our first projects was an In-Store Promoter Program for Nokia. Back then, Nokia was the giant of the industry with over 70% market share in GSM phones, and the highest retail penetration among all brands. On our market visits, when we’d walk down say MI road or Ganpati Plaza in Jaipur, there’d probably be 20 shops within a 500-meter distance selling Nokia phones. The phone was already a commodity, selling on experience has always been complex, and the easiest lever that retailers had for making a sale was price.
A phone that the retailer had bought for a Dealer Price (DP) of Rs. 2800 would...
In my previous blog, I mentioned the touch points that are critical for a delightful consumer experience. As promised, I will discuss them in detail one by one. In this blog we will look at the importance of welcome process.
In today's hyper competitive environment, with multiple options available, one of the biggest challenge is to attract customers to enter the outlet. Companies spend a significant amount on branding outside the store to lure the customers which is extremely important.
Once the customer decides to enter a store, starting from the entrance till the time he/she gets into a conversation about his/her requirement, the first...
In current times of cut throat competition, with marginal difference in the selling price of any product/service, the only thing that gets preference is how good a brand is in providing great consumer experience.
Most brands have understood it and hence there is an increased focus on training of the front line sales executives and managers. They need to remain customer focused and translate all their experience and learning in what the organization expects them to deliver to its consumers.
Brands have always struggled to measure the quality of the consumer experience delivered by its front line brand representatives. An effective tool to do...
Rooted in Shopper Marketing
Some of the world's most successful companies rely on us to execute their shopper marketing initiatives. We leverage that experience to design and execute better mystery shopping programs.
Our cutting edge technology platform ensures that shoppers that are right for a project are deployed, that information collection is reliable and real-time, and that analytics are rich and insightful.
Coverage Across India
We currently deliver over 8000 mystery shops and audits across 300 cities every month using a network of freelance mystery shoppers spanning every Socio-Economic Classification, and a team of full-time; highly-trained auditors.
Focus on Quality
We use rigorous shopper selection processes, train and certify shoppers on every project before they start work, and verify each response received for accuracy and insightfulness before reporting to clients.