Mystery Shopping Audits for Sanitaryware Retail Success

With rising disposable incomes and an ever-expanding exposure to global trends, today's consumers are redefining their lifestyles. Now, spending on bathroom spaces has become a trend, and the sanitaryware industry is experiencing unprecedented retail traction. Brands are rapidly expanding their reach by opening more stores and exploring diverse selling channels. However, this rapid growth comes with its own set of challenges—most notably, maintaining consistent control over retail SOPs (Standard Operating Procedures).

The Shift in Consumer Behavior and Market Dynamics

As brands expand, several operational concerns emerge. Channelplay’s audits focus on key areas that affect the retail performance and overall customer experience in the sanitaryware industry:

A clean, inviting store environment is crucial. Through declared audits, Channelplay evaluates:

2. In-Store Promoter Performance – Mystery Shopping

• Promoter Grooming: Maintaining a professional appearance.
• Product Knowledge: Ensuring promoters are well-versed with the product details.
• Sales Process Adherence: Evaluating the effectiveness of need assessment, solutioning, and selling skills like cross-selling, upselling, and follow-ups.

To maintain channel health and avoid conflicts among dealers, brands suggest a Retail Price (SRP) to be followed by all stakeholders. Mystery shopping audits help:

4. Brand Recommendation – Mystery Shopping

• Dealer Influence: Identifying if a retailer is promoting competitor products.
• Root Cause Analysis: Understanding the reasons behind brand recommendations, paving the way for strategic improvements like better selling margins or enhanced dealer relationships.

For brands that aim to maintain exclusivity in retail, adherence to brand-specific display standards is critical. Through mystery shopping audits, Channelplay measures:

Read more about how we achieved 78% Average Retail Hygiene Score for Kohler

Channelplay partners with leading sanitaryware brands to deliver detailed outcomes based on rigorous audits. By identifying gaps in retail SOP adherence, Channelplay helps brands make the necessary improvements to optimise the consumer experience. The insights from these audits not only safeguard the brand's integrity but also provide a competitive edge in an increasingly crowded market.