Mystery Promotion

INCREASE THE BENEFIT OF PROMOTION CAMPAIGNS WITH PROMOTION TESTS

Mystery promotion focuses on the objective evaluation of promotions and promoters with regard to agreed standards. The tester (mystery shopper) physically goes through a typical promotion situation on site and, if necessary, buys a product or service.

With mystery promotion, information is collected that serves the development of the promoters and the efficiency of the promotion.

The focus of the development is on topics such as:

• Personnel availability
• Optimal customer approach
• Service orientation
• Service quality
• Quality of advice
• Compliance with specifications
• Professional competence
• Implementation of trained criteria
• Sales orientation
• Closing behavior
• etc.

Synonymously used terms are promotion test, promotion check, mystery shopping, or mystery check. In the narrower sense, mystery promotion involves tests directed at the promotion situation.

Typical test elements are in particular:

• Approach
• Initial contact
• Conduct of conversation
• Needs analysis
• Consultation competence
• Product presentation
• Behavior
• Product demonstration
• Closing orientation
• Overall impression
• Follow-up

Mystery Promotion is used in a wide variety of industries, wherever promotional campaigns take place, for example car dealerships, banks, DIY stores, computers, consumer electronics, services, DIY, retail, specialized trade, commerce, hotels, industry, cosmetics, credit cards, food retail, furniture trade, perfumery, telecommunications, tourism.