Mystery Shopping and Mystery Calls
The Quality of the Brand
Marketing teaches us that brands are created in the mind of the consumer. The control of the brand and the influencing of the consumer then follow as a result of the implementation of the whole marketing mix. The quality, as such, has its root at the heart of the brand. A differentiation must be made between products and services in the assessment and the measurement of quality. In the retail business and sales, as well as in the whole of the service industry.
What does Mystery Shopping measure?
Product quality in sales and the retail business means brand quality in the sectors:
- Service: competence, friendliness and waiting times
- The quality of advice and product recommendation
- Living from service standards
- Cross Selling
- Presentation of goods
- Availability of goods in the range
- Cleanliness
- Implementation of marketing activities
Quality control during the production of goods is standard practice. But what about the services you offer? Mystery Shopping offers you a means of measuring the quality of the services from your company so you can then adjust your performance in a positive way. Mystery Shopping transforms data into targeted measures!
The areas in which Mystery Shopping can be used are broad ranging. In addition to the classical retail business sector, GfK carries out mystery shopping activities in the banking, automotive, FMCG and retail sectors as well as in telecommunications.
Online Reporting
GfK offers you Mystery Shopping reports within 72 hours, Online. Depending on the nature of the project, our advanced software enables our shoppers to enter the data immediately after shopping. The data is then proof-checked, validated and made available to you within 72 hours after each single shop.
GfK Interviewer team & Mystery Shopper team
Conducting advanced Mystery Shopping for world-class clients in various business sectors, GfK is one of the leading Mystery Shopping suppliers in Egypt. The requirements set of interviewers and mystery shoppers and their qualifications are wide ranging and different. Interviews must have the gift of being able to induce respondents to undertake interviews and must be good at listening and asking questions. Mystery Shoppers receive clear briefings and evaluate both the businesses and their service personnel according to exactly predefined criteria. The evaluation is carried out according to objective standards.
GfK Mystery Shopping Team
At GfK Egypt we have had many years of experience in the Mystery Shopping sector with universal and direct banks, real estate companies, property financing and many other service sectors (telecommunication, automotive, FMCG, etc.) – and we want to tell you what works and what doesn’t. The team from GfK Egypt will provide support for you in the planning, execution and analysis of a mystery shopping study. We supply the following services for your benefit:
- Advice on methodological aspects, organization and planning of the project
- Active collaboration in the design of the questionnaire and drawing up of test scenarios
- Briefing of the mystery shopper
- Carrying out of the field work including controls
- On-line collection of the data from the questionnaire
- Checking of data and plausibility checks
- Internal control checks by supervisors
- Reporting which is made-to-measure and orientated on implementation at various levels – individual test reports, regional benchmarks, strategic analysis of company-wide results
- Delivery of the results within 3 days till 5 days.
- GfK Fact-Based Consultancy: support from our consultants in the implementation of the market research results in your company.
