Mystery Shopper Phase 2
After the successful trial last year, the programme was extended and also included 13 distributors who paid for their companies to be independently audited. Forty companies were involved, 20 bpma members and 20 non-members, studying 160 interactions overall (twice web enquiry and twice on the phone for each distributor but with different end user profiles).
It was clear the killer question of “what’s the product being used for?” is still not being asked. Those that couldn’t help the shoppers were told “oh sorry I can’t think of any ideas. Go on to the website – there are loads on there. I’ll send you a brochure!”
Marketers put ‘understanding their needs’ at the top of their list of requirements from distributors. Great value and competitive price comes third. It’s clear distributors need to be more proactive in questioning but also in the suggestion of ideas.
Many of the companies did received an automated response online to a web enquiry. The better examples provided timescales of when they would get back to you. Only a minority are following up after quote and at the end of the journey.
A growing number of suppliers and distributors have asked the bpma to consider doing a supplier version of this for 2017.