GfK Mystery Shopping

MShop+®…an analytic tool for generating higher profits.

GfK’s MShop+ is an analytical tool that integrates research from a myriad of different program inputs. It transforms mystery shopper observations into an actionable performance assessment and tracking system. As an indicator of customer satisfaction, it can direct your company to help make the improvements necessary to generate profits at each store location.

GfK’s advanced analytics of Mystery Shopping and related data such as Customer Satisfaction, Employee Satisfaction, and Image Audits are integrated, and strategic insights garnered from MShop+. We go beyond simply reporting adherence to operational standards with MShop+. We create predictive models linking financial outcomes to independent customer satisfaction measures, store image reports and retail operation standards. Ultimately, our objective is to move our clients’ Mystery Shopping program beyond a simple "report card" of retail adherence of service delivery standards to a set of integrated solution recommendations that will generate improve their business processes.

MShop+ serves as guidance for design teams to use in improving their service offerings. It indicates what is important to your customers, how customer satisfaction can be affected by changes in store attributes, and the limitations or synergies among changes in the design components. An example of insights garnered from an analysis incorporating both customer satisfaction and Mystery Shopping results:

There are retail operational standards that represent necessary conditions for satisfaction. These are items that are revealed important to the customer, but both the client and the competition are performing well. These items must be monitored closely because any slip in performance will give the competition an advantage. MShop+ assists in defining the retail operations that must be watched and defended against competitive efforts.

Some items are high leverage for customer satisfaction and represent opportunities for the client to gain a competitive advantage. MShop+ identifies retail operations to best carry out the strategic goals of the client.

The efficiency and effectiveness of the staff were found to be both of critical importance and not performed as well as the competition. MShop+ can be used to highlight retail operational areas for improvement, and raise managerial issues concerning staffing, training, or capital expenditures.