Retail Insight

Mystery Shoppers

Challenge Godfreys staff are renowned for their personal sell techniques however, with so much effort put into the one on one customer interaction sometimes attention given to store surroundings can be lacking. An opportunity existed for staff to improve the look of their stores and add to the customer experience. Solution BT implemented a ‘Ready to Sell’ proposition in stores, including training and support materials on how an effective store should look along with an Overt & Covert Mystery Shopper campaign into test outlets to ensure compliance and ongoing communication with stores. The campaign was rolled out through The Bailey Group. Measurement included store appearance, marketing compliance and stock replenishment. Test stores sales, appearance and year on year growth exceed all other stores.

Research

Challenge Unigas (part of Elgas) were opening a new re-filling station at Melbourne Airport for the exclusive benefit of taxi drivers. As a relatively unknown target audience, BT worked with Unigas to develop core understanding of the Melbourne taxi market, along with unique insights to base marketing strategy and tactics on. Solution BT designed the research study along with sister company Australian Research Group. The research included interviews with taxi drivers combined with data from the Victorian Taxi Association. From information collected, BT was able to develop an effective launch campaign for drivers, based on unique insights and two-way communications.