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FMCG: on-trade mixers
The Challenge:
• Quantify the impact of up selling to premium drinks
• Evaluate the power of merchandising and media engagement
• Understand how trained staff could influence customer behaviour in on trade
• Up sell specific premium drinks
• Quantify impact of branded fridge and other merchandise
• Measure media engagement with promotional poster at entrance

Methodology:
• Observational research (video footage) to monitor pre-trained bar staff up selling customers to alternative premium drinks and client products
• Pre- and post-activity staff interviews
• Customer tracking pre- and post-activity to record entry time, entry point, dwell time, engagement and behaviour while in the outlet

Outcome:
• Quantified perspective of the impact and effect of bar staff advocates
• Ranking of greatest up sell opportunities by category
• Measure of customer appetite for influence of drinks choice
• Evaluate impact of merchandising unit and the level of media engagement with promotional poster activity
• Using this type of insight we are able to develop more effective training strategy

Fashion: luxury brand
The Challenge:
• European audit to ensure all retail outlets support the brand’s positioning as a luxury brand
• Audit covered more than 2,000 retail outlets in 12 countries
• Consistent reporting essential in order to enable like for like comparison by country, store type and chain
Methodology:
• Experienced ‘intelligent’ mystery shoppers selected from Retail in Action database for audit trial and training, only successful candidates invited to complete the audit.
• Bespoke scoring system used to evaluate and rate performance and quantify retailer suitability to stock the client’s brand.
• Evaluation also comprised a compliance and competitive set check.

Outcome:
• Annual evaluations and consistent reporting has enabled the client to benchmark retail outlets and implement a stringent renewal programme.
• Over the last 6 years our assessment of the brand’s presence around the world ensures that it both protects its brand values through retail and optimises its presence with an objective, consistent and highly accurate ongoing monitor of its retail distribution.