Sony – Mystery Shopping "Zecret Zpy"

Mystery Shopping “Zecret Zpy”

Sony Mobile came to us with the challenge that the sellers did not, to the desired extent, highlight the product benefits in the sales encounter with the end consumer.

The solution became the educational program Zecret Zpy. With a teaser that Sony might visit their store, we motivated staff to learn the top three benefits of the latest Z phone and talk about them in the encounter with the customer. Next, we sent out five mystery shoppers who visited 90 stores over two days. If the seller completed the task, she were rewarded immediately. If not, the mystery shopper left a ”Mission Failed” note, in order to inform the store.

The knowledge about Sony’s product benefits increased with 65% in the visited stores. The concept is so successful that the global retail department at Sony Mobile will implement it internationally.