The Challenge
Groupe Seb needed to boost the offering of its products, especially the Dolce Gusto coffee maker and the Moulinex iron, in selected retail chains ahead of Mother’s Day, while using the in-store visits to train staff and build a salesperson database it had not previously had direct access to.
The Solution
A 3-month program that began with a diagnostic pre-audit (August 2013, 7 points of sale across Garbarino, Rodó, and Frávega in Greater Buenos Aires), followed by a main Mystery Shopper campaign with rewards (September 1 to October 30, 2013) covering 100 stores of Rodó, Casa del Audio, Frávega, and Falabella, totaling 578 visits. Each visit assessed whether the salesperson offered Moulinex/Dolce Gusto as the first option and mentioned its differentiating attributes; those who met the criteria received an instant-win scratch card (movie vouchers, dinner in Puerto Madero, Freddo ice cream, and larger prizes such as tablets and an iPod Touch). In-store trivia contests were added with a Dolce Gusto coffee maker raffle, plus a final raffle among all participating salespeople. The program was supported by a two-panel brochure, a dedicated website, and personalized mailings.
Results
More than 50% of participants won a prize (149 of 289 evaluated visits, a 52% success rate). Salesperson presence/image was rated very good in 72% of cases and good in 26%. 87% of mystery shoppers said they would have bought, or would return to the store. There were 278 visits to the program’s website and 223 emails sent with questions or comments.
Notable Details
The campaign won Gold at the 2014 FIP (Iberoamerican Promotions Festival), in the Mystery Shopper category.
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