Mystery Shopping Audits for Sanitaryware Retail Success

With rising disposable incomes and an ever-expanding exposure to global trends, today's consumers are redefining their lifestyles. Now, spending on bathroom spaces has become a trend, and the sanitaryware industry is experiencing unprecedented retail traction. Brands are rapidly expanding their reach by opening more stores and exploring diverse selling channels. However, this rapid growth comes with its own set of challenges—most notably, maintaining consistent control over retail SOPs (Standard Operating Procedures).

In this dynamic market environment, brands risk diluting their in-store execution and quality if proper checks are not in place. That's where Channelplay steps in, offering expert Mystery Shopping and Audit services tailored for the sanitaryware space. These services provide actionable insights that empower brands to maintain high standards, improve customer experiences, and ultimately drive sustainable growth.

The Shift in Consumer Behavior and Market Dynamics

Today’s consumers are more discerning than ever before. Their choices are influenced by global trends, design aesthetics, and the overall retail experience. For the sanitaryware industry, this means that the store environment is just as important as the product itself. A well-executed retail presentation can significantly impact consumer perception and buying decisions.

Addressing Key Retail SOP Concerns

As brands expand, several operational concerns emerge. Channelplay’s audits focus on key areas that affect the retail performance and overall customer experience in the sanitaryware industry:

1. Retail Hygiene – Declared Audits

A clean, inviting store environment is crucial. Through declared audits, Channelplay evaluates:

• Signage: Ensuring that visibility and condition meet brand standards.
• Store Interiors: Assessing for clutter-free spaces with proper lighting that enhances the visibility of brand areas.
• Branding: Verifying the availability, placement, and maintenance of branding elements.
• Fixture & Demo Units: Checking for the presence and condition of demo units and product specification cards.

2. In-Store Promoter Performance – Mystery Shopping

The in-store promoter is the face of the brand, directly influencing the customer's shopping experience. Mystery shopping audits focus on:

• Promoter Grooming: Maintaining a professional appearance.
• Product Knowledge: Ensuring promoters are well-versed with the product details.
• Sales Process Adherence: Evaluating the effectiveness of need assessment, solutioning, and selling skills like cross-selling, upselling, and follow-ups.

3. Market Operating Price Adherence – Mystery Shopping

To maintain channel health and avoid conflicts among dealers, brands suggest a Retail Price (SRP) to be followed by all stakeholders. Mystery shopping audits help:

• Monitor Price Adherence: Ensuring that the best prices are captured in the market.
• Identify Discounting Patterns: Highlighting any breaches against the SRP and flagging discounting trends among competitor brands.

4. Brand Recommendation – Mystery Shopping

In a competitive, multi-brand environment, retailers can significantly influence consumer choice. Mystery shopping audits assess:

• Dealer Influence: Identifying if a retailer is promoting competitor products.
• Root Cause Analysis: Understanding the reasons behind brand recommendations, paving the way for strategic improvements like better selling margins or enhanced dealer relationships.

5. Brand Exclusivity – Mystery Shopping

For brands that aim to maintain exclusivity in retail, adherence to brand-specific display standards is critical. Through mystery shopping audits, Channelplay measures:

• Display Compliance: Ensuring that the allocated store space is used effectively for the brand versus competitors.
• Competitive Stocking: Monitoring competitor product placement to maintain brand prominence.

Read more about how we achieved 78% Average Retail Hygiene Score for Kohler

Channelplay: Your Partner in Retail Excellence

Channelplay partners with leading sanitaryware brands to deliver detailed outcomes based on rigorous audits. By identifying gaps in retail SOP adherence, Channelplay helps brands make the necessary improvements to optimise the consumer experience. The insights from these audits not only safeguard the brand's integrity but also provide a competitive edge in an increasingly crowded market.

If your brand faces similar challenges and you want to ensure that your retail operations are flawless, Channelplay’s Mystery Shopping and Audit services could be the strategic advantage you need.